When I received an email yesterday morning from my friend Stuart, requesting our support for his participation in the Alzheimer’s Association’s Memory Walk, blogging about it couldn’t have been further from my mind.
Stuart crafted a warm, personal email updating his friends and family on the progression of his partner Ken’s Alzheimer’s. He went on to share his thanks for the Association’s NYC Chapter’s services and asked for our contribution to keep them going:
Now this is the part where I hit you up. The Memory Walk hopes to raise $1 million – up from $750,000 last year – for the NYC Chapter of the Alzheimer’s Association. The funds support the Chapter’s many services to people with Alzheimer’s and their families – people like Ken and me. In all honesty, I am able to sleep at night because I know that Paulette Michaud and her colleagues will be there for us when it hits the fan. Despite my best efforts…, it’s gonna happen, and when it does, the Alzheimer’s Association will provide us with the tools we’ll need to take care of Ken in the best possible way.
Who could refuse to support just a heartfelt request (not that I was going to anyway)? If the Association doesn’t provide email templates for its Memory Walkers, Stuart’s email could do the job. He’s a natural fundraiser (and has done so professionally in the past).
I continued to be impressed as I gave online. The site (powered by Kintera) is intuitive and fast and it didn’t take me more than a minute. Even better, when I submitted my contribution, the site generated a receipt page that right there. I didn’t have to go anywhere else or take an extra minute to learn where the money goes or the percentage of donations spent on program versus operating expenses.
At the Alzheimer’s Association, 75 percent of revenues go to programs, such as research, while the remaining monies pay for management, general expenses, program improvement, and fund-raising. The Alzheimer’s Association, New York City Chapter is proud to report that 82 cents of every dollar raised goes directly to programs and services.
And the NY Chapter went even one step further, including the name, email and and phone number of a staff member to contact should I have more questions about how my contribution will be put to work. Talk about making it easy for your audiences. The Alzheimer’s Association NY Chapter knows how to treat its donors right!
Missing out on the Getting Attention e-newsletter? Subscribe now for in-depth articles and case studies on nonprofit marketing.