Monthly Archives: October 2015

Writing Sample- Fundraising for OIC: The Cambodia Project

OIC “Fundraise for Us” Research

 About fundraising:

Fundraising, also known as “development,” is the process of gathering voluntary contributions of money or other resources, by requesting donations from individuals, businesses, charitable foundations or governmental agencies. Fundraising typically refers to gathering money for non-profit organizations. Traditionally, fundraising consisted mostly of face-to face fundraising (door to door, asking in public), but new forms of fundraising like online fundraising, based on grassroots fundraising, have become popular and successful.

Objectives of fundraising can include:

  • Increasing funds
  • Establishing relationships with supporters
  • Promoting OIC and encouraging others to hold fundraisers
  • Creating a community of loyal fundraising supporters
  • Creating a tangible, measureable way for supporters to contribute

OIC will need to consider what the objectives of our fundraising campaign will be, and how to best manage the campaign to provide benefits for OIC and potential supporters.

Information on fundraising campaigns:

How to implement a successful fundraising campaign

Before implementing a fundraising campaign, it is important for all OIC fundraisers and OIC employees to be able to communicate fundamental information about OIC to supporters in order to have a successful fundraising campaign.

Non-profits must be able to “define their unit of change” and know how much it will cost to implement that change. For OIC, we could advertise our unit of change as: we want X amount of children with speech disorders to start speech therapy courses by X date. Donors will be more inclined to donate if they know their money is going toward a clear, specific goal (Huffington Post).

Non-profits also need to articulate theirvision, mission, competitive advantage and positioning statement” in only one sentence each. Being concise will allow OIC employees and OIC volunteers to easily and quickly pitch the necessity of speech therapy in Cambodia to donors (Huffington Post).

Non-profits should reach out to donors who are already giving back to similar organisations in the field. For OIC, these donors will already have an interest in speech therapy. We will need to show why they should donate to OIC by communicating how our philosophy and work will have a greater positive effect than other organisations (Huffington Post).

Like other non-profits, OIC needs to find where the wealthiest people in our community, the people who control the local foundations and can help us achieve our goals, socialize. Having OIC employees and OIC fundraising volunteers attend social events in the community, will help increase funds as more people will know about our mission (Huffington Post).

Information on other fundraising campaigns/ Fundraising campaigns OIC supporters can implement

Barbells for Boobs

Barbells for Boobs is a non-profit committed to helping low income people at risk for breast cancer gain funding to perform early cancer detection procedures (Barbells for Boobs). For fundraising, Barbells for Boobs has partnered with Reebok and CrossFit gyms to raise money for their cause. Barbells for Boobs looks to individuals who are already doing a CrossFit fitness program or who wish to make a CrossFit goal.

Volunteer fundraisers first set a CrossFit goal. For example, they will commit to doing CrossFit X many days a week and will be able to lift X amount of pounds by X date. Volunteer fundraisers then make a fundraising goal and set up a fundraising page simply on the Barbells for Boobs site. Participants ask their family and friends to support their physical goal by giving donations to help them complete their fundraising goal. On their fundraising site, participants have a chance to explain their reasons for fundraising which helps participants feel as though they are part of the Barbell for Boobs community.

Barbells for Boobs makes it easy for volunteers to fundraise as fundraisers can join individually or with a team. There is no specific event; rather individuals have the freedom to make their own deadlines on goals, so there can be many people fundraising simultaneously. Fundraisers are held accountable because they are already committed to their CrossFit community and fitness plan.

As of the end of 2014, Barbells for Boobs had raised over three million dollars which has allowed them to “grant funding to 21 breast healthcare organisations and facilities across 18 states,” (Classy).

OIC could partner with an organisation like CrossFit and create a similar fundraiser. It is key to work with an organisation like CrossFit that already has an established sense of community. Barbells for Boobs is successful because they make it easy for people to fundraise by doing an activity they are already in the habit of doing.

buildOn

buildOn is an international non-profit organisation which builds new schools to the world’s poorest communities. buildOn’s successful fundraising follows a “give and get” or “an incentive based fundraising model” (Classy buildOn). If fundraisers raise enough money, they are able to travel to international communities to help buildOn build schools.

