“Switching” causes, or adding a new one to their list means extra work for potential supporters when they do their due diligence to see if your cause is worthy, and it may also mean having to scrape out a bit more from their budget.

Anticipating your donors’ thought processes and integrating potential solutions to them into your fundraising strategy is vital when trying to encourage people to donate to your cause.

Use the following tips to help you encourage people to diversify in their charitable giving, and present even reluctant donors with a reason to support your cause:

Make your cause personal to make it relevant

When you ask people which charity they donate to, many will happily give you the name, and explain what it means to them. We all tend to help charities which have some personal relevance to our own lives. Ask yourself how your cause is personally relevant to your potential supporter. Does your work affect them directly? Or their family or professional or ethnic group etc.?

It may not be obvious right away, but many causes that seemingly have nothing to do with our lives can make an impact if you look at the bigger picture. A great example of this is raising funds for an after school program. It doesn’t just help the kids and their families, but the whole community.

Tell a story about your charitable work

Besides explaining the connection of your cause to the greater good, it also helps to tell a real story about your work instead of simply asking for donations. A true story about how change came about because of your hard work will let your donors know more about your group and will lift their confidence in you. People like to know exactly where their donations are going and what they will achieve by giving money, so make it easy for them by being explicit about how you put their donations to work, and the good which it will do.

Leading charities use this tried and tested method in advertising, by using real case studies to describe what they do, and how funds are used within the group to make a positive difference. Take a page out of the successful marketing campaigns run nationally, and give the whole picture about your cause instead of just asking for a donation.

Erase doubt and confusion and encourage potential
supporters to say “yes!” to your cause!

Make your cause enjoyable for volunteers and donors

There’s nothing like raising a feeling of community and good spirits to get volunteers engaged and willing to participate fully in fundraising. Don’t forget that your fundraising volunteers present part of your cause’s image. Having arguments during a fundraising event, or engaging volunteers who aren’t fully prepared or informed, or not being well organized in general is bad publicity and will turn off donors. Take care in how you present your cause by being well prepared, training your volunteers and putting on a smile.

Be clear about your finances, needs and results

Just as city councils demonstrate how their budgets are spent on policing, waste collection and other initiatives, so your group should be able to show exactly how money is used to make a real difference in the lives of those it supports. Be forthcoming about your finances and let potential supporters know where they can find more information online, especially from sites like CharityNavigator.org and Guidestar.org. But if your non-profit is not included in these databases, be sure you make your finances available on your own site. If someone is seriously considering donating to you, they will do some research anyway – make it easy for them to get the right information.

Also, don’t be afraid to show your pragmatic side when it comes to financial matters. Your idealistic side can only reach so far before it gets to the point where words alone just won’t be enough. One way of achieving this is by demonstrating how a specific amount of money has turned around someone’s life for the better. It will also make it easier to encourage people to offer that specific amount, because they’ll be able to see a direct link between what they give, and what benefits they will achieve with their donation and also make it easier to budget their charity dollars.

Show professionalism

Another way of encouraging people to give to your cause is by representing your cause in a professional way. You can gain more credibility by appointing a well-spoken person to interact with the press and the public, have a well organized website, have all your printed materials, website and emails written in a concise and professional way, use letter head, possibly have ID badges or branded materials. Having said this, take care to avoid giving the impression that you’re spending too much money on marketing your cause.

Last but not least, they “thank you!”

If you’re known to be the charity that actually appreciates and thanks its supporters, it will not only encourage your current supporters to give again in the future, but it will also show potential supporters that they will be appreciated should they decide to give to your cause. (Sample fundraising letters.)

It may be tough to encourage people to start donating to your cause when they’re already giving to other causes, or if they don’t think your cause is important enough. But staying on track, accounting for every dollar and demonstrating over and over again how your cause makes a difference not only for certain people, but for your community as a whole (or another greater good) will over time build a solid base of supporters you can count on.

(Image credit: iStockphoto/bookmama)

Related posts:

• Motivating Volunteers & Donors: Show What You’re About
• What Donors Want to Know Before They Give
• Write: Thank You For Donation Letter

But how can you convince donors to give more than just a few dollars? What kind of information should you make readily available and how should you present it? What would donors like to know before they’re willing to make a larger donation?

Relevance:

Is your group relevant in a way that it makes a real difference in society? Unless you’re raising funds for an individual or a specific short term goal, does your group affect a larger group of people? If a potential donor feels that your cause isn’t really needed they will not come forth with support.

If the group benefiting from your cause is somewhat limited, it is especially important to lay out all the good that you’re doing in a way that shows how your cause doesn’t just benefit a seemingly small group of people, but how it benefits the community as a whole. In other words, spend some time explaining the big picture. After all, helping the disadvantaged or needy within a group doesn’t just benefit them, there is always a domino effect whereas others are helped and supported as well, directly or indirectly.

Activities and people:

Does your group have a blog? Do you regularly report about your activities and how you make a difference in your community and in the world? This plays right into the previous point: if you continuously report on your activities and the good you do, your cause will become much more relevant to potential donors. And don’t think you should only report on successes. By also writing about the challenges you face every day, your cause goes from being just words to becoming a group of individuals working hard to make a difference in the world.

If you do have a blog (or other website) make sure you include proper terms of use and a privacy policy which includes information about how you manage names, email addresses, and other information collected through the site. Your website is also an excellent place to add information about your board members, staff and volunteers.

A well run website or blog with lots of information about your activities, staff and volunteers will give your supporters a broad picture of what your group is all about. Be sure to continuously update your site.

(If you need a website with or without a blog, read Create A Website.)

Financials:

Are you clearly stating your financial information on your website and in print documents meant for interested parties? If your financial information is too hard to find or to decipher and a potential donor feels that you might not want to share them, it will be a turnoff. Make your finances easy to access and explain your numbers. Also display and link to your most recently filed IRS Form 990.

If some expenses seem high, explain why they’re high: maybe you’ve incurred a higher outlay because of a major repair. If you explain that donor money wasn’t wasted, but why some program, administrative or fundraising expenses turned out higher than expected, most donors will appreciate your honesty. If the extra expenses are justified, they will still give.

If your group is a registered non-profit, have all your reports been properly filed? Can supporters go to a third party website to find out more about your group if they choose? Simply staying on top of tasks you’re supposed to do anyway will make a difference and will give you an edge over others who don’t have their accounting in order.

Your to-do-list:
Maybe you already have some or most of these points in place – congratulations! Then you could simply make a to-do list of what kind of other information you’d like to add to your website and marketing materials and how you’d like to change the way your information is currently presented. Be sure you add information about what you’d like staff and volunteers to say when prompted about your cause. What are they currently telling potential and current supporters? Is the information they have about your cause up-to-date and relevant?

