When I first started working for the American Cancer Society, I was told that donors need to be thanked seven times.
I Googled that recently and found out it actually is an old Chinese custom and the ACS didn't invent the concept.
But as the largest voluntary health organization in the world, it apparently is working well for the ACS, also.
I don't think I thank sponsors enough and probably nowhere near seven times.
But I do try to thank sponsors in ways that are meaningful to them.
Here's a few things I have done:
1. Held sponsor appreciation events at convenient times in convenient locations (For me, that means not using a building that requires people to park in parking garages, if possible. I think parking garage events create a mental barrier that someone won't be able to get in and out quickly if that's what they want to do).
2. Taken a plaque to the Partner of a large law firm that has supported a number of social service programs I have helped find sponsors for and thanked him with a plaque presentation in front of his staff at a staff meeting. I told the staff that without their support and hard work, the firm could not help with community events like the ones that the Partner had been supporting.
3. Presented a plaque in front of the Park and Recreation Commission recently to the General Manager of a restaurant that has catered a big golf event for several years (the GM committed to once again cater next year's event after the presentation was over with).
4. Have a procedure instituted where any sponsorships of $5,000 and up are recognized by letter from the Chairman of the Mecklenburg Board of County Commission.
5. Take people, when possible, in front of the Mecklenburg Board of County Commissioners for recognition of their sponsorships, which has an added benefit because their meetings are broadcast live on television.
Finding meaningful ways to thank donors and sponsors pays big dividends because it is one way to keep them coming back.
What are some things that have worked for you?
Friday, August 19, 2011
Friday, August 12, 2011
Donor retention just as important as finding new donors
I'm gonna tell you a short story.
Back in December of 2008, the economy was crashing, stocks were tumbling, and getting return phone calls or emails about sponsorships was depressing, to say the least.
Then I get a phone call from the title sponsor of Mecklenburg County Park and Recreation's signature event, Bark in the Park. Due to the economy and changing marketing priorities, the title sponsor was not renewing its $50,000 title sponsorship of that event.
It's hard to find a title sponsor. It's even HARDER to replace a title sponsor and replacing a title sponsor during the Great Recession was almost impossible.
After much networking and just two months before the event, I was able to find a new title sponsor, but for $20,000. I talked to the event committee - we agreed to take it. Not too many people were announcing new $20,000 sponsorships at this time, I pointed out to them.
My job then became really simple: Make sure the new sponsor was thrilled with what they recieved for sponsoring Bark in the Park.
I made sure all the ducks were in a row, made sure their logo was in all the right places, and sat down with my new best friend title sponsor a number of times to make sure he was getting everything he wanted out of the event.
At the April 2009 Bark in the Park event, I was insisting that the new sponsors' tables were being set up exactly like the sponsor wanted.
A staffer helping with the event said, "What do you care? You've already got their money!"
I replied: "I'm already working on next year!"
And I was.
The next year, the new title sponsor increased their commitment to the event by 50% from $20,000 to $30,000. They were thrilled with what they got out of their first title sponsorship of Bark in the Park.
And while that didn't bring us back up to the $50,000 we were at before, by working with the new sponsor we were able to open up some new sponsorship categories that had been closed at the insistence of the previous sponsor and that brought in another $10,000.
The point is, fight like heck to keep the sponsors and donors you've got. Sit down with them often and ask them if they are getting everything they want and expect from your event. You may not be able to replace them.
What steps are you taking to retain major donors?
Back in December of 2008, the economy was crashing, stocks were tumbling, and getting return phone calls or emails about sponsorships was depressing, to say the least.
Then I get a phone call from the title sponsor of Mecklenburg County Park and Recreation's signature event, Bark in the Park. Due to the economy and changing marketing priorities, the title sponsor was not renewing its $50,000 title sponsorship of that event.
It's hard to find a title sponsor. It's even HARDER to replace a title sponsor and replacing a title sponsor during the Great Recession was almost impossible.
After much networking and just two months before the event, I was able to find a new title sponsor, but for $20,000. I talked to the event committee - we agreed to take it. Not too many people were announcing new $20,000 sponsorships at this time, I pointed out to them.
My job then became really simple: Make sure the new sponsor was thrilled with what they recieved for sponsoring Bark in the Park.
I made sure all the ducks were in a row, made sure their logo was in all the right places, and sat down with my new best friend title sponsor a number of times to make sure he was getting everything he wanted out of the event.
At the April 2009 Bark in the Park event, I was insisting that the new sponsors' tables were being set up exactly like the sponsor wanted.
A staffer helping with the event said, "What do you care? You've already got their money!"
I replied: "I'm already working on next year!"
And I was.
The next year, the new title sponsor increased their commitment to the event by 50% from $20,000 to $30,000. They were thrilled with what they got out of their first title sponsorship of Bark in the Park.
And while that didn't bring us back up to the $50,000 we were at before, by working with the new sponsor we were able to open up some new sponsorship categories that had been closed at the insistence of the previous sponsor and that brought in another $10,000.
The point is, fight like heck to keep the sponsors and donors you've got. Sit down with them often and ask them if they are getting everything they want and expect from your event. You may not be able to replace them.
What steps are you taking to retain major donors?
Friday, August 5, 2011
No Mission, No Money
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.
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.
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.
Subscribe to:
Posts (Atom)