Donor Focus: Parents — It’s Not Child’s Play

Today’s parents are busier than ever. We know they juggle jobs and PTA meetings, dog walking, laundry, chaperoning and play dates. So, how do you get your cause onto this congested radar? Appeal to the one thing all parents have in common: kids.

“Many parents are looking for activities that will provide learning experiences for their children, an opportunity for the family to bond, and a way to give back and help the less fortunate,” says Geri Rose Derbyshire, associate vice president of individual major gifts for Save the Children. “Fundraising activities for most charities can accomplish these goals.”

Programs like Trick-or-Treat for UNICEF are ideal for giving families a fundraising activity that has a direct impact on saving children’s lives. The program, invented in 1950 for school children, allows families to work together to raise money for the international children’s aid organization.

“This was the first real child-based fundraiser,” says Kim Pucci, marketing director for U.S. Fund for UNICEF. “We see parents with younger kids getting involved, and it provides a clear, focused value. Parents tell their children they are helping to save a life. This is very empowering.”

Kristin McCurry, principal for MINDset direct, a consultancy that specializes in “family philanthropy,” says there are two factors fundraisers should consider when courting parents as potential donors: The mission must be kid-friendly (e.g., programs that focus on cute animals, helping children, conservation) and easily explainable to a child.

“You don’t need both factors, but it helps if you have one,” she says. “If you can explain your mission to a 7-year-old, this is a good guiding principal.”

To effectively reach parents as donors, McCurry recommends that the fundraising initiative have some family component, such as having the parent match the child’s gift.

“This not only models good behavior,” she says, “but you are increasing the commitment from that parent or grandparent.”

Competing with many voices
Parents are likely to be pulled in a variety of fundraising directions by the many important people, institutions and activities in their lives. So how do you compete?

“Develop a connection with parents that allows them to feel like their involvement will have an impact,” Derbyshire says. “Parents like to use charitable activities as teaching opportunities. Children can learn about other countries and cultures through raising funds for Save the Children, as well as learn important values, such as giving back and participating in the global community.”

These education opportunities offer a good method for reaching out to parents. For example, Save the Children offers a “Rewrite the Future” education campaign to enable 39 million children around the world to go to school. The Epilepsy Foundation has a “Get the Word Out” contest for teens. The ASPCA has an advocacy program that encourages young people to write their legislators. Heifer International even offers domestic trips for families.

“Education is an important part of Heifer’s work,” says Christine Volkmer, public relations specialist for Heifer. “We help parents show that even the youngest children can make a difference.” Volkmer says the organization’s best outreach strategy is a synchronized effort, combining direct-mail and e-mail campaigns with media coverage.

Talking to busy parents
“Today’s parents are busier than ever,” Derbyshire says, “so the organization’s communications need to be direct, clear and straightforward — and the activities need to be easy to participate in.”

She suggests that the best way to reach parents through fundraising copy is to include:

• what program or project you are asking them to support;

• key background information on the program or project, as well as on the organization, especially if they are not familiar with it; and

• how, specifically, you want them to get involved and exactly what you want them and their children to do.

McCurry also believes in making that information clear, concise — and accessible.

“It’s important to be integrated in your message and to have an ability to interact online,” she says. “Make sure everything you offer offline is also online. When developing Web content, you must simultaneously talk to two audiences — the parent and the child. Include one central place for them to land as a family. When you send a letter to a parent, include a worksheet or map inside. Respect parents’ rights and responsibilities as gatekeepers.”

Maura Condon Umble, director of parent programs at the Office of Col-lege Advancement for Franklin & Marshall College, finds a personal message most successful.

“I think highly personalized, segmented mail or e-mail is best,” she says. “Parents seem to read their e-mails from the college — and appreciate hearing from us in this way. Parents want to give toward something that’s really going to make an impact on their child’s experience.”

Christine Weiser is a freelance writer and publisher of Philadelphia Stories, a nonprofit literary-arts publication.