This is part five in our series, Organizing a Charity Fundraising Team for Athletic Events. Check out last week’s post on Fundraising Incentives.
You’re almost done! So far, we’ve covered how to select an event, organize a team, set up sponsorships, and create incentives. The last step is to support your team members with fundraising tips to ensure they raise the most money possible for your charity. For those of you that have sales and marketing experience, this will be right up your alley. If you don’t have that experience yet, don’t worry, you can master the basics in no time!
Raising money for charity is sales. Supporters may not be buying a product from you, but you do have to convince them that their money is better spent supporting you than it is on some other charity. The best way to do this is to create a marketing plan made up of two basic parts: increasing exposures and creating closing opportunities.
The Plan: Increase Exposures and Create Closing Opportunities
The first part of your marketing plan is to increase exposures. An exposure is a moment when a potential supporter is shown something about your brand or product. In this case the product is anything about the charity, the event, or the individual’s training for the event. Exposures increase your brand awareness amongst potential supporters and create positive emotions in them.
The second part of your marketing plan is to create closing opportunities. A closing opportunity is a moment when your team members have the chance to close the sale – to get a supporter to make a donation. The more of these opportunities your team members can create, the more money you can raise.
What to do
Fortunately for you, social media and the fundraising tools on Frundraise make it unbelievably easy to complete both steps of the marketing plan. To increase exposures, tell your team members to post updates on Facebook, Twitter, or other social media about their training, fundraising, and the charity. Be sure to tell your team members to always include pictures. Frundraise help with this because your team members can log each of their workouts and also see their total mileage so far. They can use the workouts and total mileage in their updates. Here are some examples.
“I just finished my first 10 mile run! I’m so excited to be on the charity team. <link to fundraiser>”
“I just signed up to run the marathon with the charity team! What a great cause! <link to fundraiser>”
“I can’t believe I’ve run 100 miles total so far. 1 more month until race day! <link to fundraiser>”
“I’ve raised $500 so far for my charity! 3 weeks left to reach my goal of $1000. <link to fundraiser>”
Note that the exposures are not asking for donations. Their focus is on talking about the charity, the event, and the training. You should always include a link to the fundraiser, but getting donations off of these types of posts is not the main point. A good rule of thumb in marketing is that an individual needs to see 7-10 exposures to your brand before you can expect them to take action. That means that a potential supporter needs to see 7-10 updates like this before your team members should worry about asking directly for a donation.
After your team members have been promoting their fundraisers for a while, it’s time to start pushing for closing opportunities. The key to creating good closing opportunities is to ask directly to one person at a time for their support. Tell your team members to send an email or Facebook message to one person at a time asking, “Will you make a pledge to support my fundraiser for the charity? <link to fundraiser>” Asking directly gives the potential supporter an enhanced feeling of responsibility. This is more powerful than sending the same email, but with 50 people on the To line. It is also more powerful to direct the question specifically to someone. If your team member makes a generic post to their own Facebook page for example saying, “Will you support my fundraiser?” this is not a good closing opportunity because the question is not directed at anyone in particular.
Finally, tell your team members to ask for pledges per mile. Frundraise is unique because it allows people to make two types of donations – a fixed one time donation or a pledge per mile. Pledges are great because they are a recurring revenue stream since they are processed once a month throughout the fundraiser. That means that instead of just getting one donation, you may get 3 or 4 donations throughout the 3 or 4 months of the fundraiser (or more if the fundraiser is longer!). Pledges are also great because they keep your team members motivated to go out for their workouts and reward team members for every mile they cover.
Help your team members with these fundraising tips. You’ve put together a great team and if you support them, they’ll be able to raise a lot of money for your charity!
Create your free charity profile on Frundraise.
If your charity is in Colorado like we are, you can attend our training session with the Colorado Nonprofit Association in January. Sign up for the training session here. You can also follow us on Facebook or sign up for our newsletter to find out more information about the training session and future dates around the state.