I call this technique “annual reporting” your fundraising efforts. It’s no secret that nonprofits use annual reports to tell donors about the good that their donations are doing. But only recently have I noticed a trend toward attaching “impact” to even the smallest fundraising initiatives. The trend seems to work! Wondering how to apply this technique to your own fundraising efforts?
What Will $100 Get Me?
Your nonprofit might for example advertise that donating $1,000 will pay for one artist residency opportunity or that $250 will keep the lights on one more month for a down on their luck family. I recently read an article in Chronicle of Philanthropy that mentioned an example of this being used at an art auction benefitting a clinic that provides healthcare and wellness to the underserved. The charity attached silent bid increments to specific services that the bid amount would pay for. The tactic raised 20% more funds than the year prior. Another example urged alumni of a particular graduating class to reach a $40,000 goal which would pay for a deserving student’s year’s tuition at the school a selection process that donors would be involved in.
Put Your Money Where Your Heart Is
Tapping into the emotions of your donors can be one of the most compelling tools in nonprofit fundraising. Remember this tactic when the year-end appeal rolls around again, when its time to reprint your response envelopes or when you hold your annual gala. The next time you endeavor to raise funds think about educating your audience about impact of even the smallest contributions, my guess is that you will be richly rewarded.
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