filter by tag: fundraising

August 12, 2011 at 12:31 PM by Research & Insights

Fundraising galas and walkathons a bit too tame for your blood? Perhaps a little body art, a hostage goldfish or a brush with death would be more your style. You wouldn’t be alone. Cause supporters are going to extremes these days to prove their devotion to a cause.

 

 

 

The Social Tattoo Project is hoping a few diehard advocates will get inked in the name of a cause. The Project reveals four topics each week, and via crowdsourced voting, decides which lucky volunteer will soon have a permanent reminder of a cause or event that mattered in that moment (#humantrafficking, #Haiti, #Norway, #poverty and #Japan, so far).

To increase awareness about plastic pollution in the Pacific Ocean, Project Kaisei put the fate of real goldfish “Kai” in the hands of supporters. Only with their donations would Kai avoid moving from his safe aquatic environment into the polluted waters beyond his clear plastic wall. A live Facebook feed implored donors to help “Save Kai” as time ticked by.

Even more traditional nonprofit brands such as the Boy Scouts of America, the Special Olympics and the Make-A-Wish Foundation of America are taking a walk on the wild side. Some of their supporters are repelling down the sides of skyscrapers to solicit donations. Over the Edge, the company that organizes these events, has worked with 62 nonprofits in 2011 alone.

Perhaps desperate times call for extreme measures, but are these efforts making any real impact on the issues? The answer is, it depends. Ill-conceived stunts (remember the Twitter death of dozens of celebs a few months ago?) can easily garner more jokes than dollars, but if your supporters need a little pressure to say, fish or cut bait, a creative and dramatic campaign may be just the motivation they need.
 

Tags: extreme fundraising campaign donation cause stunt

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July 29, 2011 at 12:45 PM by Research & Insights

Just a year ago, mobile giving was the new darling of fundraising. It was an easy and effective way to tap in to new and established donors with an immediate call to action. Today, the future of mobile giving is already ominous. A new study from the Association of Fundraising Professionals and Kaptivate Research reveals over 50 percent of nonprofits have been disappointed with the results of mobile fundraising campaigns – disenchantment that has led to a 20 percent decrease in the use of mobile giving technology in campaigns over the last year.

 

 

Is mobile giving dead? Hopefully it's experiencing more of a rebirth. Although the overwhelming success of campaigns like the American Red Cross’ Text 2Help campaign prompted many nonprofits to rush to use mobile as a fundraising mechanism alone, some organizations are taking a step back to realize the potential of mobile as a communication tool first.

Silver Ring Thing, a Christian group that is using mobile to inform rather than solicit, is sending out news and links to blogs twice a month. DoSomething.org saw radical results from a call-to-action text message sent to its teenage constituents. Since then, DoSomething.org has used texts as a central part of its communication strategy – but it has not asked for donations. Doug Plank, chief executive at MobileCause, explains in a recent Chronicle of Philanthropy article, “The old rules of establishing trust, building community, fostering engagement still apply regardless of the medium.”

 

Nonprofits don’t need to reinvent the wheel when it comes to mobile fundraising; your best practices still apply. Tell your story first, grow a relationship and then ask for a donation. And yes, it can all be done through the simple text message.

Tags: mobilegiving philanthropy campaigns nonprofit fundraising

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June 24, 2011 at 12:15 PM by Research & Insights

Hide your kids! Run for the hills! Another charity walk is coming through your streets!

Charity walks, runs and rides are nothing new; in fact, the nation’s first walk took place more than 40 years ago. Yet, the latest trend in charity walks is disparaging them.

This month alone, op-eds in The Boston Globe and The New York Times have complained about the nuisance and ineffectiveness of charity walks and their run and ride counterparts. They argue that the funds raised are diminished by the high costs of security, permits and other event necessities. Although eight percent of proceeds do go to securing permits and security, the top 30 “thon” fundraising programs still generated over $1.62 billion in gross revenue in 2009, according to the Run Walk Ride Foundation. Cynics also argue that the time participants dedicate could be more effectively used supporting charities in other ways, say helping to build a home or clean up a beach. However, walks tap into new groups of people who wouldn’t otherwise support the cause, friends and family support their loved ones (not the cause) and many participants join both for the cause and for other, more personal or selfish reasons. Neither of these groups would be effectively reached through traditional donation or volunteerism opportunities.

