Connecting With Church Donors During Your Annual Appeal

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Your Catholic diocese’s annual appeal offers a great chance for you to connect with your parishioners during the Easter season as you invite them to contribute to the growth of the church and the service of their fellow man.

So, when it comes time to don your fundraising hat, it’s important to remember to not get too caught up in the dollars and cents. Instead, focus on building genuine relationships with your parishioners and teaching the principles of generosity and sacrifice. This will help secure their continued engagement and support in the long run.

In this quick guide, we’ll cover four tips for connecting with your donors during annual appeal season. As you explore these tips, consider what you know about your own parishioners and how you can tailor your appeal messaging and fundraising approach to their needs. Let’s begin.

1. Craft messages that resonate with your donors.

Thoroughly prepare for your annual appeal by examining the results of past annual appeals. What worked? What could you have done differently to get better results?

One common focus area for improving Diocesan annual appeals is the messaging around your campaign. It’s important to craft appeal messages that will resonate with your church donors.

Your messaging should be strongly connected to the core pillars of Lent—prayer, fasting, and almsgiving. According to Averill Solutions, it should be clear to your parishioners that “your annual appeal is associated with the overarching principle of sacrifice and spiritual refinement that can bring your parishioners closer to God.” Messaging that reinforces these ideas will help parishioners recognize donating as an act of giving something up to benefit the greater good.

Additionally, your appeals should be highly personal. This will help each parishioner feel seen and valued as an individual instead of making them feel like a walking ATM. Use the following best practices to personalize your appeals:

  • Lean on the records you have for each parishioner to access their contact information, church attendance details, and giving history.
  • Segment your parishioners into groups based on shared characteristics (such as age or preferred communication method) and tailor your appeals to those groups.
  • Share compelling stories to demonstrate the need for participation in the appeal.
  • Use parishioners’ names in your messages instead of generic greetings.

While most of these best practices apply to written messages, don’t overlook the importance of in-person interactions. Whether you’re chatting with a parishioner after Mass or making a visit to their home, you have the opportunity to communicate that your diocese cares about them as an individual and appreciates any way they can give to the annual appeal.

2. Offer multiple ways to give.

Just as each parishioner’s Lenten sacrifices are unique, so too are their approaches to giving to your annual appeal. Anticipate your parishioners’ giving needs by offering multiple ways to contribute. For instance, you could:

  • Provide a variety of donation tools. Make the giving process simple and accommodate a variety of giving methods by providing many different donation platforms, like text-to-give tools, a donation form on your website, gift envelopes, and mail-in forms.
  • Design opportunities for young parishioners to get involved. Empower entire families to give to your annual appeal by creating child-friendly opportunities. For example, Double the Donation recommends hosting a product fundraiser like a candy bar sale, which is a fun and easy way for your youngest parishioners to give back.
  • Communicate that non-monetary contributions are valuable, too. Some parishioners may not be in a position to give a monetary donation, or they may have items, talents, or services to contribute. For instance, someone might give office supplies that your diocese can use in its elementary schools. Another might donate their time and talents to create an auction catalog for your upcoming fundraising event.

Stay open-minded about the different ways in which your parishioners can give and what a successful annual appeal looks like. When your parishioners feel like their contributions are valued no matter what they look like, they’ll feel more included in the church community and be more inclined to continue to give down the road.

3. Prioritize transparency.

Share with your parishioners what their past annual appeal donations have been used for and how you plan to use the funds you raise this year. Being transparent about how your diocese intends to use their contributions will instill more trust in your diocese and the church in general, leading to greater engagement and more contributions.

When sharing how donations will be used, be specific. This will help you appeal to different individuals’ interests and charitable priorities. For example, say you share that you’re going to use some annual appeal funds to launch a new religious education and engagement program for the children in your community. Parents, teachers, and other individuals invested in children’s spiritual development may then be inclined to give (or give more!) to your annual appeal.

4. Continue to cultivate generosity after your appeal ends.

The annual appeal season shouldn’t be the only time of year when your parishioners learn about the principles of sacrifice, generosity, and consecration. In fact, if you’re not teaching these principles (and living them) year-round, your annual appeal can ring hollow.

Here are some best practices your church can use to continually cultivate generosity among your parishioners:

  • Teach generosity. Actively seek out opportunities to share messages, scriptures, and stories related to generosity. This will help establish it as an important part of being a believer.
  • Practice what you preach. Lead by example to serve and give to your parishioners, whether you’re providing spiritual counsel or volunteering with community organizations.
  • Set up regular opportunities to serve. Make it clear to your parishioners that monetary giving isn’t the only way to give back. Set up service projects and volunteer days that encourage them to put their faith into action.

Ensuring that your parishioners are spiritually fed in this area will not only inspire them to give to your annual appeal but will also help them become more refined, selfless, and Christlike individuals.

Your annual appeal is about more than just meeting a fundraising goal—it’s also about connecting with your parishioners. To take your appeal to the next level, consider hiring a Catholic fundraising consultant. These experts understand the nuances of faith-based fundraising and can help you meet your goals and influence parishioners for good.

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Reaching Your Donors Where They Are with Mobile Fundraising

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Every nonprofit dreams of having sustainable sources of funding that fully fuel every part of its operations. However, this isn’t the reality for many organizations. The National Council of Nonprofits indicates that a minority of nonprofit organizations are able to set aside the recommended six months of cash reserves (or “rainy day fund”). Many nonprofits have less than three months in these reserves.

To overcome these odds, your nonprofit needs to meet donors where they already are—meaning that you need to take your fundraising efforts to the communication channels they spend the most time on. Using more traditional approaches like direct mail is still effective and generates significant amounts of revenue for nonprofits each year. But, it could be time to modernize your efforts to push your campaigns to the next level by implementing mobile fundraising.

Let’s get started by covering the basics of this strategy.

What is mobile fundraising?

Mobile fundraising is a technique that allows donors to give to your nonprofit via a mobile device like a smartphone or tablet. Mobile giving can serve as a standalone campaign or as a piece of a larger fundraising initiative that involves other giving methods.

When you use this fundraising technique, you can reach more supporters with less time, effort, and money than more traditional outreach methods. Because you’ll be able to connect with a much larger audience, you can connect with untapped audiences of passionate supporters who could one day become important major donors. Additionally, because it makes giving so convenient, mobile fundraising is a great way to enhance donors’ experiences with your organization.

4 Mobile Fundraising Best Practices

1. Use effective technology.

Because this form of giving is entirely digital, you’ll need the right technology to keep everything running smoothly.

Depending on your nonprofit’s needs, goals, and the way you’ll use mobile giving, consider using one (or a combination) of the following solutions:

  • Mobile donation pages. These pages are simply mobile-responsive versions of your digital donation form. Because so much web traffic occurs via mobile devices, it’s best if your website (and all of its pages and forms) are mobile-friendly. Make sure your donation form software is able to resize the form for any device and that all buttons and form fields are large enough to be tapped on a touchscreen.
  • Text-to-give software. When your nonprofit registers with one of these platforms, you’ll receive a unique phone number to share with your donors. Instruct donors to text a code or dollar amount to the number, and they’ll typically be prompted to click a link to enter payment information and confirm the donation. Some platforms store this information so that in the future donors can donate just by sending a text or two.
  • Mobile giving apps. Some donors may want a method that is still convenient but feels more secure. In this case, you may want to opt for a mobile app instead. There are a variety of these apps tailored to different organizations and sectors, so make sure to do your research and choose one that fits your needs and budget. Ideally, the app should have features such as the option to make one-time and recurring gifts, a feature for covering transaction fees, and built-in text-to-give tools.

Investing in the right technology before launching your fundraising campaign will streamline your efforts, ensure that each payment made is secure, and even provide you with valuable data that can be used to guide future fundraisers.

2. Learn what your donors want.

Understanding your donors is the foundation of any successful fundraiser, and it’s a key stepping stone on your path toward sustainable fundraising.

