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Marketing & Fundraising = Successful Partnership
Although the marketing and fundraising departments of an organization may be separate, it is important for them to work together in order to be successful.
According to Nancy E. Schwartz of GettingAttention.org, there are 4 simple ways to make this partnership come to fruition:
1. START AT THE TOP
Find a way to bridge the marketing-fundraising gap. If the organization does not currently have this goal in mind, then get them on the right path by finding ways that the marketing and fundraising staff can work together.
2. SHARED PRIORITIES
While each team has specific responsibilities, they should work together to advance their shared priorities. There should be one common agenda that allows both departments to become effective partners. For example, one goal could be to build and strengthen relationships with key supporters (partners, donors). This will lead to a greater impact.
3. IDENTIFY WHATâS WORKING FROM EACH âSIDEâ AND DO MORE OF IT
Ask marketing team to identify top 3 successes from fundraising team and to integrate those approaches into its own work and vice versa. Also identify what isnât working and do less of it. This method allows each team to focus on what is most important to them and helps to create an encouraging partnership.
4. BUILD ON REAL, COMPELLING SUCCESS STORIES
If the same strong stories are used by both the marketing and fundraising teams, it will increase awareness, build engagement and boost positive responses and actions for the organization as a whole. This will ultimately create a powerful approach and prove to be a successful collaboration.
Nancy E. Schwartz helps nonprofits succeed through effective marketing. Nancy and her team provide marketing planning and implementation services to nonprofit organizations and foundations nationwide. To read this article in full: 4 Steps to a Powerful Marketing-Fundraising Partnership- Better Together
Nonprofit Digital Trends and Strategies in 2015
Surprisingly, many nonprofits have not become fully integrated with digital outreach. As a result, three industry leaders, Care2, hjc, and NTEN launched to get a better understanding of digital trends and strategies for nonprofit success in 2015.
Ernie Smith from Associations-Now.com, shared highlights from the 2015 Digital Outlook Report:
Time Limitations for Staff:
Even though organizations understand that they need to focus more on digital, they are faced with two challenges: staff shortages and budget restraints.
- About 43% of organizations have staff dedicated to their digital and online strategies
Videos, Photos and Info Graphics
There is a large shift towards heavily visual and marketing media and strategy. Below are the three main tactics that will be increased in 2015:
- 70% of nonprofits plan to put more focus on creating videos and images
- 63% of nonprofits plan to focus on images
- 58% of nonprofits plan to improve their info graphics
E-Mail Marketing Vs. Social Media
- 94% of nonprofits rely on e-mail marketing
- 88% of nonprofits rely on Facebook
- 79% of nonprofits rely on Twitter
- 64% of nonprofits use direct mail
- 23% of nonprofits use telemarketing
Some of the biggest obstacles for successful lead generation are a lack of quality data and effective lead generation strategies.
- 60% of nonprofits will use a âcontent marketing strategyâ
- 23% of nonprofits will test an âinbound marketing strategyâ
Take a look at the full â2015 Digital Outlook Reportâ and read Ernie Smithâs article âReport: How Nonprofits are Using Digital Platformsâ
How to Digitally Reach and Engage Older Donors
Recently, there have been many high-profile digital and viral campaigns, including the worldwide ALS Ice Bucket Challenge. However, these campaigns have not been able to successfully engage the older generation, who are known for giving the largest yearly donations.
Himanshu SareenÂ of Philanthropy News Digest shares 5 ways to reach older donors via digital strategy:
1. Older donors are much more tech-savvy than many give them credit for.
About 3 out of 5 donors age 66 and older make donations via the web because they are becoming adapted with todayâs new technologies. The important part is to create a digital experience that caters to this audience, while still appealing to the younger generation.
2. Make sure your site is more accessible to older donors:
Make sure that the site is both visually appealing and user-friendly. Consider enlarging the font size and creating simple page navigation. Be sure not to change the site itself frequently, because older users tend to become frustrated with that. Make sure that a âdonateâ button is visible and clear on every page of the website.
3. Take advantage of design trends that are friendly even to older users:
No matter what age you are catering to, the design must be a top priority. The best combination is to create a simple, user-friendly site that older donors can use, but appealing enough for younger donors.
4. Don’t be afraid to reach out via social networking:
About 70% of boomers have created a Facebook page, and 40% of them use it on a regular basis. This demographic tends to stay away from Twitter and Instagram, so focus your campaign on Facebook along with stories and a lot of images.
5. Don’t forget about mobile:
From 2012 to 2013, mobile usage among Americans over the age of 65 more than tripled and is still growing. Older donors tend to use online browsing and e-mail instead of apps, so be sure to make a responsive website that they can easily view on their mobile device.
