Social Media Plays a Role Even with Major Gifts

Social media, one of the hottest trends in nonprofit communications, even plays a role in capital campaigns, particularly in connection with major donors.

Major gifts need real relationships, not virtual ones, says Robert Moore, president and CEO of the Chicago, IL-based marketing firm Lipman Hearne. But he says virtual interactions have many benefits outside direct solicitation that should not be overlooked: They add dimension and constancy to ongoing relationships, they inform and raise awareness, and they create channels for interactive dialogue, to name just a few.

Moore addresses a variety of topics related to social media and its integration with capital campaigns and major gift fundraising.

On the most effective role for social media in a capital campaign — “While inappropriate to the actual solicitation of gifts, social media can be very helpful in the introduction, informing and engaging stages of the moves-management process. It can create a buzz about the organization that pays dividends when you get into the personal conversations of cultivation work. People feel like you are an active and relevant organization because they’ve seen you in the social media landscape, and that can be very reinforcing for a major gift officer making a pitch. Handled right, social media can really increase engagement and dialogue in a campaign.”

To discover Moore’s six additional suggestions for integrating social media with campaigns and major gifts success, see the October issue of The Major Gifts Report.

Also, check out the 49-page resource, Social Media & Communications Technology: Essential Strategies for Nonprofits and Associations.

How to Broach Multiple Asks From the Same Prospect

John Doe is a wealthy individual. He is also CEO of the family’s privately owned company. In addition, he is a key decision maker for the family’s foundation. How can you ask Mr. Doe for three separate commitments to your major fundraising effort? Here’s one technique:

Once an appointment has been scheduled, send a confirmation letter to Mr. Doe that sets the stage for your visit and begins to make the case for major gift support. Then, indicate that it’s your steering committee’s hope that he, his company and his foundation will each be key participants in the effort.

The confirmation letter is a forthright way of explaining the purpose of your visit and making it clear that you’re hoping for support from three separate but related sources.

Speaking of prospect management issues, now’s the perfect time to purchase this highly sought after 90-minute Webinar recording, The Donor Pipeline: Fixing the Leaks, Keeping It Flowing . You’re sure to pick up some valuable management tips and techniques from presenter John Greenhoe, CFRE during this insightful presentation.

Like Our New Website? We Welcome Your Feedback!

Although it took longer than anticipated, we’re pleased to have the new Stevenson, Inc. website up-and-running. But a website is only as good as the perceptions of those who visit it. That’s why we welcome your comments, questions and input – even topic suggestions for future articles and Webinars!

        In addition to the wide offering of monthly newsletters, “how to” manuals and Webinars available to you, we continue to expand our products and services.

        Some of the website’s new features include:

Weekly specials  – always changing, these offers will include deals on our monthly newsletters, “how to” manuals and Webinars, recordings of past Webinars  and more!

Jobs Center – whether you’re seeking a job change or have a job opening you wish to post, be sure to check out our Jobs Center for nonprofit and association positions that are updated on a monthly basis.

Consulting, Workshops and Coaching Services  – this is a new and growing endeavor for Stevenson, Inc. If your organization has a particular need, we invite you to contact us for more information. If we can help, we will. If we can’t we’ll tell you up front.

Gift Shop – Stevenson, Inc. has partnered with Café Press to offer a wide variety of items you can purchase for donors, volunteers, members and even yourself! Café Press offers the world’s largest selection of artist-designed t-shirts, clothing, accessories, housewares and gifts.

Resources  – Learn more about companies that provide nonprofits and associations with valuable products and/or services. DonorPro is the featured company this month. In addition, you can find links to a number of organizations that offer professional development for particular careers among nonprofits and associations.

        Poke around our updated website. Let us know what you think.

Focus on Expanding Your Sponsorship Efforts

Increasing numbers of nonprofits and associations are turning to sponsorships as a way to generate needed revenue. Sponsorships can be used to underwrite programming and event costs while appealing to businesses that might not otherwise invest.

Observe Businesses’ Marketing Behavior – How are area companies allocating their advertising dollars? What messages are they attempting to convey? What media outlets are they using?

By paying closer attention to the ways in which businesses attempt to reach the consumer, you can better match sponsorship opportunities with appropriate businesses. Equally important, by paying attention to businesses’ marketing behavior, you are in a better position to identify those sponsorship benefits that best meet a particular business’s wants and needs.

Sponsorship Resources – To discover how to identify and reach out to both businesses and individuals for sponsorships, get your copy of Jean Block’s Webinar recording, How to Identify, Approach and Successfully Enlist More Sponsors or purchase your copy of Stevenson, Inc.’s 47-page resource, All About Sponsorships, 2^nd edition. Or….. get both resources and save 15 percent!

        Jean’s 90-minute Webinar recording answers these and other questions:

• What are sponsors looking for when choosing a nonprofit to partner with?
• How do I give sponsors the appropriate benefits?
• How should I approach potential sponsors?
• How do I find the ‘right’ sponsors?