Fundraising and awareness

by Urban Views RVA August 14, 2018

It is difficult to have a successful campaign if people are not aware of your organization. More than difficult.

Should a nonprofit invest in marketing, communications and public relations activities? Should desperately needed funds be “diverted” to non-mission-critical tasks? What about allocating time and staff?

Our answer is yes. Here’s what we have learned through our work with nonprofits across the country.

People need to know who you are and what you are doing. Priding yourself as the “best kept secret” is not an honor. One way to break the silence is for staff, board members, donors, friends, and recipients or beneficiaries of your work to talk about your organization and its impact. Your responsibility is to share key points and to resolve organizational issues as they arise so that the message being carried is positive and not grumblings!
Tell your story. Create and use a case for support. The case is a document that communicates your organization’s impact, uniqueness, and accomplishments. It is a fundraising marketing tool, that can be used with multiple audiences and across media to communicate a consistent message. Your case should inform the content of all your communication vehicles including your website, talking points, op-ed pieces, and social media campaigns. Use the case to educate your constituency. You don’t have to become a household word. But you should be known amongst those you serve, local philanthropists, community and business leaders, and government leaders.
Have your donors tell your story. These are the people and organizations who support you. Whether large or small, you want them to sing your praises and share why they feel your nonprofit is a good investment. How you tell your story to your donors will impact how they tell your story to others.
Engaged board members are a must. The board plays a key role as advocates and endorsers of the organization. They carry the message about your nonprofit informally amongst their networks (on-line and in-person) and formally through public speaking, editorials, and meetings with local leaders and influencers.

Awareness drives fundraising. Without awareness people don’t respond to your email, come to your events, nor do they visit your website. A strong awareness campaign can attract funds you wouldn’t otherwise receive – including “windfall gifts.” You can also attract experienced volunteers and board members; in-kind gifts; media attention.