Also think about your own giving: Which organizations have you donated to in the past and why? Or why have you decided not to give a specific group? Take these clues from your own behavior and consider them in your group’s strategy.

By making sure you offer enough and sought-after information about your cause you instill a sense of trust in your supporters and assure that they feel comfortable and confident giving to your cause now and in the future.

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• Motivating Volunteers & Donors: Show What You’re About
• Motivating Volunteers & Donors: Get The Word Out And Increase Profits
• Let It Be Known… Recognizing Charitable Donors
• How to Encourage People to Donate to Your Cause
• Tweak Your Group’s Website To Attract More Visitors

Yes, managing social media accounts will create another item on your to-do list, but if you keep a few simple things in mind (use our social media strategy checklist to help get you started), you’ll be able to put them to good use without too much hassle! The following is focused on social networking sites, but the information can also help when defining guidelines for posting comments, creating blog posts, or taking part in forums.

Choosing a social media platform

There are many different social media sites to choose from. It’s probably best to start with one of the currently most popular social networking sites like Facebook or Twitter. If you already have a personal account with either one of these, why not start your fundraising social media account with the same one: You already know how to use it and you could easily recommend your new fundraising page to your current followers through your personal account.

Once you’ve created your account(s), link the updates to your website and vice versa and cross promote them through any other channels you may already have, like your e-mailing list, your newsletter, other social media accounts etc.. (More on linking online and traditional marketing strategies.)

Define the purpose of the social media account

Your social media sites need a purpose or perhaps different but overlapping purposes. Do you want to increase awareness and build a community of people interested in your cause? Do you want the page itself to inspire donations? Do you want to use the page to bring more visitors to your website? Pinning down the purpose of your social media page will help you form an effective social media strategy.

Create social media rules

Your social media pages will be part of the public face of your fundraising efforts so you need to decide what you want that face to be. You may enjoy a certain degree of familiarity but a lack of professionalism can make it seem as though your efforts are not serious or as though your cause is not deserving of real attention.

Decide on the tone of your posts and how you will convey your mission statement. The best way to do this is to appoint a social media leader so that all your posts are consistent. Be sure to convey these rules to anyone in your organization who might use their personal social media pages to talk about your cause and your fundraising efforts.

Updating your social media accounts

Social media sites are not phone trees to be activated only when you need help. They are most effective when you update them regularly and provide information that is relevant to your cause in a captivating way. This keeps people checking in and your cause always on their minds. Simply adding random bits of information won’t help you reach the goals you have set for your group and then it simply becomes a massive waste of time. Regular updates show that you care about your cause and your followers before and after an actual fundraiser.

It’s also useful to create guidelines for whom to follow back. You will always encounter spammers who will follow anyone in the hope to get a follow back upon which they can spam you with sales messages. Scrutinize each follower; decide if you will follow others who do not have any updates; will you follow other non-profit – why or why not? and so on.

Getting started

An easy way to get started is by simply updating your social media account with the posts from your blog. You can entirely automate this process. Each site will have instructions on how to do this or you can use twitterfeed.com which works with other social media sites as well. Once you see how your posts are being found and retweeted or reposted and who your followers are, it may make it easier to start your social media strategy from there.

To help you get started and create a comprehensive social media strategy, click over to our social media strategy checklist!

Give yourself time to create a social media strategy. Each post will be an ongoing representation and promotion of your efforts. Make sure that each one promotes your fundraising efforts the way you want the world to see them.

Related posts:

• The Power of Social Media
• Promote Your Fundraiser On The Web With Social Media Marketing
• Nominate Your Charity To Win A $25,000 Social Media Makeover
• “Tweet To Beat” Social Media Fundraising Experiment
• Tweak Your Group’s Website To Attract More Visitors

The good news is, with some planning, you’ll be able to form a strategy that incorporates all the seemingly disparate elements which can benefit each other and reinforce your overall marketing message.

Developing a strong brand for your group and fundraising efforts

Linking all of your different marketing activities together makes it much easier to deliver a consistent message. One of the first tasks to undertake is developing a strong visual brand for your communications by using the same logo and themes throughout all of your on- and off-line activities. This will help make your brand and your cause more recognizable within each published item, gradually building up awareness for your cause.

Another way to strengthen your brand would be to use a tagline consistently throughout all your communications. This could be taken from your mission statement, but it has to be something that will work for different projects and for different communication channels. It’s not as easy as it sounds, because it has to be unique to your group (do your research), shouldn’t sound ‘generic’ and has to be simple and somewhat memorable.

Target content delivery to audiences at different channels

The best way of linking all your communications is by drawing up a plan for your content delivery. Not every article, call for donations, or other communication may be ideal for every audience across all channels, or to be delivered at the same time. Target each message or communication to a specific audience channel and at a specific target date. For example, a formal call for donations may be appropriate for mail delivery, maybe an e-mail campaign, but may not work at all for your audience on Facebook or Twitter.

Conversely, design messages specifically for your target audiences at different channels. For example Twitter lends itself to get snippets of information about your group to the public, or keeping your followers informed about a current campaign.

Differentiate your messages by audience and content and tailor your communications for each media you publish to. You don’t have to communicate the exact same words with everyone at the same time.

Coordinate your various online and traditional media channels

Coordinating online efforts

Your website acts as the main hub that contains all your group’s background information and that you can link to from all your other online activities. E-mails, blogs and social media channels all refer back to your main website. That way if anyone would like some more information about your group or fundraiser, they’ll be only a click away. You’ll also be able to keep most of your messages short, sending those interested in more detailed background information to your main website.

Conversely, your group’s website should link out to all other channels available: your social media accounts, newsletter sign-up, physical address and map etc. Social media icons make sharing of your posts easier and inform your audience about your different social media groups at the same time. Don’t forget to add social media icons to your e-mail signature.

Coordinating with traditional or ‘offline’ activities

All of your traditional marketing activities that take place on-site at your group’s physical location can follow a similar principle to your online marketing activities. Networking presentations, paper messages, newsletters and business cards should all direct people to your online activities by adding your website URL and/or social media addresses. (Reminder: keep all your URLs and social media account names as simple as possible.)

Consider your offline marketing as a conduit to your online activities. Your audience can take your printed communications, look you up online, get a ‘bigger picture’ about your brand and your group’s key messages, or connect with you through social media or your blog. Make sure that your traditional marketing strategy always includes all information about your group as well (incl. contact information), since not everyone can or wants to go online for more information.

Monitor your marketing efforts continuously

Have your latest posts on Twitter – or lack of them – resulted in losing followers? Have you received negative press? Have donations been unusually low? Have you not been able to reach as many people as you hoped with your latest fundraising efforts? Causes for any of these can be many and even though a knee jerk reaction is usually not to your advantage, listening and acknowledging what’s going on is, especially when you have received complaints or any other kind of negative feedback. You can use several tools to monitor your online reputation; but when it comes to how to react you should have a plan in place, especially when you’ve had negative press. How exactly you will address it may be subjective, but to address it at all and in a positive and timely manner will be very important.

