Many of today’s peer-to-peer events struggle with recruiting large numbers of participants who are enthusiastic about the event, but fail to actually fundraise a cent for the organization. You’d think that after decades of facing this problem someone would one would have come up with a proven plan to motivate zero-dollar fundraisers. Now we have.
Each generation of our society is shaped by the events of their time. The Greatest Generation returned from World War II and gave us the massive, free-thinking Baby Boom Generation. Boomers gave us the independent Generation X, which in turn spawned the passionate Millennial Generation. As a result of the world they grew up in, each generation has a distinct culture that’s helped shape their values. It’s when we understand these differences between the generations that we can appeal to their desire to support.
We often try to slice and dice event numbers in a myriad of complex ways to determine what makes our fundraisers successful. Some organizations examine the tiniest of details, but maybe we’ve been overthinking how we identify success. We took a step back for this infographic and did a simple split in our data from DonorDrive events, identifying those raising better than average and those raising less.
It’s easy to think that Cause Marketing appeals to a consumer with a different sensibility within a brand’s customer base. There’s been an assumption for years that current customers get gratification out of doing business with an ethical company and will continue doing business with them for that reason. But have we ever examined whether our traditional marketing and Cause Marketing may be appealing to two entirely different customers? An indication of this came from a Nielsen survey that shows that...
It’s shocking to most nonprofits in the peer-to-peer fundraising space when they examine their event data and discover how many participants don’t raise a penny. It’s easy to write off the zero-dollar fundraiser as just part of doing business, but have you looked at how many you really have and how much of a drain it can be on your event? Causes that hold fundraising events, but don’t require fundraising can find that 80% of those who register don’t raise a dime. If your fundraising software is one that charges you by the record, you’re losing money just by having all those zero-dollar fundraisers loitering in your system. We asked DonorDrive staff members Ed Lord, Michelle Steed and Mike Malekoff for their expertise on the matter. From their time recently at the American Cancer Society, Leukemia & Lymphoma Society and JDRF, they've developed many techniques to minimize and eliminate zero-dollar fundraisers.
On Wednesday February 22, 2012 Paul Ghiz, Managing Partner of DonorDrive Social Fundraising Software and David Hessekiel of the Run Walk Ride Fundraising Council hosted a webinar with special guest Zac Johnson, head of Youth Marketing at Children’s Miracle Network Hospitals. Under Zac’s direction CMN Dance Marathons are held on 150 college campuses across the country and raise $10 million annually. Zac provided us much core insight on the elusive Millennial fundraiser and shared some of Children’s Miracle Network Hospitals’ secrets of success on how they’ve been so effective at engaging today’s college students. We feel this important insight is worth sharing with the non-profit community and assembled some of the Zac’s comments from this hour-long webinar.
Millennials are credited with being the most passionate generation to date, but still nonprofits struggle with how to harness that passion for their organization. It’s important to remember that the biggest value of Millennials to an organization is in participation, rather than in donations. As Millennials age, they're likely to give more, but right now it’s important to think of them as fundraisers for your organization rather than donors.
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