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The paper recommends the following five best practices for nonprofits interested in increasing participation in and funds raised during their special events:
- Recruit participants effectively. Know why participants are drawn to your event, and target participants naturally driven to take action and connect donors to the event.
- Charge a registration fee or require a minimum fundraising amount. Requiring a fee gets people in the mindset that your cause is important, that there is value in being a part of the event and that raising money is vital. The companies noted that organizations should set the fee at a level that encourages fundraising but isn't prohibitive.
- Create multiple points of entry. Use a mix of outbound e-mail, Web site content, social-networking tools, tell-a-friend functions and ads on partner or industry Web sites that link to your event page where visitors can get information on the event, register and donate.
- Encourage team participation. Participants on teams are more likely to feel accountable for their fundraising. The team setting fosters healthy competition and motivation that drives fundraising.
- Craft participant e-mails carefully and encourage participants to send them. Use CRM technology that offers a participant center where event participants can create profiles and send solicitation e-mails to friends and neighbors for support. Make it easy for them by offering training in using the tools or message templates.
To download the research paper, visit www.convio.com/rwr2009
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- Companies:
- Convio Inc.
- Event360
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Abny Santicola
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