Communicate! - Page 29 of 280 - Helping you win loyal friends through your communications

Fundraising Tuesday: Virtual and Hybrid Events Sponsorships–5 Standout Ideas

September 13, 2022 by Dennis Fischman Leave a Comment

A guest post by Aidan Augustin at Feathr

Over the past few years, the types of events hosted by nonprofits have shifted dramatically. Even throughout the 2010s, most events took place in person. Then, in 2020, the COVID-19 pandemic suddenly forced everything online.

But we adapted, and now virtual events have become a normal part of many organizations’ operations. Besides being safer health-wise, virtual events are often more convenient to attend, although creating a sense of community requires more effort online than in person.

We’ve now found a solution to the convenience vs. community problem. Hybrid events are the best of both worlds, allowing supporters who want that sense of community to attend in person but keeping a convenient, safe space open for attendees who prefer to log in from the comfort of their homes.

If your nonprofit planned in-person events in the past, you probably relied on sponsorships to provide the supplies and funding needed to reach your goals. But sponsorships aren’t just for in-person opportunities — they can also help with your virtual and hybrid events.

In this post, we’ll cover five ideas to make the most of sponsorships for your virtual and hybrid events:

Co-branding your marketing materials with your sponsors.
Asking sponsors to promote your event.
Offering your sponsors audience insights.
Adding sponsor logos to your event merchandise.
Creating tiered sponsorship packages.

1. Co-brand marketing materials with sponsors

Effective sponsorships depend on creating ways for both you and your sponsor to benefit from the event. One place where you can provide value to sponsors is by incorporating their branding into your marketing materials.

As you develop your event marketing strategy, co-brand your supporter outreach with both your branding and sponsor branding. Some opportunities to promote your sponsors while marketing your event include:

Adding their logos to digital ads, direct mail, or emails. In digital outreach, you might offer opportunities to link to sponsors’ websites plus links to your registration form so that supporters can learn more about these organizations too.
Posting about sponsors on your social media accounts — schedule a shout-out post for your sponsors after they agree to support your event. Consider posting another appreciation post for your sponsors shortly before or after the event. This serves the dual purpose of thanking them publicly and reaching sponsoring organizations’ audiences as you tag the sponsor in your posts and the message shows up in their followers’ feeds.
Positioning your sponsors as thought leaders by writing blog posts or profiles discussing their work and impact. Feature these on your website, social media, or other platforms to get the word out about your sponsors. You may even suggest sponsors create their own content that you then share on their behalf.

Your sponsors want to feel valued and personally connected with your event and your mission as a whole. Offering more ways to help their reputation as philanthropic supporters through marketing will drive more business for them and encourage them to continue supporting your mission in the future.

2. Ask sponsors to promote your event

It benefits your sponsors to co-brand their marketing materials. They can get the word out about their partnership with your organization, further boosting their reputation as a philanthropic organization.

The best way to encourage your sponsors to help with the promotion of your organization is to make it as easy as possible. Provide them with co-branded marketing pages where they can simply fill in a paragraph or two about why their organization cares about your mission. After that, they can share the resource online with their followers.

Plus, if you provide the pages your sponsors need to market your organization, you can add specific features that will be helpful in promoting your event. Make sure to include:

A button that leads supporters to your registration page.
The date, time, and location of the event.
Information about your nonprofit’s mission.
Tracking information so you know which attendees signed up due to which sponsor’s efforts.

Any marketing your sponsors do on behalf of your organization is great and should be appreciated by your organization. But if your organization provides marketing resources, your sponsors will be more likely to help with promotion, and you’ll ensure you’re providing all potential supporters with the resources they need to attend.

3. Offer your sponsors audience insights

As you may already know, collecting data about your supporters can help your nonprofit to improve communication and direct your marketing efforts. Businesses sponsoring your organization can use this data in the same way!

Your sponsors will have access to your audience through your event, and providing them with information about the demographics you target will allow them to market your event effectively and promote their own services as well. If they understand the audience you’re trying to reach, your sponsors will be able to promote your event to the right people through the right channels and with the right messaging.

