Tag Archives: marketing

Why Mobile Won’t Work Magic

I attended a webinar recently where the presenter attempted to demystify mobile magic by explaining that it is more like Houdini magic than Disney magic – that is real and it is something you can learn.

First, let’s call that Harry Potter magic just because I like the balance of Harry/Harry.

Now, I’m going to completely disagree.

Mobile isn’t magic—not even learn-able, slight-of-hand magic. There are no tricks and there are no secrets. Sure there are similarities to theatrical magic; getting mobile right takes a lot of hard work, dedication, and admittedly, a bit of showmanship never hurts!

The truth is mobile is not a magic panacea for all that ails your organization’s lackluster fundraising results. You do not add a mobile website or donation form and – poof – watch those donations roll in. However, mobile can be used as a valid tactic for expanding your reach and reinforcing your message, thereby increasing your level of engagement with your constituents.

Rather than thinking of mobile as a magic trick, I prefer to think of implementing mobile tactics in terms of a learning a new style of dance. You already know how to elegantly waltz your way through a direct mailer. Your sophisticated email strategy is as alluring to your donors as a sultry tango. Adding mobile-enabled elements to your existing communications is like throwing in a little Texas swing. You already know how to dance with your donors, mobile is just about doing to a slightly different beat.

By finding ways to leverage your message into mobile channels, such as text messages or mobile-optimized webpages, you augment the repertoire and relationships you have already built. Identify where mobile can supplement and reinforce your existing efforts. Rather than considering mobile tactics as a separate campaign, look for creative ways mobile can enhance current, already agreed-upon goals. Mobile isn’t a new trick; it’s just another way to dance.

Bottom line? Don’t try to use mobile to pull a rabbit out of your hat. You will fail. Instead, focus on how you are already interacting with your donors and begin integrating a few new mobile steps into your choreography.

QR Codes: A Tool for Multi-Channel Campaigns

This article about what these little codes and tags can do, who is already using them successfully, and how you can leverage this handy little app in your own multichannel campaigns originally appeared in the November/December 2011 of Advancing Philanthropy.

QR Codes: A Tool for Multi-Channel Campaigns

By Stacy Dyer

Quick Response (QR) codes – those two-dimensional matrix bar codes designed to be read by smartphones – are growing in ubiquity. You see them more and more in magazine ads and catalogs, directing consumers to pull out their mobile devices and click. QR codes have incredible possibilities for nonprofit marketers who want to take advantage of the emotional connection and immediacy generated by their causes.

What Can QR Codes Do?

Enabling your audience with QR codes gives them the ability to immediately take an action.  QR codes can be created to prompt a phone call, send a text message, or click a hyperlink.

Think of the power of being able to link your supporters directly to your donation form, rather than your home page. QR codes can help eliminate disconnect between exposure to your message and the action you want your audience to take.

Donation forms are only one example. Advocacy institutions can create a QR code embedded with a phone number to call a local politician’s office. As part of green initiatives, museums, like the Mattress Factory in Pittsburgh, Penn., use QR codes to direct visitors to more information about artists or exhibits online rather than distribute brochures (The Handheld Guide: Experimenting with Mobile Technology in Museums http://www.technologyinthearts.org/?p=1511).

Foundations organizing races, golf tournaments, or other events can collect registrations or sign up volunteers by directing supporters directly to a form on their website that has been optimized for mobile viewing.  By combining the power of QR codes and customized web content, the options for implementation are limited only by your creativity.

Who Uses QR Codes?

QR codes naturally target a younger, more affluent crowd. Tech-savvy Millennials and GenXers will be the most likely audience to scan and click first, but anyone with the ability to download an application, or “app,” on their phone can join the fun.

To increase the consumption of your mobile content, be sure to let folks know the benefits of scanning the code and what they can expect to find on the other end of the link. Offer exclusive content or discounts on services or admission. Depending on your audience, you may also want include instructions for downloading the app using their mobile phone.

While baby boomers aren’t as likely to use them, displaying QR codes is unlikely to put off more mature supporters—they will simply ignore them. With the opportunity to reach new audiences and capitalize on emotional, “in-the-moment” giving, there is nothing to lose by incorporating them into your strategy.

How Can You Use QR Codes?

First, create an emotional connection with your audience. The best time to do that is when they feel the height of that emotion—when they are at your event, in your museum, or reading your publication. “Wait,” you say, “that doesn’t have anything to do with technology!” You are right. This is something successful fundraisers are already doing. QR codes are simply another tool to remove barriers and encourage supporters to act.

Remember to consider the medium with which your audience will be consuming your content: a mobile phone. Optimize your landing pages for mobile viewing. Point QR codes directly to a donation form that has been optimized for mobile viewing and has been tested with the web browsers used by those mobile devices. Create customized, abbreviated forms that require minimal typing and are easy to view and understand.

Direct mail remains the cornerstone of many annual campaigns, yet online giving continues growing year after year.  QR codes offer the perfect bridge to combine multi-channel marketing efforts. They are not the most graphically attractive, but they are not expensive to implement either. By bridging the gap between offline and online engagement, this new technology gives fundraisers a powerful new tool.

In a recent Idealware article, Henry Quinn, marketing manager at L.L. Bean reminds us, “Implementing QR codes across your marketing efforts is a tactic, not a strategy.” No matter how hot or trendy the new widget, the tool itself does not complete the job. However, with the right tools, getting the job done can be easier, more efficient, and more effective.

Get the Word Out: Event Fundraising Using Social Networking

This article was originally published by Fundraising Success in September 2011

 

Get the Word Out: Event Fundraising Using Social Networking
By Stacy Dyer

Fundraisers know the key to successful special events is good attendance. A well-attended event garners not only more revenue from registration fees or ticket sales, but also broader exposure for your cause to your community and their networks.

But, event fundraisers are on a hard deadline. Unlike an annual campaign or endowment drive –which can be ongoing throughout the year – in order for supporters to participate in your special event, they must be aware and take action before the big day.

How can you best spread awareness to as many potential supporters as possible when you have limited budget and resources? Leverage social media to get the word out quickly and efficiently throughout your nonprofit’s network.

In The Networked Nonprofit, authors Beth Kanter and Allison Fine write, “Networked Nonprofits work as social networks, not just in them.” According to Kanter and Fine, by connecting individuals with common interests and goals, nonprofits create an ecosystem of organizations and people eager to help.

And, by utilizing “free agents”individuals working outside the organization who can organize and raise funds – nonprofits can capitalize on the power of social media to get their message out.

Social Networks Disseminate Information

Individuals are more likely to support a cause when asked by someone they know, even if it is not a cause they would have otherwise supported. This is especially true if the audience you are trying to reach is Millennials.

According to the 2011 Millennial Donor Survey, a recent study from Johnson, Grossnickle and Associates (JGA) and Achieve, 56 percent of young donors between ages 20 and 35 report they get information about organizations to support from their peers.

The same study found that 33 percent of donors in the same age group learn about organizations to support from Facebook. Ninety-three  percent of those surveyed report giving to nonprofits in 2010. The power of social networks to disseminate information and motivate supporters to act is clear.

Case Study: Habitat for Humanity Winnipeg

While using social networks to maximize event fundraising may seem like a new concept, it actually is not. Habitat for Humanity Winnipeg is a nonprofit utilizing a team-based fundraising structure.

Since 1993, Habitat for Humanity Winnipeg has organized an annual special event called the Cycle of Hope.

“Riders journey 1,600 km and raise enough money to enable Habitat for Humanity Winnipeg to build a new, affordable home for a very deserving family,” says Heather Scott, the organization’s database and administration supervisor.

Each Cycle of Hope rider is required to raise a minimum of $2500 to participate. Habitat for Humanity Winnipeg encourages team members to tap into their own social networks for support.

“The cyclists said the easy-to-use, peer-to-peer fundraising tool we put in place made it easier for them to reach out to more people they knew,” explains Scott. “We also host about four meet-and-greets in the office, so new riders can talk to and learn from experienced riders. They discuss fundraising and other tips and techniques.”

The above-mentioned team members function as Kanter and Fine’s “free agents” for the nonprofit.

Enabling supporters with online fundraising tools they can share through their various personal social networks (email, Facebook, Twitter) is critical to Habitat for Humanity Winnipeg’s success.

“Using an online fundraising and event management tool made it very easy during the postal strike that occurred during this year’s Cycle of Hope,” says Scott. “Some supporters who would have normally mailed in cheques used the online system and I’m hoping they now see how effortless and quick it is to give in that way.”

Cycle of Hope participants can even embed special fundraising forms directly on their own blog or web site, allowing them to capitalize on people’s tendency to donate to causes their friends ask them to support.

“We raised $60,000 more this year over what we had hoped,” says Scott. “We received donations from all over Canada, the U.S., and Europe. In the past, I had only seen one donation come from overseas. Next year, I’m looking forward to seeing that market grow even more.”

The donors reached by these “free agents” may not have any particular affinity for Habitat for Humanity Winnipeg itself, or may not even live in the same country, but they have a great affinity to support their friends, so they contribute.

Social Media is a Contact Sport

As you can see, using social networks to increase support for an organization’s special events is quite powerful. If your organization has been sitting on the sidelines, now is the time to stand up and start engaging.  As Kanter and Fine say in The Networked Nonprofit, “Social media is a contact sport, not a spectator sport.”

Online Advocates Help You Raise More

This article about online advocates, entitled “Online Advocates Help You Raise More”, originally appeared in the May/June 2011 issue of Advancing Philanthropy

Empower your raving fans to fundraise on your behalf

By Stacy Dyer, Sage North America

Humans are social creatures.  We are more likely to support a cause when asked by friends or family.  Make the most of people’s natural social nature by empowering those individuals who are most passionate about your cause to share their passion for your cause and solicit support on your behalf.

“We work hard to develop long-lasting, strategic relationships with individuals, organizations, and businesses, so our pool of existing supporters and donors are essential to us,” says Jessica Anderson, communications manager for Pennsylvania Environmental Council (PEC). “Not only are they the most loyal event participants, but they also reach out to new supporters with whom we wouldn’t otherwise connect.”

It’s about more than just getting people to sign online petitions. Encourage your raving fans (you know who they are, right?) to ask their own social networks to support your cause online. There are several ways to encourage personal advocacy online.

Peer-to-peer fundraising

First, there is simple peer-to-peer fundraising.  This happens when a donor or supporter shares a link to your donation form on their personal email or Facebook, Twitter, or blog page, encouraging their friends, colleagues, and readers to visit your website and make a donation.

Make it easy for supporters to share your organization’s donation forms on popular networks by embedding “share” links on every donation and event registration form you create.

Personal Fundraising Pages

To engage your supporters even more, allow individuals and partners supporting your organization to host personal fundraising pages on their own websites or blogs.  Maximize distribution with a portable virtual form. Advocates will be more willing to host a form on their site if it does not require visitors to leave their site in order to complete the form.

Make sure you address security within the form itself.  Credit card transaction security is crucial. Allow advocates to host your form without needing to worry about security, and without needing to specially configure their own blog or website.  Sponsors and other organizational partners will find this particularly helpful and will be more likely to not only sponsor your organization or special event, but also fundraise and advocate on your behalf on their own websites.

Ideally, the form you distribute to allow others to fundraise on your behalf will be easy for you to update, at any time.  The wider your distribution, the more difficult it would be to contact each advocate and request them to manually update it.  Create a form that you control, so that if you need to update your message for an urgent call to action, or any other reason, your changes will be immediately reflected anywhere the form is published.

Personalized Advocacy Center

Bring e-advocacy even further by allowing individuals to create their own personalized fundraising page, tracking the donations they have raised for your cause, on your site.  This type of advocacy is often used by registrants of race events, as they ask their friends to sponsor their participation in your run, walk, or ride.  But you don’t need to host a race to encourage advocate fundraising; it can be used in any type of fundraising campaign.

Create widgets online that supporters and participants can customize and share with their own peer-to-peer networks.  Make it both fun and personal.  Allow advocates to upload an image and share a personal statement about why they are supporting your cause.

Encourage your advocates to thank their friends and family who donate or pledge their support. Collect and share the email addresses of donors with the advocate, so they can send a thank you message to each of their personal supporters.

Competition can be a great motivator, too.  Set clear goals for each advocate, and allow advocates to increase their goal to keep the support flowing even after the original goal is met and surpassed. Be sure that any donations your advocate collects offline are counted, too. Use visual progress meters to publically track progress and allow individuals to share their success.

“We’re excited to have an advocacy center for each of our Pennsylvania Environment Ride participants,” says Anderson. “Making it easy for riders to ask their friends to sponsor them in the event, plus get credit for all the donations they raise themselves, will increase the amount of money raised by the event.”

