Do Good ~ Fundraising Works!

Superheroes Kids Friends Playing Togetherness Fun Concept

“Helping people in need is a good and essential part of my life, a kind of destiny.” – Princess Diana

I believe most people want to ‘do good.’  Indeed, the late, Princess Diana was a role model for all of us to look up to with the countless charities she significantly impacted.  Do Good ~ Fundraising Works! Princess Diana changed the Royal Family and the public’s perception of the British Monarchy.   When asked the question, do you see yourself as queen one day?   Princess Diana’s reply was what helped define her legacy.  “I’d like to be a queen in people’s hearts.”  And that she was!

What is one way for everyday people, volunteers, and nonprofit organizations to make a difference, try fundraising?  However, fundraising needs to link into the overall impact.   Shanna Birky, Product Manager for Classy, states, “Most nonprofits believe fundraising drives impact, but do not realize that impact also drives fundraising.”  Donors want to see real-time results, what is the impact their donation dollars are having on the cause.  Are they making a difference!  

Output & Outcome:

As explained by Ian C. MacMillan and James D. Thompson, authors of Elements of a Logic Model, look at the differences between Output and Outcome.

Inputs – What an organization needs to do its work (facilities, staff, volunteers, grants, etc.)

Activities – The work that is done in the main programs of an organization.  

Outputs – Units of production (number of hours of service delivered, number of clients served, etc.)

Outcomes – What happens to clients or customers (change in people of communities – short, medium and long term).

Impact– Ultimate result of achieving the mission. 

Fundraising organizations need to evaluate when to put the focus on one or the other to drive the best message resulting in the best impact.

An example of a logic model:

  • Your input from a recent fundraising event raised $50,000; this is your ‘do good’ budget.
  • Your nonprofit organization’s primary activity (objective) is to build animal shelters.  
  • Your output of the input and activity is to add a  ‘doggy hotel’ to an existing animal shelter. 
  • The outcome of your output is that more dogs can have housing at the animal shelter.
  • Your impact of these outcomes is more dog lives got saved.

Specific Examples: 

Donors want to know what they are getting for their buck, so be specific.  An example, a local animal shelter is hosting a fundraising event, explain to your donors that a $50.00 donation will buy two 40lb bags of dog food.   Alternatively, a fundraiser for a homeless shelter, a $200 donation will provide meals for 200 homeless people.  

Emotion & Story Telling:

One way to ensure your campaign remains rooted in emotion is to build a narrative that the user experiences as they move through the donation process.   When you tell a story, it’s more likely that visitors will invest emotionally in your campaign (fundraiser) and want to learn more.

In an earlier Influence The Cause Blog we mentioned that donations are driven by emotion.   “We have to remember that donating has been rooted in emotion,” says Shanna, “and replacing the story with facts is not the answer to increasing impact transparency.”  While statistics have their value and are very much needed for nonprofits to give transparency, donators what a story to be told.  

Engagement: 

As Influence The Cause explained in the recent blog,  Are Nonprofits in the Dark Age, your donors have a face; they are real people.   Get to know them!   The more information you gather from your donors, the more donation dollars will be generated.  An example, a dog lover would be more likely to donate for the addition of the ‘doggy hotel’ than that of a cat lover.  This engagement strategy will help your donors feel like they’re part of the solution.  

In Summary, when you connect fundraising dollars to impact, you make it easier for potential donors to relate to your work and understand how they can make a difference.  This clarity incites action and helps you raise more money for your cause.  
Do Good ~ Fundraising Works!


Influencers Are Powerful (right?)

Featured

What is an Influencer?

An influencer is an individual who has the power to affect the purchase decisions of others because of his/her authority, knowledge, position or relationship with their audience. Influencers are Powerful.
An individual who has a following in a particular niche, which they actively engage with, the size of the following depends on the size of the niche.

Have you ever heard of Joanna Goddard and her blog site A Cup of Jo?

https://cupofjo.com  Chances would be yes if you are an avid lifestyle blog reader, she might even be one of your favorites.  She sure is one of mine!

In 2007, Joanne created a lifestyle blog that she calls A Cup of Jo.  She focuses on Style, Design, Food, Travel, Relationships, and Motherhood, especially that of Motherhood is one of her most significant topics.  After two years A Cup of Jo had grown at an exponential rate that it became Joanne’s full-time job.   In 2017, Forbes named A Cup of Jo as one of the Top 10 Lifestyle Websites for Women.  Joanna Goddard is now defined, in this Social Media obsessed world, as an Influencer.  

Joanna had some high-profile positions at such notable companies as Cosmopolitan, Bene, Glamour and Martha Stewart Living. It was suggested to Joanna by her brother one day to have her own blog.  Joanna had been incredibly successful blogging for other companies, why not start her own.  

Now, let’s think of how significantly a nonprofit organization could benefit by utilizing the impressionable powers of an influencer to help boost their cause.   This could be very impactful, but a few guidelines, tips, should be taken into consideration.  

Find influencers who believe in your cause.  

“Influence is not a measure of follower size, but rather of authenticity,” said Influential CEO Ryan Detert.  “These influencers are the leaders of their space because they are demographically, contextually, and psychographically relevant to their audiences.”

For example, your nonprofit organization primary focus is on solving childhood hunger in the United States, would you implement an influencer that had no emotional connection with hunger or the well-being of children?   It is critical to find those influencers who have some relationship to what you are doing.   A nonprofit organization whose mission is solving childhood hunger would greatly benefit from an influencer like Joanne Goddard because of her connection to food, children, and motherhood.  

Make sure you find an influencer that is genuine and transparent.  

For example, your nonprofit organization primary focus is on solving childhood hunger in the United States, would you implement an influencer that had no emotional connection with hunger or the well-being of children?   It is critical to find those influencers who have some relationship to what you are doing.   A nonprofit organization whose mission is solving childhood hunger would greatly

Another tip to take into consideration when picking the ‘right’ influencer is that they are genuine and want to engage truly with your cause.  This will not go unrecognized by your donors, and they will appreciate this transparency.   A sincere testimonial from an influencer provides authenticity to the relationship and, more importantly, credibility to the nonprofits organization’s brand. 

Influencers will share on ALL their social media platforms, happy retweeting!

We have all heard of the commonly used phrase, “sharing is caring.”  Definitely, this can apply to nonprofit organizations implementation of a relationship with an influencer.   The influencer of your choice needs to be also sharing your nonprofit cause across their social platforms.  “This puts a stamp of credibility; they like what you are doing and are endorsing your knowledge, expertise or service,” Pamela Hawley, UniversalGiving. 

Joanne Goddard is clearly passionate about children and her motherhood responsibilities, making blogging a career from it.    Nonprofits align with influencers who share your same vision, sky’s the limit for your cause.   ‘Do Good’.!!!