Despite the growing criticism, there’s more than one reason walks have been going strong since 1969:

• They’re social – they bring together diverse participants, foster a sense of community, shared stories and a “we’re all in this together” feeling.
• They demand attention – they put charities on public display, and the minor disruption they cause is intentional; it’s hard to ignore a group of 50,000 people marching together for a cause.
• They mobilize en-masse – most organizations could never manage or maximize the volume and energy of people who turn out for walks, runs and rides through traditional volunteer opportunities alone.
• They fulfill and inspire – most people who participate in these events are seeking to help the cause, but also to achieve a personal accomplishment as well, whether completing a marathon, biking hundreds of miles or walking further than they’ve walked before.

Do you think charity runs, walks and rides still have a place in contemporary fundraising?

Tags: charity fundraising charitywalks giving

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May 27, 2011 at 11:55 AM by Research & Insights

Tough times call for fresh tactics. The recent recession is still hitting foundations and nonprofits straight in the wallet. In fact, 87 percent of organizations surveyed say the economy continues to impact their daily operations. With so much at stake, nonprofits are coming out of the downturn with thicker skin and bold new approaches to fundraising.

 

The Austin Humane Society scrapped its sad stories of animal mistreatment and neglect in favor of something more light hearted. On its website and in one of its ads, a playful pup implores, “I’m not on Twitter, but I’ll still follow you.” Although grim advertising produced short-term relationships, the new approach is building lasting connections with donors. Donations are up 13 percent, and volunteers and adoptions are on the rise, as well.

Another nonprofit seeks a different sort of relationship with donors, one that is anything but lasting. “Once and Done” is the motto of Smile Train, a charity that provides free cleft lip surgery to children in developing countries. The charity’s direct-mail solicitation gives potential donors a unique proposition: “Make one gift now, and we’ll never ask for another donation again.” Yes, you read that right. Smile Train claims this “one gift” offer echoes the permanence of the very surgeries the funds help pay for and has shown “significant improvement” over the charity’s previous appeals. No doubt other nonprofits will be watching closely to see whether such a daring call-to-action proves sustainable over time.

 

Out of chaos comes innovation, and this tough fundraising climate has certainly bred its share of creative, and sometimes downright risky, appeals. But as these two campaigns demonstrate, it just may take an unusual approach to capture the attention and limited dollars of donors as they receive a growing number of urgent pleas for support.

 

*Posts under the "Knowledge Leadership" byline are authored by Whitney Dailey, Sarah Kerkian and Andrea List.

Tags: economy fundraising nonprofits

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May 13, 2011 at 1:02 PM by Sarah Kerkian

Robots aren’t taking over the world, but they wouldn’t mind taking your spare change.

Two pint-size automatons have hit the streets on three continents to ask passersby for their pocket change. DON-8r (“donator”) relies on coin donations to keep it moving throughout the streets of Scotland. It seems citizens weren’t particularly inspired by the little guy’s “hello, hello, hello” and color-changing head because DON-8r didn’t get very far. During a nine-hour test, he raised a little less than $43. Korean-made “Dona” used her robot charms to greater effect. Donning a red cape, she bows, blinks, waves and wiggles, all the while raising $30 an hour during tests in New York City’s Union Square and Korea’s Seoul Museum of Art. Unlike her Scottish counterpart, Dona stays stationary, and it’s hard to ignore her wide-eyed pleas for support.

 

Are robots the future of philanthropy? Unlikely. These little gizmos are at the mercy of thieves, mechanical malfunctions and street sweepers. And although they are novel approaches that will no doubt capture attention and a few dollars along the way, we know the keys to successful, sustainable fundraising are personal relationships and human stories. Then again, a Salvation Army Red Kettle that did a little dance for your donation would not be half bad.

Tags: fundraising philanthropy trends technology

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April 1, 2011 at 12:03 PM by Research & Insights

The economy may be slowly turning the corner, but there’s a bump in the road that has some nonprofit organizations backed into a corner. According to The Washington Post, Congress wants to cut about $30 billion from the budget – much to come from support to nonprofit organizations.


