How to Plan a Successful Donation Drive: 6 Top Tips
Donation drives are important for quickly reallocating resources to community members who need them most. Follow these six tips to make the most of your drive.
Guest Post by Jacob Spencer, Customer Success and Account Manager at Donately.
For organizations big and small, a donation drive can be daunting. Achieving success can take months of coordinating, organizing, and soliciting financial donations and in-kind support.
To make your life easier, we’ve compiled our list of important considerations for planning a donation drive. We’ll cover why you should:
Yes, the stress a donation drive potentially can have on your organization and staff is intimidating. But with these six tips, you can spend less time and energy on your donation drive and yield higher, more impactful returns.
1. Be unafraid to ask for donations.
What’s the worst that could happen? Making a clear and direct request is the only way people and organizations will know to donate. Your request should answer these questions:
What need in your community will your donation drive address? What will be the measurable impact of the drive? What is your goal?
When will the drive take place? What are the dates when supporters can donate? Will there be an opening or culminating event?
How can supporters get involved? In addition to the donations themselves, will you need volunteers to collect, organize, and/or distribute donations?
What exactly can (and can’t) supporters donate? Are you requesting in-kind or financial donations? Are you requesting new or used items?
In addition to asking individuals for donations, plan to solicit corporate support from relevant for-profit businesses. For example, for a winter clothing drive, you could ask clothing retailers with a local presence for in-kind donations of jackets, caps, and gloves. Companies are often happy to donate to nonprofit community drives—especially when they get public recognition for their donations in return. In these asks, be explicit about how a donation will benefit their organization—often through CSR publicity.
2. Offer incentives.
Not everyone donates purely out of selflessness. In fact, people and businesses usually have multiple reasons for donating.
Yes, they’re probably donating because it’s the right thing to do. But they may also be looking to get something out of their participation. For some, it may simply be the feeling of having done something good for someone else. For others, such as businesses, it may be publicity. In general, however, these groups are donating because you’ve already done the work to establish a strong, personal relationship.
But when it comes to lapsed donors or new donors unfamiliar with your cause, they likely don’t have the personal or emotional connection to your organization that drives the core of your donations. To garner their interest, consider offering specific incentives for donating:
Events. Host events (e.g. a bowling night, gala, or online concert) specifically for active donors.
Raffles. People love games and winning. Consider holding a raffle (where it is legal to do so) for all monetary donors who give at least a certain amount.
Merchandise. Offer donors wearable merchandise as a token of your appreciation, such as hats, buttons, or tote bags. You can even customize your merch to your organization or drive’s brand.
If you offer more than one incentive, you can establish tiers with each level requiring a certain donation amount. For instance, your top donors might receive VIP access to your events and a large gift basket, while basic donors might receive a button or shirt.
3. Quickly reply with thanks when a company or person donates.
Don’t burn any bridges by ignoring the donations you receive. You never know when you might need a company or individual to support you again in the future. According to Fundraising Letters’ guide to donor thank-yous, “Only 19% of new donors will give again after their first donation.” One of the major reasons for such a large donor churn is the lack of a simple thank-you.
Send your thank-yous as quickly as possible after a donation is received. With many giving platforms, you can set up emails to automatically go out when a donation is in-put into the system. Additionally, every thank-you should include:
The donor’s name. With current technology, it’s easy to add a personal touch to every thank-you you send. Use your donor management software to input the donor’s name (plus other relevant information such as their title or address) into the blanks of a prewritten letter.
Relevant financial information. Both financial and in-kind support to 501(c)(3) charities can be tax-deductible. Make it easy for donors to claim their gifts as deductions on federal taxes by providing the date and value of their donation as well as your nonprofit’s Tax ID Number.
Impact. Your donors just made a positive impact on the world. Remind them what their donation will do for the community and who it will help. Use a combination of anecdotal stories and quantitative facts/figures to show the impact of the drive.
Recognizing even the smallest gifts with a well-written thank-you email or letter shows your gratitude and helps grow your relationship with each donor. When you reach out to them during your next drive, they’ll be more likely to give!
4. Keep a donor registry.
You also don’t want to keep asking the same donors to donate to your cause every time you have a new event. Moreover, having a large, diverse body of donors will financially protect your organization from the effects of losing any single donor.
Thus, try to mix it up and tap into different pools of donors. How do you accomplish this as efficiently as possible? We recommend you:
Monitor received donations using donation management software that allows for easy, long-term tracking and reporting.
Using filters and search tools, create specific lists of donors based on their donation history and amounts.
Depending on the specifics of your drive, focus your outreach efforts on the most relevant potential donors.
By utilizing a donor registry to track your donors and donations, you’ll retain your supporters and save money on new donor acquisitions.
5. Use different avenues to market your donor drive.
According to Donately, over 80% of Americans now own smartphones. As a result, digital marketing can be one of the most effective ways to get your donor drive in front of the right eyes.