Read Himanshu Sareenâs full article: Five Ways to Improve Your Digital Strategy for Older Donors
How to Make An Event Unforgettable
With all of the work that is put into creating an event, it is important that guests have an experience that they will never forget. Whether it is a luncheon, fundraiser or cocktail party, there are many ways to stand out amongst other (similar) events.
As seen on Special-Events-Galore.com, Kristine Ortiz, president of KLO Events, offers five key strategies to raise the bar:
- Add something new: Create a fresh format, with an unexpected element such as a celebrity or live music (as long as it fits with the theme of the event).
- Streamlined Registration: Avoid the mistake of making guests wait on long lines prior to entering the event. Be sure to streamline the registration process with iPads or tablets and other event registration apps.
- Proof Everything: Make sure that everything from the programs to the awards is free of spelling errors. If guests notice spelling and/or grammatical errors (especially names) this will decrease the organizationâs credibility and prestige.
- Stick to Timeline: Prior to the event, make a strict timeline and follow it so that no deadlines or important event elements are skipped. Make sure that you anticipate possible issues that could arise and how you will troubleshoot them.
- Consider Hiring a Consultant: the development staff has enough on their plate, which should not always include planning an event. If budget permits, consider hiring a professional event planner who will be able to take the pressure off of staff and the organization as a whole.
Read the entire Special-Events-Galore.com article “Raise the Bar for Your Recognition Event”
How to Prevent Your E-mails from Going into Spam Folders
One of the best tools for nonprofit fundraising is e-mail marketing. It is extremely important for an organization to successfully reach its audience without its messages getting lost in spam folders.
Jay Wilkinson of firespring.org tells us what triggers spam filters:
1. Attachments: any message sent with an attachment will automatically be directed to the recipientâs spam folder since many attachments include viruses.
2. Too Many Graphics: emails that contain more graphics than text are identified as spam, so stick to the simple rule of â80/20â, which means that your message should have 80% content and text and 20% in supporting graphics.
3. Word Association: avoid âsalesâ words such as âfreeâ, âprizeâ, âpromotionâ and âdealâ. Also, stay clear of using exclamation points and all caps. Be especially careful to avoid these words in a subject line.
Read Jay Wilkinsonâs full article âHow your Nonprofitâs Email Marketing Messages Can Avoid the Spam Folderâ
Create Fundraising SUCCESS With These Important Tools
Todayâs fundraising challenge has become much more complex than it was in the past. It is imperative for an organization to understand how to spread awareness, reach and engage donors, collect funds and stay visible on multiple media platforms.
Alison Gauss, of Classy.org has shared her short-list of the tools needed for fundraising success:
- Fundraising Software: One of the most IMPORTANT tools for organizations of all sizes. Good fundraising software allows people to make online donations, purchase tickets or register for an event directly on the organizationâs website.
- Donor Management System: In order to keep a lasting relationship with a donor, you need to be sure to thank them and engage him or her in a meaningful way. With a donor management system, you are able to track donor behavior, collect all pertinent data and communicate when they make a donation on your fundraising page.
- Email: A vital fundraising tool, email marketing allows an organization to reach a broad audience quickly and inexpensively. You can organize your contacts into segments or message groups, create custom designs and keep track of which emails are making an impact and which are being ignored.
- Social Media: Every organization needs to be social today and this means actively posting relevant content on multiple social media sites to stay visible to the public. There are many social media management tools that allow you to keep everything on track, including scheduling posts, tracking mentions and engagement, as well as click rates.
Read Alison Gaussâ full article âWhat Tools Do You Need for Fundraising Successâ:
An Untapped Gold Mine: Business Networking for Event Fundraising Success
If you, like most event fundraisers, are tasked to meet ever more challenging goals from your major fundraising events in a time of diminishing returns, why not start the new year with a fresh perspective?
Letâs face it: Itâs hard to take responsibility for raising more when the relationships that lead to success are often out of your hands. Generally, when it comes to special events, the executive director and the board do the heavy lifting of securing honorees, major sponsors, golf four-somes, etc., leaving the development and special events teams to handle follow-up and lesser commitments.Â Â This top-heavy approach can lead to a gap between the major contributors and more modest supporters who may be below the radar of the board. This target range presents a golden opportunity for you to contribute by bringing supporters to fill the gap while also bolstering funds that are raised in the upper and lower brackets of the event donor pool.
What is it, then, that those higher-ups have that you donât that allows them to tap the deep pockets of major event donors? How can you develop that same skill? Itâs very simple, yet at the same time, hard to attain. The fact is that itâs all about connections â personal and professional. In the case of your board, people with money and power are connected to others with similar levels of influence. Remember the adage that âlike likes like?â Itâs true. Your board members bring connections that add value to their participation in your organization. Do you bring the same?