Allegiance Group’s guide to driving donations highlights the importance of personalizing outreach to your donors, explaining that “by making donors feel like they are part of a larger cause and can directly contribute to achieving those goals, you’ll encourage them to increase the value and frequency of their gifts.”

Here’s how you can translate this advice into actionable next steps for your mobile giving campaign:

  • Conform to communication preferences. While it may seem obvious, it’s important to make sure that the donors you reach out to through a mobile fundraiser use and prefer digital or mobile communication channels. If they seldom engage via mobile devices or are uncomfortable with mobile giving, they may have a negative reaction to a seemingly random ask via text message (e.g., deleting and reporting the message as spam).
  • Tailor your ask amounts. If you are reaching out to donors with fundraising appeals through their mobile devices, make sure the appeal aligns with each supporter’s giving affinity and capacity. You can determine what those thresholds are by analyzing their past giving behaviors, conducting wealth screenings, and studying demographic data.
  • Segment donors. Among your donors who prefer mobile giving, some will have other unique preferences. For example, if you run a food pantry, some of these supporters may support your pantry because they have personally struggled with food insecurity, while others simply want to give back to their community. If your nonprofit is aware of these different motivations, it can create custom messages for each segment.

One of the simplest ways to add warmth and authenticity to these messages is with a personalized greeting. If possible, configure your mobile giving platform to begin each message with the donor’s first name.

3. Study and follow giving patterns.

Your nonprofit can also use data analytics to identify and align with organization- and sector-wide trends in giving.

For example, according to NPOInfo’s charitable giving statistics, 17% to 22% of nonprofit donations occur in December. So, it’s wise for nonprofits to ramp up fundraising efforts—including mobile donation asks—significantly during the end-of-year season of giving.

Some other broad giving trends to look out for include:

  • Increased giving as a response to disasters, political events and outcomes, or other urgent needs. For instance, many organizations experienced a boost in revenue during the height of the COVID-19 pandemic.
  • Event-driving giving that occurs around galas, 5Ks, auctions, or other similar fundraisers.
  • Internal milestones, such as your nonprofit’s ten-year anniversary, that warrant special gifts from donors.
  • Initiatives from influential external parties that could drive an increase in revenue. This might include partnering with an influencer for a cause marketing campaign or working with a corporation on their CSR campaign.

Your sector and organization will likely encounter other, more niche giving patterns as well. Just remember to keep a record of and address any significant increases (or decreases) in fundraising revenue from your mobile giving efforts.

4. Continue your donor stewardship efforts.

Just because mobile giving tends to be a more informal way to solicit donations doesn’t mean that you should abandon your stewardship efforts for mobile donors. These supporters require (and deserve) just as much recognition and gratitude for their contributions as a more traditional donor would receive.

As you would with your marketing or fundraising efforts, you should tailor your recognition method to each donor’s preferences and contributions. Continue to greet them by name, and mention the amount of their contribution along with details about its impact. Returning to the food pantry example, you might tell a supporter who gave $50 that their donation provided a family with a week’s worth of groceries.

Additionally, you’ll need to reach out via a digital channel to ensure donors actually see your message. Sending a text is great for a short, casual thank-you. For longer, more official messages to recognize donors who gave larger amounts, consider sending them an email or include a link to an eCard in the text.

Keep in mind that with a little creativity, you can leverage mobile giving in many different ways. For example, if you use this method during virtual or hybrid fundraisers to help attendees quickly make donations, you might gain the momentum you need to meet or even exceed your set fundraising goal. Over time, this simple, low-cost fundraising technique can expand your supporter base while making it easier than ever to contribute to a good cause.

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5 Benefits of Nonprofit Direct Mail Campaigns in 2023

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In our increasingly digital world, your donors are constantly bombarded with emails, notifications, and online ads. If your nonprofit needs a way to break through the noise and connect with supporters offline, look no further than tried and true direct mail campaigns.

Direct mail is the perfect solution for combatting supporters’ digital fatigue, and it remains an effective tool for fundraising, acquiring new supporters, and stewarding existing donors. To give you a better idea of why it’s so effective, we’ll discuss five impactful benefits that direct mail offers:

  1. Direct Mail is Highly Personal
  2. Supporters Get a Tangible Reminder of Your Organization
  3. Direct Mail Provides the Space to Tell Stories
  4. There’s Less Competition for Recipients’ Attention
  5. It Fits Seamlessly Into a Multichannel Strategy

Direct mail campaigns can be successful for nonprofits of all sizes and experience levels. As we explore these benefits, we’ll also give you tips on how to make your campaign resonate with your audience.

1. Direct Mail is Highly Personal

Emails tend to feel generic and bland because recipients get so many, but your supporters likely don’t receive as much physical mail. This makes direct mail feel special, and the fact that it arrives at recipients’ homes and they can hold it in their hands makes it feel even more personal. Just compare the effect of a physical, handwritten letter thanking someone for their support with a typical thank-you email that they may not even open.

Direct mail’s personalization helps you connect with existing supporters and acquire new donors by showing recipients that you care about them as individuals, not just sources of funding. Use additional personalization techniques to see better results, such as:

  • Using the donor’s name. Steer away from “Dear Donor” and address every recipient by their first name. Even though it’s simple, opening with the supporter’s name is important for starting the letter off on the right foot.
  • Referencing their past donations and involvement. If you’re writing to an existing or lapsed donor, mention how they’ve supported your organization in the past. Get specific by referencing data from your nonprofit’s CRM, such as the most recent campaign they donated to or the last event they attended.
  • Updating them on the personal impact of their donations. Go one step further by not only mentioning their last donation but also letting them know the impact it made. Give them a tangible result, such as “Your $200 donation allowed us to add 50 new diversity-focused children’s books to the public library.”

Remember that the information in your donor database must be regularly updated to ensure that the personal details you reference are correct and up-to-date. Follow best practices from resources like NPOInfo’s nonprofit data hygiene guide to maintain clean and accurate data that you can use in direct mail campaigns.

2. Supporters Get a Tangible Reminder of Your Organization

A major part of direct mail’s value for nonprofits is its tangibility. Your donors are likely to delete emails that are crowding their inboxes right away, but most people keep physical mail for a longer time.

Whether your fundraising appeal ends up sitting on their desk for a few days or they leave it by the door until they’re ready to donate, it serves as a physical reminder of your nonprofit in your recipient’s home. Direct mail can even hold sentimental value for supporters in a way that emails can’t replicate. Think of donors keeping an especially heartfelt thank-you note or putting a card with photos representing their impact on their fridge.

Tangibility is a benefit of all types of direct mail, but especially if you supplement your letters with occasional small gifts. Sending small items like branded water bottles or stickers is a nice way to recognize donors and keep your nonprofit top-of-mind.

3. Direct Mail Provides the Space to Tell Stories

Across every medium, using storytelling strategies humanizes your communications and helps you connect with readers on an emotional level. However, direct mail is uniquely suited to storytelling because it provides more space than social media or texts, it’s more likely to be fully read by recipients, and it’s easy to add compelling visuals.

Meyer Partners’ guide to direct mail fundraising recommends focusing on these three strategies to tell powerful stories with your direct mail:

  • Resonance: Stories have to resonate emotionally with your supporters to have an impact. The best way to achieve this is to use real, genuine stories of people involved with your nonprofit, such as beneficiaries, volunteers, or donors.
  • Relevance: Place the donor in the driver’s seat of the story to make sure they see where they fit in. Use donor-centric language like “you” and “we,” and emphasize how the reader can make a personal impact with their donation.
  • Respect: When using real stories, it’s important to maintain a high level of respect for everyone involved, meaning beneficiaries and donors. Only tell people’s stories with their express permission, don’t embellish the truth, and stay away from negative emotions like fear or guilt.

