Wednesday, August 13, 2008

4 What = How

No, this is not a new math problem.  It's just the formula for successfully marketing your non profit's latest campaign or development program.   By answering some important "what" questions you will learn "how" to be a fundraising winner.  

For example, you are getting ready to launch your new school fundraising program.  In order to report success to your board of directions you need to map out the answers to the following questions:
  1. What is your objective? (you want to create a successful school program in your chapter area with the ability to raise funds and create awareness in the community)
  2. What is your goal? (to raise XXX funds through a school program having to spend XXX to do so)
  3. What is your strategy? (set criteria - research and define what regions, cities, communities, districts - "who" you are targeting.  Sometimes you can't reach everyone so you need to focus on your primary target for the best rate of return.  Determine how you are going to reach them (direct mail, email, face-to-face visits).  Focus on the needs of your primary target (can you teach students the importance of philanthropy, can you incorporate some fundraising techniques into the school curriculum, can you share stories of your mission to get the students to understand, can you make the project fun) 
  4. What are your measuring tools? (how many schools do you want involved, how many direct mail letters or emails are you going to send, how many schools can you visit to make the face-to-face connection, how many media stories do you want to run in the community)
How are you going to win? 
Connect the students to your mission, make them feel they are making a difference, reach the parents to create an entirely new target of potential supporters, make personal visits to the school, stay focused on the criteria, create community awareness in the local media, personally follow-up, show supporters where there money went, thank them for their support.  Then you will retain these supporters for years to come. You, your supporters and your mission will all be winners!

Your nonprofit doesn't have a school fundraising and marketing program.  columbus imPRessions has experience in school program fundraising.   We can help. Email us at impressions.marcomm@gmail.com or call 614.725.2561.

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