Don't Just Ask for Money!
Bloggers, various consultants, even media folks, breathlessly tell
nonprofits, charities and other mission-based programs that they can raise
all sorts of new money and recruit vast numbers of new volunteers through
using social media, crowd funding, viral videos, and whatever tomorrow's
Internet-trend-flavor-of-the-day is.
But instead of new money and new volunteers, people are un-friending
and un-following nonprofits on social media, because they are
getting tired of the constant requests for money, and nonprofits are
wondering where their huge financial returns are.
Social media (which is actually nothing
new) is but one tool in a nonprofit, NGO, government agency or other
mission-based organization's communications toolbox, and like every other
Internet tool, including web sites
and those old-fashioned but still oh-so-effective email
newsletters, these tools should be used to build trust and
belief in your organization, not just to ask for money.
MOST of a nonprofit's messages via the Internet, including social
networking, should NOT have anything to do with requesting cash
donations. I recommend a 75% rule: 75% of your online messages to
donors, potential donors, volunteers, email newsletter subscribers,
FaceBook friends, Twitter followers, whomever, should not ask for cash
donations or be focused on income-generation at all (including selling
something). Instead, messages should:
- highlight a recent accomplishment, or several accomplishments, by the
organization (an accomplishment is the number of people you have helped
or projects you have completed, for instance, not the number of meetings
you have held)
- link to or highlight recent press coverage or blog coverage for your
organization or coverage that relates somehow to whatever issue your
organization is concerned with
- highlight the contributions/accomplishments of a particular volunteer
or several volunteers
- invite people to an event that's main purpose is NOT fund-raising (an
open house, a volunteer orientation, a training session, etc.)
- highlight staff activities that further establish their credentials to
engage in activities to meet the organization's mission (e.g., a theater
might highlight an honorary degree bestowed on their artistic director;
a nonprofit animal shelter could highlight a credential the executive
director recently received, etc.)
- link to a new resource on the
organization's web site
- provide information that somehow builds awareness of whatever issue
the organization is concerned with (e,g, a new study, upcoming
legislation)
- invite commentary on something the organization is doing or changing
- ask questions
- link to a photo of something interesting, silly, surprising, pretty,
whatever: your staff dressed up for Halloween, your executive director
meeting with an elected official, wildlife in your parking lot,
volunteers in action...
All of these activities will make friends and followers feel
much more connected to the organization, and will make the occasional
fund-raising message much more effective, because it will be much more
welcomed.
But wait, there's more! What happens when a person clicks on your
organization's "Support Us" or "How to Help" link on your web site or in
any online message? For too many organizations, this link leads to
information only on how to make a credit card donation.
In addition to information on financial donations, this page should also
provide:
- a summary of how to volunteer with the organization, and a link to
more detailed information
- a summary of how to express support for the organization to
government officials and the press, and a link to more information about
advocacy activities
- upcoming events by the organization that a person could attend
- activities that a person could do any place, anywhere, to support the
organization. For instance, an arts advocacy group could encourage web
visitors to attend local arts activities. Or, an environmental group
could provide highlights of green-activities a person could engage in.
For those who do fill out a form on your site to make a donation, do you
also offer a field on the form for the person to give feedback about your
organization's programs or activities? Do not just ask for information
needed to process their donation; ask for information that can help donors
feel more of a part of your organization and its mission.
Supporters of nonprofit organizations don't want to give just donation,
and then only hear from the groups again when more money is needed; they
want to feel a part of your organization, and feel like you value more
than their cash. The Internet makes it easier than ever to give potential
supporters a heightened sense of involvement with your organization --
with little extra work on your part.
Also see:
- Basic Fund-Raising for Small NGOs
in the Developing World
A free guide on how to raise money for small non-governmental
organizations working in the developing world. This is NOT a guide for
nonprofits in the USA, Canada, Western Europe, or other "developed"
countries; it's a guide with information specifically for NGOs that are
in Africa, parts of Asia, Eastern Europe, and parts of Central and South
America.
- Nonprofits
& NGOs: you MUST give people a way to donate online
You are losing money if people cannot donate to you via your web
site.
- 14
simple things to do to your web site to attract more donors
And I mean it - these are SIMPLE things..
- Content
suggestions from Wired Impact
I have no affiliation with Wired Impact, a company based out of St.
Louis, Missouri with a mission "to get a powerful website in the hands
of every nonprofit that wants one." The company has outstanding, free
advice on its web site focused on helping nonprofits develop effective,
mission-focused web sites. Be sure to subscribe to its newsletter.
- Mission-Based Groups Need Use the Web to Show
Accountability
And to show credibility!
- Crowdfunding for Nonprofits, NGOs, Schools,
Etc.: How To Do It Successfully
You aren't going to get a financial windfall, but it is possible to
crowdfund successfully.
- Starting a Nonprofit or
Non-Governmental Organization (NGO). The laws and procedures for
starting a nonprofit organization, an NGO, a charity or a foundation
vary from country to country. The laws and procedures are never exactly
the same. This page offers the general advice that is applicable to any
country, but you will still have to go through country-specific
requirements, which are NOT detailed on this page but there is advice on
where to find them).
See more resources re: Outreach &
Engagement, With and Without Technology
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