To see these strategies in action, take a look at this short example of a fundraising appeal for a capital campaign:

Devin says that the Augusta Boys and Girls Club raised her. She came to the Matthews Center every day after school, where she made friends, had fun safely, and felt supported throughout her childhood. But in the years since Devin graduated, the building has developed a number of problems and now needs a major renovation. You can support countless Augusta children by making a donation to help us rebuild the Matthews Center. Donate today and be the reason more kids have the same experience Devin had.

4. There’s Less Competition for Recipients’ Attention

The average office worker receives over 120 emails a day. That’s a lot of messages to wade through to find your organization’s fundraising appeal or campaign update. But while your supporters’ email inboxes are oversaturated with promotional messages, far fewer letters end up in their mailboxes.

This makes your nonprofit’s direct mail much more likely to stand out and mean more to recipients. Your message can easily get lost in a string of 100 email notifications that feel like a chore to read. But if a supporter only finds five items in their mailbox, two of which are bills, they’ll be excited to see what your organization has to say.

5. It Fits Seamlessly Into a Multichannel Strategy

Finally, direct mail helps you create a well-rounded nonprofit marketing strategy when you incorporate other channels. Use a variety of communication channels that are relevant to your audience to give your messages a broader reach. This might include your website, phone calls, email, social media, texts, and more.

A key part of developing a successful multichannel marketing strategy is connecting your channels to present a cohesive brand. To connect direct mail with your other marketing channels, you can:

  • Add QR codes. Many of your direct mail recipients may want to donate online. Instead of making them type out a link or Google your nonprofit’s website, add a QR code that leads to your donation page or event registration form when readers scan it with their phones.
  • Include your social media handles at the bottom of the letter. Remind supporters to follow your organization on social media by placing each of your handles below your message. Include your nonprofit’s Facebook, Instagram, Twitter, and any other profiles you have.

By giving your donors multiple ways to connect with your nonprofit, both online and offline, you’ll increase the chances that your organization stays on their minds.

As you develop your own direct mail campaigns and explore these benefits for yourself, make sure to measure your direct mail strategy’s success and change course as needed. Monitor response rates, donations from direct mail, and other key metrics to ensure that your messages are making an impact.

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Engaging Virtual Fundraising Events: 4 Programming Tips

Your nonprofit is always on the lookout for ways to step up your donor engagement and bring in more revenue. You’ve likely hosted a variety of in-person events before, but have you considered taking the entire fundraising process online?

Virtual fundraising is one of the most powerful strategies at nonprofits’ disposal. With virtual fundraising, your nonprofit isn’t bound by geographic barriers, giving you the ability to grow your reach and revenue. Plus, by understanding how to run a virtual event experience, you can easily conduct hybrid events, empowering you to engage two audiences at once.

To realize these benefits and many more, your nonprofit’s team will need to dedicate ample time to planning your virtual fundraising event. After all, it’s important to be intentional about how you will keep supporters engaged and laser-focused on your mission when they’re on a screen. However, with the right tools and strategies, you’ll be well-prepared to design an unforgettable virtual experience that will strengthen donor relationships and boost revenue.

Use these top programming tips to make your next virtual fundraising event the best one yet:

  1. Plan early and conduct several test runs
  2. Keep your program short and sweet
  3. Centralize the virtual event experience
  4. Schedule your activities strategically

An effective virtual event will keep current supporters invested in your cause and help new ones see the value in supporting your organization over time. Time to dive in!

1. Plan early and conduct several test runs.

To help supporters feel immersed in your event, you need to leverage a comprehensive online fundraising solution with livestreaming capabilities. Livestreaming allows your attendees to engage with your organization in real time and feel like they’re connected to your community, even if they’re miles apart.

To shape your livestream programming, it’s critical that you plan early and determine exactly what this will look like from a supporter’s perspective. For example, ask yourself the following questions:

  • Will your virtual event occur alongside an in-person event? If so, what will your remote supporters see at times when your virtual and in-person activities aren’t in sync?
  • Will you play any pre-recorded videos during your livestream? What will these videos show and how will they keep supporters’ attention?
  • Will you create breakout rooms or allow supporters to speak in a live chat to create a sense of community?
  • What other engagement tactics will you use throughout your livestream?

In addition to considering what you’ll show during your livestream, you also need to make sure you have all your technical bases covered so your program can go off without a hitch. After all, nothing turns off a supporter more than a virtual experience with lags or technical difficulties, which can quickly lead to supporters getting distracted or clicking off your livestream altogether.

Make sure to lead several test runs with your virtual event staff and volunteers. Essentially, this is like a dress rehearsal before the big show! Test your technology and request that your team members practice their various roles. For instance, invite your speakers and presenters to go over their speeches and ask your emcee to run through their script.

This way, you can proactively work out kinks and ensure everything is ready to go on event day. This will make executing and managing your event a much smoother and more positive experience.

2. Keep your program short and sweet.

Keep in mind that donor attention spans are getting shorter online, so it’s better to create a high-quality, short virtual event as opposed to a lengthy one.

While an in-person event might last hours, we recommend your virtual fundraising event last about 45 minutes to 1 hour in length. This means that every minute of your program needs to provide value to donors while simultaneously showing them why your organization is worthy of their support.

For example, let’s say your nonprofit is thinking of hosting a gala fundraiser. While you might invite multiple board members and beneficiaries to give lengthy speeches at an in-person gala, this approach in a virtual setting will quickly bore your audience and risk losing their attention altogether. Instead, you could reserve the first ten minutes of your livestream for opening speeches, then dedicate the rest of the event to online auction bidding and entertainment to keep motivations high and your supporters hooked.

Carefully map out your virtual event’s programming and the allocated time associated with each activity. Then, stick to this agenda as closely as possible to ensure you don’t go over time.

3. Centralize the virtual event experience.

Your nonprofit has plenty of technology options when it comes to hosting your virtual event. However, haphazardly piecing together more than one virtual fundraising tool makes it more difficult for your staff and your donors.

Opt for an all-in-one fundraising platform to streamline the event experience from beginning to end. The right fundraising solution will enable supporters to register, donate, place a bid, and find the link to the live streaming program all in the same central hub. Plus, your team will have everything you need under one roof to maximize your chances of success.

The OneCause guide to fundraising platforms recommends investing in software that allows for:

  • Flexible branding and creative campaigns
  • Versatile fundraising options, including peer-to-peer and text-to-give
  • Social integration to expand your reach
  • Gamification tools, like fundraising thermometers and scoreboards, to inspire friendly competition
  • Engagement with a multimedia experience
  • Ability to curate virtual, hybrid, and in-person donor experiences
  • Silent and live auction capabilities that update in real-time
  • Donation capability without leaving the livestream

Look for a solution that will empower your organization to easily design, plan, and lead any type of fundraiser so you can drive a higher ROI year over year.

4. Schedule your activities strategically.

Your virtual activities need to appeal to your donors’ interests and maintain their attention to increase your chances of fundraising success. This means strategically engaging supporters during your program is of the utmost importance. Think about how you’ll schedule each of the fundraising activities during your virtual event.

For example, when you’re hosting a virtual auction, be sure to:

  • Conduct your paddle raise or live appeals before the main auction. Everyone can participate in a live appeal (but everyone might not plan to bid in your auction), so tackle it first while the energy is at its peak.
  • Keep your bidding segments rolling smoothly. Live bidding segments can be extremely exciting, but don’t let them dominate a huge portion of your event. Have your emcee/auctioneer present the items one at a time, track bids, and discuss donors’ impact for a while, but close them out one at a time in the background. This will help prevent the segment from becoming too number-centric and overshadowing your mission moments.
  • Take advantage of the last-minute fundraising frenzy. Just as you would at an in-person event, send out a “last call for bids/donations” text message. Sit back and watch your fundraising numbers rise!
  • Give viewers something to stay tuned-in for. How will you conclude your event? If you want viewers to stay engaged for the entirety, give them a reason to stick around. Major announcements, raffle drawings, and performances can all be effective ways to wrap up.