Government funding doesn’t benefit all 1.5 million nonprofits in the country, yet more than half (58%) of the organizations listed on The Cone Nonprofit Power Brand 100 receive at least some financial contributions from the government. Budget cuts will force many nonprofits to turn to cost-effective and efficient ways to get messages out that will resonate with supporters and lawmakers in an effort to retain full funding for their missions.

Planned Parenthood mobilized a social media campaign to fight back against proposed cuts to its government support called “I Stand with Planned Parenthood.” The organization asks supporters to take actions, such as signing an online petition (with more than 800,000 signatures to date), calling local legislators and texting, Tweeting and posting their support on social networks to build grassroots buzz.
 
Other organizations, including Children’s Leadership Council (CLC), a coalition of about 60 advocacy groups, are turning to public relations as a strategy to earn public attention without the need for large-scale paid media purchases to get messages out to constituents and lawmakers.

Budget squeezes for nonprofit organizations are nothing new. Many learn to operate on a shoestring budget from the outset. But for those that rely heavily on government support, the proposed cuts could be a tragic blow to their social missions. Hopefully, with large-scale public support rallied in advance of the cuts passing, Washington will hear the voices of citizens who rely on these leading nonprofits and will choose to soften the budgetary blow.


Posts under the Knowledge Leadership byline come from Knowledge Leadership team members Sarah Kerkian and Casey Brennan. Follow us on Twitter: @ConeLLC, @SarahKerkian, @CaseyB 

Tags: nonprofitpowerbrand100 nonprofitcausebranding awareness campaigns fundraising engagement

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March 28, 2011 at 11:30 AM by Jillian WilsonMartin

What my clients want, they get. So when one told me I deserved a vacation, I listened! My husband and I jumped ship and booked a two week cruise to the Caribbean. It was relaxing, romantic and fun – and we enjoyed every minute (cue double rainbow – seriously, a double rainbow!).


But even with my new shades, I couldn’t help noticing Royal Caribbean International’s cause program. Overall, I was impressed, but, of course, I have some ideas on areas for improvement too.

Royal Caribbean has a number of community partnerships and prioritizes employee volunteerism as part of its GIVE (Get Involved Volunteer Everywhere) platform. Of all its programs, the most guest-facing is its partnership with Make-A-Wish Foundation. Since 2000, Royal Caribbean has hosted more than 1,000 Wish kids on its cruises and contributed approximately $3 million of in-kind services. During the cruise’s opening show, guests are introduced to the partnership via video, and throughout the trip, Make-A-Wish is included in various communication channels (e.g., in-room TV advertisements, featured tidbits in the daily “Cruise Compass” and a special flag is flown when a Wish family is onboard). These efforts culminate in a Walk for Wishes, in which guests purchase $10 Wishes at Sea T-shirts and join employees for a mile walk around the ship. On our cruise, guests donated nearly $2,000!


Amazing results, right? Absolutely! It’s a great cause, but it made me want more. While communications about Make-A-Wish on our cruise were abundant, they didn’t fully explain Make-A-Wish’s mission or Royal Caribbean’s results. Being the nosy person I am, I asked other guests (many of whom were international travelers) what they thought about the program and most of them didn’t understand who Make-A-Wish was or what they do. And they aren’t alone – while the cruise activities staff was highly knowledgeable about Make-A-Wish, waiters, chefs, stateroom attendants and others had little understanding and displayed minimal passion for the program. Also, the first time I heard of the partnership was onboard – where was the information when we were planning our trip?

Bottom line, Royal Caribbean and Make-A-Wish have a great program, but it could benefit from some of the market innovations we’ve seen this past decade. Royal Caribbean describes itself as the “Nation of Why Not” and I wish they would channel this energy for their cause. Why not leverage new media? Why not empower consumers through choice, personalization and deeper engagement opportunities? Why not incentivize employee participation? Why not highlight the partnership’s fantastic results and emotionalize the power of a purchase via social math?

I wish for the why not!


- Jillian Wilson Martin, Account Supervisor


(Full disclosure: Make-A-Wish is a former Cone client and Royal Caribbean participated in Destination Joy, a campaign Cone helped create in 2007.)