Expand Your Reach

You rarely get anything you don’t ask for, so ask for it!  Your network of supporters, participants, and donors are your greatest asset when it comes to expanding your organization’s reach.  Ask your raving fans and most motivated supporters for help and make it easy for them to do, and you’ll be pleased by the results.

 

About Advancing Philanthropy
With 32,000 subscribers, Advancing Philanthropy is written for the members of the Association of Fundraising Professionals and executives of nonprofit organizations and institutions. The magazine provides ideas and strategies for the fundraising community, and includes information on education, training and advocacy for philanthropy. It also addresses ethical concerns and provides the latest news, resources, tools, models and technology for the sector. Web site: http://www.afpnet.org/Publications/IssueList.cfm?navItemNumber=544

Online Advocates.. from AdvPhil (pp33-41) Technology MayJun 2011

 

Method Tweeting: Using theatre techniques to engage your social media audience

At SXSW interactive festival in March, I attended a great panel discussion, Method Tweeting for Non Profits (and Other Players)
Click here to view the slides from this panel on slideshare.
Panel presenters included: Carie Lewis, Dir of Emerging Media The Humane Society of the United States (@cariegrls); Dan Michel, Digital Mktg Mgr Feeding America (@dpmichel or @FeedingAmerica); Eve Simon, Creative Dir Beaconfire Consulting (@NaiEve or @thebeaconsxsw); Geoff Livingston, CMO Zoetica (@geoffliving); and Jennifer Windrum, Founder WTF? (Where’s the Funding) for Lung Cancer (@jenniferwindrum and @wtflungcancer).
We have recently been witness to a great example of method tweeting in action, as Eve Simon pointed out via her Twitter handle, @NaiEve. The twitter sensation, @BronxZoosCobra is a prime example of developing an online persona that inspires a fanatical response.   
The facebook page contains many comments of fans, similar to this one:
Despite the Bronx Zoo’s accident, the right social media capital has turned this potential public relations disaster into a gold mine for reaching new audiences and future donors for the organization. 
While most of us do not necessarily want a quarter of a million followers, most of us aren’t going to so far as to impersonate a snarky snake, either.  And with results like that, you cannot deny the method clearly works.

What exactly is method tweeting?

Method tweeting is the concept that nonprofits must create a brand persona via their online presence that embodies a voice for the cause. 
If Shakespeare tweeted would he use his voice or characters? Method tweeting is based on the theory of method acting.  It is about starting a dialogue and tweeting based on authentic emotional and intellectual ties.

Nonprofits use of social media

There’s no doubt that the use of social media among nonprofits in on the rise. In 2010, 60% of nonprofits were on Twitter, up from 38% in 2009 and have on average 1800 followers. But what do they do with those followers? What do they say to them?

To thine own tweet be true

To create authenticity, there must a real-world tie between the person at the keyboard and the cause.  Carie Lewis pointed out, “In order to do my job well, you have to love social media and love animals…tweet what you love.”
The key is to select a staff member or free agent who is motivated by the charity’s cause to promote the organization on social media. If that individual doesn’t believe in what they’re tweeting for, they cannot be authentic. And your entire Twitter presence is based on deception.  To be successful, they must take on the identity of the organization on Twitter and truly embody all for which it stands.

Conflicted loyalties

There are inevitably times when choices are made with which not everyone in an organization may agree. These are the times when it is most important to believe in the organization. Tweeting is believing and anyone responsible for an organization’s public social media persona must have the passion to support the organization even if they disagree with the choices being made.
There is a balance to be struck between personal voice and professional tweets.  Many folks manage multiple twitter accounts.  Dan Michel pointed out that your personal tweets are everyday expressions of your casual self, while your organizational twitter voice is more “like me at a wedding – on my best behavior.”  It is fine to publish snarky commentary on your personal twitter account (as long as it doesn’t conflict with the organization’s position) but institutional tweeting requires more a conservative approach. Talk to people as you would at a job interview or other formal setting.