For example, if you’re targeting adults in their 30s and 40s to attend your organization’s event, your sponsors may want to focus on Facebook content in their social media promotions since Facebook is the preferred social media site of many people in that age range. These supporters will also be more likely to read long-form content and may be interested in unique graphics alongside the text.

But if you’re trying to attract attendees in their teens and early 20s, your sponsors could create video content for newer social media sites like TikTok. Images and audio are more appealing to this generation than text-heavy content, and partnering with influencers will add credibility to your sponsors’ posts.

4. Add sponsor logos to event merchandise

Hosting your event virtually or in hybrid form doesn’t mean you can’t produce merch for attendees. They’ll still enjoy getting free stuff, and your marketing message will be spread even further leading up to the event.

According to Feathr’s list of top marketing ideas, product marketing encourages spreading awareness of your nonprofit’s brand through word of mouth while providing additional value to your supporters and attendees. When supporters bring a water bottle with your logo to the gym or put a sticker on their laptop, other people will notice your name in public and ask the product’s owner about it, leading to a discussion about your mission and work.

In some ways, virtual and hybrid events lend themselves to product marketing more than in-person events. This happens because you can strategically send out merch ahead of time, which helps to personalize your marketing strategy. A few ideas for advanced product marketing:

Include a sticker or button in your direct mail. This will encourage supporters to sign up for your event by showing them immediate value from your event materials. When you send this direct mail, make sure it’s easy to take action immediately by including a registration URL or phone number in your letter.
Send packages with larger items to advance registrants. They’ll be able to show off their merch before the event, spreading the word to their friends and family. Items like t-shirts and sweatshirts generate additional excitement as well as marketing opportunities.
Promote your event merch on social media. Again, people love getting free stuff, so a post telling your followers what they’ll receive if they sign up for your event will help you pick up momentum. You can also link to your event registration page in the caption of your post or in your bio so that it’s easy for supporters to find.

To involve your sponsors in product marketing, ask their permission to add their logos to your event merch. Once you design your products, allow each sponsor to place an order for their organization. That way, they can distribute merch to their team and to attendees who sign up through their marketing channels, expanding reach for themselves and for you.

5. Tier sponsorship packages

When you look for event sponsors, you’ll often end up contacting organizations of different sizes and scopes. So, not every sponsor will be able or want to give the same amount to your cause. A nationally recognized brand will have a lot more capacity to contribute than a local business, although the local business might be more eager to support an event in their community.

To get a variety of sponsors on board, create tiered sponsorship packages. Let each potential sponsor know what benefits they’ll get in each package so they can make the choice that’s best for them. You could set up your sponsorship packages in three tiers:

Tier 1 could include putting the sponsor’s logo on your event t-shirt and a shout-out post on your social media.
Tier 2 could include everything in Tier 1, a blog post promoting the sponsor, and their logo on other event marketing materials — ads, email promotion, direct mail, etc.
Tier 3 could include everything in Tier 2 and the opportunity to have an organization representative speak at the event.

This is just one example of tiered sponsorships. You may need to change your approach based on your nonprofit’s expectations or the type of event you’re hosting. Some events just require more funding, while others would benefit from in-kind donations as well — for example, items to sell at a virtual auction or water bottles for a hybrid fun run. So, make sure to account for the value of these in-kind contributions when designing your sponsorship packages.

Aidan Augustin

Co-founder & President, Feathr

linkedin.com/in/aidanaugustin

Aidan Augustin is the co-founder and president of Feathr, an industry-leading tech company building marketing tools specifically tailored to the needs of associations and event organizers. Feathr has helped over 800 associations and 5,000 conferences, trade shows, and virtual events grow attendance, member engagement, and digital sponsorship revenue. Based out of their Gainesville, FL headquarters, Aidan leads the sales and marketing functions of Feathr and spearheads industry engagement. He is an actively involved member of both ASAE and IAEE and a regular speaker on the topics of digital marketing and event/association technology.

Aidan Augustin is the co-founder and president of Feathr, an industry-leading software company making digital marketing more accessible to nonprofits and event organizers. Feathr has helped over 800 nonprofits and thousands of events know, grow, and engage their audiences. When he’s not steering the ship at Feathr, he’s playing strategy games, singing karaoke, or reading books about people who changed the world.

