Some nonprofits hire companies to manage their ongoing, year-long phonathons, which seem to run like well-oiled machines.  But if you can’t afford that, do you have to abandon this event altogether? No – not by a long shot.

Although it can be a boon to your campaign to have year-around calling, many nonprofits benefit from periodic volunteer phonathon events, both for the fundraising, but also as an opportunity to bring supporters together and teach them to be ambassadors for their organizations.

Make no mistake:  All events are avenues for volunteers to shine and show their potential!  As you train your callers, reviewing the script, goals, prizes, etc. for the evening, make a point to circulate and listen.  In the beginning, all callers should start out with small donors’ names, as they practice.

While you’re listening, however, you’ll be able to discern between volunteers who can’t get beyond reading a script and those who are truly conversing with – and charming – your donors.  These people need to be upgraded immediately to calling your larger donors, since they know how to ask for larger gifts.

After your phonathon is over, these same outstanding volunteers can be recruited for other committees, or perhaps your board.

It’s essential to make your event – wherever it’s held – feel welcoming and festive to your volunteers.  This means including plenty of food, drinks and snacks.  If your organization can afford it, you may want to have a decorative theme.

Remember that social media can be useful before, during and after your phonathon:  Promoting the event and recruiting volunteers online prior to the phonathon will gain you additional workers.  Posting highlights of your progress throughout the event helps keep your momentum going – and remember to take plenty of pictures!  When the event is over, share the celebration and gratitude with everyone on all social media channels – as well as more photos.  (Remember to get permission to tag people.  Better yet, invite them to tag themselves in the pictures.)

Prizes for various levels of performance are important – although it’s a good idea to keep your goals in mind, too.  For example, if reaching a high percentage of credit card gifts is vital to your organization, don’t give prizes for pledges – only credit card payments . . . but vary the prizes based upon this theme, such as the first credit card gift each hour, the largest credit card gift of the evening, etc.

With caller ID, where you’re calling from is a careful consideration to make.  If your nonprofit opts to be identified – and has enough phones – it might make sense to have your volunteers work from your offices during the evening, using employees’ desks after hours.

On the other hand, depending upon your call list and volunteers, you might choose to have your callers each use their own cell phones.  Particularly if your call location is less likely to be identified with your organization (on caller ID), this might be a better alternative.

Although some would argue that each volunteer can simply make such calls in their own home – on their own time – with a list and their cell phone, this doesn’t lead to the camaraderie that is felt when people come together and share an evening of helping an organization they care about.

It also doesn’t allow staff to handpick their new talent from eyewitness experience.  Additionally, when supporters are called, they may have specific questions for volunteers that only a staff member can respond to.  It’s best to have such a person on standby.

Because people’s schedules are so full, it will take a lot of work to arrange a phonathon – and a lot of work to convince people that it was worth it . . . so that they will do it again in the future.

However – done well – a phonathon can still pay off as a worthwhile investment: in funds, goodwill ambassadors, and future officers for your organization.

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Keep the base of the pyramid strong

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Managing a successful workplace campaign means giving people an opportunity to become engaged in multiple ways with your nonprofit, ranging from quietly turning in their envelope, giving online or attending various events.

First, don’t assume that all employees know everything about your organization, its mission, etc.  As with any other population, your organization has a variety of people in a state of flux:  some people have been working there since the beginning of time, and probably know more than you do, while others are somewhere in the middle, and still others might have just started working there just last month.  Have a variety of activities and appeals so that each set can feel engaged.

For the veterans, probably the initial mention that “It’s staff giving time” during your opening campaign staff meeting will be sufficient; however, reminders are always important to help busy people, so an email or two can boost your participation rate with these people.

The residents on the other hand, have lived in “the neighborhood” for a while at least, and heard this appeal at least a few times now.  You’ll have to make some effort to break through the clutter of the past to make an impact – particularly if you are going to increase the participation rate, not to mention the average gift.

When appealing to the newbies, this is your first chance to introduce them to the campaign, so tell the story right!  Why should they give to the staff campaign, anyway?  While you know it’s important to have a high rate of participation to apply for additional funding, your opening pitch should always focus on the mission of your organization, as it would with any other population.  (What will this gift accomplish?)

