The non-profit sector does not survive without donations from individuals and companies. Sure you may get big donors that contribute to an annual drive, but don’t underestimate the collective individual. If they are passionate about the cause then they can convert that passion into bringing awareness to their friends, family, coworkers, and acquaintances. According to Giving USA, individuals contributed the most in 2017 at a total of $286.65 billion. How do you tap into this generous group of people and put them to work for you?
If you are truly passionate about what you do and who, or what, you serve, then it will shine through you and become infectious. There is an overwhelming feeling of gratitude and purpose when people help others.
Set goals for your organization that include how many of your current donors you can convert into fundraisers. Of course, we know that a goal must be measurable and attainable, so don’t list 100%. You will also need to make sure you are able to meet the needs of that goal you set. How much time and effort do you really have to work with your individual fundraisers?
You will also need to help your individual donors set goals for themselves:
1. number of friends to contact personally
2. how many times they should share on social media
3. check with their employer to see if they offer matching contributions
Make it Easy for Them
Give them mini-campaign ideas. These could be as easy as “Pennies for Puppies” where for the entire month they encourage their friends to save every penny they receive or find. You may be surprised when these friends of friends may, in fact, become individual fundraisers for you as well. You could even just call this the “Change Challenge” if you’re not in the dog rescue non-profit sector.
Become their cheerleader! Reach out to them periodically to see what they may need. Provide them with pictures and resources that they can use in their fundraising efforts. Most importantly, let them know how appreciative you are for the time they are taking on behalf of the recipients.
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