It’s equally important to think through how you’ll keep your remote attendees engaged throughout the entire event experience. Luckily, there are plenty of platforms and tools you can leverage to engage supporters throughout  your virtual activities, including:

  • Live chat: Most livestream platforms allow you to encourage communication throughout the live stream. Take advantage of these capabilities and connect with your audience in real time with important updates and announcements. You can also empower your supporters to chat with each other and create a feeling of community.
  • Social media: Social media isn’t just a powerful pre-event marketing tool! In fact, you can use social media during your event to maximize supporter engagement and participation. For example, you might invite supporters to get together for watch parties and post pictures online with a creative hashtag, or tune into a special behind the scenes live stream on your social channels. NXUnite’s guide to Instagram for nonprofits recommends leveraging in-app features like video stories and polls to drive extra engagement.
  • Text messaging: Reach supporters directly via text messaging by sending push notifications throughout the program, sharing outbid notifications if you’re hosting an auction, and reiterating your fund-a-need or live appeal.

If you notice a decline in event engagement, try a variety of different gamification and engagement tactics to regain supporters’ attention. Don’t be afraid to experiment and see what resonates with your supporters.

Unleash your nonprofit’s potential by tapping into the wide world of virtual fundraising. A well-designed virtual fundraising event can help increase your visibility, strengthen connections with new and current supporters, and enable your organization to meet its goals. Best of all, nearly any event can be adapted into a virtual offering with the right plan, so leverage these top tips to create a winning online event that will leave a lasting impression on donors.

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4 Signs That You’ve Found a Major Donor for Your Nonprofit

You know your nonprofit is in need of major gifts, so you’ve put together a team to scour your donor database for the best possible prospects. You’ve found a few who you think might fit the bill, but how do you know if you’ve really found a viable prospect?

Major donors are a vital part of any successful long-term fundraising plan, so it’s worth taking the extra time to ensure you’re moving in the right direction. Looking out for these four signs in a prospect can help you stay on the right track:

  1. They’re clearly aligned with your nonprofit’s mission.
  2. They have multiple capacity markers.
  3. They’ve demonstrated a habit of charitable giving.
  4. They’re a highly engaged supporter.

As we explore each of these signs in more detail, keep in mind that every prospect you consider should have some kind of relationship with your organization already. Cultivating potential donors that you have an existing connection to is much easier and more effective than starting from scratch. With that in mind, let’s dive in!

1. They’re clearly aligned with your nonprofit’s mission.

The goal of major donor research is to find prospects who have the affinity, capacity, and propensity to give in large amounts to your nonprofit, as they’ll be the most likely to make a major gift.

The first indicator, affinity, refers to a prospect’s personal alignment with your mission and warmth towards your cause. For someone to consider donating thousands of dollars to your organization, they need to have a strong, secure belief in the work you do. But how do you tell if a donor is truly aligned with your mission?

To find out if your donor has the affinity to give a major gift, look into their:

  • Past involvement with your nonprofit: If a donor has attended multiple events, given in-kind donations, or provided other support to your organization in the past, it’s likely that they believe in your mission and will want to help again in the future.
  • Personal connections: Existing relationships with your nonprofit’s board members or other major donors can indicate that your prospect has similar views and may be on the same page about your mission. 
  • Other relevant affiliations: Is the donor active with any like-minded nonprofits in your community? Do they donate to political campaigns that align with your organization’s values? Look for affiliations that demonstrate the prospect’s interest in and dedication to similar causes. 

Along with these indicators, explore any notes your staff members have made about the donor in your donor database. For example, if a note says that they seemed especially interested in a certain aspect of your cause, they may have a high affinity to give to campaigns relating to that aspect.

2. They have multiple capacity markers.

Next, determine if your prospect has the financial capacity to give a major gift. Using wealth screening tools and philanthropic databases, you can find information about financial markers your donors have that indicate they may be in a good financial position to make a major gift.

DonorSearch’s wealth screening guide points out that major donor prospect screening has evolved to encompass more than just wealth data. Now, aspects such as a donor’s affinity and propensity to give to causes like yours are also considered. However, it’s still vital to ensure that your prospect has the financial means to make a major gift before moving any further in the research process.

The ideal prospect should have multiple markers that indicate a high capacity to give. These might include:

  • A high-income career
  • Owning real estate
  • Business ownership or affiliations
  • Stock holdings

Beyond prospect research databases, you can look for these markers in real estate property records, matching gift databases, SEC filings, and even social sites like LinkedIn. If your prospect has more than one capacity marker, they likely have funds available to give.

3. They’ve demonstrated a habit of charitable giving. 

After ensuring that your prospect has enough warmth towards your cause and the financial means to give a major gift, check if they have the propensity to do so—essentially, do they have a habit of giving to charitable causes like yours? 

To find propensity information on your donor, follow these steps:

  1. Find your prospect’s giving history in your own donor database first. Have they donated to your organization before? Which campaigns have they donated to? How much?
  2. Explore resources like other nonprofits’ donor lists. Check if your prospect’s name appears on the donor lists of any organizations with similar causes. 
  3. Look at other organizations’ boards. Serving on another nonprofit’s board demonstrates a significant commitment to supporting charitable causes.

For example, say the prospect that you’re zeroing in on is named Chrystal. You know that Chrystal has a high position at a prominent tech company, owns a vacation home, and supports a local politician whose values align with yours. When researching her propensity to give, you find out that she contributed to a capital campaign you hosted a few years ago. By looking at donor lists, you see that she regularly donates to environmental causes like yours, and you learn that she serves on the board of another nonprofit in your community.

Chrystal has the affinity, capacity, and propensity to give a major gift to your nonprofit, so you make an outreach plan and start cultivating your relationship!

4. They’re a highly engaged supporter.

Lastly, supporters that you already have positive, long-term relationships with can make some of the best major donor prospects. If your prospect checks all of the boxes we’ve discussed and they’re a highly engaged supporter, there’s a good chance you’ve found your next major donor. 

Specifically, pay attention to those who:

  • Attend your fundraising events frequently
  • Volunteer often
  • Serve on your board
  • Provide feedback on programs
  • Have expressed interest in particular upcoming campaigns or initiatives

Those who have already demonstrated interest in these types of involvement activities can also be easier to cultivate and steward after they make a gift. According to Donorly’s guide to finding major donors, it’s important to provide major donors with opportunities for meaningful engagement beyond donating to develop a lasting relationship. For instance, if your prospect already loves to volunteer, providing additional opportunities to sustain that relationship will be a breeze.

Once you’ve identified that your major donor prospect has markers in each of these categories, you can get to work on strengthening your relationship with them as part of the donor cultivation process. If you need help navigating this process or creating a thorough cultivation strategy, don’t be afraid to reach out to consultants who can help.

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Hosting a Virtual or Hybrid Fundraising Gala: 6 Smart Tips

The time has come for your nonprofit’s annual fundraising gala. However, you find yourself facing an entire laundry list of planning to get through to ensure that the gala is a success—from securing a venue to lining up the evening’s entertainment.

Fortunately, there’s a way to lessen the load on your nonprofit’s event committee and budget. Why not host your gala in a virtual or hybrid format? According to vFairs’ Future of Virtual Events survey, 77.2% of event professionals, including those at nonprofits and corporations, prefer virtual events because they have higher attendance rates than in-person events.

In this guide, we’ll walk through six essential planning tips for hosting a memorable virtual or hybrid fundraising gala:

  1. Understand what makes a virtual or hybrid gala unique.
  2. Make your gala programming engaging.
  3. Invest in necessary software.
  4. Reach out to corporate sponsors.
  5. Promote the gala.
  6. Nail your follow-up communications.

When you incorporate virtual elements into your fundraising gala, you’ll still be able to leverage all the opportunities of an in-person one, including silent auctions and interesting speakers, to engage your audience members wherever they are. Let’s get started!