Fundraising Tuesday: Who Needs My Donation?

September 6, 2022 by Dennis Fischman Leave a Comment

When a person decides to give away money, the one question they ask–sometimes out loud–is “Who needs my donation?”

When you ask a person to support your nonprofit’s work, you have to answer that question. Otherwise, they are not going to give.

So, let’s take that key question apart.

WHO Needs My Donation?

When people give money, they want to benefit someone specific: a person or family, currently facing a problem, that will be better off with their help.

That’s it.

Donors don’t want to help your nonprofit. They don’t care about your Executive Director, your Board, your talented staff, your dedicated volunteers.

What moves them to give is that somebody is in trouble, and they can help.

Your nonprofit is not the target of their generosity. You are the channel through which it flows.

Therefore, as odd as it may seem, talking about your nonprofit is not the best way to raise money for your nonprofit. Your self-interest as an organization is to be less selfish. Get your ego out of the way, and talk about a person or family the donor will be helping, instead.

(The exceptions: donors who have a long history with your organization, who know the insiders personally, may indeed want to hear about–and from–the ED, the Board, etc. Donors who have a more institutional approach and behave more like grantmakers may want to see evidence of your effectiveness. But they are not the vast majority of people who might be willing to give…if you told them WHO they were giving to.)

Who NEEDS My Donation?

Donations are not prizes for reaching the finish line. They are a bottle of water for people still running the race.

Therefore, if you tell the generous person about someone who’s leaped the hurdles, overcome the obstacles, and is doing well today, they will feel great–but they will not donate. Why should they? That person doesn’t need their help!

Success stories are great to put on your communications calendar year round. They help the prospective donors get to know, like, and trust your organization, and they help first-time donors to say to themselves, “I did the right thing when I gave. My donation made a difference.”

When you are asking for money, don't reach the finish line. Share on X

In your appeal letter or fundraising email, tell the story of a person or family, currently facing a problem, that will be better off with their help.

Currently facing. Will be better off, in the future, if the donor gives.

Create a sense of need if you want the donor to feel the urgency personally.

Who Needs MY Donation?

The great thing about telling success stories year round is that it helps donors and prospects feel they are not alone. If they give, they join a group of like-minded people who have already given. Their donation makes a difference, and it doesn’t have to make all the difference.

What’s great for year-round communication is deadly for your fundraising appeal.

At the moment the person is making the decision whether or not to give, they need to feel like everything depends on them. The person or family currently facing a problem is ready to topple into the abyss, and you, the donor, can reach out and give them the hand they need.

Notice! You are getting your organization out of the middle. The connection you are forging is a direct connection between the person who needs the help and their partner, the donor. Also notice: you are focusing on the present moment, to the exclusion of everything else. (The thank-you letter will be a good place to move toward the happy ending of the story!)

Who Needs My DONATION?

It’s not enough to say “This person needs your help.” You must also say, “Give now.”

Yes, you must ask for money in so many words. People won’t make that decision to give unless you do–and more than once in every fundraising appeal.

And you must suggest a donation level, because if you don’t, the donor won’t know what you expect. You can use the classic “$50 will do this, $250 will do that” approach. Even better: you can know the donor well enough and use sensitive enough software to ask them for just a bit more than they gave the last time.

If you focus on a person or family, currently facing a problem, that will be better off with their help, you may gain the person’s attention and win their heart. That is not enough. Thoughts and prayers won’t do it. You need to ask for the money that will really help. Only then will you, the donor, and the person they mean to give to all be on the same team.

Fundraising Tuesday: 3 Types of Fundraisers that Appeal to a Teenage Audience

August 23, 2022 by Dennis Fischman Leave a Comment

A guest post by Brad Dowhaniuk, 99Pledges

Generation Z, the generation born between 1997 and 2012, has a strong urge to change the world for the better. Motivated by the environment they grew up in, this generation is becoming a key part of mission-driven efforts geared toward change. In fact, about 50% of young people are interested in a job in volunteering.

