Make sure you build something about your mission into ALL of your fundraising efforts. Every single one of them!
When I worked for the American Cancer Society, during presentations I always said, "by participating in the Relay for Life, you are making a major impact in the fight against cancer" and I would tell people what, specifically, was happening in their community because of the money we raised through Relay for Life.
I always wanted to bring their participation back to why they were being asked to participate, raise money, and give money. What were they getting out of it?
This may sound obvious, but I've been to a lot of events that are really nice and well done, but you leave and you can't even remember what the cause was or how your attendance helped anyone. Then, when I get a solicitation letter in the mail, I don't even connect the letter with the event I just attended.
Find a way to remind people what your mission is at every turn.
Here's a few examples:
1. Ask a beneficiary of your programs to write a thank you letter to your volunteers or donors once a year.
2. Tell a real story of a person who receives benefits from your program on marketing materials whenever possible and include a quote from them about how your program has impacted their life. Even if it is a theater group - tell a real story of how a recent production touched someone. That moves people to give more.
3. Never, ever, ever hold a board meeting, committee meeting, or kickoff party without having at least some brief comments of gratitude from a recipient of your services or at least a reminder of what your mission is. Tie everything back to the mission.
4. Include program beneficiaries - not just the board president and the executive director - on the agenda to speak briefly at events.
5. Have program recipients pass out t-shirts and hand out water at the watering stations to thank participants at your next 5k.
When I was working in Savannah, GA, we did an event called "Making Strides Against Breast Cancer" featuring a life-size exhibit of real breast cancer survivors from Savannah called "Voices and Faces of Breast Cancer."
I was lucky enough to accidentally sit next to a woman on a plane shortly after that who was one of the voices and faces of the exhibit.
Being a part of the exhibit changed her life; it changed mine, too. It is a reminder to me of how I need to always lead off fundraising efforts with the power of the mission by telling personal stories whenever I get a chance.
Friday, August 5, 2011
Thursday, July 28, 2011
Create winning partnerships with radio, television
I rarely do an event that doesn't have some sort of radio or television component as part of the communication strategy.
First, it increases your organization's profile. Second, having a radio or TV station logo on event collateral material is a great way to attract attention from additional sponsors and participants because it gives the signal that your event has some serious promotions behind it.
There are a number of things you can do to get free media to promote events - besides sending out news releases and hoping that the reporters cover it.
First, ask a local television personality to be your emcee. This practically guarantees that your event will make it on the evening news - if nothing else - the day of your event. Call the station a minimum of three to six months before your event and ask to be transferred to that personality directly. Leave that person a message with the basics - who, what, when, where, and why. If the event fits into that person's schedule, they probably will be your emcee.
Second, figure out what radio station's audience most closely aligns with the audience you expect to participate in your event. Make a call to the station a minimum of three to six months before the event and ask to speak to someone in promotions. Tell them about your event and ask them if they'd like to partner with you. You'll put their logo on your collateral, let them have a DJ speak on stage at the event, and give them space for a tent or a vehicle at the event to give out prizes.
If possible, tell the radio station's promotions person they can also get some of the station's business clients involved, put their logos on your materials, and give them spaces at your event. This will heighten their interest.
In return, they just need to give you spots in their inventory to promote your event. For most events, 20 to 40 spots on a radio station will do wonders for the profile of your event, in conjunction with the other suggestions in this blog.
Don't expect a live remote - that's difficult in the new economy with shrinking audiences and shrinking ad revenues. Besides, you need the promotional spots in advance of the event more than you need a live remote.
For larger events or events that attract more impressions, seek a radio partner that can give you 100 spots or more. They also will gladly post your event on their website.
The biggest mistake I see is organizations asking radio or television partners to get involved with their events three to six weeks beforehand, when it almost always is too late for them to get involved.
By following these rules, I have generated hundreds of thousands of dollars in free radio and television spots to promote event that I have worked on. You can do it too.
First, it increases your organization's profile. Second, having a radio or TV station logo on event collateral material is a great way to attract attention from additional sponsors and participants because it gives the signal that your event has some serious promotions behind it.
There are a number of things you can do to get free media to promote events - besides sending out news releases and hoping that the reporters cover it.
First, ask a local television personality to be your emcee. This practically guarantees that your event will make it on the evening news - if nothing else - the day of your event. Call the station a minimum of three to six months before your event and ask to be transferred to that personality directly. Leave that person a message with the basics - who, what, when, where, and why. If the event fits into that person's schedule, they probably will be your emcee.
Second, figure out what radio station's audience most closely aligns with the audience you expect to participate in your event. Make a call to the station a minimum of three to six months before the event and ask to speak to someone in promotions. Tell them about your event and ask them if they'd like to partner with you. You'll put their logo on your collateral, let them have a DJ speak on stage at the event, and give them space for a tent or a vehicle at the event to give out prizes.
If possible, tell the radio station's promotions person they can also get some of the station's business clients involved, put their logos on your materials, and give them spaces at your event. This will heighten their interest.
In return, they just need to give you spots in their inventory to promote your event. For most events, 20 to 40 spots on a radio station will do wonders for the profile of your event, in conjunction with the other suggestions in this blog.
Don't expect a live remote - that's difficult in the new economy with shrinking audiences and shrinking ad revenues. Besides, you need the promotional spots in advance of the event more than you need a live remote.
For larger events or events that attract more impressions, seek a radio partner that can give you 100 spots or more. They also will gladly post your event on their website.
The biggest mistake I see is organizations asking radio or television partners to get involved with their events three to six weeks beforehand, when it almost always is too late for them to get involved.
By following these rules, I have generated hundreds of thousands of dollars in free radio and television spots to promote event that I have worked on. You can do it too.
Friday, July 22, 2011
Three magic letters - ROI
ROI.
Return on investment. That's the bottom line.
That's what businesses and marketers want when they spend money on something.
If you are asking a company for money, make sure there is some ROI for them.
For many businesses, especially small businesses, the ROI is measured in how many new customers you can send in their doors.
Many business owners and marketing directors have told me getting their logo on a banner or the back of a t-shirt in and of itself does not get them a significant return on their investment.
They want to put something in potential new customers' hands that will drive those would-be new customers into their business - like a gift certificate, coupon, or sample of a product.
It's really pretty simple. When is the last time you went into a business you had never been to and spent money because you saw their logo on the back of a t-shirt?
But I'll bet you can think of a time when you went into a business and spent money because you got a two-for-one offer, sampled a product, or got a free appetizer card.
Think about giving businesses a return on their investment rather than the standard logo placement benefits in a traditional sponsorship package and they will return to invest more money in your initiative.
Return on investment. That's the bottom line.
That's what businesses and marketers want when they spend money on something.
If you are asking a company for money, make sure there is some ROI for them.
For many businesses, especially small businesses, the ROI is measured in how many new customers you can send in their doors.
Many business owners and marketing directors have told me getting their logo on a banner or the back of a t-shirt in and of itself does not get them a significant return on their investment.
They want to put something in potential new customers' hands that will drive those would-be new customers into their business - like a gift certificate, coupon, or sample of a product.
It's really pretty simple. When is the last time you went into a business you had never been to and spent money because you saw their logo on the back of a t-shirt?
But I'll bet you can think of a time when you went into a business and spent money because you got a two-for-one offer, sampled a product, or got a free appetizer card.
Think about giving businesses a return on their investment rather than the standard logo placement benefits in a traditional sponsorship package and they will return to invest more money in your initiative.
Friday, July 15, 2011
The art of the cold call
I love making cold calls. As a matter of fact, I love it so much that I used to teach a workshop on it.
No matter how prepared, connected, organized, or networked you are, sometimes you get thrown into a situation where you need to make a cold call.
Knowing how to make the cold call can sometimes mean the difference between a successful fundraising effort and an average one.
Here are some tips:
1. First of all, get it into your mind that you are going to help the person you are calling more than they are going to help you. They need and want new customers and relationships more than anything else in the world and you can help them with that.
2. Get a contact name and a direct number, if possible, before you make the call. Don't call a business and ask to speak to "the person who handles" whatever it is you are calling about. I usually get names/contact information by posting a status update on Facebook that is as simple as "I'm looking for a good contact in community relations at ________." Usually, within an hour of posting that, I get two or three leads.
3. If you are cold calling someone and they aren't in or don't answer their phone, don't leave a message! You don't want that person to be on the lookout for your future call. If they think you are only calling for a handout, they may avoid you!
4. When you get the person on the phone, the only thing you are asking them for at that time is ten minutes of their time in person in the next week to tell them about a community project you are working on and that you think they will be very interested in and you also want to know what you can do to help drive new customers into their store. Anybody will give you ten minutes of their time. Anybody.
5. Avoid getting into the specifics of your project on the phone. You don't want an answer on the phone. You want to build a relationship. The best way to do that is in person.
6. If they say no or they are busy with other projects, reiterate in two different ways - politely - that you are only asking for ten minutes of their time. For example, "I know you are swamped, but I've got this amazing project that I'm working on that I think is a great fit for your company. I promise I'll be in and out in ten minutes." Or, "If you can just give me ten minutes, you can kick me out after that and never talk to me again!" Usually, if you rephrase your request for ten minutes of their time two times, they will agree to meet with you.
