5 Ways to Engage Your Community in Times of Crisis

Laura Bucher

This blog post was brought to you by our friends and partners at DonorPerfect. For the full article and more information click here.

Small businesses have been hit hard by COVID-19’s impact on the economy. Fortunately, there are nonprofit organizations like Federal Hill Main Street, whose mission is to create vibrant and thriving communities. Pre-COVID, they’d fundraise through community events like dining events and jazz concerts to keep residents and visitors engaged and revenue flowing. Now, they’ve had to shift their focus and their fundraising strategy to help keep their cherished local businesses afloat and residents fed.

In Baltimore’s Federal Hill district, Cathy Rosenbaum has been their lifeline, and everyone seems to know her by name. She genuinely loves her city and wants to see the community work together to keep the district flourishing. That’s why she’s taken on the role of Executive Director at Federal Hill Main Street.

Despite being a two-person operation, Federal Hill Main Street managed to align their community of donors around common goals as they pushed through the pandemic.

In times of need, joining forces with your community members can see you through and make you even stronger. Follow Cathy’s lead with these steps to gain their support and expand the reach of your fundraising.

Connect with Your Community Using These 5 Tips

#1. Introduce Yourself

Cathy follows local businesses and organizations in Federal Hill on social media and looks out for newcomers in an effort to establish relationships among them so that they can support and promote one another. She explains, “My experience is that when you introduce yourself to someone, they’re more than eager to find out how our nonprofit supports the local businesses and community and how they can get involved and keep abreast of what is happening in our neighborhood. We do a lot of communication by email, and we also promote businesses through social media, as well.”

More recently, Cathy wanted to establish a monthly giving program to which the community could contribute so that Federal Hill Main Street could better predict its cash flow. When COVID-19 hit, Cathy put this goal on pause and instead did what she could to support them, including providing up-to-date information about grant and loan opportunities and other important information for local businesses. She hopes to establish a donor base of residents and has purchased a marketing list of those living in her zip code to get started. But first, she’ll do what she does best: introduce herself. She shares, “I’m not going to [solicit donations] right now, but I do want to develop a connection with [residents] first by sending emails that explain what we’re doing and get them engaged.”

#2. Give Your Constituents a Voice

A true leader, Cathy takes time to listen to the concerns of the community she serves. She attends local community organization meetings, like her neighborhood and business associations to provide updates about what Federal Hill Main Street has planned and invites feedback from attendees about what they’d like to see accomplished.

Additionally, Cathy has been hosting regular video conference calls with business owners and neighborhood organizations to discuss what they need in order to be successful, especially now as businesses begin to reopen.

Cathy shares, “It’s very empowering when people start to feel like you listen, and you take action based on what you’ve heard. Not everyone’s going to get everything they want, but giving them a platform to provide input and express concerns is only going to help all of you because you’re going to make a better decision, you’re going to feel engaged, and you’re going to get more buy-in if you can do it that way.”

Before Cathy’s involvement, there was very minimal communication between businesses, and building those relationships has made a difference. Now the business owners along with residents are planning volunteer events together. Cathy says, “It’s all about the relationships. That’s fundraising 101, I know, but it’s true.”

#3. Collaborate with Other Organizations

When Cathy noticed a local church’s Facebook post about a food drive they were hosting, she saw it as the perfect opportunity to work together. Cathy immediately reached out to introduce herself and to connect the church with local restaurants to feed their community.

Their food drive “Common Table” set out to feed seniors and those on the frontlines of the pandemic by also supporting local businesses. With donations raised, Cathy was able to bulk order and deliver 300 meals per week from local restaurants. In the process, Cathy provided a platform for the restaurants to promote themselves and receive more revenue. On Federal Hill Main Street’s social media pages and website, Cathy listed the names of each participating restaurant and encouraged donors to tip them generously and safely through a virtual tip jar.

#4. Lean on Those Who Will Support You

Baltimore’s Federal Hill businesses trust that they’re in good hands with Cathy, but even Cathy could use a hand at times.

When Cathy landed the opportunity to partner with the church for the Common Table food drive, she was still in the onboarding process with DonorPerfect and it was a Friday. With Easter Sunday the same weekend, Cathy felt pressure to expedite DonorPerfect’s implementation so that she could begin fundraising as soon as the food drive would be announced at the church’s Easter Sunday service.

Having used DonorPerfect at three nonprofits before Federal Hill (twice convincing her team to switch from another platform to DonorPerfect), Cathy knew that she could rely on the DonorPerfect Team to get Federal Hill Main Street set up in time.

Cathy explains, “I called them in a panic saying, ‘Help, we’re just getting ready to start this [campaign]. We haven’t anything ready yet!’ And they bent over backwards. We were talking after hours and through the weekend. They went above and beyond, times ten. They didn’t have to do any of that. I was just so happy because I was really eager to get [the online form and payment processing] going, and they just helped me push it through.”

#5. Stay Connected

Once you’ve established a relationship with new donors, it’s crucial that you keep them engaged with all the good you’re up to. For fill-in-the-blank templates to help you creatively announce your upcoming fundraising opportunities and a timeline advising how frequently you should email them, check out The New Donor Welcome Series Email Template Kit.

The DonorPerfect Team thanks Cathy for trusting us to support her fundraising efforts and for going the extra mile to uplift her community through the COVID-19 crisis. We wish her and Federal Hill Main Street the best of luck as they revitalize this historic Baltimore community.

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Make Your Nonprofit Website Shine

Isabel Reed

With mission-driven work, it can be difficult to stay on top of technology. You want to get to work, boots on the ground, to carry out your organization’s mission!

Occasionally, however, the importance of an organized, well-presented website is overlooked. Your website is the virtual front door of your organization, and you want it to welcome your audience in, whether your audience is the community you serve, volunteers, or donors.

The idea of a website re-design can be daunting, so let’s break it down into smaller, digestible pieces. We identified elements of a website (content, function, design) that make a website particularly welcoming to three major audience types.

The Community You Serve

Make sure your website is most welcoming to the community you serve, or your “target” audience. That is, I’m sure, why you have a website to begin with!

