Did you know that the Statue of Liberty pedestal was crowdfunded? After other funding efforts had failed, Joseph Pulitzer, publisher, started a drive for $100,000 (roughly $2.3 M in today’s dollars). Pulitzer promised to print the names of all those who contributed to the fund in his newspaper, the New York World. This captured the imagination of New Yorkers and eventually all of America, especially after Pulitzer humanized the fund by publishing heartfelt notes that accompanied the funds. Eventually the goal was met, in fact surpassed with $102,000 being raised. Nearly 80% of the donations were for less than a dollar. The funds came from 102,000 donors.
Detail from Pedestal for Bartholdi’s Statue of Liberty on Bedloe’s Island, New York Harbor, drawn by W. P. Snyder and published in Harper’s Weekly, June 6, 1885.
Conferences.
A good conference can reignite your passion while filling your mind with fantastic new ideas. That was the case for myself when I attended The Bayer Center for Nonprofit Management at Robert Morris University’s TechNow Conference. The very first session kicked off by telling the story of the Statue of Liberty pedestal. If they were able to invigorate so many people so soon after the financial panic of 1873, how can we not be inspired to work more effectively at reaching out to our own donors?
One place to start is with your mission. Do you have a mission statement? How do you convey that statement to donors? For The Standardbred Connection, their mission is to promote pleasure Standardbreds who are trotting, pacing or racking their way through the public eye. We convey that message via their Facebook page and website. Staying on mission can be tough. Specialization is not necessarily a bad thing, it gives your mission a place to focus and exceptions can always be made on a case by case basis.
Once you have defined your mission how do you communicate your passion? Emails and social media work well but make sure you are using them in the most effective way possible. Spending a little extra time learning about analytics (or find a dedicated volunteer that is social media savvy) can pay off in the long run. Using donor tracking software (some of which is available for free) can help increase donations. Record what campaigns are effective for you. Was it the story of the successful adoption? The animal with heart who overcame the odds? Or the campaign to feed hungry horses for the winter? The plea for participation that comes not from you but from a volunteer? Research shows that 22% of people give because an organization asked, closer to 50% give because a friend asked.
Not every donor responds to a campaign the same way so communicate your passion differently, track the response and learn how to more effectively reach your audience. Don’t forget to use traditional media (television, radio and newspaper) not only for event promotion but also for the occasional feel good story.
Successful non-profits are not a one man band. Don’t forget to thank your volunteers! These people share your passion; let them know you appreciate them not only verbally but also in writing. Send a personalized email. Post on social media about the work they have done (with quality photos). Send the local newspaper a short story or good photo that highlights the service a particular set of volunteers has provided. Send them a hand written note.
I once sent a handwritten note to a long time non-profit volunteer who had dedicated HUNDREDS of hours to the cause. I received a call from them – it was the first time in all their years of volunteering that someone had sent them a handwritten thank you note. They were nearly in tears. Never underestimate the power of a thank you.
Last but not least, if you’re looking to crowd-source consider going to the actual crowd. The tried and true method of setting out a jar can net you some cash but at a larger event you may want to try new technology. One of the exciting offerings at this conference’s trade area was DipJar. (There are several companies that provide a similar service so find the one that is best suited to your needs.)
Using new technology, you can set the donation amount you are campaigning for (say $20), the donor just has to slide their credit card in. Presto! A donation goes to your account. Teaming up with a restaurant or retail store can be especially effective. One non-profit reported $3,700 using this method – all small donations, coming together to create a difference, just like Pulitzer’s donors.