Everyone loves a party. Well, almost everyone. At least everyone I like to hang out with.
So if you want to improve your donor relations, increase your local profile, and get some positive press, throw a party.
It's no secret that I am a fan of direct mail fundraising, both email and postal mail -- I love it. Can't get enough of it. I think letters are the only tried and true, sustainable way to grow your nonprofit. But let's face it people, nothing gets someone as excited as a party.
Fundraising events have been around since the dawn of the nonprofit for two simple reasons: they work and they're, well, fun. But why do they work? That's the important question.
Events work because they require interaction from your potential donors. The guests show up, meet real live people, see the results of your work, and get excited. Then, they get involved. And they typically stay involved.
Some nonprofits try to run far, far away from events. They're too expensive, too much work, and they don't bring in enough cash -- those are all reasons (or excuses) I've heard time and again. But none of them are true.
- An event is as expensive (or not) as you want to make it.
- It doesn't have to be a lot of work -- that's why you have volunteers.
- If an event pays for itself (or almost does), then it brings in enough cash.
Huh? you say. Did I lose you on the last point? Let me say it again: If an event pays for itself (or almost does), then it brings in enough cash. The guests at your event are a captive audience. They actually paid to go and be encouraged to give more money. That means they're very interested in you. Now all you have to do is make friends with them and keep them engaged. In the long run, the event will lead to stronger donor relations and result in increased giving.
Events are also a terrific way to promote referral acquisition. Referral acquisition could also be called viral acquisition. This is where your donors, the invitees, bring a guest to learn more about your exciting cause.
Engaging the guests in your mission is the key to your event's success. Your mission -- not their checkbooks -- is the focus of the event. The checks will follow in due time.
So throw a party and have some fun. Next week, we'll offer some ideas of creative events that will get your donors talking -- and giving.
Need help planning your event or designing your invitations? Turnbull Marketing Group is happy to help. Contact us today and see how we help you help others
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