Are You Appealing to the Right Audience?

For-profit companies spend billions of dollars determining who uses their products and hire ad agencies to create the perfect hook. From “hot chicks” to annoyingly perky jingles, it is often times easy to determine who the target audience is. As a nonprofit leader, do you know who your audience is? What are you doing to appeal to your spectrum of donors?

There are a lot of great things about online fundraising, but one of them has to be the ability to change your website’s appearance and the variety of ways that you can target different donors. While product marketing generally focuses on one demographic, nonprofit marketing needs to appeal to a vast amount of people. It’s important to analyze who the majority of your donor base is, how to attract a younger donor to instill future giving, and determine what past campaigns have worked and why.

Huffington Post writer Jessica Prois reported on a new study published by the Women’s Philanthropy Institute at Indiana University, which determined that baby boomers and older women give an incredible 89 percent more of their income to charity than men.

“Women of all demographics are influencing philanthropy in new ways through technology, family foundations and an insider ‘culture’ of giving that includes using groups to fundraise,” comments Prois.

Why is this study pertinent? I think it breaks down several misconceptions that we tend to have towards our donor demographics. Often times, the focus falls on the 35 and under crowd, with the assumption that they are the primary audience on social networking sites and are more skilled at using technology for social change. This study shows that the baby boomer generation is, in fact, just as active in fundraising through social media. Furthermore, while men continue to receive a higher paycheck then women, their female counterparts lead the pack in generosity.

Another important takeaway reveals that nonprofits need to take the time to analyze who is contributing the most to their cause, creating a strategy for future campaigns. While it is important to focus a large percentage of time and money on current donors, it is also important to incorporate opportunities for involvement for any gaps in the giving demographic you may have. Take your donor base into consideration when planning events and promotional graphics. These graphics can also be threaded throughout your campaign and website to draw potential supporters in visually. Check out some website examples that are using color schemes and images to grab attention, appealing to current and potential supporters.

LiveStrong.org is uses crisp graphics and a bold color scheme to appeal to a younger, athletic crowd.

SavetheChildren.org includes powerful close-up pictures of young children that would tug on any mother’s heart strings.


Finally, and most importantly, define and illustrate the personality and image of your organization. Take a look at your employees and leadership team, are they a proper representation for the people you are helping and the donors you are trying to attract? Does your website or giving page portray your organization properly? Knowing who you are attracting and then creating an outreach plan can help you work smarter, not harder with your fundraising efforts.

What Online Fundraisers Can Learn From Online Dating

What do online fundraising and online dating have in common? Each requires you to set up a profile to pique interest of someone on the other side of the computer screen. Both require continual maintenance and interaction to reach the desired result. And, ultimately, both seek to foster an ongoing relationship between two parties. You are, at the end of the day, courting donors for your cause. Okay, call me crazy, but here are some great tips to follow:

What is special, unique, distinctive, or impressive about your organization?

For every basic cause or need, there are dozens of charities to address it. It’s easy to find hundreds of homeless shelters, PTA groups, political candidates, and medical research foundations out there. What makes yours stand apart from the rest? You may want to share that you are the only shelter in your area that has housing for families to board together. Maybe you have a project that was highlighted on the local news for reducing youth crime rates in your city. You might even be the only foundation researching the cause and prevention of a certain pediatric disease.  Think about what you do that no one else does.

Additionally, consider boasting about the longevity of your nonprofit, the vast number of people who have been helped, or an award or accolade that you have won. Ponder successes that have set you apart and prove that your organization is strong and necessary.

What is the single most compelling reason you can give a person to be interested in you?

In this fast paced world of information overload, you need to convey as much information as you can in a concise way. I’m sure you can write a page of reasons why people should donate to your charity, but create a hook that grabs your potential supporter to encourage them to keep on reading. Your reason should be urgent, attainable, and thought provoking and contain one or two sentences.

What would happen if your cause didn’t exist? Why should readers take an interest in your cause above others? On your website or donation site, I would write a sentence about the most compelling reason why people should give to your cause in bold letters at the top of the page followed by about 10 facts, figures, and statistics backing up why something has to be done to solve these critical problems.  How will people be affected if the problem isn’t solved? How will the donor directly be affected if something isn’t done? The best reason to give is when the problem hits home.

Don’t forget to run spell-check. 