How can you strengthen your value to your organization with your own connections of significance? How can you bring relationships to the table to help support special events at all levels? In the process, also, how can you add value to your own professional profile as you further your career, be it with your current organization or elsewhere?
The answer is âŚ. Get out of the office! Leave the safety of your cubicle and join the vibrant world of business networking. This remains a largely untapped gold mine for development and special event professionals from nonprofit organizations. Business networking provides an open-ended opportunity to cultivate your own connections to facilitate success with your events.
There are so many organizations where your profile as a representative of a nonprofit organization will be welcomed â dedicated lead-generating groups, womenâs organizations, rotaries, chambers, industry panels, trade groups, etc. To get started, check your local papers or ask some of your board or committee members where you might start.
Find a group or groups you like and dig in. Get to know the members. Join a committee. Make a presentation at a program. These are golden opportunities to build prospect lists, recruit committee members and connect with potential sponsors. The people you meet may or may not be at the level of major donors. They are likely, however, to know and/or do business with potential honorees, larger sponsors and more mid-sized businesses that might benefit from event sponsorships. Once you develop the connections and ask for specific introductions, youâll be surprised at the willingness of your new associates to open doors for you.
In networking it is always best to start by giving referrals and by making introductions. Soon, you will be getting referrals from those you have helped first. Remember, your own board and committee members are already in your network. They may make excellent connections for your new acquaintances if you approach introductions as having potential mutual value. When you develop a reputation of providing reciprocal value to those you meet, word will spread and you will be known as a valued networker. Everyone you meet is a potential event attendee. Some of those people can open doors to contacts or contribute directly to help you meet your goals.
Good networking takes several years to hit its stride.Â Â To be successful in this social, but âwhatâs in it for meâ world of monthly or weekly obligations, breakfast meetings, evening programs and scattered one-to-one luncheons, itâs important to participate regularly and not expect immediate results. Try not to fall into the trap of saying you have no time for thisâŚ If you donât make time, youâll never grow your footprint of connections and influence (except, perhaps, with the person in the cubicle next to you.)
A few tips to enhance the value of your networking investment:
- If you attend with a colleague, split up when you arrive. Do not work the room together or sit together during the program. Remember, you already know each other. You are there to make new connections.
- Donât let your agency hold you back if they donât cover costs for dues or meeting fees. Consider these relatively modest fees an investment in your future. When you weigh the relationships you will build to make you a more seasoned professional with a strong sphere of influence in the community, the cost is nominal.
- Develop a strong elevator pitch that goes beyond the mission of your organization. Promote your events and opportunities for involvement. Tell compelling stories of the work of your organization. You might be surprised in turn when someone in the crowd seeks you out to share stories of how he or she has been touched by the work you do. Invite participants to join your committees, contribute auction items, attend events, provide pro-bono services, and introduce you to potential journal advertisers and sponsors. Remember, in return, you offer an opportunity for your new colleagues to make significant contributions that showcase their own skills while meeting like-minded professionals to extend their networks.
Itâs time that event fundraisers expand their thinking from serving as in-house resources to building connections in the business community. Go out there and âtap the gold mine.â As with most endeavors worth pursuing, itâs hard work and it takes time. The rewards, however, are unlimited.
A Stellar Marketing Strategy for Fundraising Events
A Fundraising Event Marketing Strategy?
âWeâre not in Kansas anymore!â
The classic and comfortable triad of pre-event communications; the save-the-date postcard, the sponsor solicitation letter and the printed event invitation/reply card are facing obsolescence. The printed journal distributed at the event has been eclipsed by the advent of better and broader use vehicles delivered by a mix of both printed and digital media. Email marketing, a/v presentations, social media and mobile technology all contribute to opportunity for greater engagement and better returns. Progress doesnât move backward. Organizations and Board Members who bury heads in the sand will be passed over by more progressive nonprofits.
Establishing an Event Marketing Strategy
We all know the adage that those who âfail to plan,â in fact, âplan to fail.â In the frenzied world of fundraising, however, development and event staff are often pulled from project to project and event to event with little time or focus on strategic planning. Couple that with the fact that fundraising professionals have little grounding in marketing and multi-media, and the results are not surprising. While some organizations hold onto the status quo with all their might, others dip their metaphorical âtoeâ in the water, employing a bit of new media here and there â too little to have any consequential impact. Only the biggest and most sophisticated agencies with marketing departments and/or ad agencies embrace best practices with all the latest technologies. Itâs overwhelming, but doesnât have to be.
A Road-map to a Strategic Plan
A basic strategic plan begins with certain key questions.
Who do you wish to reach out to for this event? This includes both past attendees plus those whom you wish to attract for the first time. Age, sex, geography, connection to your organization?