#gettngslizzerd

Personalities blur across accounts when you manage multiple twitter handles.  What happens when your personalities cross?  It happens to everyone at some point.  You know – that tweet you meant to send from your personal account accidentally gets posted to the wrong twitter account.  
This happened to the Red Cross when a staff member accidentally posted to the @RedCross account:
You can read about the faux pas and how the Red Cross dealt (BRILLIANTLY) with the error on the American Red Cross blog.
While it may be impossible to avoid the inevitable twitter mistakes, one thing you can do to avoid crossing your personalities is to use different tools for personal and organization twitter accounts. For example, I use TweetDeck for personal tweets and Hootsuite for organization tweets.

Avatars define voice

How does your avatar represent your social media voice?  Is it a photo? Is it a logo?  What does it imply?  For example, if you are an individual tweeting for your organization, do you use a personal photo so followers know the person behind the tweets? Or do you use a corporate logo and speak with a broader organizational voice?  
Many celebrities use their headshot as an avatar, but very few actually tweet for themselves.  Set the proper expectations instantly by selecting a powerful avatar image that defines your twitter voice authentically.

Emotions and tone

Personality is key to successful tweeting. Greatness doesn’t necessarily translate on twitter.  People like to follow people – not brands. Tweeting for your organization should be a mix of the institution’s founding principles and speaking in a conversational way. 
It is true that personal spokespeople get more followers.  Michel pointed out the clear example of Livestrong’s official twitter which has over 100,000 followers vs Livestrong CEO’s account which has over one million!
The most important takeaway to remember is that authenticity and personality go a long in effectively using social media, such as twitter, to reach your audience. Maintain an appropriate and approachable tone and let personal passions that align to organizational objectives drive content.
My words fly up, my thoughts remain below.
Words without thoughts never to heaven go.
-          Hamlet, Act 3, Scene 3

Event Success: Operation & Execution

This is the third and final installment of a series about successful event planning for nonprofits originally published in Canadian Fundraiser eNews in October 2010.

Please read parts one and two of this series: Event Success: Practical Planning Tips and Event Success: Practical Promotion Tips

 

Event Success: Operation & Execution

By Stacy Dyer

As we explored in the first two parts of this series, planning and promoting special events, auctions, and ‘a-thons have many similarities. Different types of fundraising events, however, each have their own unique execution challenges.

A golf tournament may operate differently from a gala opening night, but there are several tips any organizer can use to ensure smooth operations and a headache-free fundraiser.

Harness the Power of E-mail

E-mail has become one of the most ubiquitous forms of modern communication. Seventy-eight percent of U.S. adults now use the Internet, and nearly all of those (91%) send and receive e-mail. (* Pew Internet & American Life Project, Generational difference in online activities, Accessed online January 28, 2009)

While many of us routinely ignore marketing messaging from generic organizational senders, most of us will open and read e-mails from friends, colleagues, and family. It’s important to empower participants and supporters to easily communicate with potential donors in their personal networks about your fundraiser.

Control the message your supporters share regarding your organization and its event by providing teams with e-mail templates. Consistent imagery and wording that matches other communications promoting your event will help the message resonate. Ideally, e-mail templates should not only contain information about your event, but also link back to a registration, sponsorship, or donation form where the recipient can take immediate action.

When you provide easy-to-use e-mail templates for your supporters to send on your behalf, you extend your reach far beyond your organization’s traditional online fundraising.

Technology Tip: Extend your online reach even further by adding a “Send to a Friend” link to your e-mails. Also include links from completed donation and registration “thank-you” pages online to immediately share participation on popular social networks. Look for systems that provide these links in your templates automatically. Some services also let your supporters customize personal donation forms, so individuals fundraising in their own networks can easily track their progress and monitor their success.

Create an Event T-Shirt

T-shirts are a wonderful way to promote your fundraising event. As supporters wear the shirts, they raise awareness about your upcoming event. Provide t-shirts to participants, sponsors, and staff as early as possible. Feature your event’s sponsors on the shirts to provide them with additional publicity, and sell the shirts online to raise additional money.

Technology Tip: If you aren’t able to secure a sponsor to print the t-shirts locally, consider a using a service, such as www.cafepress.com, so you don’t have to purchase a large inventory of shirts upfront. You can upload images and customize text to create your own unique design.

Maximize Event Revenue with Concessions

Successful sports franchises understand how important a concession stand can be to happy event attendees. Onlookers and supporters will remain at your event longer if they aren’t hungry or thirsty. And don’t forget about participants – take care of them, too, so they can walk further and, hopefully, raise more funds. To keep expenses at a minimum, get refreshments donated. Ask local restaurants, caterers, or wholesale distributors to become corporate sponsors. Be sure to check local ordinances if you plan to have volunteers supply food.

Technology Tip: Create volunteer registration forms on your event website to collect contacts from interested individuals. Have information from the web connect seamlessly to your existing donor database where coordinators can track contact information, assign duties, and schedule shifts, as needed.

Hold an Auction

A live or silent auction is another fun way to generate extra donations at the event. Get local businesses to provide items you can auction. If you have an emcee at your event, they can oversee live bidding and help encourage participation by attendees.

Technology Tip: Check out this thread in the On Fundraising group of LinkedIn, sponsored by the Association of Fundraising Professionals (registration required.) The ongoing discussion includes tips and best practices from nonprofit professionals using eBay Giving Works to enhance their organizations’ auction potential using the Web.

Photograph the Event

You can use event photos in many fun and creative ways. Publish photos on your website; include them in next year’s event publicity posters and pamphlets; or create keepsake photo books to use as thank you gifts to sponsors, committee members, or team captains.

“A picture is worth a thousand words,” so photograph as many activities as possible. Use images to tell your organization’s stories; however, make sure to check with your legal counsel on what photo consents you need before publishing.

Technology Tip: Use Flickr to create a Photostream highlighting your organization’s activities. Explore Creative Commons licensing (www.creativecommons.org) to allow others to share the images of your mission-related work, fundraisers, and events. Maximize the viral nature of compelling imagery by selecting images that do not require captions to clearly demonstrate your organization’s presence.

Don’t Forget to Say ‘Thank You’

Everyone who helped make your event a success should receive a personalized thank you note. Send a thank you gift and letter to your sponsors, recognizing their contribution and the impact it will have on your mission. Many organizations opt to invite participants and team captains to a special post-event celebration, where you can hand out prizes and recognize their efforts.

Technology Tip: While it may be tempting to utilize the mail merge functionality of your donor database, this is one occasion where a streamlined technological process can hurt you. Depending on the size of your event, consider hand-writing as many thank you notes as possible. The personal attention you invest will pay dividends since those appreciated volunteers, sponsors, and participants will be easier to recruit next time.

Conclusion

Executing your fundraising event smoothly and successfully doesn’t have to be tedious. Remember these simple tips and tricks to help make the most out of your next ‘a-thon, tournament, or auction. By planning ahead; utilizing multiple promotional channels; and setting the right operational expectations for staff, participants, sponsors, and volunteers; you can create a phenomenal fundraiser to support your mission without interrupting programmatic priorities.

Event Success: Practical Promotion Tips

This is the second installment of a series about successful event planning for nonprofits originally published in Canadian Fundraiser eNews in September 2010.

Please read parts one and three of this series: Event Success: Practical Planning Tips and Event Success: Operation & Execution

 

Event Success: Practical Promotion Tips

By Stacy Dyer

Fundraising events – like ‘a-thons, tournaments, and races – can help build community support for nonprofits and causes. While planning a successful ‘a-thon may seem like a daunting task, preparation goes a long way. Last month, we looked at practical tips to help you get started with event planning.

Now that you’re organized, let’s focus on strategies and tools for publicizing your fundraiser. Use these promotional tips to maximize engagement and tap into the power of social networking to ensure your next event is a fundraising success.

Get on Calendars Early

You’ll need the participation of your organization’s supporters and donors, if your ‘a-thon event is to be successful. As soon as the event date is confirmed, mention it in any communication you send to donors. If “thank you” confirmation letters or emails are automatically generated, update the templates with your event’s information.

Send out save-the-date postcards several months in advance of your event. Submit your schedule to community calendars published by newspapers and television and radio stations. Include any deadlines for registration or entry, as well the event date. Also, submit your event to local Chambers of Commerce and Convention & Visitors Bureaus.

Technology Tip: If your fundraiser is tied to a specific event date, use the Events applications on Facebook and LinkedIn, or www.eventbrite.com, to schedule your event and invite your fans to attend it. Consider listing your event on upcoming.yahoo.com, www.eventful.com, or www.charityhappenings.org (for large cities).

Exploit Free Publicity Opportunities

Maximize free publicity opportunities for both your event and your nonprofit. Submit public service announcements (PSA) about your event to local television and radio stations.