A welcoming website for the community starts before they’ve even reached your homepage. The best websites are the ones that are found easily on the (very crowded) world wide web. To ensure that your website is easy to find, keep a couple things in mind:

  1. Your URL should be the same (or closely related) to the name of your organization.
  2. SEO (Search Engine Optimization): This is a huge topic in its own right, but here are some quick tricks to easily improving your websites searchability and SEO.
  3. Leverage social media to expand your online presence and reach. Remember to use usernames that match your organization name as closely as possible. If an option to link is available, link back to your organization’s website. While social media is amazing for audience growth and engagement, your website should be your organization’s ultimate source of truth/info. Heads up: this is much more effective if you have the time to dedicate to nurturing your social media channels.

Now let’s focus on the website itself. What do community members need to find on the website?

  • Mission & vision: Your organization likely already has this written down and established! Now make sure it is clear on your website.
  • Services offered: This could very easily be its own page on your website, although there should certainly be mention of it on your home page. Depending on the nature of your organization, you could swap out the word “services” for “events”, “programming”, or “our work”. Make sure to include whether these services are free or paid.
  • Hours of operation: This lets folks know when it’s alright to give you a call or drop by. This information is often listed in the footer content along the bottom of all of your pages, along with…
  • Contact information: Give the community a number to call or an email to reach out to in case they have questions about your organization.

Volunteers

Volunteers are the lifeblood of organizations worldwide. Without volunteers’ work, passion, and dedication to your mission, many organizations would not be as successful as they are today. Your website should serve as a marketing/recruiting tool for new volunteers and a practical resource for existing volunteers. Here are some tips to get you started:

  • Dedicate at least one whole page to volunteer information! As you share important information with potential volunteers and returning volunteers, maintain an authentic tone of appreciation and passion for the work. Feel free to break the information up into multiple sections or pages.
  • Overview of volunteer opportunities: What kind of volunteer work is available? Who is eligible for the work? What is the commitment required?
  • Volunteer testimonials: Nothing says, “This is an awesome volunteer opportunity!” like an actual volunteer quite literally recommending the work to others.
  • Application (or signup page): Point interested volunteers in the right direction. What is their first step? Often, volunteers are required to complete a volunteer application. (Forgive me, but it’d be silly not to mention it here — in case you’re looking for a way to accept volunteer applications and move new volunteers through an on-boarding process, VolunteerLocal has you completely covered!)

Donors

Donors may only visit your website a handful of times throughout the year. However, don’t let that fool you; wowing them is crucial! Donors (consciously or subconsciously) want to donate to organizations they believe in — organizations that they are convinced will stand the test of time and continue delivering on a mission that is dear to them for years to come. If your website conveys that message, you may see more donors, more frequent donations, and larger donations. Some tips to wow donors:

  • Use a professional website builder to ensure your website looks like it was made (or updated) recently. If your website was patched together with very basic HTML and size 12 Times New Roman font everywhere, it might come across as dated. The great news is that there are many easy, drag-and-drop website builders out there for you to design a spectacular, modern website without breaking the bank.
  • Dedicate a page specifically to/for donors. On this page, share the impact of your organization, made possible by donations and by a dedicated team. Include real-life, if applicable/possible. Be specific — tell them exactly how donations are used and what the impacts are — so that they want to donate year after year.
  • Include a “Donate” button or link that allows them to donate on-the-spot. Or, give them instructions on submitting a donation. (Pro tip: if you can, offer the option of recurring donations!)

In conclusion, identify your website’s audiences, then design an experience around their needs and expectations. Keep the design modern, clean, and uncluttered. Read over the copy/text you’ve generated to ensure it’s on-brand with the “voice” of your organization. Short, sweet, and concise usually does the trick, but you’re certainly encouraged to add your own flair to it! Have some well-informed fun building the virtual front door of your organization, and your audiences will surely appreciate it.

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Get Creative with Virtual Events

Isabel Reed

Quarantine mandates have been announced, lifted, then announced again, but one thing remains consistent – the boom of the webinar.

Webinars are hugely valuable, and with so many free options available to us, we’re nearly spoiled at this point! Still, I can’t be the only one who receives about 5 emails per week about a brand new webinar. The word “webinar” is getting tired, and people are zoning out, understandably.

I love webinars… but can we (please) call them anything else? As a creative, I’m ready for change! So I did a bit of research to help anyone else who might also be experiencing webinar-fatigue (but still wants to engage).

Presenting, a proposition: to deliver the same value of a webinar – repackaged, rebranded, and with the intent of piquing curiosity. Here are some examples to illustrate what I mean:

“Tune in for [organization name]’s upcoming…”

  • …Show & Tell – highlight the amazing work, news, and/or achievements of our [students/members/team/organization].
  • …Welcome to the Stage Event – meet the organization’s new [mentors/coaches/leaders]
  • … Weekly Tutorial – share informative tips and tricks on a relevant topic of your choice. Of all the examples listed, this one is most closely synonymous with the word “webinar”.

Furthermore, there are plenty of other types of virtual events to experiment with. For example:

Livestreams

Invite the community to tune in as you do whatever you do best at work! You might welcome watchers as your move through your morning routines at work. Or, you might simply carry out some of your organization’s normally offered services virtually. This is the new “normal”, at least for the foreseeable future.

  • Sunday Storytime – Sunday morning read-aloud for all ages.
  • Rise & Shine – A morning routine! This works beautifully for organizations like animal shelters, rescues, farms, and/or zoos. People love to see the animals waking up as morning chores are completed.
  • Living Room Sessions – Share live performances with your audiences. Whether these are musical performances, comedy acts, or literature readings – these creative gatherings in intimate home settings have been a highlight of my quarantine, personally.

Happy Hours

It’s 5 o’clock somewhere! Gather your team (or, if it’s appropriate, your patrons) and enjoy a virtual, socially distanced drink. This is a spirited – no pun intended – way to keep traditions of beautiful summer days alive and well, while also nurturing team/community bonds.

Virtual events like this often work best with smaller teams and communities, since connections are usually already present. Even so, you might give it a try with a larger team or community! Perhaps a (responsible) sip of liquid courage will help form brand new connections among folks who had not yet had a chance to meet.

Inclusivity note: let everyone know that they may drink whatever they like, including non-alcoholic drinks!