If you have misspelled words in your profile, it tells the world that you just don’t care about what you’re doing. Have several people proof read your webpage, e-newsletters, or direct mail campaigns and be sure to double check your Facebook posts. A misspelled word portrays that you are sloppy or uneducated. Also, click on your links to ensure that your donors are going to the correct website.

Do respond to the e-mails that you get. 

If you were walking down the street and someone said hello, you’d probably say hello back. It’s the same protocol online. One great thing about social media is that you can contact people through posts and messaging saving about half of the time it would take to speak with someone directly. On the down side, it means that you have more people contacting you so the time that you may be conserving is negated.

However, if someone e-mails you, asks a question on your Facebook wall, or gives you a compliment on Twitter, you should try your hardest to acknowledge their comments in a timely manner. Just as social etiquette dictates that you call back someone or send a thank you note for a gift, so does social media etiquette suggest that interaction is not only polite, but creates a stronger bond to your donor. Of course you may have to delegate this task to someone else and pick and choose which things to respond to, but even a simple line of gratitude makes a big difference.

Who are you attracting?

What does your website say about you and what kind of donors are responding to it? If your suggested giving amounts are too high, you’re probably turning off lower end donors. If your pictures are only of a certain race, sex, or age, you’re potentially leaving out a large population of supporters.

What is the call to action that you are looking for? Certain times of year and different projects that come up have varied needs. If you are looking for volunteers, reflect that on your webpage. Are you collecting school supplies for underprivileged kids? Use this theme to design your newsletter. Are most of your donors older? Create a campaign that’s primary focus is to get supporters from the next generation.  Mix it up so that you have a broad base of partners joined with you in reaching your goals.

For both online fundraising and online dating, the purpose basically boils down to creating the best advertisement you can when someone is seeing the product on a one dimensional page. You need to generate interest, stand apart, and show your best qualities for an outcome of commitment.

Social Media for Nonprofits Best Practices: Gain Online Support for Your Charity Beyond Donations

Soliciting donations is the basis of fundraising, but creating a network of supporters is the avenue to this goal. How can you increase your online exposure to potential donors?

Online fundraising efforts are usually focused on that little donation button that is highlighted on our website, but creating traffic to the site is just as important. If people don’t know you’re out there, or what your organization is about, there is little driving them to give.

Sree Sreenivasan touches on this in Using Social Media to Bring Attention to Nonprofits, discussing the importance of having your donors promote your organization to their friends on various social networking platforms. Sreenivasan writes, “Sending money, of course, remains the single most important way to support nonprofits. But social-media users have learned that you can also have an impact by paying with something else. Attention — your own attention and your friends’ attention.” He goes on to add “hitting ‘Like’ or ‘Share’ or retweeting a post from a nonprofit can bring awareness to new circles of users — and potential supporters. And nonprofits big and small are finding ways to harness the energy of their fans to get more awareness to everything they do.”

How can you get more attention online?

 

Flipping through the channels, there seems to be trends emerging among many television news stations: at the end of every program they comment “Like us on Facebook.” They are asking their viewers to take action and join their brand page while also inadvertently advertising to their social network. Many supporters are focused on socializing on Facebook and probably haven’t considered “liking” your nonprofit or “sharing” your post with their friends. Bottom line: ask. Depending on your charity, marketing buzz words are a good place to start.

A few examples: Please like us on Facebook…

• … to share with your friends the importance giving children a brighter future.  
• … to help us feed 10,000 hungry people this holiday season
• … to bring awareness to the hundreds of homeless animals that desperately need a healing touch.

You can also encourage your donors on Twitter to retweet your comments, therefore introducing their followers to your organization.

Something Worth Sharing

 

Another way to empower donors to share your comments and posts with others is to produce engaging content. Utilize the incredible statistics about your cause and share them in new ways to inform your followers. Find a heartwarming story that will pull at supporters’ emotional side. Explain how a new law or candidate is going to impact your organization and encourage supporters to rally for your cause. Post any media coverage that highlights your organization. Reinvent content to keep it interesting, relevant, and causes a reaction to bring interaction.

Make Your Post an Invitation

 

There is one organization that I work with that had a great idea: they created a beautiful invitation for an upcoming event and posted it on Facebook. Several of my friends have “shared” it so it has popped up on my home page about four or five times with comments of support from the person who forwarded it. I get about ten pretty pictures with sappy sayings each day, why not use a great picture of your organization’s work with a call to action written below?