7. If they want you to send them some information, don't do it! Odds are they will never look at it and will avoid your future calls. A better response would be, "From what I've heard, you are the type of person I want to establish a relationship with and it's tough to do that by sending an email!"
8. When you get the appointment, keep it to ten minutes or less, as you promised. Start off the conversation by noticing something on their wall or desk that is of interest and that can get the person talking about themself. Not only will you learn something about that person, but it will help you develop a relationship with that person.
9. ALWAYS ask what the person's goals and objectives are, specifically, and how, specifically, you might be able to help with those. For example, I work with a community relations person at one of those membership-based big box stores. Because I asked, I know her ultimate goal is to put as many free 30-day membership cards in as many hands as possible. It's important because it lets me know how I can help her in exchange for her helping me.
10. Ask what you can do to help bring new customers into your new friend's business. Your person will be shocked because most people just come in and ask for something while telling how worthy their charity is. If you follow through on whatever it is this person tells you, this will do more to establish your relationship than anything else. More than logos on websites, and names in programs, businesses want new customers. Period.
Cold calls can be extremely successful.
A few years ago, I placed a cold call over the holidays to a specific person who handles community relations for a large grocery chain based in another state.
That call led to an event sponsorship and that almost led to a multi-year, multi-million facility sponsorship.
No matter how prepared, connected, organized, or networked you are, sometimes you get thrown into a situation where you need to make a cold call.
Knowing how to make the cold call can sometimes mean the difference between a successful fundraising effort and an average one.
Here are some tips:
1. First of all, get it into your mind that you are going to help the person you are calling more than they are going to help you. They need and want new customers and relationships more than anything else in the world and you can help them with that.
2. Get a contact name and a direct number, if possible, before you make the call. Don't call a business and ask to speak to "the person who handles" whatever it is you are calling about. I usually get names/contact information by posting a status update on Facebook that is as simple as "I'm looking for a good contact in community relations at ________." Usually, within an hour of posting that, I get two or three leads.
3. If you are cold calling someone and they aren't in or don't answer their phone, don't leave a message! You don't want that person to be on the lookout for your future call. If they think you are only calling for a handout, they may avoid you!
4. When you get the person on the phone, the only thing you are asking them for at that time is ten minutes of their time in person in the next week to tell them about a community project you are working on and that you think they will be very interested in and you also want to know what you can do to help drive new customers into their store. Anybody will give you ten minutes of their time. Anybody.
5. Avoid getting into the specifics of your project on the phone. You don't want an answer on the phone. You want to build a relationship. The best way to do that is in person.
6. If they say no or they are busy with other projects, reiterate in two different ways - politely - that you are only asking for ten minutes of their time. For example, "I know you are swamped, but I've got this amazing project that I'm working on that I think is a great fit for your company. I promise I'll be in and out in ten minutes." Or, "If you can just give me ten minutes, you can kick me out after that and never talk to me again!" Usually, if you rephrase your request for ten minutes of their time two times, they will agree to meet with you.
7. If they want you to send them some information, don't do it! Odds are they will never look at it and will avoid your future calls. A better response would be, "From what I've heard, you are the type of person I want to establish a relationship with and it's tough to do that by sending an email!"
8. When you get the appointment, keep it to ten minutes or less, as you promised. Start off the conversation by noticing something on their wall or desk that is of interest and that can get the person talking about themself. Not only will you learn something about that person, but it will help you develop a relationship with that person.
9. ALWAYS ask what the person's goals and objectives are, specifically, and how, specifically, you might be able to help with those. For example, I work with a community relations person at one of those membership-based big box stores. Because I asked, I know her ultimate goal is to put as many free 30-day membership cards in as many hands as possible. It's important because it lets me know how I can help her in exchange for her helping me.
10. Ask what you can do to help bring new customers into your new friend's business. Your person will be shocked because most people just come in and ask for something while telling how worthy their charity is. If you follow through on whatever it is this person tells you, this will do more to establish your relationship than anything else. More than logos on websites, and names in programs, businesses want new customers. Period.
Cold calls can be extremely successful.
A few years ago, I placed a cold call over the holidays to a specific person who handles community relations for a large grocery chain based in another state.
That call led to an event sponsorship and that almost led to a multi-year, multi-million facility sponsorship.
Friday, July 8, 2011
How to host a killer kickoff party
Nothing, absolutely nothing can get a fundraising campaign, event, or program off to a better start than a kickoff party.