It’s tempting, when there are so many campaigns to focus on, to give little effort to the staff campaign and just move on to everything else, but getting staff on board can serve to increase your overall number of ambassadors significantly.  Don’t underestimate the power of word of mouth . . . positive or negative.

Give your workplace campaign the same importance as any other, and go the extra mile – solicit a corporate sponsor that might cover the cost of a special staff outing, meal or event.  If this time isn’t feasible, consider soliciting a variety of prizes to be awarded throughout the campaign.

Even small nonprofits with limited staff and budgets have implemented this strategy to bolster morale during their workplace campaigns.

Noreen* was able to give away incentives specific to her office, with management buy-in, such as having heads of departments available to work for other employees for a day, doing their jobs, such as filing, data entry, answering phones, delivering mail, etc.

“That was a real morale booster!” Noreen recounts, “But other prizes were popular, too, such as an extra vacation day, or a free executive parking space.  Most importantly, it got more people engaged and excited, talking about who might win the prizes.  Ultimately, our giving and participation went up, too – but the campaign wasn’t seen with the drudgery it had been in the past, simply because of these prizes . . . and, I think, management doing things such as filing and working reception!”

While you want to have enough visibility & events so that everyone can participate, take care to have the means to protect people’s anonymity, as well as see to it that you don’t make anyone feel pressured or shamed into giving.

Some people’s past experiences with staff giving are very negative, leaving them feeling resentful, because – either at their current or previous workplace – they witnessed supervisors directly or indirectly pressuring employees into donating to “the cause.”

Each person’s financial situation is different, and nonprofit employees in particular often don’t make a great deal of money, so creating a festive environment that focuses on your mission and overall (dollar) goal is a better strategy, versus lamenting how your participation goal is still lacking.

Owen* recounts how his mother deposited an empty envelope into the church collection plate every week, so that nobody would think poorly of her, lest she pass the plate without “donating.”

In fact, his mother gave quite generously to their church, by writing one large check per year.  She worried, though, that not being perceived by the congregation as giving on a regular basis could possibly negatively affect her social standing, or make her the target of speculation or gossip.  She felt it was worth the effort to give the impression with the weekly empty envelopes.  Owen still chuckles about this childhood memory today.

As with any other campaign, it’s essential to thank your donors when it’s over.  Make sure to report on the results to everyone (donating or not – prepare for next year!), and translate the overall figures into something meaningful:  “With the $XX,000 we raised, we were able to serve an additional Y,000 hot meals to Z00 homebound individuals!”

Photos and/or video of recent accomplishments are also very impactful, and remember to utilize your social media channels when delivering these messages.  (Make it easy for your new ambassadors to hit the [share] button!)

Finally, track not only your financial successes, but your personal successes.  Which staff members became more engaged or responded the most positively?  You’ll want to explore recruiting them for your campaign committee next year, but don’t wait nine or ten months to do it – ask them now about their interest and ideas.

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Keep the base of the pyramid strong

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I recently heard Sally Cherry’s presentation on virtual reality, expecting to be bored about adolescent gamers.  Little did I realize that nonprofits have entered this realm – and are providing services and raising funds here!

While the entire concept of joining the world of webinars and podcasts makes complete sense to me, for some reason, virtual reality was a step that didn’t; however, I learned that it really is simply the next logical step for many people in terms of online learning and/or participation.

Although the world of virtual reality requires a bit more in terms of commitment (you need to have a previously registered and created avatar/character) than a webinar or podcast, it does allow for a great deal of online engagement and networking, as many other social media tools do.

While your character can interact either by voice or text, the preferred mode of communication is heavily text, I learned, because the virtual community is disproportionately used by the disabled community.  This is a venue where they can participate with others freely – often without judgment.  Particularly if your nonprofit serves a constituency that has a disability, you should consider entering this realm.

The world of education – including universities – are using virtual reality more and more these days, not only for the classroom, but in terms of admissions as well.

Educating your constituents about your mission via the virtual world is becoming more popular among nonprofits as well.  For example, museums use this arena – combined with other social media channels, such as video – to share important collections, not only with visitors who may not only be unable to physically visit their site, but also to show collections which may be too fragile or precious to be allowed to be displayed to the public at large.  This expands the audience considerably.