Get started!

It can be quite a handful to get organized and coordinate all marketing efforts into one complete strategy. How to get started? Make a list! For example, list all your upcoming events incl. calls for donations (leave plenty of space underneath each point), then add the channels that each event will be held at or communicated about next to the events.

Or you can start out with a list of your channels (website, social media accounts, printed newsletter, e-mail newsletter etc.) and then add to them news, upcoming events, calls for donations and how or if you’ll communicate them through each channel. Finally, assign responsibilities based on each channel or based on activity.

Even though it takes some time to get organized, coordinating your online and traditional marketing efforts will pay off in the long run with a more consistent message for your group and more efficient use of your time, because your efforts will be more targeted and there will be less room for errors or miscommunications.

Related posts:

• Moving Fundraising Efforts Online
• Promote Your Fundraiser On The Web With Social Media Marketing
• Raise Funds Online – With Or Without Your Own Website! Part 1
• Does Your Group Have A Social Media Strategy?
• Low Cost And No Cost Marketing Tools For Your Fundraiser

What is a swipe file?

A swipe file can be defined as “a collection of noteworthy examples of various items of interest that can be used by a writer or editor to promote creativity or to assist in developing copy for publication” or, as per Wikipedia.org: “A swipe file is a collection of tested and proven ads and sales letters. Keeping a swipe file (templates) is a common practice used by advertising copywriters and creative directors as a ready reference of ideas for projects.”

For example, a swipe file for your fundraising group would contain examples of fundraising efforts that were well executed and successful, specifically copy that was written for mailings that yielded the best results and feedback. It would also contain snippets of ideas you or your group members come up with throughout the year, so they’re ready to be considered once a new campaign starts.

Examples of what to keep in your swipe file:

- copies of well written fundraising letters for print and e-mail campaigns from previous campaigns
- specific phrases, expressions and ideas collected throughout the year
- descriptions of varying lengths of your group’s goals and successes
- examples of other groups’ successful campaigns
- sample fundraising letters from FundraisingIP.com

Why use a swipe file?

While you want to avoid using the exact same words in your communications to your supporters, you don’t have to come up with completely original ideas every time. Keep in mind though that using familiar wording in your campaigns (for example when describing your group’s mission and goals) will actually help with establishing trust and ‘brand’ recognition.

What can swipe files do for you?

Swipe files can help you find the best words to say what you want to say. You can borrow your own past words or the words of others to convey your message. There are many resources both in books and on the internet (writing fundraising letters).

There is always more to learn about how to make a fundraiser as effective as possible. Swipe files can relay stories of what techniques have worked for others and why. You do not need to learn all your lessons through trial and error!

With swipe files, you can give your best effort the first time with the help of those who have successfully conducted fundraisers before you.

Related posts:

• Resources For Starting Your Fundraising Season
• Ideas And Inspiration For Your Fundraising Group
• Tips For Dealing With Problems Within Your Volunteer Fundraising Group
• Tweak Your Group’s Website To Attract More Visitors
• Accounting For Fundraising Efforts: Keeping Good Fundraising Records

Fundraiser kickoff

Raise awareness and enthusiasm for your fundraising campaign by holding a kickoff a few weeks before your goal date. If you want to raise funds by Christmas, hold your kickoff by December 1. Begin advertising with email lists, newsletters and bulletins. Schedule some time to let people know about your kickoff at a high turnout event, like a weekend football game to get the largest audience. This will ensure a high turnout at your kickoff event and provide you with more volunteers.

Once you raise awareness, you will want to raise enthusiasm by motivating the volunteers. The best way to do this is at the kickoff as well, when you announce the prizes for the biggest fundraisers. You may be able to get good prizes by getting a local retailer to sponsor the event. MP3 players, video games and other electronic gadgets are great student motivators. A good prize will help spread the word among other students to gain even more volunteers.

Communication

Because the market is overcrowded with fundraisers, it is even more important that people know why you need the funds and what the funds you raise will be used for. A statement should be included in every flyer and communication attached to your event. Be sure potential givers know what you need, how much it will cost and why it is important.

Remember that often decisions involving money are based on emotion and then justified by logic. People want to give already, but need to justify the emotion with a good reason. By explaining the necessity of your fundraiser and how it benefits the community, you give people the reasons they need to back up their desire to give.

Don’t forget e-mail reminders

Send out a weekly progress newsletter explaining how the event plans are progressing. One update per week should be sufficient to help everyone remember the event. Include a link to your PayPal donation page in your e-mails and newsletters. This gives people a chance to donate as much as they can afford when budgets are tight. Most people will participate in some form if you offer them good reasons and an opportunity to give as much as they can afford.

Consider limiting the number of fundraising products

Because the market for fundraising during the holidays is so crowded, it’s important to keep things simple. The most popular fundraisers have been frozen cookies, bake sales and candle catalogs. Choose what works best for your group and focus all your efforts there. Surveys show that well-meaning people who are offered too many choices will pick the cheapest item in a catalog just to get it done. By offering just a few choices of products that people enjoy, your fundraiser is likely to enjoy higher sales volume. It may also help to find out what other fundraising groups in your community have planned in order to avoid selling the same products etc.

As with any fundraising campaign, keep in mind that your volunteers represent your group. Especially during the holidays it is important to pay attention to the image you’d like your group to portray and to train your volunteers accordingly. Yes, raising funds is important to fill up your group’s bank account, but spreading some holiday spirit throughout your community is priceless!

Related posts:

• Ideas For Holiday Fundraisers
• There Is Still Time For A Quick Holiday Fundraiser
• Resources For Starting Your Fundraising Season

What Is A Fundraising Consultant?

A fundraising consultant is an individual (or company) whom your organization can contract with to run the fundraising campaign for you. The exception to this would be if your organization is investing a salary into a full- or part-time employee whose position is created expressly for fundraising (possibly incl. grant development), should your organization have such a need. A fundraising consultant can analyze your organization’s needs, suggest appropriate fundraisers, and/or conduct the entire campaign, including marketing your fundraiser. Consultants do not help with the actual fundraising; they simply direct the volunteers who carry out the fundraising efforts. Typically fundraising consultants are paid a fee for their work. (The fee paid can be a percentage of the campaign’s profits, but this may raise ethical questions.)

What Are The Advantages Of Hiring A Fundraising Consultant?

