Let’s be real: Your organization is one of the many that can’t use kitty or puppy photos to raise money or recruit volunteers.
In Part One of this mini-guide, I shared my take on why such emotional candy works so well to raise money or recruit volunteers. And cited a reliable litmus test for photo-story impact—1) If you’d share them with your family and friends; 2) would they “like” or share them.
But you can make emotional connections with your target audiences,even WITHOUT kittens and puppies.
In fact—if your organization is not an animal rescue or another organization directly related to puppies, kitties or babies—these alternatives are far more effective in helping your forge connections and motivate your audiences to give, register or volunteer. Most importantly, they are authentic, relevant messages, rather than manipulative click-bait.
Here’s my top takeaway from my first three months on the job at Meals on Wheels of Central Maryland: Smaller, more nimble nonprofits like ours typically know their audiences better—so are far more connected with them—than do most large, complex organizations.
That Was Then In 2013, I was the Director of Marketing for an international humanitarian development nonprofit. The annual budget was nearly one billion dollars, with our $2.3 million marketing budget funding the work of three departments and 13 staff members. Sounds like a lot, right?
Watch it and weep, with laughter and recognition (if you’re a working parent, or overloaded in any other way). That’s definitely me! Is it you? This video from Make It Work—a community making things better for hardworking women, men and families across the country—works wonders. It: READ MORE
When my friend and colleague Stephanie Bowen announced her new job at MAMA (Mobile Alliance for Maternal Action), I was thrilled for her, but didn’t really probe what MAMA was about. Knowing her search had been focused on development organizations working with women, I figured MAMA fit into that category and left it at that.
But last week, after jealously Facebook-following Stephanie’s work-related travel adventure in India, I had to know more. Naturally, I went right to the Who We Are page on MAMA’s website…
I’m a huge fan of the charity clearinghouse GlobalGiving, and have donated through them several times to causes I wouldn’t have been able to connect with otherwise.
That’s GlobalGiving’s sweet spot—connecting donors like yours (and you, and me) with causes that we may not find, know of and/or be able to easily donate to. They do a fantastic job of it: Since 2002, GlobalGiving has raised $151,783,082 from 407,034 donors who have supported 10,812 projects.