How nonprofits can prepare for another year of uncertainty
COURTESY / AMERICAN LUNG ASSOCIATION
Kim Chamard serves as senior manager of development for Trek Across Maine and American Lung Association in Maine.
Last year brought many challenges and the nonprofit sector was not immune, nor will it be immune from the continued effects in 2021. The COVID-19 pandemic has drastically altered the ways in which we work and help others.
In its 37th year, the Trek Across Maine is the largest fundraiser in the country for the American Lung Association, the country’s leading organization that works to save lives by improving lung health and preventing lung disease through education, advocacy, and research. Due to the pandemic, we’ve been forced to adapt and modernize our fundraising efforts to better serve our donors and the millions of Americans who rely on their donations.
Today, online fundraising is more important than ever, with virtual efforts replacing in-person ones for public-health reasons. However, even after the pandemic has run its course, online fundraising will continue to be an important tool in the toolbox for nonprofits in need.
Here are five tips to successfully fundraise online (and much more).
Plan, plan, plan your events
Don’t just go virtual because you have to go virtual. Embrace the online world with an overarching strategy and a concrete plan. For example, the Trek Across Maine prepared for online fundraising years before the coronavirus, making it easier than usual to go virtual.
If you have an upcoming fundraising event that is online, don’t just announce that you’re going virtual. Instead, allow people to participate in different ways with plenty of lead time (weeks in advance). Distribute a press release to alert news outlets. Create an FAQ page on your website to anticipate questions and even negative feedback. “Too much” information is much better than too little, and potential donors will appreciate getting their questions answered before the event.
Even beyond fundraising, today’s events need to be mapped out weeks — if not months — before execution.
Choose the right spokesperson
When an event goes virtual, you will need to communicate more frequently with your target audience. Therefore, you will need an expert to guide potential donors through the process. This means identifying and training the right spokesperson who can serve as a credible thought leader for the organization. That spokesperson must be knowledgeable, but also friendly and outgoing, so people are excited to connect.
If the spokesperson is well-known in the local community, connecting with people becomes even easier. Potential donors are more likely to pull the trigger if they know and like those on the receiving end. But don’t just appeal to donors: Choosing the right spokesperson will make your organization more attractive to the general public as well.
Engage your brand ambassadors
For any event, there will be people who are excited no matter what. Those people are loyal to the organization and eager to spread the word. They are called “brand ambassadors.”
It is important to find brand ambassadors, build relationships with them, and share their stories with others. This fosters a sense of community, which others may hope to join. Sharing those stories can take place on social media platforms, but they may also be interesting enough to distribute to local or national media. The more those stories are promoted, the more publicity your events will generate in your state, region, or the entire country.
Don’t forget sponsors or volunteers
Brand ambassadors are just the tip of the iceberg. Although many events are now virtual, the value of sponsorship cannot be lost in the transition. Your sponsors need to be given exposure. For instance, you may want to send out additional email blasts or post extra mentions on social media. Another idea is to introduce branded contests or giveaways, recognizing your sponsors and making them feel even more proud to support your organization.
At the same time, it is imperative to provide your loyal volunteers with different ways to participate in your events. Each year, it takes more than 700 volunteers to make the Trek Across Maine possible. Volunteers make the Trek a one-of-a-kind experience and we wouldn’t be where we are without them. There are plenty of ways to engage volunteers for virtually. For example, we have adjusted our volunteer program to include a COVID-related fundraising component. For 2020, we created a Virtual Volunteer Award for the hundreds of volunteers who typically volunteer for the in-person event. The award is given to the volunteer who raises the most funds for the event.
Leverage technology to encourage broad participation
Last but not least, technology is your friend during these turbulent times. Use your website to publish new information and promote your events. For us, the Trek Across Maine website was a key component of going virtual quickly. Without it, we could never educate people about the reduced registration and fundraising requirements due to COVID-19, nor could we post announcements for online visitors.
Similarly, take advantage of social media. For years now, we have utilized Facebook fundraising effectively, and it has become the most popular way that people raised money for this past year’s trek. Facebook is not the only option, but it is one of the most impactful.
When it comes to technology, leave no stone unturned. And start early. The sooner you begin, the more successful your initiatives will turn out. While we hope we will be able to have an in-person Trek in 2021, if we need to go all-virtual again, we will be ready to roll.
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