Fundraising consultants are experts at raising funds; that is the number one advantage they have over lay-volunteers. In addition, your organization will benefit from:

* Having an unbiased, professional assessment
* Being able to clearly set realistic goals
* Vast knowledge of fundraising options
* An experienced professional who can help volunteers make effective phone calls, draft letters, and more
* Streamlined volunteer assignments which promote efficiency
* Fewer mistakes which may translate into higher profits
* Well-designed campaign materials
* Targeted marketing techniques
* Skilled negotiations with product or service suppliers
* Education and direction that can be passed on after the consultancy has ended

What To Consider When Hiring A Fundraising Consultant

Be aware that your fundraising consultant will be quite visible to donors, group members, and companies involved in the fundraising campaign. Your consultant will be a face for your organization – hire accordingly.

When choosing the right consultant for your group, take several factors into consideration:

* What size, type, and scope of fundraiser can the consultant handle?
* Does the consultant have a good reputation (talk to references and other groups)?
* What ideas do they have for your group? Do they have suggestions for your specific situation? (For ex., what if your main supporters aren’t giving at the rate you have counted on?)
* Can they back up their claims with financial data from past campaigns?
* Is the consultant insured or bonded?
* Does the consultant check out with state, federal, or better business agencies?
* What is the bid on the job?

Of course, your first concern is whether a consultant is really needed or financially feasible: On the one hand, a consultant will cost you a portion of your proceeds, but on the other, a failed fundraising campaign may not earn you anything at all. Decide if your group can handle the task ahead. If your situation indicates that you can make money by spending money, hiring a fundraising professional may be just right for your group!

Related posts:

• Fundraising And Affordabilty
• Common Fundraising Mistakes
• Accounting For Fundraising Efforts: Keeping Good Fundraising Records
• Structure And Motivation – Fundraising Rewards Programs

Feel free to add your own suggestions in the comments section!

YouTube Video Volunteers

Would you like to use YouTube to market your fundraiser, or promote your non-profit, but you need someone to help with putting a video together? YouTube has launched YouTube Video Volunteers to connect non-profits with video volunteers. Non-profits can post their requests for volunteers to choose. Video volunteers get exposure, gain experience and can feel good about themselves, knowing they’ve done something good for our world!

MobileActive.org

How can you use mobile technology to promote your cause? MobileActive.org is a ‘resource for activists using mobile technology worldwide.’ It is also an excellent resource for how people around the world use cellphones to promote their causes, keep otherwise ‘unconnected’ groups of people informed and how mobile phones are used to promote social change.

Alltop

Alltop.com calls itself an ‘online magazine rack of popular topics.’ It’s basically a collection of blogs and feeds on specific topics that update every hour. Check out nonprofit.alltop.com and fundraising.alltop.com for all the latest posts on the web about these topics! You can also apply to have your own cause’s website listed. (FundraisingIP.com is also on Alltop!)

WeAreMedia

Want to learn more about integrating social media into your organization’s communications strategy? Visit WeAreMedia.org for ideas and resources from others involved with non-profits in a ‘community’ based environment.

Causes

Ready to start your own cause? Causes offers tips on how to get started with your cause, create a following and make a real impact. It also helps non-profits promote their causes through social media and lists them on their own website.

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• Are You Considering a Mobile App for Your Non-profit?
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Target has launched the “Bullseye Gives” campaign on its Facebook page which allows people to choose among 10 charities eligible to win a portion of $3-million that the retail chain is donating. (The company gives away $3 million each week.)

Target will base its funding allocation on the percentage of votes received. People can vote once a day through May 25 on the company’s Facebook page, choosing among the Parent Teacher Association, Feeding America, the Salvation Army, American Red Cross, National Parks Foundation, Breast Cancer Research Foundation, St. Jude Children’s Research Hospital, Kids In Need, Operation Gratitude, and the HandsOn Network/Points of Light Institute. All of these organizations have received Target contributions in the past.

Get a Facebook Page For Your Group

If you’d like to sign up your group or non-profit on Facebook, you can create a Facebook Page for your ‘Public Profile.’ It works just like a ‘Personal Profile,’ but represents your whole organization instead of just one person. You can add all your groups’ information, including mission and goals to the Info section. You can use your page for regular updates about your group, to link to your main website, promote fundraising events, proclaim your achievements, post photos, videos, thank your supporters, etc. Besides a Facebook Page you can also set up a Group on Facebook. Use Groups for individual projects, smaller projects, or projects that only apply to a specific group of people.

Examples of organizations’ Facebook Pages are Greenpeace USA and the American Red Cross.

More info for non-profits on Facebook.
For an in-depth explanation between a Facebook Page and a Facebook Group, click over to Mashable.

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• Increase Your Fundraising Campaign’s Media Coverage

One way to make an impact is to put a spin on your fundraiser, and market that angle. That little extra spin can turn a regular fundraiser of moderate interest into a fun event that people want to be a part of in whatever way they can.

Almost any fundraiser can be spun with an angle. For example, a pizza fundraiser for a volunteer fire department in Michigan was turned into a community affair by having the firefighters actually bake, serve, and deliver the pizzas. An additional fire-safety spin was put on the event when a local Ace Hardware store donated smoke detectors to be given to the first 200 customers. The success of the event netted more than $1800 for the department.

This is just one way forward-thinking organizers made more of an otherwise regular fundraising event. There are plenty of other ways fundraisers have taken advantage of marketing angles. Some fundraising marketing angles that have grown in popularity, and proven to increase the bottom line of fundraisers include:

• Faculty vs. student sporting events
• Fashion shows with community models
• Fun takes on old themes like casino nights, or a day at the races with turtles
• Events that let students and/or community members ‘stick it to’ administrators and authority figures; events like the age-old dunking booth, pie throwing, shaved heads, duct-tape-the-principal, kiss-the-pig and so on…
• On the more serious side, fundraisers with dual beneficiaries, such as partnering with charitable organizations, or providing education and awareness for participants (for example, bike races being coupled with bicycle safety campaigns, or carnivals coupled with child safety initiatives; more about joint fundraising events)

These are all great ways to put a spin on a fundraising marketing campaign, but you may find that your group can do even better. The appeal of fundraising marketing angles is that they provide a great product or service in a new, interesting, in-demand way. That means that the possibilities for your group are virtually endless!

* * * * *

To easily receive updates on new articles, fundraising ideas and more subscribe to FundraisingIP.com today.

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The difficulty with press releases is that media resources are inundated with them; this can make it hard for you to get your press release and your event noticed and covered. However, there are some ways to increase the probability that your event will be featured by local media professionals.

Tips For Media Coverage Success:

Pick and choose media outlets

Media outlets thrive on meeting the needs of their target audience. You can increase your appeal by submitting press releases to publications and productions that target an audience that has an interest in your event. For example, if you are holding a children’s carnival, submit the event to parent’s magazines, or calendar/events department of a local newspaper.

Tie in a larger angle

Your event is of high interest to you, but for wider appeal you need to think on a larger scale. You will succeed at engaging readers and viewers, and thus media attention, if you can tie your event into a larger issue. For example, you might focus on climate change and explain what your group is doing to help the cause. Play your event as the local response to the global crisis. Make the large issue the real story and your efforts secondary to it.