Tags: employees events cone awareness fundraising engagement causebranding

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March 18, 2011 at 12:37 PM by Research & Insights

Japan is facing the aftermath of one of the most devastating natural disasters in recent history – a 9.0-magnitude earthquake followed by tsunami, which caused a nuclear crisis. The series of events is almost unimaginable, and though the damage is high the outpouring of financial support from consumers and companies is notably lower than other recent natural disasters, including the Haiti earthquake last year, Hurricane Katrina in 2005 and the Indian Ocean tsunami in 2004. Why the discrepancy? It may have less to do with human compassion than with simple pragmatism.  Here are several factors at play:

• Factor 1: Japan is a developed nation with the third largest economy in the world. Its infrastructure and resources far outweigh that of developing nations where crises also occur, such as Haiti.
• Factor 2: The Japanese government has not issued a call for support from other nations, and in fact, turned down offers for assistance.
• Factor 3: Nonprofit organizations in Japan, such as the Red Cross, have demonstrated a similar reticence to accept outside assistance from global affiliates.
• Factor 4: Where do you start? As the nuclear crisis continues to escalate, there is not a clear understanding of where Japan’s biggest short or long-terms needs are.

With such reserve from the government and aid organizations, it is hardly surprising that consumers and companies alike may not be responding with the same fervor as we have seen in the past. Despite our tendency to make comparisons, disasters are not all created equal.

Companies looking to support Japan as it assesses damage must realize this disaster may call for a different approach than for those that came before. Japan has resisted some of the immediate support offered, yet that is not to say aid is not desperately needed. The domino effect of the earthquake, tsunami and nuclear crisis paints a picture of a disaster that will demand more than immediate assistance. The best strategy a company can employ is not to have a short attention span.

Instead of sending volunteers, financial assistance or other assets in the short-term, which may not be used effectively or may actually create challenges for distribution on the ground, companies should instead create a thoughtful plan that will help the nation in the long-term, once mass media attention has died down and the nation looks to rebuild. Having patience to assess the needs will prove difficult for companies and American citizens alike, because, traditionally, our country’s largest outpouring of donations and compassion occur as we see the faces of the devastation in real time.

It’s in all of our interests to see Japan recover quickly. With a plan already in place, companies will be prepared to leverage their unique assets when the call for aid finally comes. For now, sit back, assess what the need is, listen to what the ask is, then give what and where it is needed most.

 

Cone offers the following five evergreen tips for corporate disaster response planning:

read more...

Tags: employees fundraising crisispreparedness donation corporategiving crisis

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October 29, 2010 at 2:23 PM by Research & Insights

Women often balance the household checkbook, and a new study by the Women's Philanthropy Institute reveals they are more likely than men to be writing these checks out to charity.
The Women Give 2010 study isolated men and women who are “single heads of household,” among other factors, to make direct gender comparisons. The results revealed that across all income brackets, women are simply giving more money away. It seems gender, not affluence, spurs giving.  Women whose household income topped $103,000 gave $1,910, while men in this income range gave $984. Women whose household income was at the bottom of the income bracket, just $23,509 or less, gave $540 while their male counterparts gave $281. Executive Director of Equality Now, Taina Bien-Aimé, says “Dedicated women with no income will send you five dollars. The issues speak to them, and that moves women to give.”

The study also found that women are more likely to donate to a variety of causes, rather than direct a lump-sum to one organization. Women may be giving a few dollars to each issue that crosses their path, whether it’s originating from a coworker, child’s school or community organization knocking at their front door. When engaging this group, provide tools that allow turn-key networking. For example, a personalized fundraising site where an individual can drive others to donate or a toolkit that empowers them to take charge of an on-the-ground fundraiser. The efforts of one woman to gather small donations can add up to a huge impact for the cause.

The research confirms that women hold the desire and capacity to be philanthropic at all income levels. When crafting a campaign to raise funds for your issue, look to engage these super-givers regardless of income level, and provide the resources that help tap into her vast network of others who want to support a good cause.


