How to make your party the biggest in town

Blackbaud is reporting that since 1999, online donations for events have grown an average of 50% annually and now account for 30% of most major US events. Facebook, Twitter and YouTube all make it easier for people to connect and they are connecting for nonprofit events.

A Nielsen Online Global Index Survey from Dec. 2007 to Dec. 2008 reported that people now spend more time on social networking sites than they do on email.

So what is the bottom line on social media and events? It’s all about friends asking friends to participate. Look for more on Cause to Communicate about social marketing and events.

Asking for more

I had an interesting conversation with a friend this week. We were talking about direct mail fundraising campaigns and the importance of revising your list and letter became paramount as she recounted this. She donated $500 to a local nonprofit. Eight weeks later she received a letter asking for an $100 donation. Next time they may be lucky to get $50 from her. Why? Because they aren’t using their data correctly and that may give a donor the impression that the entire organization is inefficient.

Many organizations have large mailing lists and continue to “snail mail” donor requests. An efficient fund development office should cull those who haven’t given in a long time. They also must figure out if donors or possible donors would prefer digital communications vs. mail. And finally, they need to recognize donors for their donation and increase the “ask” next time around.

A Christmas story

In our household watching the movie “A Christmas Story” is an annual holiday tradition. Each year we know it will come back on television and we plan to watch and laugh. It’s expected.

For some nonprofits, it’s expected that each year they roll out their holiday direct mail and/or appeal. For some, it’s the only time of year that we hear from that nonprofit. For others it is part of a well-planned campaign.

Those nonprofits that reach out just during the holiday season are not “must” viewing like “A Christmas Story.” They are missing out on opportunities to establish a relationship with a donor or prospect and are counting on the fact that the spirit of the season will work for donations.

It’s best to establish a relationship with the donor/prospect that draws them in and creates an emotional bond over time. A once a year mailing to a purchased list is not going to achieve success.

Want to learn more about how to establish that “must” relationship? Call Cause to Communicate this holiday season.

Why United Way may not be your friend

Not to pick on United Way, it can be any fund granting organization that may not be your friend. Why? Because some nonprofits think that they don’t have to do marketing or public relations or fund development because they are receiving funds from United Way or a community foundation. Not so.

If your nonprofit is heavily relying on United Way or some other fund granting organization what happens when they cut your grant? Because it will happen. And when it does, it can be devastating unless you have had a plan in place to raise your own friends thus your own funds.

To protect your nonprofit, you must be communicating in such a way as to raise your own friends that are attracted to your cause and your message. It’s just a good way of not keeping all your “eggs” in one basket.