It’s hard to think about anything except raising funds when your rescue group is constantly struggling for cash.
Unfortunately the problem with constantly asking people for money is that… you’re constantly asking people for money! You get sick of it, they get sick of you and eventually they stop returning your calls for help.
So in a world full of non-profits asking for donations, how to you engage the community in a way that makes them want to hear from you and give you their support?
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“We are the only rescue in this area doing something for these animals,” Suzie Smith of City Cat Rescue. “It’s hard work and a lack of funding keeps us from helping more pets. We can’t save them all.â€
If this sounds like your last donation pitch then you have a giant problem – people don’t want to hear how crappy your situation is.
Sure, there’s never ending supply of animals and sometimes people treat pets horribly; but if your donation drives are always based around severe cases of injury, neglect or despair, I’m not going to look forward to hearing from you. In fact I may unsubscribe altogether.
Any contact with the public should be brimming with enthusiasm for all the fantastic things you’ve been able to achieve;
“We’re the only organisation in the area, but we’re making an enormous difference in the lives of these animals. We’ve been able to save over 100 cats, have started a low cost desexing program and are working with the local media to advertise cats in need of homes – and all on a shoestring budget!â€
Constantly dwelling on the negative will make trying to save pets seem hopeless and why would I put money into something that’s hopeless? Instead, tell your public the great things you’ve achieved and they’ll want to be part of it.
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Presently, you’re just another faceless organisation trying to get me to support them.
There’s a reason businesses owners often feature in advertisements for their company and celebrities can generate huge public support; because they are a face who people can trust. “I know him – saw him on the telly. He seemed like a good guyâ€.
If you want my attention, my trust and for us to have a relationship, then you have to have a face (and no, a cute pet representative won’t do – I wouldn’t give my wallet to my dog any more than I’d give it to a hopeless cause).
Is there someone in your organisation willing to be your spokesperson? They needn’t be professionally trained – just someone willing to stand up and put their name to what your organisation is trying to achieve. They should be likeable, tactful and willing to speak to the media if required. We shall call them your ‘Champion’.
All emails to your supporters in future should come from the inbox of your Champion and feature a few enthusiastic words from them (the whole group can help write these words if needed). Even if replies aren’t answered by directly by your Champion – having a “personal†email address at my disposal will make me feel that I have a contact with one of the head honchos in your organisation. This is a great thing for getting people to engage with you.
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Does your group have team members who meet regularly and discuss how things should be run, share information and keep each other motivated; and a bunch of people who give you money and get nothing at all?
No wonder you’re having trouble finding people wanting to sign up for that deal!
Not everyone who donates to you will want to have any deeper involvement in your group, but the days of taking money then making secret decisions on what to do with that money are long gone. The most successful groups in the future will be those that realise people are expecting to be able to talk directly to the groups they support. Rescue groups can no longer have a ‘donator base’ but instead need to develop a ‘Fan Club’.
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You should be aiming to create a long term relationship with everyone who has contact with your group, not just those who donate. Your community of supporters can come from anywhere, for instance;
Note: by becoming members of your Fan Club these people aren’t going to be asked to pay to be members – they’re just going to receive contact from you (which is going to be filled with all your success stories and show just how effective you are being in the community) and be on your mailing list for your new Fan Club meetings.
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Because people who’ve met you feel more for you.
Just think of the last time you went to a live music concert – the next time you heard someone talking about that band, or heard them on the radio you felt something personal. If you loved seeing them in the flesh, you feel pleased when you hear they’re having success. It becomes all about you.
By meeting you and being gratefully acknowledged for their supporting role in your achievements (no really, we couldn’t do it without you), people will continue to want to play a part in something bigger than themselves.
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See my post on Petworking. Being visible in the community and allowing your members to be involved in social networks while identifying themselves as from your group is incredibly valuable exposure. People will talk about you whether you like it or not, so better that you are there to have a say!
Ask your Fan Club to spread the word – encourage them to make MySpace pages and talk about you on forums. Ask them to become your walking advertisements! People like to help in these non-committal ways.
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By changing your philosophy from ‘finding money’ to ‘creating long term relationships and a Fan Club who supports your work’ you will change the whole dynamic of your relationship with your community.
So when the time comes that you actually do have to ask for something specific, your previous history of successes and strong relationships with your Fan Club will mean you will have no problem finding people willing to help.