Tags: Women donation philanthropy charitablegiving nonprofitcausebranding fundraising

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May 14, 2010 at 11:10 AM by Research & Insights

Some say attitude is everything. And as the dreary April showers finally subside, it’s a perfect time to adopt a fresh, sunny outlook for the spring ahead. We’ve noticed a similar attitude overhaul taking place in a new crop of cause efforts. Instead of focusing on the seriousness of issues, these programs are adjusting the tone of conversations to something a bit more light-hearted to motivate more people to get engaged.



Kotex, as part of its humorous new brand campaign for “U by Kotex,” has teamed up with Girls for a Change to “empower and educate young women to become agents of social change.” The campaign encourages “real talk” about vaginal health and provides ways for girls to learn, interact and share online. Visitors to the brand Web site can sign a “Declaration of Real Talk,” sparking a $1 donation to Girls for a Change with every submission. The site is colorful and youthful – a fresh approach to a discussion that has longed for a makeover.



New fundraising site Crowdwise.com takes a similarly cheeky tone. Its tagline perfectly illustrates its brand personality: “If you don’t give back, no one will like you.” Created by actor Edward Norton, the site offers people a free way to create fundraising pages that can easily be shared through existing social networks. Users are incentivized to raise money by winning points and prizes along the way. With a wry humor sure to attract any do-good teeny-bopper, the added presence of several celebrity projects may help put site traffic into overdrive.

These programs illustrate that a new approach to cause does not always require a new issue or a new audience. By changing the tone of a dialogue or creating new ways of connecting and sharing, people will be reenergized and inspired to make a change. Fostering a positive attitude is one little thing that can make a world of difference.


Tags: Women fundraising health campaigns engagement celebrityengagement newmedia causebranding

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April 30, 2010 at 12:55 PM by Research & Insights

The success of text-to-give fundraising efforts after the earthquake in Haiti ignited a firestorm of articles, research (including Cone’s) and debate about mobile giving. Had it reached a tipping point? Is it a valid giving strategy for other organizations and causes? The answer is “yes” because of its ease and immediacy. But at the end of the day, text messaging is still like any other communications and fundraising vehicle – it is still the execution that matters.  

Two recent campaigns, both coincidentally focusing on homelessness, are successfully using text-to-donate campaigns to present compelling appeals to potential donors.



The “I Am Here” campaign in Austin, TX has literally hoisted a homeless man named Danny up to a billboard along a major highway. The billboard encourages passing cars to text a donation to help Danny and his family get a home.

The short-term goal is to raise $12,000 to purchase a home for Danny, but the larger scope of the program is to raise visibility and compassion for the homeless population by putting drivers face-to-face with a real human story. Although focused regionally, the campaign has attracted national media attention.

New York-based Pathways to Housing also used a local execution, but added a layer of interactivity to its mobile campaign. The organization projected an image of a sleeping homeless man on the side of a building where passersby could send a message to trigger a video in which the man gets up and walks in the door of his new apartment. The action did not require a donation, but it provided the opportunity to donate via cell phone or to visit the Web site for more information.

Text message fundraising is still novel enough that it’s easy to think it alone will make a campaign successful. But just like direct mail, email or any other fundraising tool, it too will fall flat unless the appeal is compelling, urgent and easy to fulfill. This was certainly the case in Austin where we’re happy to report that just days after his unique billboard appeal, Danny has a new home. 


Tags: donation causebranding charitablegiving campaigns fundraising newmedia

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March 5, 2010 at 2:15 PM by Research & Insights

Donations for relief efforts in Chile pale in comparison to those for Haiti. The Chronicle of Philanthropy reports in an interview that a mere $250,000 raised by Americans three days following the Chile disaster, which starkly contrasts the nearly $97 million raised three days following the Haiti earthquake. Despite experiencing a stronger earthquake, Chile’s existing building codes and infrastructure better prepared it to cope with damages. However, several other factors may have influenced the difference in donations:


Consumers Are Tapped Out – Many Americans responded to the Haiti crisis by taking part in the widespread text-to-give campaigns promoted by major relief organizations, through which the American Red Cross alone raised $32 million. Mobile giving was a fast and easy way to respond to the crisis, but some may simply be overwhelmed by donating to the second major disaster in a two-month period. In addition, there has seemingly been more media attention for the Haiti disaster, which continues to capture headlines amidst the Chile crisis.  