1. Understand what makes a virtual or hybrid gala unique.

The first step to hosting an effective virtual or hybrid gala event is to recognize how this type of opportunity is unique from traditional in-person events.

Here are some of the common differences:

  • Use of live streaming tools. At your gala, you’ll likely have a speaker to inspire your event attendees to take action for your cause. You wouldn’t want your online audience to miss out on this awesome opportunity! Live streaming these elements of the event helps everyone participate.
  • Shorter event duration. While people may plan the majority of their days around your in-person event, the same can’t be said for virtual and hybrid opportunities. Plan for these events to be slightly shorter — between 60 and 90 minutes is ideal.
  • Lower event costs. There’s no need to book a venue or a caterer for your online gala. All you need is an online platform, which comes at a much lower rate. While you may still have some in-person costs for hybrid events, your expenses will be lower than a fully in-person event.

Regardless of if you’re hosting a hybrid or online gala, it will still take a few months of planning to create an event that wows your attendees. Be sure to give yourself ample preparation time, especially if you’re less familiar with virtual events.

As you begin marketing your event, emphasize the benefits of online events for your attendees. For example, you might discuss the convenience of bidding for silent auction items online or the comfort of being able to attend the event online from the couch.

2. Make your gala programming engaging.

When you prepare for a virtual or hybrid gala, you first and foremost want to make sure that your attendees are engaged throughout the entire event. Therefore, you need to plan proper programming that will keep them entertained.

Some ways to spice up your next gala programming include:

  • Launching a silent auction. Procure items that will inspire friendly competition and start a bidding war among your attendees. Handbid’s guide to silent auction items emphasizes that your items need to align with the interests of your audience to entice them to bid. They should also be items that would be challenging to get anywhere else.
  • Incorporating gamification. What’s more entertaining than competition among friends? Gamification allows nonprofits to encourage light rivalry among supporters. For example, you might include a leaderboard featuring those who have made the greatest impact by bidding at your auction. Attendees will chase this type of recognition! Or, you may include a fundraising thermometer, showing how close your nonprofit is to reaching a goal and encouraging attendees to do their part.
  • Live streaming entertainment. Entertainment options are plentiful whether you’re hosting an online or hybrid gala. You might incite some laughs with a comedy show for your audience, offering it live in person and streamed over the web. Or, you could provide musical entertainment for guests with a band!

Keep your audience in mind as you choose your gala’s entertainment and programming. Gauge your audience’s interests and plan programming that will fall into those interests. This will serve the dual purpose of driving engagement at your auction and building long-term relationships with your supporters for the future.

3. Invest in necessary software.

Once you’ve determined the type of programming you’ll have as a part of your gala, it’s time to make sure you have the tools necessary to make those plans a reality. Online and hybrid galas will require specialized software with the capabilities necessary for your event to succeed. For your gala, you’ll probably need access to tools such as:

  • Registration forms. When you promote your gala, provide links to your registration form to allow your attendees to sign up for your event.
  • Live streaming software. If you host a hybrid event, live streaming tools will make your in-person activities available for your at-home audience. If you host a fully virtual event, you’ll need these tools to provide an immersive experience for your online guests.
  • Mobile bidding tools. If you’re hosting an auction as a part of your gala, invest in auction software with mobile bidding tools. This will allow in-person guests to bid on your auction from their tables and your virtual audience to easily engage with the auction.
  • Donation pages. If an event attendee wants to donate to your cause, why deny them? In fact, you can encourage these additional donations with easy-to-access donation pages built through your organization’s software.

Make a list of all the additional features you’ll need for your organization’s unique event needs. Then, when you enter into conversations with providers, you won’t be distracted by fancy bells and whistles of solutions that may not serve your needs. Always consult your list and make sure you will have everything necessary before investing.

4. Reach out to corporate sponsors.

Corporate sponsors are a game-changing aspect of any fundraising event, including your virtual or hybrid gala. With corporate philanthropy becoming a priority for many companies, it’s an ideal time to tap into their generosity and cultivate impactful partnerships.

When seeking corporate sponsorships for your event, follow these best practices:

  • Identify businesses with similar values. When conducting research on potential corporate sponsors, narrow down your list by focusing on the ones with values aligned with your nonprofit. This makes them much more likely to be interested in supporting your fundraising efforts.
  • Leverage existing connections. Chances are, your board members already have some relationships with business leaders or other significant contacts in the community. If so, have them reach out directly to these individuals to consider sponsoring your fundraising gala.
  • Highlight the benefits of sponsorship. Often, companies choose to get involved with nonprofits to boost their reputation and engage their employees. Encourage potential sponsors to support your upcoming event by emphasizing how you’ll feature them in your programming and display their logos.
  • Set sponsorship levels. Corporate sponsorship levels make it easy for companies to contribute toward your fundraising gala at a level that they’re comfortable with. Depending on how much they invest in your event, you’ll offer varying incentives as well.

If handled properly, corporate sponsorships can become long-lasting, mutually beneficial relationships. Remember to publicly recognize your sponsors for all of their support and specify how they played a role in your gala’s success.

5. Promote the gala.

The next step for an effective gala? Telling people about it, of course! You’ve planned an entertaining evening, so you simply need the guests to attend. When you promote your hybrid or virtual opportunity, be sure to meet your supporters where they are: online.

Create a full-fledged promotion strategy for the gala with these tips:

  • Use a multi-channel marketing strategy. A multi-channel strategy will reach your supporters on several platforms, informing them about your gala and encouraging them to attend. Getting Attention’s marketing guide suggests leveraging platforms like email, direct mail, video marketing, social media, your website, and more for promotion.
  • Get supporters excited about programming. Market the specific, exciting elements that you’ve planned for your event such as the band you chose to perform or the keynote speaker who will deliver a speech. You might even ask performers if they could also promote the event on your behalf.
  • Ask team members to spread the word. Team members, volunteers, board members, and even other supporters can all do their part to promote your event. Ask them to share key pages on social media to get their friends and family excited about the event.

In all of your promotional materials, be sure you provide a link or QR code to make it easy for potential attendees to find your registration page. This makes it more convenient for them to RSVP and let you know they’re coming right away!

6. Nail your follow-up communications.

Whether your gala hosted hundreds of guests or was a small affair, no event is over until you’ve followed up with all of the supporters and guests who worked hard to make your gala a success.

To nail your follow-up communications, consider the following strategies:

  • Send personalized thank-you cards to guests. Nothing says thank you like a handwritten or personalized card. Thank all of your guests with a note of thanks that extends beyond an automated appreciation email.
  • Set up meetings and phone calls to directly thank major donors. Major donors gave a great deal to your cause, so show them the gratitude they deserve. Set up meetings with them and call them on the phone to thank them for their generous support.
  • Don’t forget to show gratitude to your volunteers. In the hustle and bustle of thanking donors, many nonprofits forget about another key group that made the event possible: their volunteers. Reach out to these supporters and thank them for their generous contribution of time.

In these messages, always address the supporter by name to personalize the interaction. Then, directly thank them for their specific gift. These supporters gave to make a difference, so this is a great opportunity to explain the impact they’ll have. Finally, provide the next steps to continue engaging with your cause, whether that be following your organization on social media, checking out your volunteer opportunities, or registering for your next event.

Providing virtual events for guests is a tried and tested strategy now. Take what you’ve learned over the past few years and strategically build the best possible event that maximizes our return on investment. By using the tips and strategies in this guide, you’ll be well-suited to create one of these incredible events.

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3 Small Business Fundraising Myths You Shouldn’t Believe

Have you ever believed something that wasn’t true? According to Forbes, there is a direct connection between what you think and the outcome of your work. In other words, you’re lowering your results if you aren’t believing the right thing. This sentiment rings true in the world of small business fundraising.

In small business circles, there are a lot of opinions stating that fundraising is not a viable strategy. However, organizations that don’t take advantage of it will likely face missed opportunities, limited funding, and overall restricted growth. In fact, as a critical source of sustainable funding, fundraising just might be the key to your small business goals.