Think Tanks

Community ties are deep and valuable, especially in the nonprofit sector. Often times, community members and organization patrons are more interested in your organization’s mission than anything else. That’s why they volunteer, donate, and support your programs. Additionally, people like to be heard and for their constructive feedback to be thoughtfully evaluated.

Mix it all together for the best of both worlds – your organization receives fresh perspectives on organizational challenges, victories, and roadmaps; and your community feels valued enough to be consulted and included in big decisions.

Identify a challenge that your organization is facing in times of COVID-19, and invite the community to the table. Many minds make innovative solutions, and many hands make light work!

Fundraisers

Yes, a virtual fundraiser! Not only is it possible, but it is becoming increasingly popular in the nonprofit sector. Embrace the areas where technology is allowing us to expand, regardless of the unfortunate external pressures posed by COVID-19.

Depending on your organization’s budget, there are various options available to you, logistically.

How to accept funds:

  • Share your organization’s Venmo or PayPal to accept donations/tips during the event
  • Sell “premium” tickets for extra perks.
  • Explore virtual fundraising platforms such as Classy, QGiv,
  • Seek corporate sponsorships (funding a free event for the public)
  • Seek individual/family sponsorships (in exchange for symbolic gift or recognition)

Types of fundraisers (just scratching the surface!):

  • Livestreamed performances, presentations, or speeches
  • Virtual auction
  • Virtual run/walk marathon

Finally, let’s think about what happens after these events are over. Would you like your audience to have access to a recording of your event, or any of the resources shared? If so, consider adding a “Virtual Library” to your organization’s website. There, you can store all of the recordings and resources shared during your live event(s), so your audience may access it any time.

What do you think? What have been the event you have enjoyed the most, and what made them so memorable? Keep us posted with your creative insights on virtual events. Alright, I’ll mute myself now 😉

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From One Volunteer to Another: You Get Back More – Everyone Does

John Kizilarmut

Cliches usually have no business taking up space on a blog post- no one has time for that. But in this particular circumstance, the cliché is apropos: It’s better to give than to receive. Our universal resistance to asking each other for help proves that this is the case! While it’s inarguably true that being asked to help a friend or family member is somewhat better- I think we can all admit that it can be a mixed bag. “PIVOT!!!”

Volunteering is a different story. When you show up at just the right moment to help someone, outside of the bounds of a social contract, the experience is much deeper. It stops being transactional in nature and becomes an act of humanity – one that often produces results that surprise and exceed the expectations of both giver and receiver.

Right now, in this extraordinarily difficult period, those investments are paying off at an all time high.

Usually at this point in a blog post, the writer pines on superfluously about a personal experience in which he, after several autobiographical paragraphs, has come rather expectedly to be inspired to write said blog post in the first place… like a flower that planted itself and grew to generate the seeds from which it sprouted. Let me save you the time, reader: I have come to love volunteerism, and I know that you will too.

When you invest money in someone who has less, you come awake to the realization that your money is worth more than you thought it was. The same is true of your time – and your voice. If you’re lucky enough to have the kind of volunteering experience where you come home tired and covered in dirt, you will likely find that you are somehow also full of renewed strength and energy.

Volunteering is a powerful, non-transactional gift that we each have a unique ability to offer. A gift with the power to leave you feeling like you have come to own more of yourself than you did before you gave some of it away. On behalf of VolunteerLocal, I hope you will consider volunteering in your own community during this difficult time.

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5 Free Webinar Series Nonprofit Teams Won’t Want to Miss

Isabel Reed

It is fair to say that, back in January, no one expected the world would come to such a grinding halt in a matter of months. Yet, here we all are, doing our best to stay safe amidst COVID-19 and make the most of our circumstances. While many city blocks are quieter than usual, our virtual lives seem to be bubbling. Teams are embracing the tools that keep us connected from a distance, and as I’m sure you’ve heard time and time again, there’s a brand new webinar just about everywhere you look.

To make “looking” for webinars a bit more organized, we’ve compiled a list of 5 organizations that are hosting a whole series of webinars over the next few months – specifically for the nonprofit sector.

Without further ado, I present 5 free webinar series that your nonprofit teams can benefit from this summer. (Or winter, depending on your hemisphere!) Browse through these sources and load up your calendars.

Nonprofit Hub

Check out their webinar series here.

About Nonprofit Hub: The name says it all! This online community serves as a hub for all things nonprofits need to establish and grow their nonprofits. Resources vary from guides, blogs, e-courses, and (drum roll) webinars.

Upcoming webinars we’re excited about:

Navigating Your Nonprofit’s Challenges through Emotional Intelligence. Led by Stephanie Cory on Jul 15, 2:00 PM CDT

Virtual Donor Engagement During the Pandemic and Beyond. Led by Caliopy Glaros on August 19, 2:00 PM CDT

Nonprofit Learning Lab

Check out their webinar series here.

About Nonprofit Learning Lab: In case you were hungry for more resources, Nonprofit Learning Lab has your back! Although many of these resources are member-only, others are completely free, from guidebooks to activity sheets, and a plethora of nonprofit resources for diversity, equity, and inclusion.

Upcoming webinars we’re excited about:

Equity vs. Equality. Led by Richard Leong on July 20, 1:00 PM CDT.

How Far Are You Willing to Go? Moving from Diversity & Inclusion to Anti-Oppression. Led by Richard Leong on August 17, 12:00 PM CDT.

TechSoup

Check out their webinar series here.

About TechSoup: This company introduces nonprofits to the technologies they can utilize to thrive in any climate (even a pandemic). TechSoup aims to empower impact. For members, a number of technology discounts are available. Furthermore, many of their free, public resources (including webinars and trainings) are pre-recorded, and therefore, available whenever you are!

Webinars we’re tuning into:

Crowdfunding in Our Climate: A Digital Fundraising Plan of Action. Led by Moshe Hecht.

Getting Started with Google Ad Grants for Nonprofits. Led by Rachel Clemens.

Network for Good

Check out their webinar series here.

About Network for Good: A hybrid nonprofit and B Corporation, Network for Good “powers more digital giving than any other platform”. For nonprofits, donors, and companies interested in giving, this platform points you in the right direction. Much like TechSoup, their webinars are available anytime after they have been recorded. Dig into their archives and stay tuned for new webinar releases!