Make connections in the local media. Ask reporters from the community or lifestyle sections of area newspapers and business journals to cover your event as a story. Make yourself available for media interviews, and be prepared to discuss how your event supports your organization’s mission.

Technology Tip: Want to make it easier for donors to find your organization on the Web? Try applying to Google Grants, which provides free Google AdWords (PPC or “pay per click”) advertising for nonprofit organizations. Learn more at http://www.google.com/grants/index.html

Reach Out to Supporters Online

Your supporters are probably already among the estimated 46% of American adults now using social networking websites, such as Facebook, MySpace, and LinkedIn. (Amanda Lenhart, The Democratization of Social Media, presentation given on October 8, 2009) Enable your participants, supporters, and donors to become donation engines by giving them tools that easily share information about your event on their own personal networks. Encourage supporters to continue the conversation.

Technology Tip: Use www.hootsuite.com or www.tweetdeck.com to monitor conversations from several social media sites in a single dashboard.

Remember the Rule of Threes

Remember the time-tested marketing theory known as the “Rule of Threes.” A person must hear about your event three times before they will remember it and possibly take action. You’ll need to speak to the community about your event many times to ensure that people hear it enough to drive them to take action.

Technology Tip: Use social media channels, such as twitter.com to publish status updates and enable others to share the message on your behalf. Provide “share” buttons that send links to popular networks automatically on your event registration and donation forms.

Reach a Wide Audience Using Multi-Channel Communication

Different people prefer different communication methods – email, phone, text message, etc. Keep this in mind when you create your publicity plan. Utilize as many channels as you can, including traditional direct mail, email, social media, newspapers, and radio or television, to help get your message out.

Technology Tip: Keep your donor and participant databases in-house so that you can own the relationship and keep in touch with these supporters. Don’t be tempted to outsource your fundraising efforts. By maintaining control over your own data, you can incur fewer fees and help ensure that your donor list remains up-to-date.

Use Story-Telling to Make Personal Connections

Help supporters make a connection between their donation and the cause it will support through individual stories. Studies show that human empathy tends to diminish as we are asked to help a larger and larger group of people in need. Give your community personal, individual stories that demonstrate why your mission is important.

Technology Tip: When supporters are moved by your compelling story, don’t rely on donors to click on multiple links to get back to a generic form on your website.  Give your supporters personalized donation forms, so they can ask friends and family for donations directly on their social networking or personal websites. Create mini fundraising pages and forms that include images, video and other compelling content.

Motivate Donors by Clearly Communicating Results

Donors want to see evidence of the difference they’re making. Make a habit of regularly updating your supporters on program results, project status, and fundraising progress so they feel more connected to your mission. (And, don’t forget to do this using multiple channels – direct mail, social networking sites, etc.)

Technology Tip: Use online “thermometers” to show your financial goal and the amount of donations received. Seeing your organization get closer to your goal will keep participants and donors motivated and excited.

Conclusion

Promoting your next event doesn’t have to require a massive budget to be successful. Take advantage of existing networks, publicity opportunities in local media, participant fundraising, and powerful story telling to create buzz and encourage community engagement.

Now that we’ve covered planning and promotional activities, we’ll look at tips and best practices for executing on those plans in the final installment of this series. We’ll learn how to create an exceptional experience for participants and supporters, both during and after the event.

Read parts one and three of this series: Event Success: Practical Planning Tips and Event Success: Operation & Execution

Event Success: Practical Planning Tips

This is the first installment of a series about successful event planning for nonprofits originally published in Canadian Fundraiser eNews in July 2010.

Please read parts two and three of this series: Event Success: Practical Promotion Tips and Event Success: Operation & Execution

 

Event Success: Practical Planning Tips

By Stacy Dyer

Fundraising through events, such as ‘a-thons, is an increasingly popular option for nonprofit organizations. Whether a walk-a-thon, golf tournament, race, or a mustache-a-thon (yes, they exist), a well-organized event can help you increase public awareness of your cause; build support and sentiment within the community; and raise more funds for your mission.

This three-part article series will contain practical tips you can use to turn your next event into a successful donation-a-thon! This first installment will cover tips to help you plan your event, from selecting an appropriate date to making sure your website is ready.

Start Early and Claim the Date

To get the community involved, you should get your event date on the calendar as soon as possible. It’s impossible to guarantee support, but think about what day is most likely to encourage the most participation.