While these days social media receives a lot of attention in digital marketing, Facebook and Twitter aren’t your only opportunities to reach existing and potential donors. Consider using a combination of digital outreach tools, including:
Text
Google Ads
Email
That being said, especially if you’re focused on addressing a local issue, try incorporating traditional outreach methods (in addition to your digital fundraising efforts) into your marketing plan, including:
Direct Mail
Local News
Local Partnerships
Phone Banking
Even as you use a variety of marketing channels, make sure you’re still focusing all of your organizational efforts and marketing for donations to one drive at a time. This will help you avoid any internal competition for donations or confusion for donors.
6. Tell your story.
As you can probably see by now, the more a donor can connect with your cause, the more likely they are to (1) donate and (2) donate in generous amounts, and (3) donate again in the future. A touching, cohesive story can solidify that connection. In general, your donation drive’s story should have a clear beginning, middle, and end:
The Beginning should introduce a compelling main character (such as a volunteer or community member) and a problem in your community.
The Middle should demonstrate the increased stakes if the problem is not addressed and propose a possible action or solution.
The End should offer your audience a way to get involved, solve the problem, and be a part of your story’s resolution.
Your story will be the heart of your outreach plan, and you should rely on it in both your physical and digital marketing. When available, such as on social media, plan to enhance it with relevant multimedia elements. For example, for a food drive, you might post interviews with donors, volunteers, and recipients alongside photo updates of incoming donations. Especially online, photos, audio, and video can break up blocks of text and lead to increased engagement and sharing.
Ultimately, there’s no one way to plan a donation drive, and fundraisers never go exactly as expected. But by using these tips to create a thorough, adaptable plan, you can be successful in your donation drive endeavors no matter the circumstance. Keep your eye on the prize and shoot for the stars!
About the Author
Jacob Spencer | Donately Customer Success and Account Manager
I strive to make every step of our customer journey as enjoyable as possible. My goal is to turn everyone who trusts Donately into a raving fan! Raising funds can be daunting, but we know that with the right tools, it can and should be easy.
Throughout my career, I've been able to help sales and success teams tackle new markets, grow and expand.
Leading with empathy, listening to actually solve problems, and remembering that we are all human are the key elements to growing any business in a meaningful way.
When I'm not working you can find me spending time with my wife, 2 boys and our Border Collie, Abbie. Family>Everything.
Top 3 Things Donating Can Do for You and Your Business
How can donating help you in your business?
Large or small, businesses want give back to their communities. They want to find a way to get involved. Should they? Absolutely! Nonprofits are always looking for more donations to help them attain their charitable goals. Giving to these organizations can really benefit your business, too. You know that your company’s success isn’t related to just one thing. It includes a myriad of ideas and network of professional relationships. It also includes loyal customers who wear many hats and could easily be a part of local nonprofits and charities.
So, what are these Top 3 reasons?
Customer Loyalty
Giving back to your community will help you connect with your customers. It will help you gain traction and trust. A study done in 2014 revealed that 85 percent of consumers had a more positive outlook on businesses that gave back to a charity that they cared about. This means that giving to more than one charity is the most beneficial way to go. Participating in programs and giving back to more than one organization shows your customers that you really do care about your local community. After all, actions do speak louder than words.
Tax Deductions
We all know that you can claim volunteer hours and contributions on your income taxes. By itemizing your deductions you can write off any time your business spent volunteering and you can add monetary value to any donations given as well and claim them, too. The types of donations that are tax-deductible are cash donations, donations of inventory or services, volunteering, sponsorships of charities, and events. You will of course need to ensure that you are working with an organization that is approved by the IRS.
Earned Promotion and Publicity
Sponsoring one or more different nonprofits or volunteering your time is a great way to raise awareness about something you care about but it is also a fantastic way to promote your business! You can get the word out about the event by posting it on your social media platforms and on your website. Often, the nonprofit or charity you are working with will also be doing the same. Now, you have two media outlets and twice the attention, all because you care about giving back to your local community.
However, picking a charity or charities isn’t as easy as it seems. You need to set aside time to research them, make sure they fit your company’s culture and values. Then, you have to think about your customers and who they might support. Finally, you have to take time to think about your frequency of donation and how you will get your donation to the charity in a timely fashion. To that we say, “Don’t get discouraged!”
How do you begin?
www.donationmatch.com We can handle it all. You tell us who, when, and what you want to donate and we do the rest. We even confirm applicants belong to a real nonprofit organization and get you all of the information you will need to get any deductions you deserve.
All you have to do is click, “Approve.” What is easier than that? Try it today! It’s FREE to sign up and start donating and building relationships!
What Information Should You Collect Before Your Next Event - And Why?
Constant Contact has developed a simple strategy for asking the right questions, and in a blog post they explain why obtaining the right information is so valuable in planning your next event. The key to collecting the right guest information before your next event is to start with an online registration form. This allows you to easily learn more about your guests as part of the ticket purchase process. Anyone can use a company like Eventbrite, TicketDerby, or Ticketleap to make it easier, and the best will suggest pertinent questions that will help in planning your event. Knowing what to ask and keeping the form streamlined is crucial.
