Synchronizing Online and Offline Fundraising for Better Results
As Neil Gallaiford, president and CEO of StephenThomas.ca, likes to say, “Always keep in mind that your campaigns should be branded, time-limited, cause-focused, goal-oriented and multichanneled.”
Some success stories may help paint a picture. The Canadian Diabetes Association ran an online/offline fundraising campaign this past summer branded “Summer Surge.” It asked people to help by becoming online fundraisers. One elderly gentleman created an online fundraising page he named "The Loser" and attempted to raise $10,000 by losing five pounds of body weight by practicing Tai Chi. He instead raised $14,000 and did it through multiple media channels (Facebook, print, e-mail). The Canadian Diabetes Association raised more than $535,000 and attracted more than 1,000 Facebook fans … and plans to run “Summer Surge” again this year.
- Companies:
- People Magazine
- Time Inc.
Philip King is founder of The Donation Funnel Project, an experiment in online and mobile fundraising. He is a regular contributor to NonProfit PRO.
