All in the Family
Ensuring the healthy development and safety of their children: Most organizations can apply this principle to their own missions by explaining how much better the world will be for future generations if the organization accomplishes its mission of __________ (feeding the hungry, saving the environment, curing disease, etc.).
Looking for value: Museums, zoos and science centers have long known that family memberships, sold at a discounted rate, are a draw for young families. This tactic also can be used successfully by organizations without a “gate” or entrance fee. If your standard annual membership is $15 for an individual, consider promoting a $20 family membership. It won’t require any additional benefits, and it might draw in more families at a higher-than-average gift.
Conveying ideals and values: At the same time, you can stress the role that the contribution plays in building the moral character of children, impressing upon them the principles of charity and responsibility. Millions of boomer parents are looking for ways to convey their own values and empower their children to continue their legacy of change. Family initiatives within organizations can meet this need.
Protecting their children: Smart fundraisers address their messages to the adults in the household, making them the gatekeepers and acknowledging their protection of their children’s privacy. While this usually is governed by common sense, it’s always a good idea to check your strategies against the Direct Marketing Association guidelines and the Children’s Online Privacy and Protection Act.
Not just about money
Family philanthropy initiatives can provide organizations with a growing source of revenue and can be bolstered, like all donor relationships, with additional involvement with the organization. The Web is an ideal channel for creating virtual communities online, connecting supporting families with more mission-related information to deepen their commitment, or enrolling them in advocacy efforts. Magazines, product catalogs or other publications for families or children provide another outlet for bonding them to the charity and maintaining a year-round presence in their home.