Webinars we’re tuning into:

Staying Afloat: PPP Loan Forgiveness, Accounting, Tracking and Reporting For Nonprofits. Led by Network for Good.

The Burning Question: How Do I Find More Donors? Led by Kimberly O’Donnell.

IFEA (International Festivals & Events Association)

Check out their webinar series here.

About IFEA: A global nonprofit organization, IFEA serves to support festivals and events with the programming, resources, and guidance needed to be successful. Nearly every week through October 1st, the IFEA webinar series is hosting webinars on a variety of topics pertinent to event, festival, and nonprofit work. Although these webinars are not free, they are well worth the ticket price. If you are interested in a pair of free tickets for your team, please contact us at hello@volunteerlocal.com – we’ll make sure you’re taken care of!

Upcoming webinars we’re excited about:

The Winds of Change: Creatively Redefining Volunteer Programs in the Time of COVID-19. Led by VolunteerLocal’s very own VolunteerLocal President, Kaylee Williams, on September 10, at 12:00 PM CDT.

Cancelling Events Does Not Mean Cancelling Relationships. Led by Bruce Erley, on July 16, at 12:00 PM CDT.

Which webinars are catching your eye these days? Have you made weekly webinars a tradition yet? We hope you’re doing well during these unsettling times. While it lasts, make sure to soak up the abundance of industry resources!

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Detailed Guide to Your Nonprofit’s Audience Persona

Donorbox

Once you start a nonprofit organization, you need to develop a marketing strategy that works best. Knowing your target audience helps to create content based on its specifics.

The audience of a nonprofit is diverse. Every group – clients, donors, staff, volunteers, media, the local community – requires an individual approach.

This article provides step-by-step instruction of creating an audience persona – one of the key tools for better understanding each segment of your target audience.

Let’s Differ Audience Persona from Target Audience

  • Target audience

For nonprofits, it’s, on the one hand, socially vulnerable categories of the population who get the assistance of your organization. On the other hand, it’s those members of the society who support the organization in achieving its goals (donors, volunteers, staff members).

For the most effective implementation of goals, you need to segment your donors and audiences.

The target audience is divided into primary and secondary.

The primary target audience is people on whom the organization has a direct impact. And at the same time, your nonprofit’s activities depend on their actions, opinions, and needs.

A secondary target audience is a group of people that affects the primary audience. In turn, the opinions and activities of the secondary audience can cause the primary audience to take note of your information, change their attitude or behavior towards it.

Defining your target audience is describing it in detail, highlighting its characteristic features (age, gender, location, interests).

  • Audience persona 

It’s a documented portrait of the perfect representative of your target audience. A persona does not rely on one specific person. This is a collective image that reflects the majority of the target audience.

Building an audience persona involves a comprehensive study of donors, volunteers, clients, employees, and other representatives of the target audience, depending on the goals of the organization.

Unlike the target audience, which is described by socio-demographic, psychographic, behavioral characteristics, a persona is more focused on the needs, motivations, expectations of the audience. This is an individualized model that the organization focuses on when creating content.

Benefits of Building Audience Personas

Understanding a persona can improve the situation with your target audience. This is the first step towards creating an effective marketing strategy.

To make this tool work, the elaboration of a persona must be as detailed as possible. This will allow you to understand the motivation, needs, expectations, and interests of your target audience. Which, in turn, is essential for building long-term cooperation.

Gender, age, demographic indicators of your donors and clients are the simplest level of understanding of the audience. The next significant step is developing personas, which gives you a much more complete image of the audience’s life cycle and its interest in your work.

Modeling a persona takes place for each segment of your target audience. Getting started, you can focus on developing 3 primary audience personas – for donors, clients, and volunteers/staff.

Four Steps to Build Personas

  1. Make Research

Your existing donors, volunteers, clients, and co-workers are a great source of information that you need.

Interview them. It’s diligent but interesting and important work. The more data you collect at this stage the more detailed and useful image of personas you will end up with.

Go to Facebook, LinkedIn, Twitter. These platforms are a great source of what’s essential for your audience. Minding it provides you with the opportunity to address on a more personal level.

Mind every piece of information, see how total strangers turn into real people with their worldview and activities, families and friends, interests, and preferences.

Why is the research work important? Because one way or another, their life circumstances are the reason for having the will to support your organization.

At this stage, you have to create a profile for each donor/client/etc. containing the following categories:

  • Demographics (age, gender, location, education, employment, marital status, and other info that’s essential for the type of your nonprofit).
  • Goals and values (primary and secondary goals, fears connected with goals, main values).
  • How you can help (what your nonprofit does to help people achieve their goals and fight their fears).
  • What differs your donor/client/volunteer from representatives of the same social stratum.

Use Internet surveys (such as Survey Monkey and Google forms) to reach a bigger audience.

Also make use of web analytics services (Google Analytics, MailChimp, SimilarWeb, Facebook Analytics, Facebook Audience Insights (if you have a business profile)) to find out the characteristics and interests of your online audience

  1. Analyze and Integrate

Since a persona is a generalized image of a potential or real audience, the next step of developing it is analyzing data to find patterns and define types of people you can combine in one.

The types you highlight may differ from your expectations. And this is a good indicator. It defines the quality of your research work.

  1. Create a Profile and Get Acquainted

Make profiles for each of your audience personas, add pics and characteristics. Examine them. Introduce personas to your staff.

Getting acquainted with the desires and needs of your audience leads you to the understanding of what truly is valuable and important for your potential or real clients and donors.

Does your audience look different now? What strategies are you going to use to engage their attention? How are you going to address each persona?

  1. Repeat

Building an audience persona is not a one-time action. It isn’t something you do once and for all.

First, watch if there are any changes in the interaction with the audience. Are they preferable ones? What can be improved?

Then start building secondary personas. Make research and create an image.

Finally, get assured you are aware of changes. From time to time, check the needs, preferences, and goals of your audience. Your organization is developing, involving more and more new people. Therefore, it is important to stay in touch with them and adapt to their features when needed.

Mind Negative Personas

A negative persona is an important component of the audience’s portraiture. It’s impossible not to have one.

