In Part 1, I wrote about a charity I truly cherish (our daycare) and wanted to get you thinking differently about mobilizing your communities of supporters.
Let’s face it, your communities of supporters are only getting bigger: event participants, e-news subscribers, Facebook ‘friends’, even followers on Twitter, Pinterest or Instagram.
Acquiring new donors is bloody expensive. And whether you’re using direct mail, face-to-face or even two-step conversions (from a petition or action to give) you’re still drawing, for the most part, from the entire universe of human beings every time you ask.
Someone on another charity (or rented) list. A person who answers the door. A shopper leaving the grocery store. Someone googling something sorta-kinda-maybe-a-bit-tangentially-related?
All around you are people who have self-identified as interested in you. They attend your events, connect with your programs, engage with you in social media. How much is it worth to you to invest in these warm prospects?
Or, said another way, can you afford to sacrifice people waving their arms to show you they are interested in you because you’re so focused on continuing to exchange lists, make cold calls, spending your Google grants and Facebook ads?
I know in my heart of hearts that our daycare is not going to ask me to make a monthly gift. And I love them anyway.
I love them so much it brings tears to my eyes. Seven years ago, Mason charged into their lives…refusing to nap at naptime, insisting on more snack, trying to defy gravity and obsessing over anything with wheels. And five years ago, a diaper-wearing, soother-sucking Sadie toddled (and more recently skipped) from my arms into theirs, curls bouncing and chattering. I entrust them with my children, more precious to me than my own breath, my own life.
You know, I love that daycare so much I might just make a note to remember them in my Will. And some fundraiser just like you will wonder about the story behind me, an unknown or so-long-lapsed-that-nobody-cared supporter…
Now that’s another blog…