For a sector defined by its lack of revenue ("nonprofit"), we sure talk about money a lot with our audiences--as in fundraising dollars, grants, special event tickets and so on.
But what four-letter word do supporters want to hear? What model should you incorporate into your organization's culture to better connect with supporters and potential supporters?
Free.
For all the money and engagement you're requesting from supporters for tickets, donations and other expenses, one model for success your organization should consider is this: "inspire and connect now, reap all sorts of benefits-including monetary ones-later."
Here are few tips for getting "free" out the door and supporters to come strolling through it:
- Incorporate "free" into your branding goals and strategy. Put yourself in your supporters' shoes for a second. When they receive an email from your organization, what's their first thought? "Oh, no, not another fundraising appeal!" Remember this: You do not dictate your brand-others do. Make sure your stakeholders are in a position to look at your nonprofit in a positive light. Organize events without a price tag (sure, you can accept donations, but don't require them); send your supporters a recent news article relevant to your mission just because you think they'd be interested; let them know what services you provided your constituents because of previous generosity. These freebies allow you to put a face to your organization, as opposed to an open palm.
- Offer "freebies" on your website to empower your supporters to become your champions. Maybe you started Facebook page or Cause, and your base is growing. Great. Now what? Empower your groups members to do the work for you! Upload great content for your supporters to spread on your organization's behalf. This approach is great for at least three reasons: one, you're engaging your current supporters and cultivating your relationships; two, it's cheaper than trying to reach new networks on your own; and, three, your supporters are giving more credibility to your nonprofit than you can. Add a section to your website and Cause page with great content: podcasts, videos, text to Tweet with (that's info to post on Twitter), links, stories, etc. Make it as easy as possible for your message to go viral.
- Set goals that do not have *direct* revenue goals attached to them. As a fundraising, marketing, executive-directing guru, you want to see your returns on investment (who doesn't?). Be sure to integrate some "free" initiatives into your marketing campaigns to achieve results other than direct donations: raise awareness about your cause or a timely event (a vote set to happen in your neighborhood, state, etc.), inspire volunteers and donors to act again, spread your message, and get advocacy efforts of the ground. This is another relationship-building opportunity; your supporters are people, not ATM's, so find out what types of activities they want you to offer.
- Become a media contact dynamo. Create some free content that helps establish your organization as an expert in your field. (You are one, right?) Publish an article or blog entry on your website. Share some research you've done. Start following relevant blogs and join in the conversations. The end result? You're the media and blogger go-to when they need info about your topic. Note: We're not advocating you go and yell your unsolicited message at people. Listen, react, converse, repeat.
These four "freebie" strategies will strengthen relationships with various groups: donors, volunteers, advocates, the media and other supporters. Investing your energy and time now (yes, we realize those certainly aren't free!), you're much more likely to convert those relationships into donations later. Wouldn't you be more likely to give a friend a dollar than a stranger? Be that empowering and generous friend to your supporters.
Just a note: Though appealing for donations should not always be the centerpiece of your marketing efforts, you should always offer a way to donate if people want it. Keep that "Donate Now" button available everywhere! (Button-less? You can always contact us at Network for Good for more information about getting started online.)
