The lure of independent fundraising events
In a recent blog post Fundraising without special events? No Way! I review the importance of integrating special events into development, which I learned in 2007 from Jeff Shuck, President & CEO Event360.
Giving hierarchy integrated with special events
Today’s post focuses on Independent Fundraising Events (IFE). These are activities designed and run by non-staff volunteers to raise money on behalf of a specific nonprofit. They are conducted locally with minimal support from the beneficiary.
The types of activities that these local supporters conduct are quite literally endless. They can range from a bake or garage sale to a wine tasting or gallery opening.
One of the major advantages of IFE is that the costs are covered by the independent event organizers.
Other benefits of IFE -
- An effective addition to any organization’s development portfolio.
- Independent fundraisers are more likely to have a much stronger and direct emotional connection to the organization.
- Great way to give these highly dedicated individuals the opportunity to match their passion without the limitations of traditional fundraising events.
How can your nonprofit support Independent Fundraisers?
Develop a secure website with useable tools:
- Media Kit and publicity guide
- Approved logos, graphics, banners, stickers
- Informational pieces
- Personal fundraising page for online donations
- Printable donation forms
- Registration materials
- Staff support
Of course, there are IFE Challenges. As described by Zach Anderson, at the Canadian Internet Summit, these include:
- Budgeting Revenue from events
- Justification of Costs
- Connecting with IFE donors
- Providing supplies and giveaways
- Reputation/Brand Risk
- Shortage of staff support
- Unavailability of board members to participate
Two organizations standout to me as providing great support to independent fundraising events. These are:
Alex’s Lemonade Stand – Fighting Childhood Cancer One Cup at a Time
Team Fox – Michael J. Fox Foundation for Parkinson’s Research
What better way to augment your special events than with independent fundraising events?
Are you aware of donor-advised funds?
Last week I was invited to an interesting presentation by Schwab Charitable .
I was intrigued that the event occurred during Women’s Empowerment Month, an important focus for me.
In full transparency I want my readers to know that I am a Charles Schwab client. But, I had never heard of Schwab Charitable.
Kim Laughton, president, Schwab Charitable, provided some interesting information on giving trends in the US.
Do you know where most giving comes from?
- Corporations/corporate foundations
- Trusts and estates
- Private Foundations
- Living Individuals
According to USA Giving, 2011, living individuals contribute 73% of the approximately $300 Billion in gifts a year.
The evening’s discussion focused on Donor Advised Funds. According to Forbes, Donor-advised funds–funds held within, and managed by, a public charity–are fast becoming the most popular vehicle for charitable giving in the U.S.
The National Philanthropic Trust’s 2011 report showed that, overall, donor advised funds saw an increase of more than 10% in charitable assets in 2011, and a 20% increase in contributions to donor-advised fund programs. There was a modest increase (1.3%) in the total amount of dollars granted.
Don’t forget, donor advised funds are another vehicle through which individuals give to your organization. This means that you need to continue to ‘blow your horn’ and ensure that people are aware of how you touch the lives of your clients and enrich your community.
BTW, during the evening presentation I learned of three local nonprofits that support and empower women. So, I learned a lot about an intriguing donor vehicle and some meaningful nonprofits in Atlanta.
I know this post is a departure from my usual focus on events and corporate sponsorships. But, I feel it is important to bring other donation vehicles to the forefront, especially one that has such benefits to the owners of the funds as well as the organizations they choose to support.
The information from Schwab Charitable was used with permission. Schwab CharitableTMis the name used for the combined programs and services of Schwab Charitable Fund, an independent nonprofit organization, and Schwab Charitable Trust Services, a limited liability company owned by Schwab Charitable Fund. The Fund has entered into service agreements with certain affiliates of The Charles Schwab Corporation.
Fundraising without special events? No Way!
Do special events really make sense throughout the classic giving hierarchy?
You bet!
That was the message of my recent teleseminar Fundraising without special events? No Way!
Actually I can’t imagine a development plan that does not integrate special events at every level.
I first learned about integrating special events into development in 2007 from Jeff Shuck, President & CEO Event360.
This is a different way to focus on events. Seen this way events are part of a holistic development effort that integrates into everything you do as an organization to raise money. And, it is strategic – the events are focused on the mission. At each level of your giving paradigm you will find distinct events for distinct goals.