Fundraisers are primarily high school and college students who want to be help create systemic change by fundraising for buildOn, but also want to actively participate in the physical construction of new schools in impoverished communities. buildOn’s target fundraising demographic is strategic and effective. They have chosen to target students in higher education, so people who value and know the importance of education. Students are also young, generally of limited means and lack the responsibilities of older adults, so they are more inclined to be able to travel but do not have the funds to travel on their own (Classy buildOn).

buildOn creates a sense of community by having, “students from buildOn’s 80 university and high school fundraising chapters band together and raise money as a team,” which causes students to feel connected to their team and buildon has an organization (Classy buildOn). Their “peer to peer” fundraising technique has teams work together to raise a team total of $30,000.

Teams do not have to worry about creating a fundraising page as this is provided to them by buildon; they only need to complete their own profile which makes it very easy for fundraisers to get started. Having a webpage which shows increases in donations, “boosts [students] confidence and inspires them to raise more” (Classy buildOn).

Fundraisers are motivated to help a community in need and motivated to travel to a new part of the world themselves. With incentives to stay fundraising for buildOn, there’s no question why buildOn has been successful. Last year they raised, $2,033,453 (Classy buildOn).

OIC could utilize buildOn’s team oriented fundraising approach. The opportunity to visit or work with our clients in Cambodia may be a motivating factor for fundraisers in Australia.

Monmouth Medical Center

Monmouth Medical Center launched their “Roll out the Ribbons” campaign to raise cancer awareness. For the campaign, they sent letters to supporters and community members which explained Monmouth Medical Center’s role in successfully and actively treating cancer patients. Letter recipients were then encouraged to mail Monmouth Medical Center a ribbon with a family member’s name on it who had suffered from cancer; ribbons were used for a public display in the community. Asking for ribbons helped connect Monmouth Medical Center personally with existing and potential donors and supporters.

In addition to the lettering campaign, Monmouth Medical Center fundraised at community events like football games and in malls and local bars all to raise awareness of their success in treating cancer (DonorPro). They also used social media to advertise events and encouraged supports to share and spread the word about the campaign.

Monmouth Medical Center was successful because of the variety of mediums it used to gain support and because they personally connected donors with the cause (DonorPro).

OIC could do a nearly identical campaign both in Cambodia and in Australia to raise awareness about the necessity of speech therapy. We could have an event to unveil of all the ribbons received, and ribbons could be left on display in a public place. Because Cambodian mail is not always reliable, we could have people instead “buy” a ribbon to honour a family member by donating a fixed amount to OIC (DonorPro).

Penang Adventist Hospital

Penang Adventist Hospital completed a successful fasting fundraiser to help raise money to treat patients with a variety of heart diseases. Their award winning campaign received contributions from local NGOS, corporations and other members of the community. In the 89 days leading up to ta 12-hour fasting event, fundraisers skipped meals and donated the money they would have spent on their meals to the cause. The 12-hour time frame for fasting was strategic as it signified the amount of time a heart patient must fast before major treatment. Fundraisers were making a personal sacrifice, the same sacrifice required of the patients they were helping which created a personal investment in the cause for fundraisers. During the campaign, Penang Adventist Hospital managed to get over 1,200 new donors and raised over $75, 000 (DonorPro).

OIC could do a similar campaign, except incorporate speech instead of meals into the fundraising strategy. Supporters could be encouraged to try not speaking for an allotted amount of time, and when supporters were forced to speak, they would then have to donate a fixed about of money to the cause.

How to Fundraise

Online Fundraising

“Donate now” buttons should be present on every page of OIC’s webpage as “six times more money is raised through custom-branded donate pages than through third-party donate pages,” (Nonprofit Tech for Good). Donate now buttons should not only be on every page of OIC’s webpage but also on our blog and on a monthly e-newsletter. “Donate now” buttons should be in a bold and vibrant colour, and all donation pages should be mobile compatible. Content on the donation page should be concise, clear and contain visuals to keep the interest of the potential donor. Donation pages should link to OIC’s “get involved” page, so people not only donate money but are encouraged to donate their time too (Nonprofit Tech for Good).

It may be helpful to “use an online fundraising service which allows supporters to make monthly donations automatically. Monthly donors give an average monthly gift of $52 ($624 annually) and give 42% more over one-year than one-time donors.” (Nonprofit Tech for Good). OIC should focus most of our online fundraising efforts at the end of the year as “thirty percent of all online donations are made in December and 10% of all annual giving happens in the last three days of the year” (Nonprofit Tech for Good).