You can easily get young people involved with fundraisers using some creativity and user-friendly fundraising platforms. To get you started, we’ll address important questions about engaging teenagers such as:

What are the benefits of hosting fundraisers that appeal to teenagers?
What are some types of fundraisers that appeal to teenagers?

What are the benefits of hosting fundraisers that appeal to teenagers?

It might be hard to reach teenagers or find a cause they care deeply about. However, getting young people involved in advocating for your mission has a significant positive impact on them and your organization.

Being their first impression. You have the opportunity to be a teenager’s first experience with a mission-driven organization. Serve as their introduction to nonprofit work, and provide them with an amazing experience participating in your fundraiser.
Supporting their interests and hobbies. You can do teens a favor by helping them raise money to support extracurricular activities. For example, you could partner with a local band program to hold a joint fundraising event that benefits your organization and the band.
Expanding your supporter base. Teenagers are great at sharing what they’re up to with their peers. When you recruit one teenage volunteer, they’ll likely tell some of their friends about the experience.
Gaining a fresh perspective. Young people tend to care deeply about the causes that they believe in. They can bring an uplifting, fresh sense of devotion to your cause that can help boost the morale of other volunteers and staff.

What are some types of fundraisers that appeal to teenagers?

Sports competitions

Often, teens are already passionate about extracurricular activities like sports. Partnering with organizations like high school baseball teams gives both parties a chance to leverage their strengths. Where your organization has fundraising experience and connections in the nonprofit sector, a baseball team offers access to new supporters.

At 99Pledges, we specialize in pledge-based fundraising like baseball team hit-a-thons. A hit-a-thon is an event where team members have the chance to compete in a batting challenge. The steps for holding a successful hit-a-thon look a little like this:

Participants enroll in the fundraiser.
The participant collects pledges.
Supporters pledge a given donation amount for each successful hit.
The participant competes in the fundraiser, hitting as many pitches as possible.
Afterward, the participant collects donations from supporters.

This sequence of events is the most basic way to structure a hit-a-thon, but you can make tweaks that customize it to your needs. One option is to base pledges on the distance of the hit rather than the consecutive number of hits.

Fun run

Fun runs, short distance runs with some kind of fun element, are highly customizable. You can tailor them to a teenage age group by basing the “fun” part of the run on something they are passionate about.

Let’s say teens in your area are big fans of a new show. Take advantage of that built-in interest by theming your fun run around it. You can have participants dress up as their favorite characters and serve drinks and food based on the show.

Like a hit-a-thon, you can collect money at your fun run-through pledge collections. These pledges are done before the participant enters the run, and they are usually based on the distance they run. As you plan the event, keep in mind that for events with a lot of physical activity, it’s important to send teens home with a waiver first.

Shoe drive

Shoe drives are easy fundraisers that make volunteering more accessible for young people. Since this fundraiser doesn’t involve handling money, it’s very safe for teenagers to participate in. Shoe drives also rely heavily on word-of-mouth advertising and social media promotion — two things teenagers are very good at.

To launch a successful shoe drive, you’ll need to:

Team up with a shoe drive fundraising partner such as Funds2Orgs.
Encourage your supporters to donate their gently worn, used and new shoes.
Schedule donation pick-up with your shoe drive fundraising partner.
Receive a check in the mail after the shoes are processed.
Celebrate the shoes going on to benefit small businesses.

While teenagers are great at promoting a cause to their peers once they know about it, it can be hard to touch base with them initially. Partnering with a local school fundraising team can increase your reach with a teen audience.

Getting teenagers interested in your fundraiser is the hard part, but it has the potential to introduce young people to a lifetime of giving opportunities. Once the campaign is over, don’t forget to thank your teen supporters for their involvement. Something like a handwritten thank-you card is the perfect way to cap off their fundraising experience and encourage future involvement.

Cheerful young man, isolated over white background

Brad Dowhaniuk is the co-founder of 99Pledges, which provides schools and teams with an easy-to-use, web-based fundraising solution to manage and drive success in Fun Runs, jog-a-thons, baseball hit-a-thons, and much more.