Negative personas reveal target groups on which spending resources is least beneficial. It’s just not your audience. It’s rational to be aware of them to include in your marketing strategy.

As well as you did with audience personas, determine the characteristics of negative personas, and create their profiles with a detailed description.

Summary

  • An audience persona is a useful tool for effective work with the target audience.
  • Identifying a persona requires a careful study of your stakeholders.
  • Use online services to research the audience of your web resources.
  • Make profiles of primary, secondary, and negative personas.
  • Repeat research to supplement and adjust profiles.

This guide was brought to you by DonorBox.

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Inspiration From Fellow Fundraisers: Crowdfunding Through the COVID-19 Crisis

Laura Bucher

This guest blog post was brought to you by DonorPerfect. Read the full article here.

Feeding Long Island’s residents and raising awareness about hunger for nearly thirty years, Island Harvest Food Bank is the largest hunger-relief organization on Long Island. In the wake of the COVID-19 crisis, the team at Island Harvest Food Bank knew that it was up to them to rally residents to combat the ever-growing need for food.

Island Harvest staff members needed to act fast and temporarily modify their business model to meet Long Island residents’ immediate need for food support. Their traditional model of generating and distributing donated food was not sustainable in the new climate, so they pivoted to a purchase-based model to feed as many families as they could right away. The hunger just couldn’t wait.

Island Harvest initially ordered $250,000 of specially designed meal boxes to distribute to families, seniors, veterans, and the immunocompromised who couldn’t leave their homes. When the time was right, Development Manager Ryan Haugstatter created a crowdfunding campaign with an initial goal of $250,000. To the delight of their entire organization, a community of 103 crowdfunding fundraisers joined with nearly 6,000 online contributors to raise an overall total of $955,712 in web-based donations (and counting!) in a matter of just three months!

7 Actions for Nonprofit Crowdfunding Success

You too can leverage crowdfunding to find similar success. Here are seven actions Island Harvest took to empower their community to support them through one of their greatest challenges.

Start with a small goal. Then build on it.

The team at Island Harvest set out with a clear and manageable goal of raising $250,000 to support the organization’s immediate response to their community’s hunger emergency. Ryan warns that setting the bar too high may discourage those who are unable to give large amounts from donating. He suggests, “Start smaller, and when you reach that particular goal increase it if you find the need is still there. Just explain where you can, the reason you’re upping your goal.”

Each time you increase your goal, you have another chance to promote your mission. In addition to spotlighting your crowdfunding campaign via social media and email, Ryan suggests updating your organization’s crowdfunding page, “What we do is we change the verbiage on the crowdfunding site, and we always make sure that we’re reflecting that the money that was raised is just as important as what we’re trying to raise right now. In our outreach, we always spoke about the need to raise funds with the need to support the organization’s mission and programs.”

Over the course of their campaign, Island Harvest adjusted their goal four times, from $250k to $500k to $750k to $1 million to $1.5 million. With the promotion of new, increased goals, Island Harvest even gained some repeat donors, coming back to give for their fifth time! The growing needs of Long Island’s residents required a continued appeal for the community’s help.

Be transparent about how you allocate crowdfunding dollars.

At Island Harvest, more than 94% of expended resources go directly to programs and services that support more than 300,000 Long Islanders facing hunger.

Knowing this builds contributors’ confidence in the organization. Ryan recommends that other nonprofits share this information with their constituents and be clear about what donors’ dollars are funding. “Twenty-five dollars was the amount that was able to purchase one family meal pack, which feeds a family for three to four days. I think also by breaking it down and letting [constituents] know what amount will go towards the purchase of these family meal packs, that also played a part in how much people were willing to give.”

Empower people to support you however they can.

Crowdfunding was an effective way for Island Harvest to fundraise because it enabled their entire community to participate in some way. Even if individuals were unable to donate money or could only contribute a small amount, they could feel connected to the mission by creating a peer-to-peer fundraising page to share with their network to raise money on the organization’s behalf.

Ryan explains, “Even if you can only give $5 but were able to create your own crowdfunding page and put it on your social media channels, that is just as much support as giving us $5. This can actually turn a $5 contribution into a much larger gift through multiple gifts from the crowdfunding effort. Because really, the advocacy and letting people know about the work that we do and our mission, that is what has also served as a motivator for others to give.”

Recruit corporate fundraisers.

Corporations are a great place to start when aiming to quickly build a network of fundraisers. Many businesses have corporate social responsibility programs that encourage their employees to give back to their community. This strategy is especially beneficial because employees can double their donation through their employer’s matching gift program. And in the workplace, we all know there are lots of opportunities for friendly competition for a good cause.

Through the COVID-19 pandemic, Island Harvest didn’t want to immediately reach out to individuals, knowing that many of them may have lost their jobs. Instead, they reached out to corporations and local businesses they knew were still operating and successfully gained their partnership.

Invite news coverage and creativity.

Island Harvest established a relationship with the NY Metro and Long Island’s media outlets with the help of their public relations consultant who tuned local media into all the wonderful work that Island Harvest is doing. If you aren’t currently in communication with your local news networks, reach out because they are often looking for stories about social good, especially during these trying times. Even without an established connection, Island Harvest’s individual fundraisers found ways to contact local news stations to reach a larger audience with their individual fundraising pages.

A former employee of Island Harvest made headlines when she raised 1,000 lbs of food and $500 on behalf of Island Harvest in honor of her birthday. She placed boxes at the end of her driveway to collect food and monetary donations, inviting friends and neighbors to stop by. A parade of cars lined the street to support her cause.

Another individual inspired others to give and to stay healthy from home. He reached his goal of $5,000 by committing to 5,000 push-ups in 24 hours. Staying tuned in to their crowdfunders’ creative fundraising strategies gave Island Harvest the opportunity to pitch to local reporters and share their fundraisers’ awesome promotional ideas on their social media feeds.

Involve your board and executive team.

Your board members and executives are likely well-connected in your community and can serve as effective solicitors of major donors. Ryan suggests leveraging their stewardship skills by encouraging them to support your crowdfunding campaign. He explains, “We asked [the board] to contribute towards [the campaign], and additionally, we encouraged them to create their own crowdfunding pages and just reach out to their own network that they found appropriate to reach out to.” Ryan suggests encouraging board members, friends, and staff to use their own social media platforms, as well, to share special stories about the work of the organization, program goals, and funding needs.

