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Fundraising Tuesday: Listen First, Ask Later

August 2, 2016 by Dennis Fischman Leave a Comment

bait and switchHave you ever joined a professional organization because of the opportunities it offered–and then find out your first opportunity was to be asked for more money?

This is exactly what happened to my wife, Rona. She didn’t like being treated that way…and neither do people who want to know more about your nonprofit.

Nice to Meet You. Please Give Now!

Rona joined the “Local First” organization in the city where her real estate office is based. Let’s be fair: the Shop Local First movement does many good things for the community and the environment.

For her membership dues, though, Rona was promised tangible benefits like business improvement seminars, inclusion in a local business directory, marketing opportunities, and advisories about local policy changes that might affect her business.

She was not promised that local charities would call her for money–before she got any of the benefits of membership!

Yet within a week, she got several calls asking for $100 or more. Here’s how one of those nonprofits followed up that fundraising phone call by email:

Dear Rona,

Following up on our brief conversation this morning, please see the attached e-packet about the “100 by 100” [city name] Business Community Scholarship Fund.  The “100 by 100” is a way for 4Buyers Real Estate to be engaged with the community, receive some recognition as a business that cares about the betterment of [the city], and support the students and faculty of the city’s only public high school….

It wasn’t the Local First group asking Rona for more money a week after she’d paid her membership dues. It was a nonprofit with access to their membership list. But how do you think Rona felt about her decision to join when, before she even received a membership card, she received a solicitation?

What to Do When a Person Gives You Contact Info

We are deluged these days with phone calls and emails. Go on vacation, come back, and check your voicemail and email. You’ll see what I mean.

When a person asks for more information about your nonprofit and gives you a phone number or an email address, she is taking a big step, like Rona did when she joined the Local First organization. That person is trusting you to use her contact information the way she agreed to have it used. You must show her she put her trust in the right place.

If she asked for more information, give her more information. If she signed up to attend an event, make sure she’s invited.

You can also start building a relationship by asking her more about her interests…and listening to and making a note of the answers.

What you can’t do is turn around and ask her for money right away.

Don’t Play the Numbers Game

playing the numbers Now wait, you say. I receive multiple “asks” from many well-known national organizations–even some I’ve never given to before.

They must know what they’re doing! Why shouldn’t my community-based organization do the same?

You can certainly do that…IF:

  • You have a huge mailing list. The national organizations are playing a numbers game. They’re calculating that if even 2% of the people they’re mailing to will donate, they’ll make a lot of money. If you have a list of 1,000 names, though, and only 20 of them donate, you may not even make back the cost of doing the mailing.
  • You’re willing to see those donors make a one-time gift and then walk away. Fewer than 30% of donors who gave to an organization for the first time in 2014 gave again in 2015. You may get a few donations by asking right away. You’ll get a lot more, over a lot more years, by creating loyal donors.

At Communicate! Consulting, we specialize in helping you make loyal friends. For a free 15-minute consultation, email [email protected]

 

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Why Should Nonprofits Bother with Social Media?

April 30, 2015 by Dennis Fischman Leave a Comment

Why bother?When people hear that I consult to nonprofits on communications, sooner or later, they ask me, “Dennis, is it really worth it? Can I raise funds for my organization on social media?”

I’m sorry, folks, but those are two different questions.

Question 1: Are Social Media Worth It for Your Nonprofit?

First, think about what you’re trying to accomplish with your communications. As we saw yesterday, you need a strategy. Who are you trying to reach? What do you know about them? If you engaged them successfully, what would they do?

If you know the answers to those questions, you will know whether or not social media are an important part of your strategy. Even if they are, there are ten things you should take care of before you ever start on social media.

But in the end, chances are social media will be worth it for your nonprofit. Why? Because you need loyal supporters.

People give their first gift to your organization for a variety of quirky reasons. When they  continue to give, it’s for one reason: because they have come to know, like, and trust you.

You will win loyalty by giving people ways to get to know, like, and trust your organization…and nothing lets you do that more often, in a more convincing way, at less cost, than social media.

Question 2: Can I Raise Funds on Social Media?

Let’s turn this question around. When you go on Facebook, or Twitter, or Instagram, are you looking for a chance to donate?

No?

Well, neither are your donors.

People use social media to stay in touch with their friends. Your challenge is to make people regard your organization as a friend.

A friend who asked you for money every time he came over to your house would soon stop getting invited. If your organization asks for money whenever you’re online, people will stop inviting you onto their screens.

The 80-20 Rule

If you really understand social media, you will follow the 80-20 rule. 80% of the time your organization is on social media, share content that’s interesting to your audience.

  • Engage in conversations with them. You know they’re interested if they’re the one who brought up the topic!
  • Post information that they won’t find everywhere else. Make them feel smarter.
  • Post “fun” content that they will enjoy. If it relates to your cause, great, but as long as it doesn’t actually conflict with it, it’s all good. Friends are not all business–and you want to be their friend.

20% of the time, call your audience to action.

  • Poll them, or ask them open-ended questions.
  • Invite them to lobby their elected officials, online.
  • Offer them a chance to volunteer.

And yes, perhaps once in a great while, you can ask for money. It will work better if it’s directed toward a specific, tangible goal, and if they can track their progress toward that goal in real time. General appeals rarely work on social media.

So Tell Me Again, Why Should I Bother?

Maybe you shouldn’t. If your specific donor pool isn’t on social media– because of language barriers, for instance–maybe you shouldn’t be either.

But if your audience is on social media and you’re not, what you’re telling them is, “You’re not worth it to me.”

You won’t spend the time to reach them where they like to be? Then you are not their friend. And over time, they will give their attention, time, and money to the organizations that make them feel valued. Being one of those organizations–that’s why it’s worth it.

 

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