Giving hierarchy integrated with special events
- Annual campaigns have three key elements: direct mail, special events & personal solicitations. Be sure and use all three! These volume events can cultivate annual and major gift prospects. Sample volume events include charity walks, runs & bike-a-thons.
- Major gifts come from individuals, corporations & foundations. Successful major gifts campaigns are all about stewardship and cultivating relationships with current donors and prospects. Targeted events should be part of your cultivation toolkit. Targeted events include a variety of specialty parties from black-tie galas & tribute dinners, to wine tastings, private museum events and themed parties. Guests who attend these events often engage in live and/or silent auctions, and enjoy entertainment and/or dancing. The common denominator is that most honor a member of the community who supports your cause.
- Capital campaigns are generally considered to be fundraising efforts for major capital purposes. The goal is usually millions of dollars and at times more. 60 -80% of money is raised during the quiet phase. This phase ends with the launch, the public rollout of the campaign. Launch events are a great way to create enthusiasm about your campaign and to get media attention.
- Until recently no one did events to recognize people who had made bequests to their organization. But, it is so meaningful to hold smaller more intimate events to thank and recognize these donors and to reaffirm the impact their testamentary donations will make. It brings these donors closer to the organization and helps ensure their commitments.
Remember, special events at every phase of your campaign provide that experiential experience in which an emotional connection can be made.
Please let me hear from you with questions about special events and fundraising. You can reach me at deborah@creative-si.com.
Don’t shoot yourself in the foot: Revisit your communications plan before you speak!
“If you don’t know where you’re going it doesn’t matter which way you go!”
How could one of the country’s most trusted nonprofits end up in a no-win situation with its supporters and corporate partners?
How could a well-liked and respected organization that does so much good for so many find itself on the defensive?
Below is a brief overview of how the Susan B. Koman Foundation landed in such a difficult spot.
On January 31st AP reported that Susan G. Komen for the Cure, the nation’s leading breast cancer charity, was halting its partnerships with Planned Parenthood affiliates that provided breast screening services through a Komen grant.
This caused a bitter rift between the two organizations. Planned Parenthood responded immediately and launched a fundraising initiative to replace the lost funds; at first the Komen Foundation was quiet. By the time they responded it was too late.
The ongoing effects were almost instantaneous. The once venerated Komen Foundation found itself on the defensive and it appears it will remain there for a long time to come.
It is hard to imagine, but as Kivi Leroux Miller describes in the Accidental Rebranding of Komen for the Cure, the foundation waded into an area of highly charged public feelings without a communications plan. Or, I would suggest, without using their marketing communications plan to guide their actions.
This is not the first time that Komen has hurt itself. Nancy E. Schwartz, in Getting Attention, describes corporate relationship snafus Komen made, and how the brand suffered.
So, what can you do to prevent your nonprofit from shooting itself in the foot?
Here are some guidelines:
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Always keep your marketing communications plan updated & use it!
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Always market your mission.
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Carefully define whom your mission serves. You need to meet the needs of your core stakeholders.
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Measure your constituents’ needs. Research, research, research to ensure your programs & services resonate with your target audiences.
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Evaluate the success of programs & their relationship to your mission.
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Communicate regularly & consistently.
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Craft your messages to reflect how our mission affects your different audiences.
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Communicate in terms of your ROI even when it is not in monetary terms; quantify your economic impact.
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Celebrate your successes. Show how your ‘market diversification’ creates the funding to provide your services.
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Know your organizational elevator speech so you can articulate your vision & Competitive Advantage Statement.
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Keep a “face” on your marketing initiatives.
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Evaluate often & be prepared to refocus your efforts.
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Do not go into the dark. Have a crisis communications plan and be prepared to use it.
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Keep your social media outreach up-to-date. If/when a crisis strikes be prepared to address issues head-on. Make sure your posts & tweets are relevant to the issue at hand.
Not certain your new initiative serves your better purpose?
Test it before you launch!
I would love to hear your thoughts on ways to ensure your communications integrity and success.
Interested in a CS&I Marketing Communications Template? Contact me at deborah@creative-si.com.