Finally, on your Fundly webpage your donors can make a financial contribution or just show their Facebook and Twitter friends that they support your cause. We make it simple so that even the most inexperienced computer user can spread the word on your behalf. Social media fundraising reaches its potential when it has a domino effect to touch countless possible supporters.

Attracting and Keeping Your Online Audience

Whether your nonprofit has been around for decades or if you are just starting out, everyone could use a little advice when it comes to online fundraising. While I can’t give you a magic formula or sure-fire method to have your bank account explode, I CAN give you some helpful ways to maximize your online giving potential.

Creating an Audience

 

What’s the point of creating an amazing online campaign if your organization’s social network is minimal? The majority of non-profits have a Facebook or Twitter account, but if you are recently established, it may take a little time and effort to build up a list that will make your social media fundraising worthwhile.

One way to attract people to your page is to find a common ground. You obviously don’t want to steal other organization’s donors, but if there is an event or news story that you come across online related to your cause, comment on it and get your organization’s name thrown into the mix. Commenting on posts allows your Facebook profile to be seen by others interested in the topic. Find sites where people have a common passion for your philanthropic goals and let them know where to find you.

Another way to gain attention is to create thoughtful content with intriguing hooks so that current followers are compelled to first read it (which is always the first hurdle) and then share it with their personal networks. An extraordinary story, a captivating picture, or a thought-provoking quote can trigger others to repost your message.

It is also important to keep your supporters engaged so that they continue to read your posts and become a part of your campaigns. Consider creating online polls, asking simple questions, or generating stories that encourage comments. To acquire dedicated supporters, they first need to invest their time and heart before they are willing to donate their dollars.

State Your Goal and Your Strategies

 

I think one of the fundamental ways that many organizations fail in the fundraising department is their lack of focus. Donors want to know who they are giving to, that their contribution is making a difference, and that the goal has been reached. Without a tangible focal point, there is no way to feasibly share a success story to show your supporters that you are making great progress for your cause. While your umbrella mission statement may be to save the world, create bite-sized projects with measurable outcomes.

There are hundreds of amazing nonprofits using Fundly, and many successful ones have mastered this point. One example is the SF Goodwill Fund (check out their site: http://fundly.com/sfgoodwill). Their purpose is clearly defined: to help those in need and they are making a difference through their job skills program. Furthermore, they clearly explain the cost of the program and the goals they want to achieve. They have a clear, focused, accessible strategy with step-by-step descriptions of how they are planning on fulfilling their mission.

There are several things to take into account on your website for users to have a positive experience: first of all, what is the basic purpose of your nonprofit?  This can be explained in two to three sentences as an overview. Secondly, what are the practical steps that you are doing to have your work come to fruition?

Describe the project(s) that you are working on now and how this is helping you to further your cause. Thirdly, what credentials do you have that bring credibility and accountability to your charity? Explain your past experiences, training, and evidence to prove that the donations you receive are an investment that will produce a high return.  Next, use success stories and pictures to to share results of your work. Finally, make donating fast and easy such as creating a Fundly donation page. If donors have to search a site for information or if it takes a while to make a contribution, they’ll probably move on.

These may seem like basic ideas, but when the foundation is strong you will have a stable platform for future growth. Spending your time wisely is something every charity needs to master, and online fundraising can produce incredible results. When you build a strong audience and appeal to potential supporters using social media tools, your potential for growth can be monumental.

Happy International Corporate Philanthropy Day

Funny, I didn’t see a section of cards at Hallmark to celebrate this special day, but nevertheless today is International Corporate Philanthropy Day and an occasion to be in the spotlight. Not only does this day give much needed attention and volunteer time to community charities from local businesses, but it promotes unity and bonding experiences for those who are working together outside of the office. Everyone wins!

Now what exactly is International Corporate Philanthropy Day? Not surprising, it’s just like it sounds! Started in 2004, the purpose is to promote, “a global advocacy day created to mobilize the business community and others with a stake in the positive role that companies play in helping to address pressing societal problems. It’s a day of sharing best practices, communicating progress on established programs, forging new partnerships, and recognizing the importance of collectively addressing the pressing challenges of today—and tomorrow,” as described by the Committee Encouraging Corporate Philanthropy (CECP).

When I worked at a local homeless shelter we would all anticipate this flood of volunteers that would descend upon our property. Armed with buckets of paint, an arsenal of gardening tools and a plethora of cleaning products, these business professionals excitedly got their hands dirty until the job was done. The thing I remember most though was the cheerful banter and the laughter that steadily streamed into my office. They were having a blast!

