1. Relevant awareness of non-profit

The target must know all relevant information about the non-profit. Here are some key issues to consider as the non-profit builds awareness:

The information should come to target first hand and not filter through second or third hand audience. That builds a connection.

The communication should be on-going and not one time.

The communication should start and precede any request for funds. Those who are made to feel like “insiders” will contribute more.

RECOMMENDATION:

EVALUATE CURRENT AWARENESS OF THE NON-PROFIT

2. Personal/social connectivity

It is very important that each target audience has an answer to the question: “Why is the non-profit important to me and why do I need to step up for the building of the non-profit”. Many times when a target audience develops a “soft connection” with a cause they feel the following:

There are “many others” who will donate.

The non-profit will happen with or without my support.

After they take my money, I will not be in the loop any more.

RECOMMENDATION:

BRAINSTORM ON HOW TO BUILD THE CONNECTION

3. Replace current recipient of $/smaller contribution amount

It is a common fact that when a new cause is considered by a target, he/she usually starts by thinking “what can I do less, in order to accommodate this cause?” Hence it is very important to break down the contribution element into smaller chunks. E.g. for less than $14 a day, for only one year, you can make a lifetime contribution to the community by being a donor for this non-profit.

Facts like this, instead of a “high threshold of $5,000” will make the target audience think and see what he/she can do to include this cause in his/her choice set.

RECOMMENDATION:

REPOSITION SOME OF THE CONTRIBUTION AS PER DAY OR PER MONTH NUMBERS, INSTEAD OF IN ONE-TIME $.

4. Ongoing connection with the non-profit

Ongoing connection, both in the form of involvement and contribution keeps the “habit of participation” alive. This can be accomplished by:

Making contributions in installments

Sending periodic update of progress to the target (and treating him/her as a stakeholder in the non-profit)

Creating a website where the target can check progress anytime he/she wants

RECOMMENDATION:

WEBSITE WITH REGULAR UPDATE

MONTHLY REPORTING ON LOCAL WEBSITES

5. Issue/cause reaching out on a personal level (not mass communication)

The non-profit and its office-bearers reaching out personally offer the best chance for contribution. Mass-emails hardly work, unless forwarded by a neutral peer.

RECOMMENDATION:

CONTINUE TO REACH COMMUNITY LEADERS ONE AT A TIME

PENETRATE COMMUNITY LEADERS AND LOCAL BUSINESSES

6. Fundraising is full time job

Based on past experience, full time fundraisers are significantly more effective than part-time fundraisers (especially those who are not into sales).

RECOMMENDATION:

HIRE HIGH SCHOOL STUDENTS TO MAKE CALLS

BASE SALARY PLUS BONUS

7. The target receives a gift that he/she can display to mark the beginning of a commitment

This initiates a commitment (similar to an engagement ring) that:

Makes the target proud of his/her action

Acts as a reminder to his/her commitment

Helps him share his/her good deed with others in the community

RECOMMENDATION:

WHAT CAN WE GIVE TO DIFFERENT LEVELS OF DONORS?

WEBSITE RECOGNITION

MAGNETS (WITH NON-PROFIT NAME)