Utah is in the midst of our annual day of giving, Love Utah, Give Utah. Founded and hosted by the Community Foundation of Utah, 400+ nonprofit organizations are working to score new donors, exposure, and prizes. What factors set apart the winners from the less lucrative campaigns?
1. Cultivate Community
The nonprofits who really stand out during give-a-thons have an established community of fans, both live and online. They don't wait until a week before or the day of the event to blast their mailing list with an appeal. Instead, they curate ongoing communication and opportunities for interaction. Just like on social media, you want to communicate for the purpose of engagement at least five times for every appeal.
Lacking this foundational component and its already the day of? You can still improve your results.
2. Invite Interaction
Some donors have reported having received more than 15 email appeals from different organizations just today. That's a crowded field, especially when you consider the dozens of work-related emails that demand attention.
Beyond the obligatory email appeals (which you should ensure include a photo or two of your purpose in action), the frontrunners have created opportunities for hands-on interaction with the mission. Some organizations are running open houses, some are having parties, and others are running telethons. Some great examples:
- Six relevant organizations teamed up to spread the message at a picnic with donors (Tracy Aviary, HawkWatch, SPLORE, Wildlife Rehabilitation Center of Northern Utah, TreeUtah, and Head Start).
- At a much higher altitude, a community art and culture organization (Alta Community Enrichment) engaged the final skiers of the season in fundraising.
If you can interact in person with community members who are interested in your cause, even strangers who weren't aware that their hobbies or activities aligned with your mission, you'll generate more buzz and potential new donors.
Not sure if you can command enough participation to come off as a success? Team up with other organizations who share your donor base.
3. Seed Momentum
The real trick during a give-a-thon is to convert strangers into fans during the event. This is an incredible feat as people are generally wary of donating to organizations or causes they aren't familiar with. However, if you can generate a lot of momentum and excitement, you are much more likely to attract unfamiliar visitors to your campaign.
Consider Noble Horse Sanctuary, a nonprofit that operates on a total budget of $58,000 and has already attracted $9,000+ from 158 donors. This small organization has outraised 197 other small nonprofits (as of 5 PM, there are still 7 hours to go). Their results are so compelling that many of us at the headquarters for the event have talked about their mission, visited their campaign page, and checked out their website.
How do you build momentum?
- Find vocal corporate partners to make matching grants, especially those with a large employee base and an eager marketing team ready to take advantage of the sponsorship.
- Cultivate scheduled donations early so that you start off at midnight with a bang.
- Task your evangelists with spreading the message on your behalf throughout the day, multiplying your network reach, online and offline.
- Don't just communicate at your community. Spur an online Instagram and video campaign to stand out from the crowd and create online interaction.
Finally, there is a fearless quality among many of the nonprofits who have capitalized on the day. They volunteered to stand in front of the cameras for the stream-a-thon, they joined in the honk and waves, they asked local celebrities to hold up their sign for a photo opp, and they reached out to real celebrities on social media for a retweet.
When it comes to standing out during a free-for-all fundraising campaign, a little bit of an edge helps.
Good luck to all the Utah nonprofits and those of you with your own community give-a-thons coming up. If your community or state lacks an annual day of collective philanthropy, team up with your local community foundation and make it happen!