You can communicate all you want with your backers, but if you don’t fulfill it is a fail. You might be surprised how well that will go over, and create additional fundraising opportunities in the future. Do it without asking for a donation every time, too. Show your donors/investors how their dollars are making an impact. Instead, provide regular progress reports. Worse, these solicitations tend to bore investors! Nonprofits often communicate frequently during the fundraiser, but afterwards most simply solicit investors for more dollars. It is also true afterwards when brands fulfill their promised product or action for their backers. That is true during the Kickstarter when someone is soliciting. Successful campaigners communicate often, as they deliver not only the product, but also offer a level of transparency into their efforts. That being said, the three big Kickstarter takeaways for a nonprofit post-event experience include, communicate often and frequently, fulfill your commitments, and make it engaging. It’s worth setting up a small personal fundraiser just to experience it. From prompts to updates to how to structure a fundraiser and promote it for success, nonprofits can leverage a lot for their own efforts. There are many aspects of the Kickstarter platform that are worth experiencing. Lessons from KickstarterĪn image from my personal trial Kickstarter for a book, Cuba: Seven in 10. Which brings us to the lessons nonprofits can learn from Kickstarter. They want to know what is going on, and they understand that the journey has bumps in it. I think people just want to know the truth.” Perhaps it was a triumph for the cynics and apathetics. Founder Scott Harrison said at that time, “Perhaps people wanted to see us fail. It was something investors experienced with the brand, and they responded well when the failure occurred. Getting back to charity: water, one of my favorite case studies features the nonprofit failing to drill a well in 2010. The customer wants to see and possibly participate in the achievement of that goal, or at least the attempt to get there. That is the shared value, the goal that all parties want to see. When a nonprofit fundraises, it is to achieve something. Just like a Kickstarter, people give money for something: To affect change, support a friend, and/or to feel better about a problem. Nonprofits have to look at donors small or large as investors. donor) experience as your primary driver and not data points. But that is another post for a different day.Īs Avinash Kaushik, Google Analytics wizard and product marketing evangelist, says “Suck Less” by focusing on the user (e.g. That would be like the NFL focusing solely on teams and media partners, and completely ignoring the fan experience. The biggest problem with the Knight Foundation’s playbook is that it completely focuses on galvanizing a community to raise money (or grow an community foundation’s fund, or…) by activating nonprofits, leveraging partnerships with media and the like, and mass communications. Umm, what about interacting with donors after they give? What is the community experience, Knight Foundation? That monetary focus creates the motive for failing to achieve a great post-donation experience.Įven the vaunted Knight Foundation Giving Day Playbook in its follow up section encourages community foundations to analyze the data so they can learn, and grow a bigger giving day ( whatever their foundation-centric goal is). Yet most fundraisers are designed to get donations and achieve a dollar goal, as opposed to cultivating relationships with donors who also care about what the nonprofit is trying to achieve. Success demands that businesses and individuals fulfill their commitments with updates, surveys, and of course, product delivery. The platform requires certain amounts of interaction and follow-up after a pledge has been made. Ironically, or perhaps to no surprise, Kickstarter - the standard used in for-profit online fundraising - provides a more rigorous customer-centric solution. But in general, most nonprofits that participate in giving days or host their own larger online fundraising events fail to deliver in their post donation experience. Some nonprofits like charity: water are fantastic with their post donation experience, including thank yous, reporting results, and continued community cultivation. Nonprofit online fundraising lacks good follow-up.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |