Notes From Engage 2014

(Editor’s note: Last month, FundRaising Success hosted our second annual Engage Conference in Philadelphia. More than 100 nonprofit fundraisers joined us at WHYY for a day of engrossing case studies and conversations around the growth strategies than can take an organization from where it was to where it is … with a nod to where it’s going.

We were so lucky to have a number of folks follow up by writing blog posts on the content.

Here are two posts that appeared on the Billhighway blog. — MBG)

10 Low-Cost Donor Engagement Strategies
I attended the Engage Conference in Philadelphia, put on by the folks at FundRaising Success magazine. The conference was intimate, with about 150 attendees, and featured in-depth case studies and roundtable sessions.

I had a great time learning, listening and networking and was thrilled to have heard Angel Aloma, executive director of Food For The Poor, speak. If you haven’t heard him — you must! He’s a very passionate, inspiring speaker, and is committed to sharing knowledge and best practices within the nonprofit ecosystem. Way to go, Angel!

I have lots of takeaways from the conference but wanted to share 10 low-cost donor engagement strategies I picked up during the day. Believe me, any nonprofit can swing these, for little to no out-of-pocket cost. Without further ado:

1. Get volunteers to write thank-you notes. Invite your donors to pitch in and help handwrite thank-you notes … it’s a quick and easy way to expand your reach without spending a dime.

2. While you’re at it, get them to make phone calls too. Talk about a different perspective … imagine getting a call from a donor asking you to give to the same nonprofit she gives to. Who better than your donors to share why a prospect should give and what it means to them?

3. Give tours of your facility. Invite donors in for a guided tour. They get a firsthand look at the work you do, and it gives them a chance to meet other donors.

4. Break bread with your executive director. Everybody loves a free meal. Bring donors in to share breakfast or lunch with your leadership team. Face time with higher-ups instills confidence in your organization and dispels the stuffy executive myth.

5. Conduct surveys. Take this opportunity to ask your donors why they give so you can segment better and speak their language. Try SurveyMonkey for $199/year.

6. Enlist board members. Board members have a financial responsibility to the organization … they should be accountable for outreach, especially as part of your major-gifts program. It’s time to get them engaged!

7. Ask donors to fundraise for you — otherwise known as peer-to-peer fundraising. There are many ways to approach this, but I suggest you start small. Plan an event, and ask your donors to get sponsors. Try setting an achievable goal per donor, say $200 each.

8. Hold town hall meetings. Take this opportunity to run new ideas or programs by your donors for feedback. Taking their opinions into consideration makes them feel valued.

9. Highlight a donor story in your newsletter. Try featuring a donor story in your next newsletter or acquisition piece … what better way to attract new donors than from the vantage point of an existing one?

10. Invite them to share why they love your nonprofit. Add a form on your website asking donors to explain why they support your nonprofit. Once you’ve captured that valuable information, leverage it in a variety of marketing pieces and throughout your site. The possibilities are endless.

5 Peer-to-Peer Fundraising ‘Get Started’ Tips
One more share from the 2014 Engage Conference to start your week off right! Let’s talk peer-to-peer (P2P) fundraising, shall we? I took part in a roundtable discussion that consisted of an open share of ideas on how to get a P2P campaign off the ground. I compiled five of the best ideas that you can implement quickly without much headache (or overhead)!

1. Host an open house. This is a great way to turn your donors and prospects into fundraisers, and it checks the box on donor engagement. Ask open-house attendees to help you get the word out about your organization and to participate in your next fundraiser. Use this opportunity to sell them on why you do what you do … tell a compelling story and leave them wanting to do more when they walk out that door.

2. Leverage a computer lab. If you’re lucky enough to have an on-site computer lab, invite donors and volunteers in for a hands-on session to show them how to create their own fundraising pages and the perfect email “ask.”

Nothing on-site? Contact local libraries, schools and community centers to see if they have a lab you can use.

To pull this off you need to be set up with P2P fundraising software, preferably cloud-based. Check out partners like RallyBound that have solutions that offer live reporting, email templates, integration with existing software and the ability to track offline donations. Other players include StayClassy, Razoo, FirstGiving and Blackbaud’s Friends Asking Friends.

3. Encourage “friendly co-opetition.” I have to credit Abila’s Lisa Morris for this phrase. Engage local groups to “outraise” each other. For example, pit your local Mason’s group against the Knights of Columbus to see who can raise more for your nonprofit.

Do you have corporate partners? Get them involved, and make it a bit of a challenge for the grand prize of bragging rights. Heroes Night Out, of Austin, Texas, asks local Home Depot store employees to compete against each other to see which location can raise the most. Pit the garden department against lumber … the possibilities are endless. Honor the winners at an upcoming event or gala.

4. Host a fun run/walk/ride event. Charge an entry fee, and ask your participants to get pledges. Don’t be afraid to require fundraising minimums — for example, everyone who participants has to show up on race day with at least $100 in donations. Check out The Generosity Series, a turnkey company based in Brooklyn that handles all event management and marketing for you.

5. Enlist community service groups. Boy and Girl Scout troops need community service hours to earn merit badges. High-school students look for volunteer and fundraising experience to apply for National Honor Society status and to beef up college applications. Use these requirements to your advantage! Get in front of these groups, and ask them for help — it’s a win-win for all involved.

(Go to engage.fundraisingsuccessmag.com to see the 2014 agenda and plan to attend next year!)

Lisa Van Giesen is marketing leader of nonprofits and sales integration at Billhighway. Reach her at lvangiesen@billhighway.com