Unless you’ve been under the proverbial rock these past couple weeks, you’ve probably heard about what has been aptly named the “bus monitor incident.” You’ve also probably heard about the fundraiser that was initially started by a concerned individual in an effort to give Karen Klein (the bus monitor) “a vacation of a lifetime.” In just five days, that campaign has raised over $640,000, and that number is still growing.
Now, regardless of opinions about the situation surrounding the fundraiser, I doubt there are very many people out there that aren’t impressed by the amount of money that has been raised for this cause in such a short amount of time. I’d also be willing to bet that a lot of people (especially those of us in the non-profit world) are wondering just how it was done and how they can replicate this success in their own campaigns.
The answer to this is relatively simple: crowdfunding. The fundraiser that was set up for Karen Klein was done so through a site called indiegogo.com, which is just one of the many independent websites that supports this kind of fundraising platform. What exactly is crowdfunding, you ask? In simplest terms, crowdfunding is a fundraising model that relies on the donations of many individual contributors (who are usually making relatively small donations) to reach a not-so-small campaign goal.
A little bit from everybody adds up to a LOT
Is it right for you?
There are a lot of reasons why crowdfunding works, and there is no doubt that it is a great tool for any fundraising campaign manager to keep in their toolbox. However, it may not always be the best answer when it comes to generating funds for your cause. Generally speaking, crowdfunding typically works best when you are trying to raise funds for a very specific purpose or cause (like this example, here) rather than asking people to donate in support of your organization as a whole. In other words, people are more likely to donate to an online crowdfunding campaign that asks them to “Bring Fuzzy the Bear to Our Zoo!” over one that asks them to donate in general support of the zoo’s ongoing activities. So if you were hoping that this might be your new and improved alternative to planning your organization’s annual fundraiser, you’re probably out of luck (sorry!). But that doesn’t mean that it’s not a great way to raise funds for a specific initiative, especially if it’s one that evokes a strong emotional response from donors.
How could you not donate to this?!
So what’s the catch?
Most crowdfunding campaigns are free to set up, but the platform providers have to make their living somehow! Each site has their own pricing structure, but they are usually commission-based, taking a small percentage of the total funds raised. Additionally, there may also be fees for credit card processing, or for accepting funds from other countries, among other things. They are all slightly different in their terms of service and restrictions, so if you think you might want to get started with a campaign like this, expect to do a little research beforehand. If you’re looking for more information, here is a great article that includes the names of some of the more popular crowdfunding sites as well as some great tips on how to get started on a crowdfunding campaign of your own.
If, after you’ve done your research, you think that this a good model for your fundraising needs, then go for it! Just don’t forget – this tool, like any other, is only as effective as the person behind it. Use it wisely (and don’t get discouraged if you don’t make it to $640,000 in 5 days).
-Stephanie Garvia
Not just another face in the crowd
Make like a “Flying Wallenda”
June 14, 2012
Talk about a publicity stunt. They run in this guy’s blood.
Nik Wallenda, a 7th generation daredevil from the “Flying Wallendas” and native of Upstate New York, will walk across Niagara Falls on a tightrope this Friday, June 15. This death-defying stunt has not been attempted in 116 years, and has never been completed successfully. 150,000 people are expected to gather to see the feat performed.
Stunts like these depend on substantial and effective promotion. Stunts are defined by people performing out-of-the-ordinary acts, which have had attention built up around them – positioned, in essence – as something that the average citizen absolutely cannot miss. People feel as if they “can’t miss” stunts like Wallenda’s, exactly because they are positioned as “once in a lifetime” events; new ground will be broken.
Many nonprofits feel like it’s an impossible feat to get word of their events out in mainstream media outlets. But the truth is events in the nonprofit world tend to garner media attention for the same reasons as stunts like Wallenda’s do. It’s important for nonprofit organizations to be aware that if they can position their event to seem appealing, unique, and as if history is being made, then it is worth it for local media, or even national media, to cover it.
Have you noticed that even though the tightrope walk hasn’t happened yet, there has been live coverage of Nik Wallenda practicing his walk for over a week? They didn’t have to put in the extra effort to set Wallenda up in a casino parking lot in Niagara Falls to practice, but they did it to gain more attention from the media; to get people talking about the event. This tactic is not reserved for publicity stunts – nonprofits can do it too!