Call To Action Was Less Urgent – The Chile government’s call for aid didn’t take place for several days after the disaster which influences donor urgency. According to The 2010 Cone Text-to-Give Trend Tracker, more than one fifth (22%) of respondents indicated they would donate to causes via text message only when the need was urgent.

Haiti Activated Grassroots – In Haiti, the need for donations was immediate and urgent. Individuals were activated to help not only through popular donation campaigns by organizations such as the American Red Cross and Yele Haiti, but also through their own grassroots efforts that utilized events and social media. The Wall Street Journal this week highlighted some of the more extraordinary methods for individual fundraising, such as a skydiving nun and pajama-clad office workers.

Celebrity Involvement – The star power that surrounded Haiti undoubtedly drew additional attention to relief efforts. Whether sports stars making a statement on the courts or a star-studded telethon, celebrities came together for the cause and inspired other Americans to do the same.

None of these factors are the responsibility of any one stakeholder. Governments, relief organizations, businesses, influencers and consumers need to work collaboratively toward a common solution for maximum impact, and we saw this collaboration in top form following the earthquake in Haiti. The sobering reality of the back-to-back earthquakes of 2010, however, made it clear that no two disasters, or their resulting relief efforts, are the same. What will you and your organization proactively prepare to do when another disaster strikes?


Tags: causebranding crisis donation currentevents global fundraising newmedia

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February 12, 2010 at 11:46 AM by Research & Insights

Americans were quick to react to the Haiti disaster last month, donating millions of dollars in a matter of hours. A driving factor in the lightning-fast fundraising was the ease of donating through the Web and mobile devices.

 

 

The results were so impressive – the American Red Cross raised more than $32 million alone through its mobile text-to-give effort – that Cone wanted to explore how, and why, many Americans engaged in text-to-donate campaigns. We fielded a brief, two-question online survey with Invoke Solutions to explore the trend, and the results revealed 13 percent of respondents donated via text message following the earthquake. Although this number may seem low given the massive support for relief organizations, it represents well over a 100 percent jump from Cone’s 2009 Consumer New Media Study conducted just last fall. In that survey, six percent of American adults said they had donated to any cause via mobile phone over a 12-month period.

Most of the 13 percent who texted a donation to Haiti indicated they did so because it was the fastest and easiest way to respond to the urgent need (8%). But the survey also indicated that the success of text-to-give efforts for Haiti may be more than just a flash in the pan. Nearly a quarter of respondents (23%) said if they donate once through a text message, they are more likely to donate again.

 

Mobile donations are clearly building traction with American donors, but what does this mean for future fundraising efforts? Nonprofits looking to engage supporters through this channel should note the other survey findings:

• 27% of Americans are more likely to donate via text message if there is a credible endorser (person, company, nonprofit)
  
• 27% would be more likely to text a donation if a company/organization “matched” their gift
  
• 22% would use text messaging to donate to causes only when there is an urgent need
  
• 19% would rather text a donation to a cause or nonprofit organization than through other means (e.g., write a check or donate online)
  
• 18% are now more likely to text a donation to their favorite nonprofit organization if it is an available option

We may have reached the tipping point for mobile donations after the earthquake in Haiti. It will be interesting to watch if and how nonprofits adapt this technology to their own causes through urgent, yet strategic appeals.

About the 2010 Cone Text-to-Give Trend Tracker:
The research presents the findings of an online survey conducted in February 2010 by Invoke Solutions among a demographically representative U.S. sample of 1,183 adults. The margin of error associated with this sample of this size is ±3%.

Tags: donation currentevents nonprofitcausebranding fundraising newmedia

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January 15, 2010 at 12:02 PM by Research & Insights

All eyes are on Haiti this week, and before anything, we must say that the thoughts and prayers of the entire Cone family go out to the people of Haiti. As nonprofit organizations and government agencies quickly deploy their emergency resources to come to Haiti’s aid in the aftermath of this tragedy, American citizens are just as quickly responding through their own channels – digitally.