AJFF 2012 soars above the ‘social media noise’
Let’s face it – the more important social media becomes to marketing special events, the more difficult it is to be heard above the ‘social media noise.’
The AJFF 2012 is scheduled to start for February 8th. Incredible that more than 21,000 tickets sold in the first two weeks of sales!
How is the film festival getting above the noise? A focused year-round marketing plan topped with strong social media is key.
AJFF communication strategies consist of a blend of online buzz with compelling content for social media websites and consistent outreach to secure coverage in the news.
To ensure that the AJFF team reached its communications objectives to cultivate diverse audiences, increase awareness and enhance coverage, the marketing committee held brainstorming sessions and developed a social media content calendar.
AJFF 2012 Facebook page is visually compelling. I’m one of the more than 1500 people who have liked the page. Each day I get engaging posts with tickler descriptions of different films including video-clip trailers and reminders to purchase tickets.
AJFF website is geared to provide information on films, location of theatres and ticket sales. The online media center contains press releases and press kits - everything bloggers, reporters and twitter influentials need. Contact information is visible. Email queries and phone calls are answered promptly.
In an earlier post Promoting a Film Festival in 3 weeks! I describe marketing tools to use to increase the buzz and ticket sales for a film festival.
If you would like a copy of my film festival PR template, please contact me at deborah@creative-si.com.
Special thanks to Brad Pilcher and Shayne Walsey, AJFF communication co-chairs and Kendel White from Weber Shandwick for their hard work to make AJFF 2012 a communications success.
Now, if you will excuse me I need to finish ordering my tickets for the festival before they’re sold out!
Looking back – moving forward
As 2012 begins, it is the perfect time to look back to move forward.
What worked? What didn’t? What could have been even better?
Be sure and invite board members as well as staff to look back to 2011 with you so you can productively move forward.
Make the session upbeat. Celebrate your successes and learn from your challenges.
I’ll help you start with a few opening questions. These are based on lessons I learned over the past year – and beyond.
Did you -
- Create/update your strategic marketing plan? Did you really use it?
- Base all your marketing communications messages on your mission? Or did you go off message?
- Cull/update your database? Identify from whom you had not heard?
- Reach out to donors and volunteers and thank them – and then thank them again?
- Stay the course and build on your successes, or were you swayed to deviate from your project plans? If so, did it work?
- Capitalize on your branded special events or try something new? Were you as successful?
- Build-in evaluations throughout the year? Create benchmarks to ensure quality?
- Ensure that you know your audiences and that your audiences know you?
- Invite new voices to participate in your brainstorming?
- Launch a social media campaign? How did it work, how can it grow?
Please stay in touch. Let me know what’s on your mind and how I can help you launch a very successful 2012!
You can always reach me at deborah@creative-si.com or visit our Facebook page .
Role of the Board & Successful Fundraising Techniques
The rollercoaster ride that nonprofits have experienced since the beginning of the ‘great recession’ has been anything but fun!
Although the great recession began in 2007 according to the National Bureau of Economic Statics, the reality of its effects on nonprofits really hit home the day the venerable brokerage firm Lehman Brothers filed for bankruptcy in September ’08. Pretty soon nonprofit leaders and staff came to realize that how nonprofits managed their fundraising would be changed forever.
The Nonprofit Finance Fund provides financing, funding and advocacy services to nonprofits and funders nationwide. For the researchers among us, they are a fount of data. Their “Guide to Navigating Changing Times” provides answers and resources to help weather these difficult times.
An October 11 blog posting from David King, president Alexander Haas highlights “10 Lessons Learned from the Great Recession.”
- Relationships matter more than causes
- Serving on a board in not an honor, it is a real job with real responsibilities
- If you stop fund raising, you will stop raising funds
- Endowment is not an insurance policy against declines in earned and donated revenue
- Take donors for granted and they will take their donations elsewhere
- Financial acumen is, in fact, a requirement for nonprofit executives
- Your next campaign does not “have” to be larger than you last campaign
- We have a new definition for what we “need”
- The donor pyramid has been pinched in the middle (think hour glass)
- Fear of multi-year pledging has reshaped how capital campaigns are executed.
I have always been committed to a fundraising board. Last year I was asked to do a presentation on the “Role of the Board & Successful Fundraising Techniques.”