First, choose a weekend day, especially if your primary audience is working professionals. Also, choose a time of year with pleasant weather, since your participants can dress warmly when the weather is cool, but it’s difficult to beat the heat during hot, humid times of year.

Technology Tip: While you may not be a weather forecaster, you can use available tools to pick the best date for your fundraiser. To see the historic average high and low temperatures for any day of the year, go to www.weather.com, enter your city, and click the “Month” tab.

In addition, you should check thoroughly for conflicts. (This is sometimes easier said than done!) Avoid scheduling your event during significant local, national, or international sporting events that may cause a conflict for your supporters. Also, check with other local nonprofit organizations to avoid overlapping events.

Create a Dedicated Publicity Committee

You’ll want to create a publicity plan at least one year ahead of your planned event date. Name a publicity chair and enlist the assistance of a committee of staff and/or volunteers that will help drive publicity-related tasks.

Starting six to 12 months out, the committee should meet at least once per month. Closer to the event, they should meet more frequently to keep everything on track.

Technology Tip: It can be difficult to schedule meetings, especially if you’re including outside volunteers. For a free online scheduling tool, try www.doodle.com or www.setameeting.com. In just a few minutes, you can send an e-mail link to committee members, proposing several different dates and times. Each person indicates his or her availability, and you can easily see when schedules align.

Recruit Corporate Sponsors

‘A-thon events are an ideal opportunity for nonprofits to partner with strategic corporate sponsors who can provide the capital funds needed for critical pre-event planning expenses. Companies may prefer to support your event via in-kind donations of much-needed items, like printing, publicity, or concessions, especially if they can secure a lower cost for supplies.

The most successful sponsorship partnerships are a win-win relationship – exposing both organizations to new audiences and customers. Not only does the sponsor reach new customers, but they can also encourage employees to form fundraising teams and participate in your event.

Corporations sponsor charity events to make a positive contribution to their community and foster goodwill. However you can help them generate publicity for their business will increase both their perceived value and the chance you will receive the sponsorship.

Prominently feature sponsors on event literature, websites, t-shirts, advertising, and signage. Recognize sponsors’ contributions during the event, too. Having different levels of sponsorship available (with corresponding levels of benefits) can help you get more small and medium sized businesses involved.

Solicit Matching Funds

If you can find a corporate sponsor or other benefactor who is willing to provide matching funds, you’ll find that more people will become involved with your event and that you can raise more money. When donations are being matched, participants and donors perceive their efforts as having twice the impact.

Create a Website or Blog

When promoting an ‘a-thon or event, it helps to provide a single place where everyone can access the latest information. Set up a website with a URL that is easy to remember, and link to a blog where you and celebrity guests can post information about the upcoming event. Then put that address on your flyers, direct mail, and other materials. You can even include the website address in listings on community calendars and on t-shirts that are distributed early.

Technology Tip: You can set up your organization’s new blog at no charge by visiting www.blogger.com or www.wordpress.com.

Remove Barriers to Online Giving

According to “Wired Wealthy – Using the Internet to Connect with Your Middle and Major Donors,” a study conducted by Convio, Sea Change Strategies, and Edge Research, 66% of major donors check out an organization online before committing to donate.

The study also found that 80% of major donors have made online charitable donations, and 51% of donors prefer to give online because doing so is fast, efficient, and allows them to give while it’s on their minds.

A well-designed website will appeal to potential donors, reinforcing their desire to be involved with your organization and its mission. State your goals clearly and be upfront about the stewardship of your receipts. Directly ask for the funds you need, and state why you need them. And, make it easy for donors to give directly from your site.

Technology Tip: Your home page and event page should contain three essential items: a concrete definition of your mission, personal descriptions of the impact your organization makes, and a prominently featured “Donate Now” button. For even better conversions, embed a donation form that is secure, simple to use, and requires no additional clicks to other pages.

Conclusion

Proper planning is critical to ensuring your ‘a-thon event is a success. Start early and use these tips to create an event that engages your supporters and the community.

In part two of this series, we’ll look at tips and tools for promoting your event, plus best practices for getting the most out of social media networks and online fundraising efforts.

 

Read parts two and three of this series: Event Success: Practical Promotion Tips and Event Success: Operation & Execution