From a nonprofit’s point-of-view, it was nice having a fresh coat of paint and the weeds pulled, but the most important part was the fact that we were gaining partners in our mission of helping the homeless find a shelter where they were safe, fed, and valued. It was so important to us that others saw the amazing work that we were doing to change lives and giving hope where there previously was none. The volunteers invested one day of their time, but hopefully they also invested a piece of their heart into our purpose.

Supporters can see pictures, hear stories and send a few dollars, but having them see your work on the frontlines is priceless. That’s where solid relational partnership is formed. Then continuing communication such as Facebook posts, e-mails and blogs can create an ongoing commitment. Fundraising and social media networks are the perfect ways to keep your volunteers connected.

So happy International Corporate Philanthropy Day! How are you going to celebrate it?

Get the Biggest Bang for Your Buck – Recruit More Volunteers!

With a tight economy and more tasks to do than time to do it, volunteers can be the key to a non-profit’s sustainability. When donors volunteer they become more invested in your organization, they tell their friends about your charity, and you get more work done without adding another person to the payroll. It can be a win, win situation.

There are a few tips to use volunteers effectively. First of all, have a clean and organized space for them to work at to make a great first impression. Secondly, prepare the task to be performed before the volunteer arrives so they can get to work right away. The longer they have to wait, the more disgruntled they will become because you’ll be wasting their time… enable them to be productive for you. Thirdly, give your employees a little briefing on respect, appreciation and staying on task while volunteers are around. Your volunteers will be watching how your office or business functions – and they will tell others!

I’ve also noticed that bigger corporations support volunteer days when their employees can take a weekday and choose to work at a particular non-profit. Not only is this a great time to paint a building or send out bulk mailers, but it’s the best time to recruit future donors. When else are these people going to see firsthand the importance of your mission, the passion of your staff and the results of those you’ve helped?

It is also helpful to note what skills your volunteers are bringing to your charity. If you have someone who is great with computers, don’t waste this opportunity having them put stamps on envelopes. Those volunteers may best help your online fundraising efforts in social media, search engines, and email. However, you also don’t want to overwhelm them and take advantage of their servitude. You also don’t want someone who hates talking on the phone to make donor calls. If possible, create a questionnaire so that you can match your volunteers’ talents to the tasks you need to have completed. Your volunteers will be more likely to have an enjoyable time and return if they do what they like.

Volunteers can be a huge connection from your organization to countless supports, especially when it comes to helping you raise money. If you give them a great experience, they’ll be sure to tell their friends (and with social media outlets, that could be hundreds!) Use their time and skills wisely, show your appreciation and put your best foot forward. Who knows the rewards you’ll reap?

When it comes to volunteer led fundraising, Fundly is leading the way for many non-profit organizations, schools, political campaigns, groups, and teams big and small. Support and recognize the good work of your volunteers and you can bet they’ll go to bat for your organization and ask their friends to support you as well… and by using popular social networking channels like Facebook, Twitter, LinkedIn, and Google Plus these ‘volunteers’ can be your most valuable fundraisers.

What Does 2012 Hold for Non-Profits?

With 2011 coming to a close, one can’t help but reflect on the challenges and successes of days past and wonder what lies ahead in the upcoming year. Will the economy take an upturn with the pending presidential election and the optimism that it brings? Will the job market strengthen therefore providing more expendable income for donors to give?

What new technological advancements will be made to make life easier and people more connected. Well, I can’t tell you any of those answers. (Sorry, my crystal ball is in the shop.) However, there is a recent study that has some substantial information that can help non-profits plan for the New Year.

The 2011 Social Good Survey by Fenton and GlobeScan was published in the Sacramento Bee and the results are as follows:

“Giving to nonprofits is stalled: Seventy-two percent of U.K. respondents and 65% of U.S. respondents say they expect their giving to remain the same in 2012. A notable minority say their giving will decrease (16% U.K. and 17% U.S.).

“Nonprofits are perceived to be most effective as change makers: Forty-one percent of U.K. respondents and 55% of U.S. respondents say they believe nonprofits and charities are highly effective at bringing about positive social change.

“Nonprofits and charities can earn greater support by getting personal: People say an organization’s commitment to a cause they feel strongly about (54% U.K.; 44% U.S.) is the most important factor for their decision to give.

“Confusion surrounding nonprofit spending and management: Respondents who report knowing more about how nonprofits are managed are also more positive about their support, but less than half say they believe nonprofits/charities do a good job spending funds and managing operations.