As with nearly everything online, the virtual reality arena is a haven for the world of all things sexual.  This does mean, though, that it is a prime opportunity for HIV/AIDS awareness education, and many nonprofits related to this mission are starting to spend a great deal of effort in this space, spreading the word on safe sex precautions one should take.

Religious institutions are holding services online for people who find that they either can’t physically attend, or their schedules don’t permit them to attend services during typically scheduled times.  For many, attending online virtually – with others – has given them a greater sense of community that they didn’t find simply by watching or listening to a broadcast via television or radio.

Children in hospital isolation wards have been able to socialize with their parents and others, feeling less isolated, through virtual reality.  This has been considered part of the healing process.

The fundraiser in you may be thinking, “That’s great for programs, but what about funds?”

Nonprofits have been successful in this area with virtual reality, too.  Black tie events as well as marathons are now held online.  The American Cancer Society’s Virtual Relay For Life raised $375,000 in 2011!

Corporate sponsors exist in the virtual world, and many fashion designers now launch their designs virtually (e.g., at virtual black tie events) prior to doing so in the real world.  A virtual designer dress might sell for $1,000.

TechSoup has weekly meetings each Friday morning at 11:30 (EST) for nonprofits to discuss what is happening in the virtual world, with speakers who highlight a particular aspect during each meeting.  The meetings take place in one of the most popular of the virtual worlds, Second Life.  For those new to the medium, TechSoup also has instructions included on how to join.

TechSoup offers many resources to nonprofits, including tips, instructions, and free land/office space in the virtual world.  Once you join the virtual community, you will probably need some type of meeting or office space, and if you’re a 501(c)3, TechSoup can provide you with a place at no cost.  (Yes, real estate costs in the virtual world, too.)

When planning your next campaign strategy and considering how – and where – to get your acquisition population, give serious thought to the virtual world.  It may well be worth the investment.

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Keep the base of the pyramid strong

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Have you upgraded your organization’s events, to reflect how participants now see themselves engaging?  That is, as an active shareholder, rather than a passive recipient?  Similar to social media, people expect involvement.

Social media, in fact, should be an ample part of any and all of your events.  Not only is it helpful in promoting an upcoming function, but your promotions can be used in a variety of ways, including recruiting volunteers and sponsors as well as attendees.

If you’ve been doing social media well and consistently, your supporters themselves can and will help you in the promotion of the upcoming event, too.  This amplification of your publicity can reach far and wide, particularly if your event is recurring, since regular attendees will extol the virtues of attending.

Events centered around awareness can take many forms, but when done well, can have a dramatic effect.  The Autism Awareness campaign in Michigan required many volunteers to achieve the effect of lighting the Mackinac Bridge, but made a significant impact on state participation, and ultimately increased donations.

For the Dionysus Project, their means of furthering their mission – educating the general population about the issues surrounding substance abuse and addiction – is to do so via a theatrical performance of a Greek play, with a panel discussion following.  Bringing in significantly well known actors to perform the play, as well as prominent local political figures for the panel discussion, helps bring credibility to the event.  It also ensures that more people will talk about it and promote it beforehand.

Of course, many organizations’ events are held primarily to raise funds, with a secondary purpose of raising awareness and publicity.  The Scleroderma Foundation has found a way to combine all of these – and more – with their upcoming Walk for Cure.  Not only are they actively inviting all participants to tell their stories via video, uploading them to the Scleroderma Foundation website, but they are going a step further by collecting all participants’ videos in a lobbying effort.  In the fall, they’ll be sending the entire video collection to Congress, asking for additional funding for Scleroderma research.

Be sure to use a variety of social media channels, including not only Facebook, Twitter and YouTube, but consider Pinterest as an addition, since it is now the third most popular channel.  The more engaged you can get your supporters, the more educated about and invested in your mission they will eventually become.  Indeed, volunteers are typically among an organization’s best donors, because they see exactly what is happening within the nonprofit at the ground level.

The more time you invest in telling your story – and letting others tell it for you – on your social media channels before, during and after your events, the more evangelists you will acquire.

How have you upgraded your events to bring more people into the conversation?

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Keep the base of the pyramid strong

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The expression “If it ain’t broke, don’t fix it” isn’t exactly true.  In fact, if a campaign of yours is succeeding quite well, it needs to be examined for exactly why and how . . . and then extrapolated as much as possible!