In this guide, we’ll dispel common small business fundraising myths that can quickly steal your potential and replace them with updated realities to inform your fundraising efforts. Let’s begin.

Myth: Fundraising is only for nonprofits.

The term “fundraising” is most commonly used in nonprofit fundraising. So, it’s no surprise that many believe fundraising is off-limits for small businesses. However, this belief is simply not true.

Reality: Fundraising is not limited to nonprofits, as small businesses can also benefit from fundraising for capital growth, expansion, product development, or other business projects.

As an example, let’s explore how a new gym might use fundraising to hit its business objectives:

  • Facility expansion and upgrades: As a gym grows in popularity, additional fundraising dollars could be used to open new locations, hire more experienced trainers, or invest in new equipment. Finding support for new gyms to get their feet off the ground is essential.
  • Marketing and promotion: It’s always nice to have extra wiggle room in your small business marketing budget. For gyms, they can spend fundraising dollars to plan community outreach programs or fund eye-catching outdoor campaigns to spread awareness.
  • Member incentives: If your business has a membership program, you know that member perks are a primary driver for member acquisition and retention. A gym can use fundraising to increase membership and become more competitive.

Fundraising can diversify your organization’s revenue streams to give you an extra leg up on your competition. Accessing additional funds can be a game changer, especially if you’re just entering the small business market.

Myth: Fundraising is too complicated and time-consuming.

If fundraising feels like too much trouble, there is a good chance you’re thinking about it in the wrong light. Fundraising can be easy to conquer if you delegate responsibilities, choose proven methods, and set realistic goals.

Reality: Although fundraising does require planning, the right tools and strategy make it a valuable addition to your business development.

Fundraising can quickly become too complicated if you dive in without a plan and a proven method. For inspiration, here are some top fundraising strategies that are easy to pull off:

  • Crowdfunding: Online crowdfunding is a reliable way to market your business and raise funds. According to NXUnite’s guide to crowdfunding, you could look into either reward-based or investment-based crowdfunding. For reward-based crowdfunding, companies could use a platform like Kickstarter to send supporters something in return for their support. On the other hand, investment-based crowdfunding involves selling a part of your business in exchange for funds.
  • Grant research: For startups, especially, grant research is a worthwhile fundraising strategy. Resources like The U.S. Small Business Association and Google for Startups offer valuable grant opportunities. For example, Google’s program provides funding for every stage of your development with its “start, build, and grow” opportunities.
  • Fundraising web store: For an easy fundraising solution, host a fundraising web store to sell branded merchandise. Select an easy-to-use platform that will enable you to easily stock your store, price your products, and streamline the checkout process. If your business is newer, a fundraising web store offers the additional perk of spreading your visual brand.

Don’t overlook more traditional fundraising options either. Walk-a-thons, auctions, and other virtual events can offer a high ROI.

There are other creative options your organization can explore as well. For instance, did you know you get paid to repurpose your used running shoes to earn cash? Simply partner with a sneaker recycling provider like Sneakers4Good. Then, collect gently worn used or new sneakers and running shoes from your team, ship your sneakers to the provider’s warehouse, and receive a check. Your sneakers are then repurposed to fuel micro-enterprises within developing countries.

Myth: Fundraising is all about revenue and persuasion.

Another common fundraising misconception is that small business fundraising is about persuasion and revenue generation. Although making monetary requests is part of fundraising, it’s not the only facet of a productive fundraising strategy.

Reality: Successful fundraising is built on trust, authenticity, and connection between the fundraiser and donors or investors. Fundraising goes beyond monetary requests and creates meaningful relationships based on shared values.

There is a lot more that goes into fundraising than simply persuading supporters. Refining your communication and creating a connection is essential to build their trust. You might use these tips as a starting point:

  • Network: Strong relationships take time to build. Be sure to connect with your supporter community and offer them more opportunities to get to know your business. For example, you might host a pop shop for others to learn about your business, ask questions, or sign up.
  • Support others: A great way to earn trust and support is by rallying around a cause your community cares about. Research your community’s needs and look for ways you can enhance your current company practices to support them. For instance, you might offer a corporate matching gift program for your employees.
  • Maintain transparency: Be transparent in communicating how your organization will use any raised funds. Once supporters have backed your cause, regularly update them to share their impact. Doing so will foster trust and credibility with all of your stakeholders.
  • Share online: Build up your online presence by posting regularly on social media. Share a behind-the-scenes look into your business and allow others to get to know your everyday schedule. You could even host a giveaway to boost engagement. Through digital marketing campaigns like these, your audience will be more familiar with you before you start your fundraising efforts.

Link to your website for others to learn more about your organization. This way, they can better understand who you are and why your fundraising efforts matter.

That said, conduct a website audit to ensure your website is accessible and informative. Make sure users can easily navigate pages and get an accurate sense of your organization.

Fundraising for your small business does not need to be intimidating. You’ll see results faster,by connecting with your target supporter groups and choosing lucrative fundraising options. Be open to combining fundraising options as well. For example, you could apply for grants to cover a new facility and host a community fundraising event to cover additional costs.

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5 Strategies To Reach Donors For Your Animal Nonprofit

As a nonprofit dedicated to animal welfare, your cause is noble and important. However, without proper funding, it can be difficult to better the lives of animals in need.

That’s where donors come in. Individuals who are willing and able to give are the key to any nonprofit’s success. But how do you find these donors and convince them to support your specific cause?

In this guide, we’ll explore five strategies for reaching donors who are passionate about animal-related missions like yours. Whether you run an animal shelter, rescue group, or rehabilitation center, these insights will help you secure the funding the animals in your care deserve. Let’s get started!

1. Build an Engaging Online Presence

Having a strong online presence allows you to expand your nonprofit’s reach and attract donors who may not have previously been aware of your work.

To get started, create a digital marketing strategy that includes the following channels:

  • Social media: Social media is ideal for sharing heartwarming rescue images, behind-the-scenes videos, and important updates. To increase visibility, NXUnite recommends reaching out to influencers in the space and asking them to share your content with their networks.
  • Website: Your nonprofit’s website should have a user-friendly design and provide valuable information about your mission, programs, and impact. It should also feature a designated donation page where visitors can lend their support.
  • Email: Use email newsletters to regularly communicate with supporters, sharing updates on rescued animals, success stories, upcoming events, and donation appeals. Use compelling subject lines to stand out from the crowd and improve your open rates.

If your marketing team is spread thin, consider using a tool like Gingr’s pet business software to automate outreach. With their easy-to-use tools, you can spend less time managing menial tasks like personalizing and sending emails, and more time focusing on what matters most: the animals.

2. Cultivate Relationships with Existing Donors

Your existing donors are the backbone of your organization. Show them that their support is valued through:

  • Personalized communications: Send personalized thank-you letters or emails that acknowledge their support and provide specific updates on the impact of their donations. For example, you might say, “Thanks in part to your $50 contribution, Maisy the beagle is now wagging her tail again.”
  • Donor stewardship events: Organize exclusive events such as donor appreciation dinners, behind-the-scenes tours of your facilities, and special meet-and-greets with rescued animals. These events allow donors to connect with your nonprofit’s mission, staff, and other supporters, fostering a greater sense of belonging.
  • Impact reporting: Provide financial reports, progress reports, or impact stories that highlight the tangible outcomes made possible through donations. This demonstrates accountability and builds trust, helping reinforce donors’ belief in your work.

When donors are made to feel involved through efforts like these, they are more likely to continue their support and advocate on your behalf.

3. Host Community-Wide Fundraising Events

If you’re looking to bring people together in support of your cause, consider hosting a community-wide fundraising event. Events are an opportunity to network and showcase your value to businesses, donors, and key stakeholders in the area.