But you have to do it right and plan the kickoff like it is an event in and of itself, because it is.
A great kickoff party can help energize people, is a great way to get early publicity to promote your cause, help recruit corporate sponsors, volunteers, team captains, and participants.
Here are the MUSTS for a successful kickoff party:
1. Have the kickoff party at an extremely convenient location at an extremely convenient time for the people you want there.
2. Do both electronic and hard copy save the date cards and make sure you get them in the hands of people you want at your kickoff party. Don't rely on electronic invitations only - we all know people are inundated with those. Keep these cards with you and distribute these cards everywhere you go for a month prior to the party. Give your friends and colleagues a plentiful supply and ask them to do the same thing.
3. Use a good old fashioned RSVP phone number for people to call and confirm they will or won't be there. Tell them you need them to RSVP so you know how much food to have at the kickoff. This is important because it lets you know if you are going to have a good turnout or if a week or two prior you need to get on the phone and call those people you have invited and encourage them to RSVP.
4. Invite everyone you think would have an interest in being involved - participants, potential sponsor, potential committee members, potential volunteers, and give these people a wide variety of options of things to sign up for when they are at the kickoff party.
5. Have a BRIEF but POWERFUL speaker at the kickoff party to explain the mission or cause, why it is important, and why their participation will make a difference.
6. Pass out commitment cards at the kickoff party after the speaker is finished that give people the option of signing up for more information about corporate sponsorship, participation, being kept informed, volunteering, etc... with all their contact information.
7. Give out a really nice door prize that will be raffled out at the end of the party from the commitment cards that are turned in. This is also KEY because everyone there will want the prize and will check one of the boxes and turn their card in so they can be in the drawing.
8. Send out a communication IMMEDIATELY afterwards, thanking those who signed up and reiterating how what they signed up for is crucial to your mission.
9. Keep the kickoff party to one hour or less and make sure the save the date invitation says the party will only last one hour. Anybody can give you one hour of their time.
10. Hold a follow up business meeting less than two weeks after the kickoff party to get those people who signed up INVOLVED. Strike while the iron is hot!
By putting a significant amount of time and energy into your kickoff party, you really can cut your work planning an event or campaign in half and you can raise more money for your mission in the process.
But you have to do it right and plan the kickoff like it is an event in and of itself, because it is.
A great kickoff party can help energize people, is a great way to get early publicity to promote your cause, help recruit corporate sponsors, volunteers, team captains, and participants.
Here are the MUSTS for a successful kickoff party:
1. Have the kickoff party at an extremely convenient location at an extremely convenient time for the people you want there.
2. Do both electronic and hard copy save the date cards and make sure you get them in the hands of people you want at your kickoff party. Don't rely on electronic invitations only - we all know people are inundated with those. Keep these cards with you and distribute these cards everywhere you go for a month prior to the party. Give your friends and colleagues a plentiful supply and ask them to do the same thing.
3. Use a good old fashioned RSVP phone number for people to call and confirm they will or won't be there. Tell them you need them to RSVP so you know how much food to have at the kickoff. This is important because it lets you know if you are going to have a good turnout or if a week or two prior you need to get on the phone and call those people you have invited and encourage them to RSVP.
4. Invite everyone you think would have an interest in being involved - participants, potential sponsor, potential committee members, potential volunteers, and give these people a wide variety of options of things to sign up for when they are at the kickoff party.
5. Have a BRIEF but POWERFUL speaker at the kickoff party to explain the mission or cause, why it is important, and why their participation will make a difference.
6. Pass out commitment cards at the kickoff party after the speaker is finished that give people the option of signing up for more information about corporate sponsorship, participation, being kept informed, volunteering, etc... with all their contact information.
7. Give out a really nice door prize that will be raffled out at the end of the party from the commitment cards that are turned in. This is also KEY because everyone there will want the prize and will check one of the boxes and turn their card in so they can be in the drawing.
8. Send out a communication IMMEDIATELY afterwards, thanking those who signed up and reiterating how what they signed up for is crucial to your mission.
9. Keep the kickoff party to one hour or less and make sure the save the date invitation says the party will only last one hour. Anybody can give you one hour of their time.
10. Hold a follow up business meeting less than two weeks after the kickoff party to get those people who signed up INVOLVED. Strike while the iron is hot!
By putting a significant amount of time and energy into your kickoff party, you really can cut your work planning an event or campaign in half and you can raise more money for your mission in the process.
Monday, July 4, 2011
Look at the cars in your parking lot!
Need to raise money quickly for a specific project?
You could spend a couple hours creating a sponsorship proposal, research who to send it out to, start sending it out to people, and then wonder why nobody is responding.
