“YOU GOT THIS!” – a vote of confidence from a friend or a parent to someone who is facing a fear or an obstacle. It is a suggestion that you know what to do and the ability to overcome this obstacle already exists.
With that knowledge that your ability to adapt and overcome already exists … When you are thinking how about how to engage your donors, YOU GOT THIS! When you are thinking about how you will raise more money, YOU GOT THIS! When you are being asked how you are going to increase donor retention, YOU GOT THIS! Really, I am serious, you got this. Somewhere in your organization and the things it accomplishes every week or month, these opportunities already exists.
It has been my experience that non-profit organizations have amazing programs and activities going on regularly. In my initial discussions with non-profits I learn about the programs that they conduct regularly like classes, graduations, educational events. I find out about their frequency, who attends, where the events are located and the person in front of me is not quite sure what that gleam in my eye means.
It means simply this: that they just shared about a graduation or an annual educational program or a class that the organization “just did”. “Just did” is code for something that is ordinary to your organization or program staff, but to someone else it is easily extraordinary. Think about your aunt’s frozen chocolate chip cookies, or your brother’s steak and marinade. To them, it is just something they do, but for you, it is something you look forward to every visit.
Often your next donor engagement or fundraising opportunity already exists in things your organization does regularly. It is not in the next gala, walk, or banquet that you have to create. Imagine seeking a sponsorship for something that your organization does really well and has demonstrable impact. An amazingly positive history, rather for some event that people may or may not know about or understand what they are supporting.
Think about adding 30-45 minutes to graduation ceremony where donors get to mingle with graduates and their families around a few light refreshments. A chance for your donors to meet the difference they make and maybe hear a “Thank You” in a way no leader or banquet speaker can present it. This instead of a 90-minute donor reception that you have to create and plan and send invitations to and hope your donors understand the impact they make.
Organization calendars are littered with opportunities like these that only require an invitation and communication. A school that has an art show, play, or science fair and adds a reception for donors on either side of the event. A social service organization that packs comfort kits, and can turn the assembly line into a party with a high goal. An addiction and recovery program that invites donors to meet their program graduates at the semi-annual graduation ceremony.
Taking advantage of these events allows current donors and potential supporters to see the impact your organization has and the difference it makes. This adds value to your organization, helps supporters understand the story and maybe create their own. It encourages the donor’s relationship with the organization as well as individuals.
Return on investment is higher also. These are things your organization is already doing and would do regardless if the development team were involved. At most you are spending a few bucks on an extra cheese and fruit tray. The results may not be clear, but often supporters now have a reason to increase their support in amount or frequency. Your donors will often be able to create a personal story they can share to recruit new supporters.
The challenge is not to spend hours creating a new fundraiser, but to find opportunities to plug in to what your organization does and engage donors. If we can help you find your next donor engagement opportunity, please contact us.