Ryan also recommends hosting discussions with your supporters through virtual meetings to update them on your organization’s progress. He shares, “Our CEO and president scheduled several virtual meetings with top contributors to give updates and reports on our work. Also, our crowdfunding fundraisers were established to encourage others to create their own crowdfunding pages. We reached out to a targeted list of higher level contributors to participate and expanded it when we could accommodate additional participants.”

Island Harvest gained more fundraisers and strengthened the passion for fundraising in existing crowdfunders by hosting these meetings. Ryan attributes this success to the president’s ability to share about the organization’s past progress in a way that inspires their donors. Maintaining contact with supporters to report on your established programs, the need at hand, and how successful you’ve been thus far motivates them to get involved in all the good you’re doing.

Watch the power of crowdfunding go to work.

When you give your network the tools they need to fundraise on your behalf, you enable your supporters to be your ambassadors. Passionate about your mission and bringing their own stories to the table, fundraisers can rally their networks on a very personal level and reach a much broader audience. Ryan shares, “We started to see so many more individuals creating crowdfunding pages and having their friends and colleagues reaching out – even securing support from across America – to donate to their [pages]. It was really, really powerful. I’ve never seen anything like it before.”

Ryan believes that fundraisers were drawn by the ability to create their own pages because they could:

  • Easily set up their own crowdfunding project
  • See their name in a list of fundraisers on Island Harvest’s main crowdfunding page
  • Create their own page with a personal story and goal
  • Watch Island Harvest’s progress bar, along with their own, and know that they were a part of something important

Ryan explains, “I think it encourages contributors to help us when they see the goal. Every time they put even $5 or $10 in, they get to see the bar increase and be able to have their name on [the page] with a little note, it makes them feel even more important to the mission. That’s why I love the feature of the crowdfunding page on DonorPerfect.”

Ready to Get Started with Crowdfunding?

Here’s how to get started, step-by-step.

Thank you to Ryan Haugstatter and Island Harvest Food Bank for sharing with us this inspiring story of how they brought their community together and for answering the call when their most impacted residents needed them most through COVID-19. We wish the team and their fundraisers our very best as they push forward to see their community through the crisis.

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Marketing for Good: Community Partnerships for Small Nonprofits

Alex Johnson

By Alex Johnson, Founder of Breakout Productions and Fantasy Sports-Con.

Most nonprofits, not just small ones, have similar challenges with less than adequate marketing budgets to promote their mission. The average nonprofit only spends close to 5 percent of its total revenue on marketing, while small businesses spend at least 10-12 percent. This can make it difficult for nonprofits to get their message out, fundraise, promote events, and find new volunteers. So, what can you do to increase your marketing efforts without having the budget to do so?  

One thing local businesses struggle with is separating themselves from the competition. Why work with company A versus company B if they sell a similar product or service at a similar price? Customer Service? Somehow, they each are the ‘best’ in their industry. Family owned? If that mattered, then Amazon and Walmart wouldn’t be destroying mom & pop shops nationwide. With the increased awareness around social issues, businesses that are not only doing good in their community, but talking about it, see more success than those that don’t. Marketing for Good has been gaining traction over the last several years and is now a pivotal part of businesses’ overall marketing strategy. You’ve likely already seen it done on a national level. Pro sports leagues, shoe brands, and tech companies are spending mega dollars supporting national movements like Black Lives Matter, women and LBGTQ rights, and health-related causes like cancer research. 

So, what is Marketing for Good? Instead of a company promoting only their product or service, they promote local causes and charities in their community with their marketing budget. Local nonprofits can partner with local businesses and ‘piggyback’ on their marketing efforts via social media, traditional advertising like radio or tv, and even community events like festivals or parades. Not only do smaller nonprofits get a big bump in awareness, but also get in front of new audiences via marketing channels they likely could not have afforded previously. These can come in the form of radio spots promoting the needs or mission of a nonprofit supported by local businesses, social media ads promoting a nonprofit fundraiser with local businesses as sponsors, or even sharing booth space at a community event paid for by a local business. 

Finding these local partners is easier than you think. Start writing down which local businesses you see or hear advertise on the radio and TV. At your next community event make a point to go talk to the businesses that have booths or sponsor in some way. Go to your local media groups to share with them what you’re working on and how businesses can get involved. Their sales teams can then pitch current advertisers about supporting your nonprofit in future campaigns. 

Marketing for Good is so important for our local communities and for our culture as a whole. Instead of just being bombarded with traditional ads for the newest car, phone, sandwich, or how much we can save on insurance, we can see what is being done in our local community to better the lives of those less fortunate. Businesses are not just doing this on their own, so it’s up to nonprofits to bring the idea to them and start building strong community partnerships. Marketing for Good benefits everyone involved, particularly nonprofits and the community.

Bio:

Breakout Productions is a full-service sales and events consulting company that believes every relationship has value. Founded originally to produce the first ever fan-focused fantasy sports convention, Fantasy Sports-Con, Breakout Productions has evolved to support business and event growth during the recent challenges facing the country. Business development, sales training, and strategic partnerships are often core challenges organizations struggle with while they increase their marketing and lead generation capabilities. Breakout Productions helps capitalize on those new leads to generate more revenue with its experienced team and vast professional network.

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Exploring Your Toolkit: Little Known Features in VolunteerLocal

Isabel Reed

We all know the saying, “When all you have is a hammer, everything looks like a nail!” Luckily, VolunteerLocal equips volunteer coordinators with a whole toolkit to manage, schedule, and communicate with volunteers. Today, we’re showing some love to a small batch of often-overlooked features with big impacts.

Search Tool

Where to find it: Volunteers > Search

This one is fairly well known. However, did you know that you can search for volunteers not only by their name and email address, but also by keyword? As long as the information exists in their volunteer profile, you can zero-in on it using the Search tool. 

Scheduled Messages

Where to find it: Volunteers > Communication

Write up your email (or text message), then click “schedule for later” to send the email at a date and time that you indicate. For example, let’s consider reminder emails. Before, you’d need to create a reminder for yourself, just to remind your volunteers of an upcoming shift! Ironic, huh? 