 

 

With laptops and smartphones at their fingertips, donors are setting records with lightning-fast fundraising tools. Convio, a company that provides donation software to charities, processed more than $20 million as of January 13th – more than it did on December 31st, which is typically the biggest fundraising day of the year. And it wasn’t just online donation that was successful, text-to-donate campaigns saw big numbers too. The American Red Cross has raised $8 million to-date through its mobile campaign, and Yéle Haiti, the nonprofit of musician and Haiti-native Wyclef Jean, has raised more than $750,000 through a similar mobile effort.

Cone’s research on cause and new media this fall found that Americans are using such tools for awareness, but not necessarily translating this into donations. This situation debunks the myth that they won’t donate – for now we know when the need is urgent and the request is easy, citizens will respond through every tool at their disposal. One lesson to emerge from this devastating tragedy is that having new media communications and fundraising capabilities in place before the need is urgent will help mobilize your cause when the situation is dire. And despite the urgency of a message, those that are clear, concise and show ongoing results are lessons all organizations can heed when developing new media communications in support of their causes.

To see Cone’s list of guidelines and resources for companies responding to natural disasters such as the earthquake in Haiti, please click here.

Tags: causebranding crisis currentevents donation charity fundraising newmedia

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November 6, 2009 at 11:26 AM by Research & Insights

Temperatures are dropping and the holiday season is approaching, causing an outbreak of the “warm and fuzzies.” Yes, the giving season is upon us, and this year is already proving to be the most digitally driven to-date. Nearly every holiday cause campaign underway has an online component, thanks, in part, to growing consumer comfort interacting with brands via new media – up 32 percent from 2008.

Despite all the glittery online promotions, it’s important to recognize consumers are still hesitant to donate online. The 2009 Cone Consumer New Media Study showed some American new media users are concerned whether their donations will have an impact and others would rather donate offline. But that’s not to say online donations cannot be powerful. A leading holiday fundraiser and one of Cone’s Nonprofit Power Brands, the Salvation Army overcame the odds when, in 2008, online fundraising for its iconic Red Kettle campaign contributed an additional $10 million to annual revenues. However, the nonprofit was savvy enough to use new media fundraising as a complement to its offline efforts, ensuring donor comfort and convenience whatever the medium.

To help build confidence and trust among your online supporters this holiday season, keep in mind some best practices for new media fundraising:

• Demonstrate tangible impact: illustrate for consumers how their donation is being put to work by showcasing goals achieved in real-time
• Tap emotion: demonstrate why your cause is important to donors through emotionally compelling storytelling
• Provide value to contributors: don’t leave your donors hanging once they open their wallets – make them feel special by providing a badge of honor to display on their social networks or offer additional opportunities to support the cause
• Make it social: incorporate tools that make your campaign easy to share and pass along

The Big Warm Up installation, Boston

 

Doing its part to warm communities, Land’s End recently launched the Big Warm Up to encourage winter coat donations to the country’s homeless. The campaign embodies many of the best practices, having a robust online campaign that marries with its offline efforts - and, it just happens to be installed right outside our office windows.

 

Tags: newmedia causebranding donation campaigns nonprofitpowerbrand100 research top10 fundraising

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May 15, 2009 at 2:23 PM by Research & Insights

Want to really engage consumers in your cause efforts? Then give them a voice. Target, well-regarded for its philanthropic commitments, relinquished some control this week as it launched “Bullseye Gives,” a campaign allowing consumers to decide how to give away Target’s money. The company will divide a $3 million donation among its 10 charity partners, determined by consumer votes on the Target Facebook page.

 

 

Consumer-centric philanthropy campaigns like this are not new, but they are clearly resonating. In the past year, American Express, Western Union* and Trip Advisor have all launched similar consumer-driven online contests, powerful because they offer unique benefits to all parties.

 

First, online contests’ user-friendly, low- to no-cost tools provide companies a channel to connect with consumers on a more personal level than traditional checkbook philanthropy (in turn, perhaps breeding greater trust, engagement and loyalty). It allows consumers to select a cause of importance to them, which, according to Cone’s research, is the leading factor (84%) they say will influence their support of a company’s social efforts. And, as The New York Times says, such campaigns are “adding yet another weapon to charities’ fund-raising arsenal” while also building awareness. Most importantly, it helps level the playing field for both consumers and nonprofits who all have an equal voice in influencing the outcome. Bullseye.

