25 Apr 2012 5 Comments

Moving your fundraisers up the engagement ladder

 

Guiding your supporters up the engagement ladder is important when you’re aiming to covert your donors to fundraisers and participants to ambassadors. Here are a few lessons and examples  from the Movember campaign that you can apply to your own.

Turn event participants into brand ambassadors

Movember CEO Adam Garone and Digital Strategist Kory Klem highlighted the importance of taking an individual from a one time nonprofit participant to long time ambassador in an interview with Mashable. With their mustaches, participants become walking billboards for the Movember cause every November, promoting the nonprofit’s work everywhere they go. The two Movember leaders stress the importance of empowering these participants to become brand and cause champions by giving them the proper tools to do so. You can do the same by arming your supporters with nonprofit content, information, duties, or anything else that can help them help you.

“40% of our base (856,000 participants) don’t fundraise and we’re 100% okay with it” – explains CEO Adam Garone while discussing the importance of engagement. ‘We effectively hand over our brand to our ambassadors.” Movember empowers their enthused supporters to become ambassadors, leveraging the brand for their own grassroots fundraising and increase Movember’s effectiveness.

Find a way to turn donors into fundraisers

Repeat donors are very important to have versus one time donors. However your nonprofit can do one better. Your organization must nurture the one time donor into a life long fundraiser. Movember used community building to do just that. Movember’s CEO Adam explained how they did so with their Mo Bros, Mo Sistas, and Moscars initiatives. They’ve built a strong community and culture around promoting, discussion, and fundraising for men’s health. They also point out how vital coupling online and offline engagement can be in establishing these life long relationships.

So how can your nonprofit organization give the average participant the right tools so that they can go out and become ambassadors for your cause?

Learn more about your donors by downloading our Donor Report

 

Photo Courtesy Yogendra174 2010

by Dan Fonseca in Grassroots Fundraising, Nonprofit Resources, Spotlights Tags: ,