Chances are that if your campaign is thriving, that idea, strategy or method can be applied or extended even further – or used in another campaign, to expand your fundraising beyond what it’s currently doing.  Most important is first to learn the reasons behind the success of your campaign(s), though.

Needless to say, tracking your data is essential, so that analysis can be done on it.  Once you uncover which donors are responding best, or to which appeals, venues, types of asks, and so forth, it pays to extend these data points even further and see what other areas they can be applied to.  Several more successes may be “uncovered” as well.

Gordon* managed a very popular signature special event for his nonprofit, and when attendees either purchased their tickets at the door, or turned in their previously purchased tickets, he had trained the ticket booth workers to ask people if they’d care to make a contribution to the organization.

Although the additional gifts made were plentiful, Gordon felt that they could be better.  There were some inherent difficulties with the set up:

•     Fewer people donated than they otherwise would, because they were anxious to enter the event, rather than stop on the way in to make a gift.
•     People likely gave lower gifts than they might, handing over cash on hand, instead of taking more time to write a check or process a credit card.
•     Because donors were in a hurry to donate and move along, the “cash in a jar” transactions didn’t allow for gift tracking or issuing of receipts to those who contributed in most cases.

With the new year’s event, Gordon added an appeal for donations with the publicity materials and the RSVP card and envelope, so that a check could be mailed back with the RSVP.  Also, since attendees could RSVP online, he worked with IT so that the online RSVP form incorporated additional fields that allowed respondents to make a donation on the same form.

Both of these modifications not only increased donations substantially, but allowed for tracking of the gifts – both to the donor and the event.

Hillary* tracked data from her past several direct mail campaigns, looking specifically at the relationship between her suggested ask amounts and the actual donated amounts.  There was a high correlation – most donors were either giving what they gave the last time, or slightly more.

Hillary decided that a second set of data was worth pulling for the next direct mail campaign.  Instead of the last gift, she pulled the largest gift from each donor and created her ask strings based upon this instead.

When she analyzed giving data from the next two mailings after using this strategy, the response was similar:  donors maintained an average gift at or above the largest gift, which substantially increased her overall average gift in the long run.

While Ian* was working on his annual revision of the organization’s acknowledgment procedure, he decided to include a soft ask in with all of the thank you letters.  He took care to make certain that the overall tone of the letter was indeed to thank the donor for the gift, but as a sort of “footnote,” he added some text at the end of each letter that let the donor know that a return envelope had been enclosed for the donor’s convenience . . . for their next gift.  In addition, a hyperlink was listed, if the preference was to make a contribution online.

Both the return envelope and the eform were distinctly coded so that gifts in response to this “acknowledgment-solicitation” could be properly tracked.  After the first year, the donations more than paid for the cost of printing and mailing all of the acknowledgments, as well as served to keep the organization in the minds of donors more frequently.

Jocelyn* had gotten a good deal of success after modifying her online giving forms so that each giving amount reflected something mission related that would be accomplished.  (e.g., “$100 will provide X hours of tutoring”)  Upon seeing this success, she applied that tactic to her direct mail pieces as well.  In addition to inserting specific ask amounts based upon giving history, she made certain that she added two tangible examples – high and low – of what contribution amounts can and will achieve, to further motivate constituents to give.

Not only did she increase her overall income and average gift, but the number of gifts and acquisition were significantly boosted when she applied this strategy.

Kenny’s* organization had good success with an annual mailing to their consecutive donors – those who gave each fiscal year without fail.  It wasn’t a large group, but sending them a letter to tell them how special they were and thanking them for their ongoing support usually resulted in a hefty amount of funds contributed.

Kenny then considered how many loyal donors his organization probably had that didn’t quite make this stringent cut, and widened the scope.  He pulled four sets of donors:  people who had contributed either 4 out of the last 6 years or 5 out of the last 7 years – and did these queries for both calendar years and fiscal years.  The range was striking:  the results spanned between 600 and 1,300 people!

“Obviously, we sent the next year’s mailing to the 1,300 people, which was more than twice the previous year’s list,” Kenny said.  “They were still loyal donors . . . just not consecutive, for one reason or another.  This strategy boosted not only our income, but recovered quite a few lapsed donors for us.”

What other ways have you found to expand on an existing successful campaign and made it even better?

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Keep the base of the pyramid strong

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