Given the popularity of social media and philanthropic initiatives such as Chase Community Giving,Pepsi Refresh Project,and Crowdrise,and the lack of public support for phone and mail solicitations, it's fair to say some of the old tried and true ways of fundraising are no longer sustainable. Giving needs to be fun, convenient, easy, and less intrusive to engage the next generation of annual donors. Here are five (and a few bonus ideas) ways to revive your annual fund: 1. Make it easy to give online or through mobile apps and texting. And make recognition instant. Put your giving buttons on every page of your website and make the giving form as simple as possible: name, address, email, cell phone, what area are you supporting, and how much are you giving. As soon as they "click" to make the gift, an email...or better yet, a text message...should arrive on their computer or phone thanking them for making the gift. Why should it take 24-48 hours to process a gift? Retailers don't take 24-48 hours to process my payments. 1a. Do you have a mobile app? If not, is your website mobile friendly? 2. Create a way for them to share with their Facebook and Twitter friends about the gift they just made. "I just made a gift to the College of Education and ask you join me in supporting their important work. Your gift of any amount can make a difference. And they make it fun and easy to give." 3. Provide donate buttons they can add to their webpages so their followers can make gifts to your cause. 4. Their names should immediately show up on your webpage list of annual fund donors under the giving range for their gift. Did this gift make them eligible to move from "Gold" level to "Platinum" level? Make sure their name shows up as a Platinum donor and that they receive another email or text message congratulating them on becoming your newest Platinum level donor. Provide a Facebook and Twitter button that enables them to share the fact they are now a Platinum donor with all their Facebook and Twitter friends and family. 5. Make it fun and competitive. Every gift they make makes them eligible for points or stamps. In the previous example, the new Platinum donor gets a Platinum donor stamp to add to her other stamps. These are added to her mobile app for your cause, or to her "My" page for your cause, or made available for her to add to her blog. The points go into her account and the donors with the most points get included in prize give-aways at the end of the year. They get their photos on your website with their bios and quotes about why they give to your cause...and how much they enjoy the experience. 5a. Points are earned not only for giving but also for volunteering (e.g., serving on the board or helping with an event), attending events, having others give through their giving buttons, posting videos and photos to your website or Facebook page, Tweeting about your cause (are you not monitoring Twitter for mentions of your cause?), etc. This is cost effective for us and less intrusive and more fun for donors. Get creative. Use technology. Borrow great ideas from successful efforts like the ones mentioned at the beginning of this post. Make it easy and make it fun. People are busy. It's not that they don't care. They just have a lot going on. If it's too labor intensive or takes too many steps, they won't take the time. And when they give, recognize them, brag on them, and thank them...at least 7 times (thanks, Jerry Panas): the instant thank you email or text, another email in two weeks, another email in 6 months, an email from someone who benefited from their gift, thank you on the recognition page of your website, a holiday card. What else can we do to make giving easy and fun? Happy Fundraising!
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