“Social media is most important for staying current on nonprofit activities and taking action: The majority of responses underscore the value of social media to keep them up to date and provide opportunities for engagement. While social media may not be the most effective tool to reach new audiences, it is an effective for engaging existing supporters.

“Traditional media is still important for breaking through: News stories and television commercials rank higher than social media as persuasion tools to bring new people into an effort.”

I think there is a lot of useful information that can be gleaned from these new findings. Knowing that giving is stabilized can help create a workable budget. Connecting to donors on an emotional level creates more dedicated partners. Letting supporters know where your money is going builds a bridge of trust.

Finally, social media is here to stay and is the best way to keep your donors informed and engaged. So ring in the New Year! We’re ready to face the future!

Create and promote a successful non-profit fundraising campaign today with Fundly!

Non-Profits Balance Charity Work and Free Enterprise

Countless non-profits are facing the dilemma of a decrease in funds coming in and an increase in the needs of the people whom they serve. While new marketing approaches and rearranging budgets are usually at the top of the list for strategic planning, many charities are dabbling with new and creative ideas. Innovative business models are popping up with profitable results.

It’s not a new idea for non-profits to cross over into the for profit world. Goodwill and St. Vincent DePaul have managed thrift shops for decades. Junior Achievement has been producing handmade products to help high schools students learn the principles of business and many websites are hawking the crafts of third world countries to provide a better standard of living. And this holiday season, how many of your co-workers have brought in cookie, decoration or candy catalogues to help raise money for their children’s schools? However, more non-profits are looking to become self sufficient since donations have dwindled and government funding is shaky.

Columnist Michelle Singletary writes in the Washington Post that, “To help encourage more creativity, the Alliance for Global Good, a nonprofit group that promotes philanthropic efficiency and effectiveness, has established a fund to support charitable organizations that come up with new business models. The alliance’s Innovation Fund will initially have about $10 million.”

Singletary gives one such example. “The Chicago-based North Lawndale Employment Network inspired the idea for the innovation fund. The organization created a for-profit beekeeping enterprise, Sweet Beginnings, to help ex-offenders and other low-income residents of Chicago’s Westside neighborhoods get employment training.” Now their products can be found in local stores and even in airports!

Now I’m not saying that non-profits need to create a product to sell to stay afloat. I’m just suggesting that there are many options out there to help your non-profit succeed in a tough market. With social media making marketing and financial transactions easy and accessible, this low cost way to connect to donors and consumers can be a viable way to raise money.

If your non-profit is looking for new and innovative ways to raise funds, I encourage you to start an online non-profit fundraising campaign using Fundly’s leading social fundraising platform used by non-profits big and small to raise money online via social media.

The artnership: philanthropy’s latest stroke in fundraising

Non-profits have a long history of partnerships with musicians and creative types.

For the past 25 years, the annual Bridge School Benefit concert in Mountain View, Calif. has brought in talent like Paul McCartney, Death Cab for Cutie, Eddie Vetter, and Dave Matthews. Event proceeds benefit the school for children with severe speech and physical impairments.

In recent years, non-profits have increasingly partnered with visual artists to promote and raise money for their cause.

As part of the 50/50 initiative to raise over a million dollars for famine relief in East Africa, “Posters for Good” artists are selling their art online to feed the hungry.

Posterity is a limited-edition series of posters designed by artists at The Mill, a creative visual effects company. The posters go for $50 each, and all net-proceeds go to benefit UNICEF’s famine relief efforts in East Africa. My personal favorite is “The Desert” by Emmet Dzieza and “Sun” by Michelle Higa. These posters are beautiful, inspiring and would make an excellent addition to any office or living room. They would also make great Christmas gifts!

Erica Harris, a Brooklyn-based artist, is also a part of the posters-for-good trend. She sells her art to benefit students at the Buddhas Smile School in Varanasi, India. My friend has one of her whimsical $20 prints hanging in her classroom.

These wonderful partnerships are creative and bringing money, education, and food to those in need.
A picture is worth a thousand words, they say. One of the most creative ways to attract supporters (and bring in donations) is to embrace the power and magnetism of a beautiful visual.

We can’t all secure a partnership with Paul McCartney-level superstars, but most of us have talented friends, many of whom might be looking for a meaningful platform to get their art out into the world.
How can your non-profit fundraising campaign make an artnership a reality?