Over the last few years, we’ve seen many changes at the very core of giving that are seriously affecting non-profits. Giving patterns are dramatically different today than what they were just a few years ago. Where non-profits used to depend on a few fat checks, they’re finding themselves more dependent on the extended networks of advocates and a larger group of smaller donors. While this is happening across the board, it’s most obvious with younger generations.
According to Zac Johnson, Head of Youth Marketing at Children’s Miracle Network, the commitment of the Millennial supporter looks like this:
“They need ownership of what they’re doing. They need to be empowered to manage their event. With Millennials you just can’t give them credit for something. They need to know what they’ve put into it and what they got back in return.”
In order to help our customers reach more of these supporters, we built Personal Campaigns right into our DonorDrive Social Fundraising software. We just released new features that make it even easier for non-profits to get more people involved. Personal Campaigns can attract these younger supporters and help turn them into life-long advocates, donors, and fundraisers for a cause.
The concept is simple and it works like this: Your supporters create and promote their own personal fundraising campaign on behalf of your cause. These campaigns can center around celebration events like weddings or graduation, training for an endurance event, dinner parties, car washes, or whatever your supporter wants to do to raise money for you.
There are many reasons why Personal Campaigns are not only popular, but also very viable for today’s non-profit organizations. These might not be the same people who are already participating in your signature events. These participants and donors are often new supporters who are becoming involved with your cause for the first time. Consultant Jenn Fishkind has raised more that $1.5 million through Personal Campaigns and third-party events in DonorDrive and confirms this:
“They’re not involved in our other events, like our walk. To me this is an opportunity for people who haven’t been involved with us only because they haven’t found their niche. These are people who want to do something for your organization.”
Personal Campaigns provide additional fundraising opportunities for non-profits and don’t divert donations from larger programs like walk-a-thons. They provide organizations a chance to introduce the cause to new supporters, get them even more involved and become longer-term advocates.
Since Personal Campaigns can occur at any time of the year, non-profits are finding that they help fill in the gaps between events and bring in funds year-round. An added bonus is that Personal Campaigns generate more word-of-mouth supporters than a typical event or annual campaign might.
The list of fundraising campaigns that your constituents can create on behalf of your cause is endless. Here are a few:
There’s little work on the backend for non-profit staff once Personal Campaigns are live; all you really have to do is let your supporters know that they exist. Here are a few ways you can promote the idea:
DonorDrive customers who are fundraising with Personal Campaigns are telling us it’s a no-brainer. For many of them, Personal Campaigns are annually totaling up to what they’d raise from a major fundraising event. And all that is with minimal effort from your team.
As we’ve said before, people give when they see that money can make a difference. Show your supporters the impact their Personal Campaigns have on your organization and who they are helping. Share your stories and your data through Thank You emails, an impact section on your website, in blog posts, or on your social media channels. Here are some tips on how to effectively say Thank You while sharing this information with your supporters.
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