1. Relevant awareness of non-profitThe 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 connectivityIt 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 amountIt 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-profitOngoing connection, both in the form of involvement and contribution keeps the "habit of participation" alive. This can be accomplished by:Making contributions in installmentsSending 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 wantsRECOMMENDATION: WEBSITE WITH REGULAR UPDATEMONTHLY 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 TIMEPENETRATE COMMUNITY LEADERS AND LOCAL BUSINESSES 6. Fundraising is full time jobBased 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 CALLSBASE SALARY PLUS BONUS 7. The target receives a gift that he/she can display to mark the beginning of a commitmentThis initiates a commitment (similar to an engagement ring) that:Makes the target proud of his/her actionActs as a reminder to his/her commitment Helps him share his/her good deed with others in the communityRECOMMENDATION: WHAT CAN WE GIVE TO DIFFERENT LEVELS OF DONORS?WEBSITE RECOGNITION MAGNETS (WITH NON-PROFIT NAME) ...
Read More