Be prepared for media professionals

Your fundraising event might still not be covered if a reporter arrives and finds nothing to work with for their story. Designate a coordinator or spokesperson for your group and your event; make sure that person can easily be accessible whenever the media arrives. Choose someone in the group who knows your organization, knows the details of your fundraising campaign, and knows about the larger issues facing your organization. Be sure this person is well-spoken and can speak in a way that the reporter and his or her audience can appreciate.

If you can, contact the publication, broadcaster, or (best yet) the reporter and politely inform them that you will be sending them a press release for your event. Talk up your organization and your event a bit; without overdoing it and being too pushy, of course. By doing this, you help move your fundraising press release to the top of the stack, increasing your likelihood of being selected, and you know you’ve done all you can to better your chances of obtaining a very powerful, free, fundraising media coverage tool.

For tips on writing a press release, read The Power Of A Press Release.
For more fundraiser marketing tips, browse through our “Marketing Your Fundraiser” category.

* * * * *

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The purpose of a fundraising press release is to alert appropriate media that a fundraising event is upcoming. Often, local newspapers and TV stations will include the information on a community services page. This is a key way to let your community know that a fundraising campaign is ongoing, and how they can support your organization.

In addition to advertisement, press releases are meant to intrigue the local media and gain coverage of your event. This helps your community learn about your group, its function and needs, and is especially helpful if the event is continuing or a second fundraiser will be held of which the writer can make mention.

The problem with press releases is that media do not always have space or time available to cover every fundraising event that is submitted to them. You can improve your chances for coverage by writing a good press release for your fundraiser.

Writing A Fundraising Press Release

Many editors will tell you that in order to gain a full-article write-up, you have to leave them a little something to learn. Your fundraising press release needs to give the essential specifics, but it should be short and sweet, and leave questions for a reporter to ask. Without the need for questions, there is not much reason for a reporter to attend the event or call to ask more, and a bigger opportunity will be lost.

Before writing, it is worth calling the editorial department of the target media to find out if they have guidelines for press releases. Generally though, there is a fairly standard format for press releases, and if you follow it, your chances of having it published and gaining fundraiser coverage will greatly improve:

• Print the release on company or organization letterhead
• Include contact information at the top of the page; organization name, address, phone number, and email
• Center the words PRESS RELEASE, in bold caps, at the top of the page
• Below, include the name and contact number for the press release contact person
• Include a release date, or the words IMMEDIATE RELEASE in capital letters above the title of the release
• Write a title in bold caps
• Write the body of the press release; remember, short and to the point, and leave some interest factor, but include the essentials (who, what, when, where, why); begin the body with the city/town and date of the event; your headline and first paragraph should clarify your news; create a ‘call to action’ within the release to let supporters know their action is needed, and appeal to their sense of responsibility
• Write a second paragraph elaborating briefly on the first, and add a human interest factor for supporters and media personnel to grab their interest
• Be sure to write the press release in a professional and objective tone. Edit and proofread it until it is absolutely to the point and error free.
• End the release by paragraph three; summarize the release, and include organization contact information here. Signal the end of the release with three ‘pound’ signs (###) centered below the last line
• Timing; especially larger publications plan months ahead. Be sure to contact your target publications at least 6 months ahead of time to learn about deadlines for submitting your information

If your group has wide appeal and a website that allows you to collect donations, you should consider having your press release distributed through an online service like PRWeb or PR.com. The general rules for writing a press release are the same, but there are important details that need to be considered and differ among the different online press release services. Tip: Start reading press releases from other organization. You’ll quickly learn what will or will not work for your own group.

Advantages of online press releases are that you can include links to different pages on your group’s website and your release will be visible across the web, according to what kind of distribution plan you choose.

The disadvantage is that for a professional online service you’ll have to pay a fee. Tip: Sign up for the newsletter, or create a free account right away with one or two of the online services. You might get a discount offer just in time for your next press release.

Press releases are invaluable fundraising marketing tools. A well written press release creates great potential for outreach. Ensuring that one volunteer each year becomes skilled at writing press releases will gain lasting exposure for your fundraising group.

For more information on getting the most out of your press release, visit Increase Your Fundraising Campaign’s Media Coverage.

For more fundraiser marketing tips, browse through our “Marketing Your Fundraiser” category.

Related posts:

• Increase Your Fundraising Campaign’s Media Coverage
• Low Cost And No Cost Marketing Tools For Your Fundraiser
• The Power of Social Media
• Connect Online And Traditional Marketing Efforts For Your Fundraiser
• Partners In Marketing: Planning Joint Fundraising Events

If you’re looking for an online fundraising service that lets you create your own fundraising campaign and page, click over to 15 most popular online fundraising services.

Part 1. IF YOUR GROUP ALREADY HAS A WEBSITE

Asking for donations on your website:

- If your site already has a lot of visitors,
consider adding a “Donation” button. PayPal.com (sponsored link) offers a very simple way of accepting donations online: supporters can pay by credit card or through direct debit and there aren’t any set-up fees. You only pay a small percentage on each amount donated. You can also try Google’s Checkout service, but in order to display their ‘donate’ button you have to be a certified 501c3 non-profit. (Tip: Raising funds online may present new legal considerations for your group. It may be best to consult your legal adviser before raising funds online.)

- If your site has only a few visitors,
you can add donation buttons to your site, but you should also spend some time promoting your site on the web. With simple marketing techniques, including social media marketing and e-mail campaigns you can easily increase the amount of visitors to your site. The more visitors you can attract to your site, the more people can learn about your cause and donate to your cause!

Read more about increasing traffic to your fundraising website:
>> The Basics About Internet Marketing SEO When You Raise Funds Online
>> Promote Your Fundraiser On The Web With Social Media Marketing

Selling products online to raise funds

You can also sell products online in order to raise funds for your group. You could create your own online store, but an easier alternative would be to set up your own hosted store on a site like CafePress.com, or create an account with an online charity mall like iGive.com. Setting up your non-profit with eBay is also a viable option: you can sell donated goods and services through their auction feature, or sign up through their Givingworks Program

Another very lucrative fundraiser is an online magazine fundraiser. Read more about Running A Successful Online Magazine Fundraiser, or search for ‘magazine fundraiser’.

Once you’ve set up an account with any of the services above, you can simply send visitors from your site to the respective sites and each sale will generate income for your group!

Use an online donation service for your fundraising campaigns

You don’t need to have your own website for this, but when you set up a campaign with one of the popular online fundraising services, you can send visitors to your website over to your campaign. You can also send visitors who go directly to your campaign to your website for more information about your group and your campaign.

Be sure to collect e-mail addresses!

