A fresource for nonprofit organizations, NGOs, civil society organizations,
public sector organizations, and other mission-based agencies.
Jayne Cravens, www.coyotebroad.com

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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