Start with this simple question and you’ll be on the right path for a successful fundraising strategy.
How to Make Your Fundraising Events Stand Out and Raise More
How to Make Your Fundraising Events Stand Out and Raise More
by Karen Perry-Weinstat, President, Event Journal, Inc.
Recent statistics show that there are now over 1.5 million tax-exempt organizations in the United States. As the need for worldwide help and relief continues to grow, so do the number of nonprofits. Despite this increase, however, funds donated to charities has not increased relative to the U.S. Gross Domestic Product.Â Nonprofits now vie for support from a pool that hasnât increased, making competition for donations a fact of life. So, how does your nonprofit shine through?Â In a time when there have never been more special events, how can you stand out from the crowd and raise more money?
The best way to begin is to ask key questions. It is important to understand your target audience to appeal to potential participants. This helps set the stage for exciting event themes and compelling calls-to-action to engage prospects.
To determine the success of any venture, it is important to determine the goals and to ensure that the budget is sufficient for them to be reached. If you seek to increase event revenues by 50% versus year ago but are working with the same resources, youâll be hard-pressed to deliver.
Fundraising events that promote solely with âold-schoolâ techniques like a save-the-date postcard and printed invitation will fade away as their older target demographic ages out. To stand out today, it is critical to develop a dynamic, digital experience. Once promotional materials are created, organizations need a full-on campaign to promote the event across all media.
Aggressive promotional efforts begin with a dedicated event website with online registration, but must drive traffic to the website with email and social media posts that deliver time-sensitive messages with increasing frequency as the event date nears. As posts are shared and emails are forwarded, this goes beyond your existing database to reach friends and colleagues of your supporters (also known as âviralâ marketing.)
Thanking donors after the event with more than a form letterwill favorably impress participants. Standing out from the crowd can be as simple as sending links to view online photos, reporting on the dollars raised and how they will help your mission, etc.
Standing out from the crowd with your fundraising event takes planning and hard work. Once you create a profile as an active organization, in-tune with participantsâ wishes, your events will develop a buzz and keep you above the fray!
Fundraisers Leave the Printed Ad Journal Behind for an E-Journal Alternative
The Crohnâs & Colitis Foundation of America, St. Josephâs Regional Medical Center and St. Johnâs University are among an increasing list of organizations that have turned to an on-line ad journal to support their fall/winter 2014 events. Fundraising professionals have become more demanding in their expectations and are eschewing the passive paper journal for the dynamic outreach capabilities and added fundraising opportunities of the online e-journal.
As you are likely aware, the ad journal is part of the formula for raising funds with special events, offering sponsors recognition in print and supporters a way to channel their donation dollar while receiving some acknowledgement. However, this tried-and-true fundraising practice may raise money, but is extremely wasteful as event guests quickly flip through the booklets and toss them aside.
In 2002, Long Island businesswoman, Karen Perry, as journal chairperson for a large fundraising event, looked for a better way. Finding none readily available, she drew on her own rich marketing and non-profit experience to develop an original web-based alternative. In consultation with professional fundraisers and event planners, she designed specialty software and a system of on and off-line components that brought the concept to an entirely new level. The resulting EVENTjournal.com system offered benefits and advantages to all involved; the sponsors, the guests, the honorees and the organizations.
Today, Event Journal, Inc. offers fundraisers an interactive, e-journal website with event information, color ads that link to sponsor websites, a photo gallery, embedded video and more. Online, secure registration for purchasing tickets, ads and sponsorships make it easy and interactive for sponsors and more profitable and easier to manage for fundraisers. Â An available email marketing option adds exposure for the event and drives traffic to the e-journal, where viewers find all they need at their fingertips. The service also includes an elegant e-journal presentation at the event and, if required, companion printed material for a comfortable transition. The companyâs full-service approach includes design of all the materials required and implementation and organization of the entire process; supporting non-profits in a time when staffs are traditionally overstretched.
EVENTjournal.com exponentially increases the outreach for the event and the journal, reaching a broader audience for more potential participation. A âShareâ feature on each page allows participants to spread word to their own social media networks and the software automatically feeds keywords into search engines for prominent optimization of search terms related to the event. According to Google Analytics, the typical e-journal reaches 5-10 times the viewership than the total attendance at the event! And, with the site live for several months pre-event and a full year post-event, the organization, its honorees and its sponsors receive goodwill far beyond the shelf life of the printed book.
Each year since the companyâs inception, revenues have increased, as a growing group of nonprofits embraced the idea and renewed annually. In the past few years, the company has experienced record growth, as âgoing greenâ has become an imperative, and organizations are hard-pressed to be creative and to offer more in a difficult economy.