Any type of online fundraising will be easier and more lucrative, if you have a substantial e-mail list, since it is important to send out periodic messages to remind people to buy through your site, or other websites’ programs your group is signed up with. Having a website isn’t even necessary for some online fundraisers, since all the ordering, e-mail management and payments are done through the fundraising company’s website. However, having your own website can greatly contribute to the amount of visitors taking part in your online fundraising efforts.

Get into the habit of always collecting e-mail addresses at functions, meetings, or on your website. Of course, assure anyone who signs up that you won’t use their e-mail addresses for anything else, but for the sole purpose of keeping them informed about your cause.

People will appreciate being updated on any fundraising efforts and successes. Be sure to include a link to your website in each e-mail.

For more about fundraising online, visit our “Fundraising Online” category where you can find articles like Create Your Own Website!

If your group doesn’t have a website, but you’d like to raise funds online, go to
Raise Funds Online – With Or Without Your Own Website! Part 2
for information on how to raise funds online without your own website, or how to set up your own website if you’d like to have one!

Tip: Raising funds online may present new legal considerations for your group. It may be best to consult your legal adviser before raising funds online.

Related posts:

• Raise Funds Online – With Or Without Your Own Website! Part 2
• In The News: Record Profits, Mobile Donations – Using SMS To Raise Funds, New Online Fundraising Service
• Raise Funds On SocialVibe.com
• Tips For Running A Successful Online Magazine Fundraiser
• Raise Funds With InsiderPages.com

Keywords, content and links

Internet search engines use different factors to determine what sites they return in response to a surfer’s search. Factors such as the search phrases (also called keywords or keyword phrases) entered in the search engine (or directory), keywords used on your site, the content on your site and the number and quality of sites that are linked to your site can all affect whether or not your site comes up as a result in search engines – as well as where in the long list of results your site is listed.

Using relevant keywords and keyword phrases can help to improve your listing in a search engine’s results in two ways:

• First, it can help your site to be returned at a higher placement in the list of possible websites that a potential visitor is looking for, the search engine result pages, or SERPS. Chances are, if your site is not listed on the first two or three pages of links that are returned, it is unlikely that it will be found.
• Second, using relevant keywords on your website’s pages will not only help to get a good position in search results, but will also help to get the most appropriate visitor to your site. In other words, the more careful you select your keywords or phrases for example, the more likely it is that you get the kind of visitor who will actually use your site or purchase from your site, as opposed to a visitor who’s only browsing.

So how do I use keywords and phrases to my advantage?

Keywords and phrases are in fact, a very important aspect of getting your site offered to a potential visitor. But the problem is, you might not always include in your text the exact key words that a searcher enters into the search engine. There is a very easy to use and free keyword search tool available at Keyworddiscovery.com that lets you search for the most commonly entered search phrases and words.

For example: type in ‘fundraising’ and you’ll not only get the results for that word, but also all kinds of related keywords and phrases people are looking for on the web. Remember that the most popular keywords and phrases will also have the most competition in the search engines and directories.

Unless you’d like to spend potentially a lot of time (and money if you’re planning on buying text ads on Google for example) to compete for the top keywords, it may be wise to pick keywords and phrases that most closely describe your service, but that aren’t necessarily at the top of the list. Use these keywords and phrases in the title and header tags, the keyword and description tags and throughout the text on a related page for said keywords and phrases.

How NOT to use keywords and phrases:

You might say “If I just get as many keywords and phrases as possible on a page, I should do pretty well in the search engines and directories, right?” Well… You could try to do that by creating rather jumbled copy that crams as many keywords and phrases into a page as possible, but you’ll find that this is not a good idea.

First, search engines and directories know this trick and will not respond to it. Second, remember that you don’t just want to attract a surfer, but you want to attract visitors that will keep coming back for future visits. So a page that lists a bunch of keywords but doesn’t give them what they were looking for is not going to rank well with your visitors, no matter what it does for your SE ranking.

Back to keywords and content

Stick to what makes sense: using content rich articles related to your subject and taking advantage of keywords and phrases in the title and header tags of your pages and the keyword and description tags. This strategy can help you improve your search engine rank and keep your visitors interested.

Regularly adding articles broadens the amount of interesting and relevant information you offer to your readers and increases the likelihood that your visitors will stay on the site. Not only that, but if your articles prove to be useful, then you also increase the likelihood that other sites will link to yours – another important factor in increasing your search engine ranking. A great way to add updates about your group is through a blog on your website. People can easily subscribe to it and it is automatically syndicated on the web.

How do I get our URL on other websites?

1. An easy way to spread your group’s website’s link around is to create profile pages on several social networking sites (like Facebook and Twitter) and then, assuming your group has obtained 501(c)(3) non-profit status, also sign up for profile pages on social action sites like ChangingThePresent or SocialVibe.

2. If your site has a blog (it should!), you can hook up your blog to automatically post any entries on your Twitter and Facebook pages as well with Twitterfeed. This saves a lot of time and keeps your supporters on all sites up-to-date automatically.

3. Make sure you comment on other websites and add your website’s URL. Try it out at the bottom of this article!

4. Find websites to add your link to. How do you find sites to have your link listed on? Search for the name of a similar cause to yours and see what websites come up. Then either use the contact form on these websites to ask to have your link added, or add it yourself, depending on the choices offered. Many sites, including ours, will publish a well written ‘guest post‘ with a link back to the desired site. (If you’re interested in writing a guest post for FundraisingIP.com, please contact us.)

5. You’ve paid attention to keywords, you’re adding good content, you started to blog, you’ve signed up for some social sites. Sit back and relax! As your website becomes more popular, more people will visit and link to your site naturally!

Not all links to your site will carry the same amount of weight when it comes to search engine results for your website, but, your link is still out there for other people to click, which results in more visitors to your site.

For more articles about online fundraising, go to our Fundraising Online category.

Related posts:

• Fundraising Website Checkup
• Raise Funds Online – With Or Without Your Own Website! Part 1
• Raise Funds Online – With Or Without Your Own Website! Part 2
• Ideas For Your Fundraising Website
• Create Your Own Website!

The Fundraising Pyramid – What Is It?

The fundraising pyramid is a goal-setting and strategy tool that helps visually plan your group’s fundraising campaign. It is part goal-tracker and part campaign flow-chart.

The fundraising pyramid charts outreach goals and breaks them down into incremental funding amounts and donation targets that are more obtainable.

When you use the fundraising pyramid, you do not go after only one source for your total fund procurement. Rather, you structure your campaign so that a few campaigns reach out after an allotted portion of the total goal amount.

The funding pyramid is based on the concept that each group can secure one or a few large funds, some moderate awards, and many small donations. Targets and resources are then arranged correspondingly and different approaches are used to reach each funding goal.

