Like many people across the world, at one
time or another over the past two weeks my television has displayed
visions of uneven bars, Speedos, and track shoes. From pride to
disappointment to empathy, my emotions have soared and ached with those
competing and the stories attached to each athlete. There are some great
lessons to take away from those representing the nations of the world
in the London 2012 Olympic Games:
1) Success doesn’t come overnight. The
majority of athletes competing have been training since they were around
ten years old and will spend a minimum of $50,000 to get to the
Olympics. While many are born with natural talent, they still need to be
honed, refined, and strengthened to reach the global arena.
Nonprofits may not necessarily be training
to compete, but they still should not expect instant success in the
fundraising world. Other than causes helping natural disasters, rarely
does a charity have money to pour into the initial stages of planning.
It takes time to find people with a similar passion and to build trust
with donors willing to contribute.
2) Stories foster connections. The 2012
Summer Olympic Games seem to be chock full of touching stories of
athletes overcoming stacked odds. From South African runner Oscar
Pistorius and his triumph of qualifying to participate in the games as a
double amputee, to Gabrielle Douglas becoming the first
African-American to win an individual women’s gymnastics gold medal.
This is truly a year that inspires everyone to overcome whatever hurdles
they may come up against.
The use of athletes’ stories to entice
viewers is an extremely valuable lesson for nonprofits: it’s the
biographies and story lines that touch hearts. I’m not a big fan of
track and field, but I was riveted to my screen to watch Pistorius
compete and I cheered him on with the rest of the world. The stories
that you tell about your organization are the best ways to recruit
people to your cause and allow them to become an invested supporter in
the long run.
3) We’re all on the same team. Before
the games began, a majority of Olympians that marched across the field
at the opening ceremonies had yet to become household names. However, it
really didn’t matter. The audience inevitably becomes attached to
athletes that relate to their interests, whether it be because of
interest in a particular sport or an attachment of pride in fellow
countrymen.
As a nonprofit looking to get more donors,
how are you relating to your donors? Educational and environmental
issues draw in parents because the future of children is at stake.
Cancer foundations tend to touch millions because so many have seen
loved ones fight this common enemy. What common thread can you find that
ties in your cause to individuals?
4) Strike while the iron is hot. It has
been said that, as the Olympian with the most medals in history,
Michael Phelps has the potential to earn $100 million in endorsements.
From Head & Shoulders shampoo to Subway sandwiches, we haven’t seen
the last of this stellar swimmer.
While the Olympics lasts only two short
weeks, Phelps knows that now is the time to rake in the cash before it
all becomes a memory. Nonprofits should do the same. If there is a news
story pertaining to your cause, emphasize why your services are needed.
If you just had a successful banquet, keep the momentum going by
thanking your guests and scheduling meetings with larger donors. Resting
on past accomplishments will delay future ones.
5) It’s not always a 400 meter dash.
Running an organization is often a marathon, not a race. Conserve your
energy, get knowledgeable people to coach you, and refuel when needed.
It’s like the old cliché says: play smarter, not harder. When you have
the right skills and tools at your disposal, you can accomplish more in
less time. For example, using social media networks to share your cause
and fundraising efforts will help you reach out to thousands of
potential donors unlike any other platform.
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