 

 

For much more news on this topic, please see our weekly newsletter. Subscribe to Cone's newsletter here.

 

*Cone Client

Tags: fundraising engagement campaigns causebranding newmedia philanthropy marketing donation

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April 8, 2009 at 3:15 PM by Cone Communications

As we seek to develop new marketing communications solutions for nonprofits in today’s climate, fundraising will take a front seat across the board. Carefully consider the following tips to help boost your nonprofit’s recession resilience in 2009.

 

1. Focus on individual giving: The largest portion of overall fundraising during recessions (80%) comes from individual givers, according to COP. So nurture your loyal donors and make sure they know just how important they are to you.
   
   
2. Curtail or re-purpose large galas or costly events: Consider creating lower-tier ticket opportunities for existing galas; swapping costly events for smaller, mission-aligned gatherings; or seeking donations “in lieu of event” for a targeted list of urgent, micro-philanthropy needs.
   
   
3. Avoid spending too much time and energy on engaging new corporate support: Five percent of fundraising comes from corporate support, which on average declines 1.5 percent in times of economic recession, according to COP. So, focus on servicing, communicating with and adding value for existing corporate supporters to maintain or grow current funding rather than seeking out new partners who may not be able to fund new beneficiaries.
   
   
4. Cut back, but do not eliminate, direct mail: Direct response fundraising makes up close to 60 percent of giving, according to the Direct Marketing Association, and COP reports that 62 percent of organizations surveyed reported gains over time using direct mail. To lower costs, consider paring down your contact list to active donors and continue to contact them. Bolster e-fundraising: For cost-effective communication vehicles, you can’t beat the Web. Consider transitioning important acquisition strategies to less costly e-fundraising techniques versus direct mail, moving select fundraising transactions online or creating “pledging” opportunities for individuals to give over time.
   
   
5. Create turnkey fundraisers: Inspire your donors to co-create fundraisers with you to reduce costs or create simple offline or online auctions. Also, try to seek gifts in-kind to bolster net proceeds.

 

Anne Erhard, Vice President 

Tags: economy nonprofitcausebranding nonprofit fundraising

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March 20, 2009 at 11:33 AM by Research & Insights

The Salvation Army’s annual holiday fundraising drive, with its iconic red kettles, hand bells, and volunteers in Santa suits collecting change, seemed to defy the odds this holiday. Despite a retail season with lighter foot traffic and pockets with fewer coins to spare, the Salvation Army reported record fundraising in 2008, bringing in $130 million.  That’s 10 percent higher than 2007, which represents the largest one-year jump in revenue growth in more than a decade. With the economy on the brink of a meltdown, how did the Salvation Army achieve record-breaking fundraising?

 

It innovated. The Salvation Army stretched pocket-change fundraising to new heights, elevating its strategy to a multi-channel, highly engaging program.

 

First, it recognized the power of younger donors and sought them out where they were already plugged in- online via social networks and through their mobile devices. The 2008 program included the ability to donate online, to spread the word via social networking sites and to download an iPhone application specifically developed for the campaign. Other high-tech advancements in the signature red kettle collections included regional testing of “cashless kettles,” which accepted credit or debit cards and “mobile giving,” which allowed consumers to text donations from their cell phones.

 

 

The Salvation Army leveraged these online capabilities and went viral by providing turn-key online fundraising toolkits and incentivizing consumer participation. The Online Red Kettle Campaign provided tools such as email templates and widgets and featured the top fundraisers on its Web site. Internet giving alone brought in $10 million in 2008.

 

At the same time, the organization stayed true to more traditional means of fundraising and awareness by engaging the teen-idol band the Jonas Brothers, leveraging several corporate partnerships including Wal-Mart and Target and never forgeting its volunteer base of 25,000 on-site bellringers.

 

Research shows that consumers are generally giving the same this year but to fewer organizations.  By mixing traditional fundraising tactics with new digital approaches, the Salvation Army was able to tap those with money to give and came out of the season further ahead than ever before.

 

For more fundraising tips beyond the holiday season to use throughout 2009, read our latest article, Fundraising Remedies for the New Economy.

Tags: newmedia economy research charity fundraising campaigns

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