With our “schedule for later” option in the Communication tools (email and SMS), you can schedule all of your reminder emails in one sitting. 

Hidden Fields

Where to find it: Events > Your Events > Volunteer Information

The volunteer information page allows you to create a custom registration form. Collect any information you need from your volunteers upon sign up — their name, phone number, emergency contact, and just about anything else you can think of!

However, you can also create “hidden” fields in this volunteer information form. These fields cannot be seen by the volunteer — only you and other admin users on your account! For example, you might want to take notes on a volunteer as you discover their skills and interests. Or perhaps you want to mark whether they’ve been approved for certain volunteer positions. All of these fields can be created as a private, hidden field.

Volunteer Profile Options

Where to find it: Account > Settings

Make your volunteers’ profile feel like home! Customize the header content of every volunteers’ profile, complete with a warm thank-you, further instructions, or more information about your organization.

Cancelled Volunteer Reports

Where to find it: Home > Dashboard > Customize Your Dashboard

When this feature is enabled, you’ll be able to review a report of all volunteers who cancelled their signups, along with the event/job/shift they cancelled, and the timestamp of the cancellation. This way, you can consult these records anytime you need to track a volunteer’s cancellation history. 

If you’d like to learn more about any specific tools and features in VolunteerLocal, send us an email (hello@volunteerlocal.com)! We’ll show you exactly how to make magic happen with that tool in your tool kit. 

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Wisdom of the Crowd: 5 Things Nonprofit Organizations Wish They Knew 3 Months Ago

Stephanie Kanak

Thank you to DonorPerfect for sharing this article with our community! Read the original article here.

If you had a time machine and could go back to before coronavirus (COVID-19) impacted the world, how would you prepare? What would you do differently? We surveyed over 700 nonprofits to find out what advice they’d give themselves and others about fundraising in the new normal. Here’s what they told us:

1. Set Up Better Data Collection Standards and Regularly Audit Them

Many nonprofit organizations have made the transition to working remotely due to COVID-19 health concerns. They depend on the quality of the data collected in their donor management system. Duplicate addresses, missing data, and outdated contact preferences can hinder your ability to connect with your donors. Like you, many of your constituents are also working from home, using their personal cell phones and email addresses. Are you reaching these donors effectively, or are you frustrated because you’re unable to contact a percentage of your donor base? The bottom line: if you can’t reach your donors, you can’t solicit them. If you haven’t done so already, update your procedures to collect contact methods and donor information that will facilitate virtual fundraising. The good news is that DonorPerfect’s flexibility allows you to easily customize your system to collect and organize your data to fit your organization’s needs best.

SURVEY SAYS:

Here’s how NPOs told us they are making the most of the data in their DonorPerfect system to fundraise during COVID-19:

“Our strategy is to build a strong relationship with individual donors through our DP database, learn about their giving patterns, and establish appeals related to those patterns.”

“Make a plan to segment your constituent base and decide who from your organization will make personal contact with your constituents.”

ACTION ITEM:

What data collection improvements can your nonprofit make to improve virtual fundraising?

2. Take a Balanced Approach With Your Revenue Streams and Include Digital Fundraising

Many nonprofits rely heavily on in-person fundraising. The organizations we surveyed said they’re now focusing on a more balanced approach that includes a mix of in-person, virtual and digital fundraising components.

Virtual Fundraising and In-Person Events Can Co-Exist

Future events, for example, may include in-person opportunities, like a 5K run, but also provide avenues for anyone who wants to participate by offering a virtual component, such as a virtual 5K where participants run on their own between specific dates. The key is to find ways to engage with off-site participants so that they feel like they are part of the event. This might include sending t-shirts and other event goodies to participants as well as “virtual-only” type Zoom kickoffs or online challenges.

PRO TIP:
Thinking about hosting a virtual event? See how this NPO moved their fundraising event online.

Work with Existing Partners In New Ways

Don’t be afraid to reach out to event sponsors, grant funders and major donors to see if they’d be willing to work with you on how unspent funds are allocated, such as event table sponsorships. Many of the nonprofits we surveyed did that with great success. They were surprised that these partners still wanted to help and were okay with re-allocating those funds to other program needs, such as moving event table fees to sponsor online auctions.

Build A Multichannel Donor Strategy

A balanced fundraising strategy also includes a plan for multichannel donor engagement. Your supporters often engage with your organization using more than one channel. They give online through your website and emails. They like and share your social media posts. They attend your fundraising events and sign up for volunteer opportunities. Pair your website, emails, and social media campaigns with a variety of ways for donors to support your cause that is quick and easy, not only for your donors to engage but also for you to manage.

SURVEY SAYS:

Here’s how NPOs told us that they are adapting their fundraising efforts to be more balanced during and after COVID-19:

“Get digital! Although this has been a big hit to our traditional operations, it has granted us the opportunity to strengthen our communications work! Look for ways to grow in the meantime!”

“We’re establishing a strong social media following and developing a reliable digital marketing plan that ties donors to online giving platforms like our website.”

“Changing your narrative. If fundraising via events, instead find creative ways to continue to raise funds virtually.”

“We have been successful with pleas explaining our loss of revenue due to canceled fundraising and adoption events. We solicited sponsors for our biggest event and were able to raise almost as much as we netted in the past.”

“We looked at all of our current grant and major donors, and, if there were funds unspent from each of their gifts, we asked if we could redirect it to our COVID-19 response. Everyone has agreed.”

ACTION ITEM:

How balanced are your revenue streams? Could your organization have a better mix of in-person, virtual, and digital fundraising components?

3. Don’t Underestimate the Power of a Good Technical Support Team

Now, more than ever, your donor management software is a lifeline to maintain good donor relationships. If it’s not working, or you are struggling with how to do something within the software, you want an experienced support team that’s there for you. DonorPerfect has the best support in the industry. Not only are they incredibly knowledgeable, but they were working remotely immediately as soon as the crisis hit. The transition was seamless. As a result, the nonprofits we serve were running remotely and ready to meet the challenges they faced.

SURVEY SAYS:

The NPO’s we surveyed told us that reliable IT support was crucial to getting their nonprofits up and running as the cornonavirus pandemic began.

