It’s that time of year, when nonprofit organizations of all sizes and missions are gearing up their annual giving campaigns, hoping to garner support for their causes, as companies and individuals plan their year-ending charitable contributions.
For a nonprofit, it can feel like a competitive environment. That’s because it is.
It’s an unfortunate reality that nonprofit organizations, the vast majority of which are engaged in great works for their communities or society at large, compete to attract the greatest share of a finite number of charitable dollars, whether on a local, regional or national scale.
In our three decades of experience in helping nonprofit organizations run successful campaigns, we’ve learned a thing or two about what works, and what doesn’t. There are, of course, variations from one nonprofit campaign to the next, but there are common threads, too.
The most common thread? Your organization’s story matters.
It’s crucial to convey your organization’s unique story in a way that demonstrates the value of your programs, so existing and potential new donors are more likely to extend their support. The story must be delivered to the right targets, in the right places, where it will make the strongest connections.
Some of the case studies on our past campaigns illustrate both the common threads as well as the unique aspects of specific nonprofit organizations’ fundraising. In the coming weeks, we’ll be taking a look at some of them — starting today with a look at the campaign we created on behalf of the Santa Clarita Valley Senior Center.
SCV Senior Center: Sparking New Interest
The SCV Senior Center serves approximately 35,000 people in a suburban community just north of Los Angeles, and contrary to the stereotypes some people may hold in their minds about a senior center, this is an energetic place that’s a hub of many different kinds of community-based activities, from social events to live entertainment to travel adventures for active seniors.
But, also central to the Senior Center’s “story” is the fact that some of its programs serve seniors in need, and in some cases the needs are dire. For example, the center’s Home Delivered Meals program brings meals to homebound seniors who otherwise might not have a hot meal to eat. Further, some of those seniors wouldn’t have daily human contact were it not for the Senior Center’s volunteer meal drivers who check on them each day.
Clearly, these are valuable programs deserving of community support.
We took on the Senior Center’s annual year-end giving campaign with the goal of retaining or elevating the contributions of existing donors, as well as attracting new ones. The challenge? Tell the Senior Center’s story in a way that not only demonstrates the vibrancy, energy and value of the center to seniors in general, but also makes a compelling case to support the programs that help seniors in need.
The solutions brought forth by the Mellady Direct Marketing team sprang from a central theme we created, encouraging contributors and potential new contributors to “Be the Spark” that provides independence, dignity and quality of life for local seniors. The campaign, in both its colorful appearance and content, sought to convey a sense of vitality — rather than gloom and dread — while still emphasizing the value of the center and its programs for a wide spectrum of seniors, from the active to the homebound.
The “Be the Spark” campaign targeted past donors as well as businesses and high-propensity potential new donors. The direct mail materials led off with a personalized letter from the Senior Center’s director, utilizing our variable data printing capabilities to put a personal touch on each piece.
The letter included a tear-off reply card and return envelope, along with a trifold informational brochure telling the Senior Center’s story in greater detail, including information about programs as well as testimonial accounts from Senior Center clients. Also included was a low-cost “gift,” a bookmark with information about the Senior Center.
We created an online landing page to support the campaign, and the page included names of donors as well as information on how to donate. Donors were also thanked on a large banner we created for display at the Senior Center, in social media posts supporting the campaign, and in e-newsletters we distributed utilizing the theme and design elements of the direct mail pieces.
Together, all of these efforts resulted in a unified campaign that indeed provided the “spark” for numerous contributors who agreed that the Senior Center’s story is compelling, and its programs worthy of their support.
Can Mellady Direct Marketing help tell your organization’s story in the upcoming holiday season? Contact us online today or call us at (661) 298-9190.