This presentation is a Call to Action for nonprofit boards to encourage ownership and enthusiasm for fundraising.
You are welcome to share with your nonprofit’s board of directors. I’d love to hear from you to learn of their response.
I know this is an extremely busy time for fundraising. We at Creative Solutions & Innovations wish you the very best in your quest.
Giving Thanks
Giving Thanks
My life would not be as rich and meaningful without each and every one of you.
My wishes for a wonderful Thanksgiving Holiday filled with friends and family.
Deborah
Putting together the puzzle pieces for your end of the year fundraising
A very dear friend lost her husband unexpectedly. I wanted to make sure the nonprofit in which she had been very involved knew about the funeral. I also wanted to make a donation in his memory.
I hit the website knowing that I would easily find the needed contact information, since I had worked with the organization as a marketing communications consultant in 2008.
Imagine my surprise when I could not find any email addresses or phone numbers except to a central box.
What a wake-up call!
So, as you get ready for your end-of-the year push, I want to share my personal pet peeves that make me think twice before supporting a nonprofit:
- No way to send an email and/or make a phone call to a specific staff member
- Sending me a letter and/or an email addressed to ‘Dear Friend” – There’s just no excuse. You need to send personalized email and letters.
- No one to answer the phone and/or respond to email the end of December – It boggles my mind when nonprofits completely close down during this most important fundraising period. I can’t tell you how often I’ve heard from ‘almost’ donors who moved on to support organizations where they could reach a human being.
- Making me hunt for a way to make a donation – A donate now link is not enough. Visitors to your website need to see a donate button regardless of where they land when they enter your site. Complement each page with a donate pitch with an easy to find donate button
- Donate now buttons that don’t link directly to the donation page – For each extra click you are losing potential donors.
- Donation pages without contact information and an address for regular mail – Personally I like to charge my donations. But, there are still people who like to send a check. Be sure to invite visitors to do so.
- No way to make a tribute donation – I’ve developed deep relationships with nonprofits who provide a phone number and/or email address for tribute donation details. On the flip side I’ve crossed off nonprofits that don’t have some mechanism for making these gifts.
- No personal thank you notes for online donations – Most online systems have an automated response system. Be sure and follow up with a personalized thank you.
- A registration that promises an online newsletter that never comes
Don’t let these stumbling blocks keep you from reaping the end of the year fundraising benefits.
Do you have any suggestions ? We’d love to hear from you.
Have questions? Need more information?
Please contact me at deborah@creative-si.com.
Major Principles for Guiding Your Nonprofit Through a Marketing Lense
Marketing Strategies and Tactics
Recently I was speaking with a prospect and I mentioned the importance of nonprofit marketing. “Well, sure,” he said. “I know that ads and PR are important.”
That was not exactly what I meant! I soon realized we had verydifferent definitions of marketing.
What is Nonprofit Marketing?
“Marketing is so basic that it cannot be a separate function. It is the whole business seen from the point of view of its final results, that is, from the stakeholder’s point of view.” Marketing Guru Peter Drucker
I see nonprofit marketing as – the strategies and tactics used to identify, create and maintain satisfying relationships with your donors, members, volunteers, clients and other stakeholders that result in value for both your organization and your stakeholders.
Below are 12 principles for guiding your nonprofit through a marketing lense:
- Always market your mission, not your current services. The ability to adjust its services to suit client need is key to ensuring the organization’s survival and its financial support.
- Carefully define whom your mission serves. You need to meet the needs of our corps stakeholders.
- Measure your constituents’ needs. Research, research, research to ensure your programs & services resonate with your target audiences.
- Design programs that meet needs.
- Evaluate the success of programs & their relationship to your mission.
- Communicate regularly & consistently.
- Craft your messages to reflect how our mission affects your different audiences.
- Communicate in terms of your ROI even when it is not in monetary terms; quantify your economic impact.
- Celebrate your successes. Show how your ‘market diversification’ creates the funding to provide your services.
- Know your organizational elevator speech so you can articulate your vision & Competitive Advantage Statement.
- Keep a “face” on your marketing initiatives
- Evaluate often & be prepared to refocus your efforts.
Want a template for creating a nonprofit marketing plan? Please let me hear from you at deborah@creative-si.com