Structuring The Fundraising Pyramid

The fundraising pyramid should be structured according to both target donor size/project capacity and target goal figures. The largest target amounts would be placed at the top of the pyramid, mid-level targets in the middle, and lowest target figures at the bottom. However, a converse relationship is applied to the sources of each funding. The largest gifts would be secured from the fewest funding sources, increasing as you move down the pyramid until the largest number of supporters or donors are funding the smallest part of the goal-figure.

For example:
(This example is for illustration purposes only; your pyramid should be tailored to your specific goals.)

Let’s say your organization is looking to secure $30,000 for a project.

Break this goal down into three campaign goals. Let’s say the funding is broken down in this way: $15,000, $10,000, and $5,000.

• The largest sum, $15,000 is placed at the top of the pyramid. Only one or two sources would be targeted for this funding, probably a one-time grant or possibly two.
• The mid-level goal of $10,000 goes to the middle. This will be broken down into sizable, but smaller donations – possibly four gifts of $2500 each.
• The bottom of the pyramid is left for the remaining $5000. The support base for this amount will grow again. Your group might choose to target 100 donors for $50 each, or 50 donors for $100 each.

The premise behind the fundraising pyramid is that it is difficult to raise funds by tapping only one resource for all of your money. Successful large fundraisers are a combination of target goals and sources. Where you might be able to obtain funding from one well-off donor or grant, the remainder of the funds will have to come from many smaller donations.

Using The Fundraising Pyramid

The fundraising pyramid is most often applied to donation campaigns and grants, but the same concept can be used to create a visual outline for a sales campaign or mixed fundraising effort. The basic concept remains the same however the pyramid is used – the largest segment of funding will be most easily achieved by securing it in one effort and the rest of the funding support will be targeted in smaller increments from a larger support base.

The fundraising pyramid not only allows your group’s leaders to see how the total campaign breaks down into smaller, more manageable segments, but also helps communicate that to the group’s members. In addition, the fundraising pyramid helps potential donors and supporters see how they can help, and where their donation resources might fit in to the overall plan. It creates enough opportunities for all potential donors to participate in whatever way possible for them, while providing a manageable plan for fundraising action.

Related posts:

• Using Demographics To Target Fundraising Supporters
• Structure And Motivation – Fundraising Rewards Programs
• Creating Gift Programs
• Start Your Fundraiser Right By Setting Clear Goals
• Common Fundraising Mistakes

What’s In It For Me?

It’s a refrain that’s repeated endlessly in marketing: answer the question, “What’s in it for me?” When you can give volunteers different reasons to participate, you motivate them with more than just the campaign outcome.

Structuring The Fundraising Rewards Program

Before you begin, first set a structure for your fundraising rewards program. Set rewards at different levels for different donation or sales levels. Be careful to make sure that levels are evenly structured so that the low-end is not overly-rewarded and the high-end is not unfairly under-’compensated’.

The most productive structure is one that has several tiers to the fundraising rewards program. Setting a reward for a low level of sales – with a corresponding, yet attractive reward – lets every volunteer feel like they can reach one or more goals, and come out with something nice and useful for their effort.

Set progressive levels with correspondingly rewarding and attractive rewards. The lowest level is designed to get each volunteer’s “foot in the door” so that they can feel success and shoot for an even higher goal and better reward.

Finding The Funds For Fundraiser Rewards

There are a number of ways to fund a fundraiser rewards program, but the best and most lucrative fundraiser rewards programs will not really be funded at all. Instead, they will rely on donations, community support, and company incentives. Here are a few options for funding fundraiser rewards programs:

• Local donors
In kind donations of goods are an excellent way to secure attractive items that can be used as prizes and rewards for fundraiser rewards programs. Approach several area businesses for in-kind reward donations.

• Fundraising companies
Many fundraising companies already have incentive reward programs built into their fundraisers. See what your company is offering, and take advantage of all the company will be giving. You can choose to use the incentives alone or add to them if you can secure more donations.

• Area business partnerships
You can make your fundraiser rewards program a winner all around by partnering with local businesses for coupons for goods and services the sellers might use. You win because you get the reward prizes you need, the business wins because you are drawing in customers, and the volunteer wins because they get a great prize! Choose your target business partnerships carefully so that the prizes secured will really be valued.

• Fundraiser profits
Since rewards are incrementally based on sales, your fundraiser profits can also be used to fund a fundraiser rewards program. Set the distribution date and the prize accordingly so that the funds can either be taken from savings and offset or taken and used after profits are recouped.

Fundraiser Rewards All Around

Fundraiser rewards programs do not have to be limited to the volunteer selling force. You can also use a reward program as an incentive for other volunteers and also supporters. Here, a simple donor recognition dinner or coffee hour can go a long way, as can valuable coupons from those partnering area businesses.

Fundraiser rewards programs can really breathe a lot of life into a fundraising campaign. For a small investment of time or money, you can boost your fundraising efforts to the next level, and provide some much needed enjoyment and confidence, too!

Related posts:

• A Reason To Sell – Incentive Ideas For Fundraising Projects
• Creating Gift Programs
• How To Write A Donation Request Letter For Youth Arts And Sports Programs
• Plan For Big Profits: Planning Tips For Fundraisers
• The Fundraising Pyramid

What Is Social Media Marketing?

Social media marketing is a casual approach to internet marketing that works on the old premise of traditional networking – ‘talking’ to people, building relationships that can benefit your efforts now and in the future. It’s based on the fact that people feel more secure trusting and helping out people they know and also because there is power in numbers: if a website or product gets mentioned over and over again by thousands of people, we believe that it must have substance.

Where To Engage In Social Networking For Fundraising

There are a number of platforms for social networking that can be adopted for fundraising. Some of those include:

• Social networking sites (like Twitter, Facebook, LinkedIn, and more)
• Blogs
• Forums
• Chat rooms

For each of these, the vehicle is basically the same: creating exposure and visibility by engaging others, then linking back to your fundraiser and/or organization. (Note: Our website allows comments at the end of each article; take advantage of this feature and be sure to include a link to your fundraiser’s website, or your charity! )

On chats and forums, this will be done informally by adding pertinent points to the discussion and including a link to your favored site as allowed (usually as an offering in the post or as part of a signature line or profile).

Sites like Facebook can give you even more targeted exposure while providing a platform for more information and detail. You’ll be able to set up a page on behalf of your organization that explains who you are, what you do, and what your fundraisers support; you may also include posts and articles about your current fundraiser, need, need for volunteers, and so on. Your page is yours to control, so you are not limited in topic; there are endless ways to utilize social networking websites to the benefit of your organization’s fundraiser. In the end, though, always remember your motivation: to get support for your fundraiser. Make sure there is either a link or contact information provided so that interested supporters know how and where to buy or donate.

Social Media Sites You Should Know

Here’s a list of links to the websites mentioned above, and a few others that you can use for social networking to promote your fundraiser:

• Twitter.com – A place to post your profile and tell everyone what you are doing (in mini blog format); which is, of course, fundraising!
• Facebook.com – A must for anyone serious about raising funds. Through ‘groups’, ‘pages’ and your personal account you can easily spread the word about your fundraiser.
• Ning.com – Create your own social network related to your cause.
• MySpace.com – Tell all your ‘friends’ about your fundraiser. Recently MySpace has become more and more entertainment oriented; so if you’re just starting out with social media, start with Facebook or Twitter.
• LinkedIn.com – A place professional non-profits can link to other professionals and organizations.
• Kirtsy.com – Similar to Digg where you submit, mark and vote for your favorites, but dedicated to women.
• StumbleUpon.com – Set up a profile and link to things of interest to you, make friends, and point your friends/contacts to your site.

If your group has obtained legal non-profit status, consider adding your website to social action sites like ChangingThePresent.

If your group has a website, be sure to to include the URL to your site whenever you create a profile.

UPDATE: Have you signed up for Twitter or Facebook yet? Do you have a blog on your website? Then sign up with Twitterfeed to automatically have a link to your latest blog entries posted on Twitter. This is another great way to spread the word about your fundraiser!

For a social media marketing success story and tips, read about how tweetsgiving.org used Twitter to reach their fundraising goal.

Related posts:

• Does Your Group Have A Social Media Strategy?
• Connect Online And Traditional Marketing Efforts For Your Fundraiser
• The Power of Social Media
• Nominate Your Charity To Win A $25,000 Social Media Makeover
• “Tweet To Beat” Social Media Fundraising Experiment

The good news is that fundraiser marketing can be done economically; there are many options for fundraiser marketing that an organization can design and implement on their own, and even more that are provided for little or no cost by companies and community organizations.

Community Press Coverage

Coverage by local media like newspapers and television stations (depending on the size or angle of your campaign) has the most wide-reaching, free impact.
One way to achieve this is to send local newspapers and television stations, including local-access cable channels, a press release that briefly explains the event. If space permits, most papers will happily include local fundraising events in their publication. Many will also include releases on their website.

Another way to gain local media coverage is to inform newspapers and TV stations of the event with a call or an email, and invite them to cover it. Photos and articles can greatly boost the bottom line of a fundraiser.

Community coverage should be extended to include any school or community newsletters that list local events; events should be submitted to online community websites and organization websites as well.

Websites

Designing a website, even a temporary one, for fundraising events creates a central informational resource for fundraising events that supporters and volunteers can access to learn more, donate, and volunteer. Advertising-supported websites are available free of charge, and sites without advertising can be had for less than $10 a month. (Related article “Create A Website“.)

Be sure to collect e-mail addresses through your website! Assure your supporters that their e-mail addresses won’t be shared with anyone and that you won’t spam them.

Printables

Printing marketing materials is easy with a little help from a volunteer and a word processing program. Printed materials give clear and accurate information, and can be easily distributed. (Even though printed materials are relatively cheap, it still pays to be environmentally conscious and try to limit flyers, signs, etc.)

Some printables worth the small money and effort include:

• Flyers and posters
• Brochures
• Letters, mailings
• Marketing materials
• Order forms
• Business cards
• Information for marketers and volunteers

Often, fundraising companies will provide these types of materials free of charge as part of a fundraising kit, or offer printable downloads from their website. Before putting great effort into designing printed fundraising materials, company offerings should be explored.

Printed fundraiser marketing materials can also be used to set up an information table during other group or community events to maximize outreach.

One of the most effective marketing tools costs nothing at all: marketing by word-of-mouth reaches supporters and volunteers at the heart of an organization’s outreach; talking up the need and the fundraising plan shows supporters that members are committed to their group, and are an organization worth their financial support. With this and other low- and no-cost fundraiser marketing tools, any fundraising campaign, big or small, can reach their goals.

Related posts:

• 5 Low-Cost, No-Cost Fundraiser Ideas
• Partners In Marketing: Planning Joint Fundraising Events
• 5 More Low-Cost, No-Cost Fundraising Ideas!
• Angling In On Fundraiser Marketing
• The Power Of A Press Release

Why A Partnership Is Good For Fundraising Organizations

There are a number of advantages enjoyed by fundraising organizations when they partner with a local or national business. Marketing is a big one; the reason is simple—businesses have bigger marketing budgets and numerous resources already in place. Getting a fundraising marketing campaign organized and ‘out there’ is easy for experienced businesses. Fundraising groups benefit from the vast outreach of well-known companies and a recognizable national or local name.

Additionally, business partners may be able to offer:

• An established location for fundraising events
• Access to wholesale goods and services
• Campaign simplicity—many partnerships are agreements where the business will donate a percentage of profits on a given day or with coupon presentation; groups do not have to deal with order forms, delivery, or distribution issues
• Mentoring—by working alongside company employees on marketing campaigns and fundraising tasks, group members can learn effective techniques for future use

Why A Partnership Is Good For Businesses

Helping others is good for business. Small and large companies know this, and so they are willing to partner with fundraising groups to put a good face on their business. Businesses also form fundraising partnerships because:

• Campaigns bring in customers, particularly helpful when events are staged on slow business days/nights
• Businesses may get tax benefits by donating goods and services to nonprofit groups
• Business generosity builds future customer loyalty
• Businesses want to do good for others and help build their community

Good Fundraising Partners For Groups

There are a number of national chains and big-name companies who are offering their services as fundraising partners, including (but certainly not limited to):

BJ’s
Scholastic
Barnes and Noble
Papa Gino’s and Papa John’s
Macy’s

More are entering the ring everyday, so if in doubt, it’s worth asking management.

Local businesses make great partners in fundraising, too, and supporters will often flock knowing that they are helping out both a local group and a local business. Approach small, local pizza parlors, car washes, restaurants, service providers, and retail shops to see if they have an interest in a fundraising partnership.

In addition, national and local charities make excellent fundraising partners; many of these have good marketing budgets and pre-drawn marketing materials. A partnership with a charitable organization like the American Cancer Society, Heart Association, Make-A-Wish, or others can increase fundraising profits because supporters of both groups will have an interest in the event, and feel good about helping two groups with one donation. Helping another organization can also bolster your organization from within and be a great learning experience for participants.

All in all, there are many advantages of forming fundraising partnerships. The marketing benefits alone are worth a group’s while, but any group is sure to find that the experience of helping each other is a priceless commodity.

Related posts:

• Low Cost And No Cost Marketing Tools For Your Fundraiser
• Promote Your Fundraiser On The Web With Social Media Marketing
• Angling In On Fundraiser Marketing
• Planning Your Next Fundraising Meeting
• Structure And Motivation – Fundraising Rewards Programs