Releasing exciting details over time leading up to your event is a way to pique the interest of people, especially the media. Maybe you announce the opportunity to meet the mayor at your event, or maybe you reveal an attractive silent auction item prior to the day of your event. Before last year’s Ad Council Golf Tournament & A-Games, staff filmed a funny video that let people know something new was coming to the golf tournament, but were careful not to reveal exactly what it was until the invitation went out in the mail. The objective of this video was to essentially impact the overall attendance at the event, but to first get people to start talking about how it was going to be different this year— encouraging a dialogue to occur that may not have without the video.
Nik knows what it takes to get the world’s attention. So make like a “Flying Wallenda” and start implementing some of your own hype-building techniques to boost attendance at your event, program or whatever it may be. But to see results, you’ve have to first be willing to: be creative, invest the time…and take a few risks.
-Annie Sullivan
Ad Council Stunt-woman
Start with Content
June 8, 2012
Good news for those of you who don’t have a fat budget for your website: content is still king. Animated banners and slick functionality certainly add appeal and initial engagement to any site, but after a few seconds it is still good content that people stick around for.
What does “good content” look like? In my mind it meets a few criteria:
- relevant and useful to the reader
- easy to find and easy to use (share, save)
- changes with enough frequency to keep the customer engaged and coming back
- connects with and enforces your overall brand
One of the first things I always ask clients when working on a website is, “what are the top 3-5 things your visitors want to find when they come to your site?” Once you have that list, make sure that’s what they see when they open your homepage. The content doesn’t have to actually be on that page, but a prominent link does.
The flip side of that is, take a hard look at what your organization thinks your visitors should see, and make sure it’s meaningful to them. Perfect example: do you think your mission statement is the first thing visitors want to see?
Now, how do you manage all this content so that it stays fresh… and what about Facebook, Twitter and any other social media you’ve been told you need? That’s more than this quick post can get into, but a great place to start is to create an editorial calendar. Create a chart with the various venues to which you publish content (homepage, news & events page, Facebook, Twitter, etc.) down one side, and the weeks across the other. Then decide how frequently you need to refresh them. Homepage once a month, Facebook 3 times per week (I’m making this up). Take the activities or news from your organization, and start filling in the blanks. You can make a little go a long way (don’t forget to use photos).
The main thing is to have a plan, and to make it part of someone’s job. Even if you’re short staffed, this should take no more than an hour or so a week. Just start small, and stick with it.
Andrea Zuegel
-Content Strategy Methodologist
Andrea Zuegel is a freelance content strategist and Ad Council volunteer. More about Andrea at http://a2zinteractive.com
Mention “merger” to a friend or neighbor, and chances are that visions of a Gordon Gekko-like corporate raider come to mind. We’ve all seen our fair share of companies being swallowed by another, typically with mixed outcomes.
But what about non-profit mergers? A 2009 poll by the Bridgespan Group indicated that one in five non-profits were considering this possibility as a way to increase efficiencies and maintain services. Closer to home, we saw the combination of Mercy Residential Services and Mercy Outreach Center last year, forming Mercy Community Services.
Although I had been on the inside of multiple corporate M&A programs over the years, my work with the Ad Council and the Mercy team represented my first foray on the non-profit side of the equation. Once we dug in, it was soon apparent that much of what applied in the for-profit world directly correlated to non-profit merger communications.
So how do you best communicate a merger? Keep my four “Cs” in mind, and you’ll be off to a good start:
- Clarify Your Objectives. Understand your objectives in sharing news about the formation of a combined organization. Too often, teams are simply told to spread word without comprehending the underlying rationale and implications. Do you need to shore up funding from existing donors? Rebuild reputation? Keep staff from running for the exits?
- Cull Your Audience. Sure, you want to tell the entire world about the merger, but unless you have limitless resources, that’s a pipe dream. Prioritize your audiences, and then zero in on the most important groups. Successfully reach them, and only then turn your attention to the “B” list.
- Crystalize Your Messages. On average, a person can internalize no more than three of four messages, so resist the urge to tell your entire story in a single breath. Recognize what’s most important at this moment in time, based on your objectives and audiences, and tailor your messages for an exact fit.
- Create a Strategy. How will you share your tale of wedded bliss? Put pen to paper, or electrons to screen, and plot out a simple path. Will it change as the program unfolds? Sure, but without a roadmap, you’ll never come close to your intended destination.
Go forth, merge and serve your community well. Make magic out of your communications efforts, and take one more bite out of that Gekko stereotype!
-Mike McDougall
Merger Magician
Mike McDougall, APR, is an Ad Council board member and managing partner of McDougall Travers Collins, a public relations, digital marketing and advertising firm with offices in Rochester and Buffalo.
Contact Mike at mmcdougall@mcdougalltc.com, 585-955-8211 or follow him on Twitter.
Over Coffee 