According to Constant Contact's strategy, #1 is demographic information. "A nonprofit can use demographic data when planning entertainment or auction items for their annual silent auction fundraiser." Here is their list of what to collect:
1. Demographics: Name, age, gender, even zip codes can matter to sponsors and event partners.
2. Number of guests: Plan seating, food, and amenities better with an accurate count.
3. Contact information: Don't forget about asking for email addresses for follow-up surveys or future communications.
4. Event-specific information: Are there meal or seating choices to make? Need t-shirt sizes for giveaways? Can you sell raffle tickets or add-ons in advance?
5. Payment method
At DonationMatch, we do our best to collect the right information on behalf of our users, too. To help companies and brands find their target markets (and nonprofits present themselves to the right opportunities), we ask event organizers for attendee demographics, ticket prices, estimated attendance, social media links, and more. And even before events can be listed on DonationMatch to be eligible to receive goods, a nonprofit's IRS status and account contact must be verified. Because we know nonprofits need to be mindful of the products and services they accept, we now use third-party resources like Yelp to check donor companies, too. We know having better information at your fingertips creates a better experience for both the giver and the receiver.
If your intent is to create a more successful event, asking for more of the right information, and understanding how to use it, is essential. Read Constant Contact's full articles for their strategy and explanations.
What information do YOU collect for a better event?
In-Kind Partnerships with Nonprofits, Part 2
By Renee Zau, Co-founder, DonationMatch My last post on this topic focused on opportunities tied to nonprofit events. Although these typically offer the most immediate exposure, they are often seasonal. Here are some ideas for in-kind charitable partnerships year-round:
- Be a venue for gatherings. You don't have to be a hotel or restaurant to have a desirable place. Spa Gregorie's Del Mar offers a board room for small get-togethers and meetings. Curves women's fitness centers often host meetings for Chambers of Commerce, Zumba fundraisers, and members' clubs. The Microsoft Store has raised the retail bar for community outreach with store space and free group trainings. Invite a nonprofit over and show them you're friendly!
- Give tools and support. PopChips started snacking habits in offices all over town with case giveaways. Microsoft Store free trainings make sure their software is used well. DonationMatch co-hosted a fundraising auction workshop with Red Apple Auctions to help nonprofits run better fundraising events. Though not "flashy," free assistance can put you at the top of a nonprofit's go-to list.
- Offer services or samples for a donation. By cross-promoting with nonprofits, Aveda sets up their store, complete with signage, to give mini treatments in exchange for a 100% charitable donation.
- A portion of sales helps, too.Souplantation/Sweet Tomatoes advertises FunRaisers that donate 15% of related receipts on given nights to nonprofit groups. Macy's gives $1 for every stamped letter to Santa deposited in special letter boxes in their stores to the Make-A-Wish Foundation. Even if you can't give something outright, a percentage can be enough.
- Offer your expertise. Nonprofits small and large are always looking for specific professional talent in their volunteers. It's become so popular that websites like CatchaFire and VolunteerMatch (not affiliated with DonationMatch) were created to make better volunteer connections.
- Not a lot of time? Even simply recognizing synergy within your own circles of friends and making introductions can lead to phenomenal results.
What are your success stories? Please share about the positive impact that charitable partnering has made on your business!
Related articles
- In-kind Partnerships With Nonprofits, Part I (donationmatch.wordpress.com)
In-kind Partnerships With Nonprofits, Part I
By Renee Zau, Co-founder, DonationMatch A question posed in a LinkedIn group made me reflect on how many (typically small) businesses don't know how to use cause marketing, specifically in-kind (non-cash) marketing, to their advantage. If you have a great product or service, one experience is all you need to convert newbies into customers, even raving fans. How do you get yourself in front of more potential customers without "paying" for it?
- Donate a package or certificate toward an auction, a raffle, or goodie bags. Most event attendees love these, and donors often get publicized both before and after the event. Look at donation request letters as opportunities to get hundreds, even thousands, of eyeballs on your brand. You can do online searches for event calendars, ask your employees and customers about organizations they support, check out community boards, or use DonationMatch (my site) to save time (we make connecting with events, sending pre-filled donation forms, and gift certificate delivery paperless and quick.) One more reason to like auctions: prize winners are the most willing and able to pay more for it than anyone else. You just found your best customer in the room!
- Provide event amenities (photography, food/beverage, decor, spa treatments, etc). For a furniture dealer, it could be VIP seating. Chocolates are popular party favors. I've seen HP and a photographer partner to make ornaments from photos with Santa. And who wouldn't appreciate mini spa treatments or makeup touch-ups from a local beauty product store, spa, or beauty school?
- Help spread the word. Your communications reach is another asset companies tend to forget about. Employees, customers, followers, subscribers... they count. Be familiar with events you choose to promote, make them a good fit for your customers, volunteer if possible, and the added awareness can add to a charitable fundraiser's attendance and success just as much as any monetary donation.
These opportunities are all tied to nonprofit events, my favorite kind, but may be seasonal or harder to find. Stay tuned for Part 2 of this post that gives more everyday ways to help in-kind.
Why not take one lunch break to reach out and explore possibilities with a particularly interesting local organization? And register on DonationMatch to be notified of event opportunities in your market - it's still free in many cities. I (and your local organizations) will love hearing from you!