This year, when making fundraising plans, nonprofits need to think creatively and try new methods of generating funds while gaining exposure for their organizations.
At a recent Association of Fundraising Professionals (AFP) luncheon, a speaker from a respected Community Foundation stated, "The path forward is for nonprofit leaders to understand and embrace the notion that strategies must change, and nonprofit leaders must think "outside the box.
" (Goettler Associates, Fundraising Counsel, "Strategic Advancement: Advancement: A Team Effort for Continuous Improvement").
This thought is echoed by many others, and data suggests that donations increase when charities embrace creative strategies.
Here are three innovative strategies that nonprofits across all sectors can use: Social Media An Experian Insight Report titled, "Getting to grips with Social Media," projected that $4.
3 billion will be spent on social networks in 2011.
Why? Because social media works to build awareness and capture new supporters and potential contributors in a forum where customers can interact and feel part of the result.
One tool, in particular, that nonprofits can gain a lot of traction from is interactive YouTube videos.
The production cost is very low, and the return on the investment can very high.
These videos include links which return a viewer to the nonprofit's website and prompt a response.
The response can range from registering to receive a newsletter; a sign-up form to become a volunteer and, of course, make a contribution.
Even if the viewer opts not to make a contribution, the viewer's contact information is captured, thereby giving the nonprofit another potential prospect for fundraising solicitations.
In addition to videos, nonprofits should also establish and maintain a Facebook Page, Twitter and LinkedIn accounts.
Blogs, webinars and on-demand podcasts can also be produced to expand a nonprofit's online presence.
The production of videos and recorded webinars is neither difficult nor time- or labor-intensive.
It typically involves a standard process of storyboard development, scriptwriting, graphics and animation, voice over, filming and editing.
When embedded with analytics, these social media tools enable the nonprofit to gain valuable intelligence as to how the video or recorded webinar is performing and what parts of the presentation are resonating with viewers.
The interactive component is key when it comes to fundraising potential.
Finally, blogs are simply written and posted on the nonprofit's blog page and then promoted within the nonprofit's additional communications vehicles, such as its newsletter, direct mail and news releases.
On-demand podcasts can also be very valuable, especially when they leverage a timely topic (e.
g.
, a natural disaster, a trend relating to a growing need, etc.
).
Audio editors produce the podcast which is posted on the nonprofit's website with a "click to listen" button.
Additionally, these podcasts could be offered to other social networking sites, for example Blog Radio, where they can reach a much wider audience.
Mobile applications These hot new tools are making headlines across all fields of business, government and even philanthropy by taking mobile giving - something organizations from the American Red Cross and Salvation Army to the National Breast Cancer Foundation are embracing - to the next level.
Right now, the Mobile Giving Foundation has 280 million wireless subscribers and over 260 million text subscribers, which represent a significant pool of potential donors ready to contribute on the go.
Mobile applications (apps) make mobile giving easier.
Currently, the Mobile Giving Foundation has nine certified application service providers, and the list is growing.
For a flat fee, these organizations establish an account and provide the short code and keyword requirements which enables the nonprofit to have mobile giving campaigns.
Among some of these app providers are Mobile Cause, Mobile Commons, Give by Cell and On the Go.
While mobile giving does turn a contribution over instantly - the general timeframe to receive a mobile contribution is two to three months - it is a cost-effective way to capture contributions whether in response to a recent tragedy or to support a nonprofit's day-to-day services.
What makes mobile giving so appealing is the ease with which a contribution can be made.
This is especially appealing to the younger generation for whom phone and mobile devices are their primary way of communicating.
Affinity Marketing This proven cause marketing tool has become a global force since its inception approximately 25 years ago.
Today, many nonprofit recognize the value in partnering with a for-profit organization to build awareness and increase steady streams of contribution.
Through affinity marketing, a for-profit organization agrees to provide a percentage of the proceeds of sales of their products to members/supporters of the nonprofit organization, back to that nonprofit.
To be successful, a nonprofit's affinity marketing program must be communicated thoroughly and continually to the organization's supporters (e.
g.
, current donors, staff, volunteers, Board members and friends of the organization) in its newsletter, direct mail and special events.
The affinity marketing partner must be chosen carefully.
The most important selection criteria include: a value-based corporate mission of serving nonprofits; offerings of high-quality, competitively-priced and universally-appealing products and services; and a state-of-the-art customer service call center staffed with well-trained and courteous representatives to ensure that orders will be handled timely and properly.
The latest statistics from the Giving USA 2010 Annual Report of Philanthropy, found that total giving to charitable organizations in America was $303.
74 billion in 2009; down 2% from 2008.
Creative tools such as social media, mobile applications and affinity marketing can help nonprofits ride the tide to greater funds.