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Thursday, September 6, 2007 |
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In this
issue:
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---------------------------------------Advertisement---------------------------------------
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Strong
Foreign Currencies Make Europe Ripe For
Fundraising
By Mark
Hrywna
The weak American dollar might be keeping
tourists from Europe because of poor currency exchange rates,
but it might have the reverse effect for nonprofits now fishing
across the pond for donations.
Three years ago, Christian Relief
Services (CRS) started mailing to the United Kingdom (UK) and
France. Today, the Alexandria, Va.-based nonprofit has more than
50,000 names on its UK list and 45,000 in France. It expects to
mail nearly one million pieces in each country this year,
mailing monthly to prospects and the house file.
Click
Here for full report
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---------------------------------------Advertisement---------------------------------------
NPT Online Resource
Directory
Fundraising Category of the
Week: Online Fundraising & Auctions
Online
auctions are excellent ways to raise more money.
Click here
for more details. http://www.nptimes.com/main/directory/onlinefundauct.html |
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Fundraising
Tips
Online ...
Peer-to-peer:
Benefits beyond immediate dollars
With the explosion of Web 2.0 tools and a changing
culture around philanthropy, people are eager to take a more
pro-active role in supporting causes they care about.
Recognizing this trend, nonprofits such as the Sierra Club,
American Heart Association, Easter Seals and Jewish National
Fund are giving their supporters the ability to raise money from
their own social networks of family, friends and professional
contacts via peer-to-peer software tools.
According to Meg Murphy, director of product and
solutions marketing for Convio in Austin, Texas, peer-to-peer
fundraising offers nonprofits benefits beyond the immediate
dollars raised. "In addition to giving supporters the ability to
raise funds on an organization's behalf, peer-to-peer
fundraising can help nonprofits grow their house file, as well
as build community and constituent loyalty," said Murphy. She
advises organizations to provide members, donors and activists
with the right tools to:
-
Host small, local events, such as hikes,
protests, dinners, movie nights on behalf of your
organization;
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Create personal fundraising pages for events,
such as walks and runs with personalized donation or support
appeals to their families, friends and professional contacts;
-
Create personal Web sites in memory or in honor
of a friend or loved one to raise funds and build awareness for
your organization; and,
-
Post information about your organization on
social networking sites and blogs, with a link back to a target
URL where new visitors can donate money, respond to an advocacy
alert or register for an upcoming event.
As organizations seek a fuller view of their
constituents' engagement, peer-to-peer fundraising technology is
helping nonprofits identify their most ardent supporters, who
they can recognize for their exceptional involvement and
communicate with in a more personalized way to help cultivate
even stronger relationships.
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Branding ...
Myths that can
hurt your image
By now, the term "branding" is ingrained into the
consciousness of everyone in the nonprofit/philanthropic sector.
Despite this widespread awareness, there is a lack of
understanding about just what a brand is and what it does.
At a recent national conference on nonprofit marketing, Larry
Checco, of Checco Communications in Washington, D.C., discussed
the most common myths about branding and offered the straight
story on where those myths go wrong. The myths are, as he sees
them:
- Myth: Marketing and branding are one and the same. Fact:
marketing and advertising sell products and services. A brand is
a reflection of everything associated with the organization,
including but not limited to the quality of the organization's
work, as well as its reputation, staff, leadership, culture,
core values, programs, services and products. A good brand is
nothing less than an organization's DNA.
- Myth: Once you have an attractive logo and catchy tagline,
you have your brand. Fact: Your logo and tagline are the banners
for the brand. Your brand drills much deeper into your
organization's core values.
- Myth: Branding is the responsibility of your
communications/marketing staff. Fact: Branding is the
responsibility of everyone in the organization, from board
members to support staff. If it helps, consider the person who
answers your phones as your Director of First Impressions.
- Myth: We don't have a budget for branding our organization.
Fact: If you effectively leverage your current resources, you
might not need much of a budget to better brand your
organization.
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Planned Giving
...
The phone call can be an ally
The telephone call can be a powerful tool for
major and planned gifts. As attendees at a recent conference on
planned giving learned, however, it can be the hardest part of
fundraising.
With that in mind, think of the objective of a
telephone call as a means of getting an appointment for a
face-to-face meeting with donors or prospects. The objective is
not to discuss the organization's purpose over the
telephone.
Send a letter first and then ask if it was
received. Then go on to asking which day would be best for a
meeting.
There are several possible scenarios, and
responses to them.
-
If they say "No," repeat things. "Other friends
we have been with seem to enjoy the visit."
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If they say "No, not now," push for an
appointment, but don't push hard. "Would you mind if I called
back in three to four months?"
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If they say "Absolutely not!" and then hang up
on you, send a letter saying you are sorry you couldn't meet but
stating what you wanted to share with them.
-
Getting past secretaries. Repeat the letter to
her and ask if she saw it. Make her your ally. "(Your boss) is a
terrific person, and I was hoping to get 20 minutes for an
appointment."
-
Voice mail. Leave a short message to follow up
the letter. Drop the name of a third party. Say you will call
back.
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Don't Forget Us!
Changing positions? Or have you moved to another
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of enewsletters by simply updating your
profile.
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Copyright @ 2007 The NonProfit
Times. | |
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Tell-a-friend!
