Turn Colleagues, Board, & Supporters into Powerful Year-End Fundraisers

all-org team of messengers

We’re in count down to year-end fundraising season, with its relentless pressure and never-ending to-dos. Are you banging your head against the wall yet?

Joking aside, it may seem like your team’s hard work and limited resources won’t be enough. Yet you know how much you could bring in, if only…

Good news! There is a way to move past this seemingly insurmountable barrier—Launch a team of messengers to be your nonprofit’s ambassadors for year end (and beyond). Enlist your colleagues, board members, and passionate supporters to boost your nonprofit’s reach and results for little or no cost. The best part? They’re already motivated to help you reach your goals.

Start with these three steps to identify, inspire, and support ambassadors for your year-end campaign:

1) Focus messengers on a particular campaign element
When it comes to messages, less is more. Define a clear and narrow focus for your messengers. It could be your year-end launch day or the moment a matching gift comes in the door.  This narrow focus will make it easier for you to share the right messages with them. As a result, they’ll be more likely to drive donations with confidence.

2) Select your messengers with care
Identify a small group of folks most likely to succeed as your first team of messengers. Consider individuals with a public-facing staff role, a strong network (social media network, in-person relationships, or both), a history of giving to your nonprofit, and/or the personality to be a good messenger. You can mix and match these traits to compose a powerhouse team of fundraising ambassadors. Keep the total number manageable—far better to succeed on a small scale now and build from there.

These first messengers are your “guinea pigs.” Be straight about that and thank them for joining you in productive experimentation.

3) Ask for their help and tell them what they’ll get in return
When you ask your people to be messengers, explain how they’ll make a real difference in year-end fundraising. Then, give them a step-by-step description of what you want them to do.

It’s also important to stress the WIIFM (what’s in it for me or what they’re going to get out of it). These can range from honing their speaking and fundraising skills to advancing the organization’s mission

Take these three steps to help your team deliver relevant messages in a consistent, compelling way. In doing so, you’ll boost your repeats (we all need repetition in this distracted world) and your reach.

Today’s the day—start building your team for messengers, for year-end and beyond!

More tips and techniques for launching your team of fundraising ambassadors:

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Nancy Schwartz on October 26, 2016 in All-Org Marketing Team | 1 comment
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