Charities need to find new ways to Fundraise
At Spotlight Charity we are always looking for news and trends about nonprofits and charities. Recently, we came across an article on hutchnews.com, it’s included below. The “sound off” is from a reader of the website and addresses his anger about the “wasteful charity solicitations” that he receives. After discussing his gripe with other staff members we decided to offer a little unsolicited advice of our own to try and help charities that may be looking for alternative ways to reach potential donors.
Wasteful charity solitications anger reader
Dear Readers: Here is this week’s sound off, about some charities’ solicitation methods:
“Charities keep sending me letters and address labels. I donate to the charities I have ties to, or those that I think do a good job. Sending me multiple requests with a little ‘gift’ will not prompt me to donate. Rather, I’ll make a point to not donate to that particular charity. What a waste of resources and money. I have even returned all of that wasted paper in the group’s return stamped envelope.” – Anonymous in Maine
Dear Anonymous: You bring up a very good point, and one that charities should take into consideration. However, depending on the group, the fulfillment may be handled by a professional group that does not pay attention to “do not send” requests. – Heloise
From Spotlight Charity
While I tend to think more tolerance would alleviate most of the anger expressed in the “sound off”, the truth remains that many are aggravated by charity solicitations. I believe that the problem stems from the sharing and overuse of donors contact information. I am personally aware of many people who have the same complaint as “Anonymous in Maine” above. If a donor opens their wallet once and is then overwhelmed with phone calls and letters asking for additional donations, they are likely to stop donating.
Every charity needs to fundraise, even the more fortunate that receives government grants. The more funds a charity has the more people that can be helped through their cause. Below we offer some suggestions to reach out for online donations and rely less on traditional mass mail and phone solicitation methods.
Reaching out to potential donors
Social media is a great way to build awareness and drive donors to your cause.
Create a basic Facebook page, Twitter account, Pinterest presence, etc. Interact with your followers frequently; use hashtags and keywords to indicate what your cause, event etc. is about. The value of this media cannot be overestimated. Many of your potential donors use social media regularly, reaching those means a significant increase in awareness of your cause. When you create an online community that supports your efforts donations will come, as will loyalty to your brand.
Use your website to promote your social media activity, use your social media accounts to showcase your website articles etc.
Exposure, exposure, exposure.
Build an email list
Create your own mail list and send newsletters that tell subscribers about upcoming fundraising events, goals and achievements. DON”T over use your list and always offer your subscribers a way to opt out of future emails.
Have a donation page
Don’t make it difficult for a potential benefactor to donate to your cause. I’m always surprised when I visit a charity website that doesn’t have a donation button and page. If you don’t ask they won’t give.
Use free promotion channels as much as possible.
There are several websites that list charity organizations; some allow charities to: add events, describe the purpose of the charity and write stories about the cause. The more online visitors that are aware of your cause, the more visitors and donors you are likely to see at your donation pages.
Mass mailing, phone solicitation and other legacy fundraising activities will still play a big part in your organizations efforts to fund your cause. All types of business need to integrate online marketing into their client acquisition strategies; nonprofits are no exception. Secure the future of your organization by learning and utilizing new and effective online marketing techniques.
About the author:
Spotlight Charity lists and promotes nonprofit organizations. The website:Spotlightcharity.com Contains listings for all IRS approved charities and showcases articles of interest about nonprofits. It also hosts pages which highlight fundraising events by city and state.
Listings on the website are added as charities achieve approved nonprofit status. Additional information about non profits, including: logo, keywords that identify the cause, Upcoming events, an expanded description about the charity, and stories about the nonprofits: inception, efforts, achievements and goals can be added by authorized representatives of the charity through the spotlight charity submission page.