“Have up-to-date IT infrastructure to enable secure remote work for employees. As long as they can continue doing their jobs, it gives the organization the best chance to get their message out and, hopefully, continue to raise funds.”

“I have never had a better tech support experience in the CRM industry. Every chat, call, or email is responded to almost immediately, with courtesy, professionalism, and best of all, knowledgeable solutions.”

ACTION ITEM:

Transitioning to remote work and virtual fundraising can be a challenge. Get the support you need from this list of resources to help nonprofits during the coronavirus (COVID-19) pandemic.

4. Have a Solid Donor Stewardship Plan in Place

How do you engage with supporters so that they become more invested in your organization’s work? If you don’t have a plan in place for thanking, communicating, and interacting with donors regularly, it will be more challenging to get them to respond during a crisis. Many organizations we surveyed saw the value of having a solid donor stewardship plan in place and are concentrating their efforts to pay more attention to this in the future. Here are two areas in your donor stewardship plan to focus on in the next few months:

Communications

Plan specific touch points to communicate with donors regularly, and not just once a year when you send tax letters. This will engage your donors and involve them in your organization’s work. Focus on creating personalized (segmented) communications that update donors on the impact of the campaign they’ve supported.

Engagement

Brainstorm ways to get donors actively involved with your organization through events, surveys, and volunteer opportunities.

SURVEY SAYS:

Here’s what NPOs told us about their renewed focus on a strong donor stewardship plan:

“Be flexible on everything except the value of stewardship; it’s important to provide stewardship more than ever.”

“Much comes down to the relationship groundwork laid in the years before events like this. Even so, continue to meet the needs of your donors first. Reach out to them, check on them regularly. Let them know what you are doing to face the financial difficulties, and thank them for their efforts in getting you this far. Be honest about your needs. Be transparent.”

“Focus first on non-fundraising messages – we are here and doing ok, how are you? what can we do to help you? Then build upon those good messages before asking for money”

“Find creative ways to thank your donors. We had yard signs made and delivered them to donors. We also called and thanked every donor.”

ACTION ITEM:

Do you have a plan to thank, communicate, and interact with donors on a regular basis? What touch points will you put in place to engage donors? Follow these tips to connect with donors and gain the confidence to fundraise in today’s environment.

5. Investing in Yourself Pays Big Dividends Down The Road

When you’re busy working towards fulfilling your nonprofit’s mission, it can be easy to forgo the time needed to invest in “auxiliary” tasks that build your skills and fuel your mission. Many of the nonprofits we surveyed regretted not taking time to pursue training, practice using tech tools, or sharpen other skills that help them be more productive. These were skills that would have made the transition after COVID-19 began much smoother. Moving forward, they plan to refocus those efforts and commit to the importance of investing in yourself.

PRO TIP:
Take advantage of the free training that DonorPerfect offers. Our Foundational Series is a collection of 15 free, live webinars that takes you through basic and intermediate functions in DonorPerfect.

SURVEY SAYS:

Here’s how the organizations that we surveyed are re-prioritizing their time in ways they didn’t before:

“Use this time to build a strong foundation and to do research. To prep for anything you might have in the future (events, or transitions).”

“Turn your worries into fueling your creativity. Now is the time to try new things, and if it doesn’t work, at least you tried. Listen to ALL members of your team and overall organization. Again, get creative and just GO! I think donors will appreciate at least the effort, even if they can’t give.”

“Appeal to your supporters. Remember, you are TRYING to work from home in a crisis. Cut yourself some slack. Now’s the time to be creative and remember your mission.”

“You have to re-create your fundraising plan and adjust it to our new reality and environment. Participate in webinars for education and support from other fundraisers.”

“Learn what your niche is and how you can continue to provide services and programs within the restraints. don’t wait for the crisis to be over.”

“Never waste a good crisis; figure out what you can do that will help in the future. How can you get an ROI in the digital literacy skills we are all developing?”

ACTION ITEM:

What new skills have you learned through your experiences in the last three months? What new skills do you want to cultivate?

BONUS: The Brighter Side of the COVID-19 Crisis

One surprising thing that came out of the COVID-19 crisis for many nonprofits was how much their donor community loves them and wants to support their efforts. Constituents facing substantial economic challenges are coming forward to rally behind the missions of the organizations they love and admire. Not only are they providing financial support, but they are stepping up with creative and resourceful ways to volunteer and collect in-kind donations for program areas. People want to know how to make a difference right now. Make it clear how they can help and demonstrate the critical impact it has.

SURVEY SAYS:

NPOs repeatedly shared with us how their constituents were generously supporting their missions above and beyond what they anticipated:

“Remain calm. Some people will think fundraising for anything other than pandemic relief is crass. They are wrong, and your mission-aligned donors will understand.”

“People will still give! They are sitting at home wondering how they can help from afar, and donating is still an option! Use your social media and email campaigns wisely. Everyone is glued to a screen right now, so give them the opportunity to use it for good and donate.”

“Donors want to give; they just need to know WHAT for and HOW. Keep your communications open with your community.”

“Continue to ask for donor support. They are engaged and looking for ways to help. They want to hear from you to know your needs and how they can help meet them. Be thoughtful in your messaging, but be transparent and honest.”

“Don’t beat yourself up over whether or not to ask – let the donor decide. However, be authentic about what your need is. Don’t overstate it, or you’ll lose credibility. All your targets will be off – that’s okay. We’ll all feel the impact next year too. It will take time to get back to where you were – take time to celebrate the little wins along the way.”

ACTION ITEM:

Should you move forward with your planned fundraisers or change course? If you’re feeling stuck, do this ONE thing to keep funds flowing into your nonprofit today.

The Last Word

Of all the survey responses we received, this sentiment was probably the most important:

“It’s tough! We are all in this together. It’s ok to be stressed!”

Thank you to all the nonprofit organizations that responded to our survey and took the time to provide us feedback and encouragement. We are in awe of all that you do for the communities you serve and are honored to partner with you every day, especially now during this difficult time. It is truly inspiring to watch the creative and inventive ways with which you’ve approached this crisis. When we’re on the other side of COVID-19, we have no doubt that this industry will be stronger and better than ever. So go out there and keep doing what you do the best. You’ve got this!

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