Here are some popular animal-related fundraising events to guide your planning process:

  • Bark in the Park: Organize a dog-friendly event at a local park or outdoor space. For a registration fee, donors can participate in fun activities like a dog walkathon, pet costume contest, or agility demonstration.
  • Paws for a Cause Gala: Host an elegant fundraising gala that celebrates your organization’s mission. To generate revenue, the event could feature an auction with pet-themed items and live entertainment.
  • Pet Adoption Fair: Collaborate with other local animal shelters and rescue organizations to organize a pet adoption fair. Set up booths where attendees can donate and adopt animals in need of a forever home.

Regardless of the event you choose, be sure to thank donors for their support, attendance, and commitment to your cause. Doing so will cultivate meaningful relationships that last long after the event ends.

4. Leverage Corporate Sponsorships

Corporate sponsorships are partnerships between a nonprofit and a company, in which the company provides financial support in exchange for benefits like increased brand exposure and positive public relations.

To ensure your partnerships are a success, follow these steps:

  • Network. Attend networking events, industry conferences, or corporate social responsibility forums to connect with potential partners. Introduce them to your mission and explain your need for a sponsor.
  • Target businesses with similar values to your own. Reach out to businesses that have demonstrated a commitment to social responsibility and have a natural connection to animal welfare. For instance, if you run an animal shelter, a dog boarding business would be an ideal match, since you share similar target audiences and services.
  • Create a compelling proposal. Explain how the partnership will be a mutually beneficial venture. For instance, let’s say you’re asking a dog boarding business to donate to your upcoming fundraising campaign. In return, you will shout out the business on social media and mention them in a speech at your next event, thereby introducing the business to a new client base.

After securing a corporate sponsor, maintain open communication throughout the partnership, providing regular updates on the impact of their investment and seeking feedback on how the partnership can continue to be beneficial for both parties. Additionally, ask the sponsor to share your information with their employees and clients, as they may also be eager to give.

5. Use the Google Ad Grant

The Google Ad Grant provides eligible nonprofits with $10,000 in monthly ad credits to promote their websites through Google Ads. When you create a Google Ad, your organization appears at the top of the search engine results page for your chosen keyword, encouraging interested users to get involved.

If your organization is eligible, it’s easy to apply for the program. Once Google accepts your application, you’ll be able to market your nonprofit and reach new donors by following these tips:

  • Choose relevant keywords. The funds you receive through the Google Ad Grant go towards bidding on keywords. These are words that users interested in your cause may search for, and by bidding on them, you can show up first for relevant searches. For example, your organization may choose “animal shelter donations” or “animal rescue group contributions” in order for potential donors to find your site.
  • Include a call to action. When people see your Google Ads, make it clear what action you’d like them to take. In this case, it’s donating to your cause. Include “Donate Now!” or “Help An Animal In Need Today!” in the copy of your Google Ad to encourage people to contribute.
  • Measure your success. The Google Ad Grant program gives you access to Google Analytics, where you can track your campaign success. See how many conversions, or donations, your ads inspired, and take note of which campaigns performed best so you know which keywords and copy to focus on for next time.

Adding the Google Ad Grant to your donor outreach strategy comes at no additional cost to your organization and can help you gain new support. If you’d like help applying for or managing your Google Ad Grant, consider reaching out to a Google Ad Grant agency.

By implementing the strategies outlined in this guide, you’ll be able to effectively connect with donors. Remember to always stay true to your organization’s values, maintain transparency with your supporters, and continuously seek out new opportunities for engagement. With persistence, you can build a strong donor base and make a meaningful difference in the world of animal welfare.

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Auction Pricing Tips: A Quick Guide for Well-Priced Items

A fundraising auction has many moving parts—soliciting items, sending invitations, and finding a venue are just a few tasks on your planning committee’s to-do list. However, one item on your list merits your full attention: pricing.

Pricing is at the heart of a productive auction fundraiser. You could procure all the best items for your audience, but you won’t reach your fundraising potential if you don’t price them correctly. To really make a difference, you need to know how to set competitive but fair starting bids and bid increments. In this quick guide, you’ll learn how to:

Auction pricing can vary depending on the number and type of items you procure. To solicit items effectively, make sure you leave plenty of time to research potential donors and send donation request letters. Doing so will allow you to procure a range of enticing, high-value items. With this in mind, let’s jump in!

Determine Fair Market Value

Fair Market Value (FMV) refers to an item’s retail price or list value. It’s your “source of truth” for setting starting bids and bid increments. It should also be well-documented so item donors can accurately claim their tax deductions. SchoolAuction.net’s silent auction item pricing guide suggests consulting the following resources in addition to researching the standard retail price to compare FMV:

  • Item donors: Reach out to item donors to understand their evaluation of the item’s FMV. Weigh their opinion the most heavily, as pricing their item correctly is one way to recognize them for their generosity. This is especially important for intangible items.
  • eBay or Amazon: For items donated anonymously or for ones that have an unknown FMV, research sites like eBay or Amazon for an estimate of the item’s listing price.
  • Previous auction data: Attend auctions or look into previous auction data to get a second opinion for any item prices you’re unsure about.

Bear in mind that most auctions have a combination of tangible and intangible items. The above sources work well for tangible items. However, intangible items, such as experiences or celebrity meet-and-greets, require additional research. Look into your audience’s demographics, preferences, and interests. How highly would they value this intangible item? When in doubt, ask them, or reference previous auction data to see how well similar intangible items performed in years past.

Set Starting Bids

After you’ve identified an FMV for each item, use this information to finalize your starting bids. As a general rule of thumb, set starting bids at 30-50% FMV to keep bidders invested without devaluing your items. The starting bid range is wide to accommodate the various types of auction items you’ve procured.

For instance, starting bids for items with the most bidding interest, such as a lakehouse getaway package, should be set closer to 30-40% FMV. Starting bids for lower-end or repeated items should be set closer to 50% FMV because if you think people may not be excited about an item, you’ll want to cover your bases as the chance for sustained, competitive bidding is lower.

To determine which items offer the highest revenue potential, refer to these sources:

  • Audience demographics and preferences: Consult your guest list to take note of the type of attendees you’ll have. Consider how they would value your items. For example, an audience of school parents will most likely value childcare services more highly than an audience of retirees. To go even further, NPOInfo’s guide to donor data management suggests digging deeper into your attendees’ average income and employment.
  • Audience interests: Discover what sort of activities or hobbies your audience members enjoy most. How do they spend their free time? An audience of avid golfers will most likely value a new golf club set more highly than a prized painting.
  • Item’s perceived specialness: Determine which factors could have the most sway in persuading attendees to bid. If your item is a pair of AirPods, for instance, is it the newest model? Or, maybe you’ve procured a one-of-a-kind, hand-made pottery piece.

Be sure to optimize your display for high-value items. For example, to show off any experiences such as a beach getaway, you’ll want to exhibit alluring photos of the exact location. Or, if you’re auctioning off concert tickets, let bidders see the concert venue, artist, and seat location. Capturing photos of your item will allow bidders to better visualize its value.

Set Bid Increments

To set the right bidding pace, set bid increments at 10-15% FMV. To determine where your bid increments should land, consider these factors:

  • Bidder feedback and fellow fundraiser support: Seek input from previous auction attendees and bidders to inform your bid increment strategy. You can also ask for advice from other seasoned auction fundraisers to guide your decision-making process.
  • Auction dynamics: Auction time limits, audience size, and item number are all factors that can weigh in on your bid increment strategy. If you have limited time available and a large number of items, it may make more sense to set higher bid increments.
  • High-value items: For items with a somewhat higher FMV, consider keeping the bid increments closer to 10% to inspire more competitive bidding. Conversely, for your top few FMV items, set the bidding increments closer to 15% to maximize your auction revenue.