Or you could take a walk out to your parking lot and look for company cars that frequent your establishment. You know, the ones parents drive to pick up their kids, the one a patron drives to stop in the box office and pick up tickets, or the one being driven by the HVAC guy who you have had a lengthy relationship with.
Why?
Because those are the people who know the value of whatever it is that you are doing and they likely work with or for people who can write you a check. It really is as simple as that.
You don't have to educate them on your mission; they get it. If you are treating them right, they will help you IF you can muster up the courage to ask them and if you are willing to give them something of value, like a link on your website, a banner in your parking lot, or an ad in your newsletter.
And if that person isn't in a position to write a check, he or she probably knows someone at their company who can write a check for $500 for something they care about!
If you want to raise more than $500, the point to the story is still the same. People who are familiar or connected with your mission are far more likely to give you money than someone who doesn't reallly know what you do.
You could spend a couple hours creating a sponsorship proposal, research who to send it out to, start sending it out to people, and then wonder why nobody is responding.
Or you could take a walk out to your parking lot and look for company cars that frequent your establishment. You know, the ones parents drive to pick up their kids, the one a patron drives to stop in the box office and pick up tickets, or the one being driven by the HVAC guy who you have had a lengthy relationship with.
Why?
Because those are the people who know the value of whatever it is that you are doing and they likely work with or for people who can write you a check. It really is as simple as that.
You don't have to educate them on your mission; they get it. If you are treating them right, they will help you IF you can muster up the courage to ask them and if you are willing to give them something of value, like a link on your website, a banner in your parking lot, or an ad in your newsletter.
And if that person isn't in a position to write a check, he or she probably knows someone at their company who can write a check for $500 for something they care about!
If you want to raise more than $500, the point to the story is still the same. People who are familiar or connected with your mission are far more likely to give you money than someone who doesn't reallly know what you do.
Monday, June 27, 2011
People give money to people, not ideas
When I started my first full-time job in fundraising, I met with a very successful newspaper ad sales friend. I asked her what the key to a successful sale was. "People buy from who they like," she said.
Think about the last time you gave money to or volunteered for a charity. What made you give? Why did you volunteer?
Chances are REALLY good that a specific person you already knew - and probably knew well - asked you to give money, walk on their team, raise funds for their cause, etc...
Rarely do people give money or volunteer for charities that they are not familiar with or do not already have a personal connection to.
Remember that when you are looking for funds or even new volunteers for a project you are raising money for. Don't sit in the office creating sponsorship packets, get out of the office and network!
It sounds simple, but the most likely people to fund your project or get involved with it are people who are familiar with you or your work. They will donate if you just make the ask!
Conversely, people who are not familiar with you and your work are FAR LESS LIKELY to donate to it or even read your appeal, email, letter, solicitation, etc... From personal experience, it really doesn't even matter how good your sponsorship packet is.
One of my corporate friends told me she receives up to ten or more sponsorship proposals via email EACH day. She reads the ones she gets from the people she knows first!
I remember one time attending a fundraising seminar on how to raise money through golf tournaments. The one particular session I attended was on creating sponsorship packets. I asked the guy leading the workshop how he found his Gold sponsor. He said that the owner of the company was his wife's brother.
Truth is, you can have the best sponsorship packet in the world, but it's not gonna do you any good if you don't have relationships.
Nuff said!
Think about the last time you gave money to or volunteered for a charity. What made you give? Why did you volunteer?
Chances are REALLY good that a specific person you already knew - and probably knew well - asked you to give money, walk on their team, raise funds for their cause, etc...
Rarely do people give money or volunteer for charities that they are not familiar with or do not already have a personal connection to.
Remember that when you are looking for funds or even new volunteers for a project you are raising money for. Don't sit in the office creating sponsorship packets, get out of the office and network!
It sounds simple, but the most likely people to fund your project or get involved with it are people who are familiar with you or your work. They will donate if you just make the ask!
Conversely, people who are not familiar with you and your work are FAR LESS LIKELY to donate to it or even read your appeal, email, letter, solicitation, etc... From personal experience, it really doesn't even matter how good your sponsorship packet is.
One of my corporate friends told me she receives up to ten or more sponsorship proposals via email EACH day. She reads the ones she gets from the people she knows first!
I remember one time attending a fundraising seminar on how to raise money through golf tournaments. The one particular session I attended was on creating sponsorship packets. I asked the guy leading the workshop how he found his Gold sponsor. He said that the owner of the company was his wife's brother.
Truth is, you can have the best sponsorship packet in the world, but it's not gonna do you any good if you don't have relationships.
Nuff said!
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