Sometimes a Buy-it-Now option makes the most sense for your top item. It’s a way for bidders to secure their favorite item and skip the bidding process altogether. You can set a Buy-it-Now price at 150-200% FMV as traditional bidding should never exceed it. Use this option sparingly—an item with a Buy-it-Now price should not be used for unique and appealing items as traditional bidding wars will likely drive up the price more.

Use The Right Tools to Manage Bids

Keeping track of starting bids and bid increments is much easier with the right tools at hand. Customizable auction software can help you execute your online, in-person, or virtual auction with ease. When searching for the right auction software, look for features like:

  • Built-in bid calculations enable fundraisers to enter the FMV for each item and set starting bids and bid increments without having to calculate each by hand.
  • Outbid notifications motivate guests to increase their bids for high-ticket items as well as make sure they don’t miss out on their top items.
  • Online pre-bidding allows attendees to place bids prior to the event and can get the auction hype going in advance.
  • Mobile bidding lets attendees conveniently place bids through their phones. This feature eliminates the need for bid sheets and encourages a quicker bidding pace.
  • Virtual bidding enables virtual attendees to bid, chat, and live stream on a single screen. This makes the virtual bidding experience more interactive.

To get the most value from your software, research additional features that will streamline your event planning, execution, and follow-up. Features like auction item catalogs and procurement tracking can help you arrange your event while sponsorship displays and thank-you notes can help you finish the event well.

As you finalize your starting bids and bid increments, remember that attendees may not view the event the same way as you do. They are most likely eager to participate in an exciting auction experience rather than set on placing an exact number of bids. Therefore, it can be helpful to take a step back and remind bidders of why their contributions matter. Use storytelling tactics to help attendees visualize where their funds are going and how their auction participation will make a difference.

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Sustainable Funding: 5 Ways to Diversify Nonprofit Revenue

It’s no secret that fundraising allows nonprofits to operate day-to-day and make a difference in the community. However, for your nonprofit to thrive, the key is fundraising sustainably.

To achieve financial sustainability, your organization needs to focus not only on maximizing the amount of funding you bring in but also on bringing in several different types of donations. While fundraising events and year-end giving campaigns still have their place, diversifying your revenue streams helps ensure that you’ll have enough funding all year long.

To help you get started, here are five ongoing fundraisers your nonprofit can use to diversify its revenue:

  1. Online Shopping Fundraisers
  2. Gift Card Fundraising
  3. Charity eCards
  4. Matching Gifts
  5. Search Ad Grants Programs

In addition to providing your organization with year-round donations, these fundraisers can engage your supporters in new, creative ways. Making it easy to give again and again helps improve your donor retention rate, which also contributes to financial sustainability. Let’s dive in!

1. Online Shopping Fundraisers

Online shopping fundraisers allow supporters to give back to organizations and causes they care about while making everyday purchases online. You might have heard of the AmazonSmile program, which ran on this model until its discontinuation in early 2023. However, there are alternative fundraising programs your organization can sign up for that provide more flexibility and higher commission rates than AmazonSmile did.

ShopRaise’s guide to shopping for a cause explains how your nonprofit can get started with an online shopping fundraiser in three easy steps:

  1. Partner with an online shopping fundraiser platform. This platform includes both a free internal-facing fundraising dashboard for your organization and a supporter-facing app that provides access to a wide network of retailers. Your shopping platform’s team will guide you through a simple onboarding process and answer any questions you may have during setup.
  2. Spread the word. Marketing is essential to a successful online shopping fundraiser. Your supporters will need instructions on how to get started and regular reminders to continue participating. The platform you partner with may be able to help with this step by creating branded landing pages, email templates, flyers, and other marketing materials for your organization.
  3. Track your results. You’ll be able to view real-time data on your fundraiser, allowing you to thank top supporters individually and hone your marketing strategy over time. To protect shoppers’ privacy, your organization will see just their names and overall fundraising totals—only the supporter will know exactly what they purchased.

During your online shopping fundraiser, your supporters can choose to shop at any participating retailer. They’ll pay the same prices they would normally and have access to all applicable discounts. The only difference is that they’ll use the fundraising platform’s app or browser extension when making their purchases. Over time, the small contributions from an online shopping fundraiser will add up to make a significant difference for your organization.

2. Gift Card Fundraising

Another way supporters can contribute to your nonprofit by making everyday purchases is through gift card fundraising. Similarly to an online shopping fundraiser, your organization partners with a fundraising platform that offers a variety of digital gift cards. Once supporters purchase these cards and have them delivered to their inboxes, they can forward the email to a loved one as a gift. A portion of each gift card sale goes back to your organization when the supporter purchases it.

You’ll get the most traction from gift card fundraising if you launch in either November (in advance of the December holiday season) or April (to prepare for Mother’s Day, Father’s Day, peak wedding season, and school graduations). However, it’s best to leave your fundraiser open year-round so supporters can continue to purchase birthday gifts. While fundraising gift cards can be used for either online or in-person purchases, a digital delivery method provides maximum convenience for both your organization and your supporters.

3. Charity eCards

Online greeting cards help personalize the giving experience for supporters, deepening their connection with your organization. You can customize a variety of donation eCards for different occasions, from birthdays to holidays to awareness days related to your nonprofit’s mission.

There are three main ways to incorporate eCards into your organization’s donation processes:

  1. Create an integrated donation form that allows supporters to send an eCard to a friend or family member as an incentive for donating.
  2. Embed a widget into your donation confirmation page to provide the post-contribution option of sending an eCard.
  3. Add eCards to your nonprofit’s existing online merchandise store.

No matter which option you choose, consider marketing your charity eCards alongside a gift card fundraiser. This way, supporters can send an eCard and a gift card to their loved ones at the same time, all while contributing to a good cause!

4. Matching Gifts

Matching gifts allow your organization to double many donations you already receive. When a supporter who works for a business with a matching gift program donates to your nonprofit and submits a match request, their employer will also contribute, usually matching the original gift at a 1:1 ratio.

According to 360MatchPro’s matching gift statistics, more than 26 million people work for businesses with matching gift programs, and 84% of donors say they’re more likely to donate if they know their gift will be matched. However, it’s estimated that up to $7 billion in matching funds goes unclaimed each year, mainly because many donors don’t know they’re eligible.

Your organization can help solve this problem and maximize your matching gift revenue in two ways. First, embed a matching gift tool directly into your online donation form so donors can quickly check their eligibility. Some of these tools also have auto-submission features, allowing supporters to submit match requests simply by entering their work email address. Second, actively promote matching gifts across all of your marketing channels to remind donors to request that all of their contributions be matched.

5. Search Ad Grants Programs

Although search ad grants programs aren’t fundraisers in the traditional sense, they can help offset marketing costs for your nonprofit. When you apply and are approved for one of these programs, your organization receives a monthly stipend for advertising on search engines. You can then use these marketing grants to support your existing fundraising efforts by driving traffic to your online donation page, event registration forms, and other key pages on your website.

The Google Ad Grants program is the most well-known of these programs. Your organization can apply for it in five easy steps:

  1. Confirm that your organization meets the Google Grant eligibility requirements.
  2. Register with TechSoup (if you haven’t done so already).
  3. Create a Google for Nonprofits Account and wait a few days for it to be approved.
  4. Prepare your website according to Google’s website policy checklist.
  5. Submit your grant application through your approved Google for Nonprofits account.

In addition to the Google Ad Grants program, Microsoft offers search ad grants through their Ads for Social Impact program. To secure this grant, your organization just needs to register for Microsoft for Nonprofits and complete the Microsoft Ad Grants application. Once your application is approved, you’ll be able to place ads across all Microsoft-owned and operated websites to boost supporter conversions.

As your nonprofit goes about its day-to-day operations, there may be times when unexpected costs arise or your fundraising campaigns fall short of their goals for reasons beyond your control. When this happens, having diversified revenue streams can help your organization maintain financial stability. Additionally, since nonprofit donations tend to peak at the end of the year and die down during the summer, running ongoing fundraisers can help you maintain momentum during slower times of the year.

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