How OIC can help supporters fundraise

OIC can “spread the word” about fundraising opportunities and use strategies outlined in the “spread the word” pillar. OIC employees can:

  • Participate in volunteer fundraisers
  • Advertise on personal social media networks
  • Advertise on OIC’s webpage and blog
  • Recruit donors
  • Thank fundraising partners
  • Show the impact of donations from specific fundraisers on OIC’s webpage
  • Praise volunteer fundraising coordinators
  • Create fundraising webpages for fundraising volunteers

Relevant blogs

Classy

Volunteer Spot Blog

 

Advertisements

Writing Sample- Brand Ambassador Marketing for OIC: The Cambodia Project

About Brand Ambassador Programs

“Brand ambassador is a marketing term for a person employed by an organization or company to promote its products or services within the activity known as branding. The brand ambassador is meant to embody the corporate identity in appearance, demeanor, values and ethics.

The key element of brand ambassadors lies in their ability to use promotional strategies that will strengthen the customer-product/service relationship and influence a large audience to buy and consume more. Predominantly, a brand ambassador is known as a positive spokesperson appointed as an internal or external agent to boost product/service sales and create brand awareness.”

Non-profits like World Vision and corporations like Lululemon have brand ambassador programs, each with their own objectives.

Objectives of a brand ambassador program can include:

  • recognize and thank most loyal advocates
  • enable them to take part in shaping the organization
  • empower them to inspire others
  • build brand awareness
  • develop more content for social channels
  • raise funds

OIC would need to consider what the objectives of our brand ambassador program would be, and how to best manage the program to provide benefits for both OIC and for the brand ambassadors.

Information on brand ambassador programs:

– “How to Train Brand Ambassadors for Your Non-profit,” SteamFeed.

– “Starting a Brand Ambassador Program from Scratch the Lululemon Way,” lonelybrand.

– “Tips for Launching a Successful Brand Ambassador Program”, SproutSocial.

– “10 Things to Remember When Creating a Brand Ambassador Program,” Mack Collier.

Objectives of other brand ambassador programs

Companies successfully implementing brand ambassador programs include: Lyft, Google and Uber. Objectives of these lucrative ambassador programs are to gain customers, gain loyalty and gain employees. They want “to get the word out about their company, recommend its services, and foster brand awareness” as well as build a sense of community (“Why you need a brand ambassador program (and 4 companies that are doing it right)”).

Lyft’s objective is to gain loyal ambassadors by making their recruitment process easy. They have simplified the recruitment process by having information about the company’s goals and culture in one location where benefits of the ambassador program are clearly outlined. Streamlining website information, so all ambassador application information including: responsibilities, benefits to OIC and benefits to the ambassador are in one place, will make recruitment more productive.

Google has gained employees, loyal ambassadors and customers through their “Google Pizza Program.” This program has helped promote their brand to students emerging in the computer science field and helped gain loyal and informed employees. The program consists of ambassadors buying pizza for undergraduate computer science students for final exam study sessions. Students then associate Google with a savoir in a time of stress. For OIC, it could be advantageous to target potential ambassadors in a similar fashion by creating promotions for speech therapy students or students in a closely related field.

Uber’s primary objective is to create a sense of community. Ambassadors are encouraged to make connections with community members and potential customers. In return, ambassadors receive swag and company perks including access to new information about company programs.

Benefits of the ambassador to the organization

A strong brand ambassador program helps a company or organization, “increase its product lines with ease, thrive during economic downturns, gain leverage in partnerships, and attract the best talent.” (Three Steps for Transforming Employees into Brand Ambassadors). Brand ambassadors are like well-informed employees; they know both the brand and the customers well. They help grow potential support from donors, volunteers and other contributors by sharing brand information and helping employees answer inquiries about the organization (5 Reasons You Need a Brand Ambassador).

Brand ambassadors help humanize the organization and keep brand loyalty strong in times of controversy. Often through credible word of mouth branding, they communicate, “what their brand represents, what their company stands for, and what makes it different from every other company” (12 Reasons You Need Brand Ambassadors Now). Ambassadors help influence the recruitment and retention of supporters as “when people hear something positive about a brand, 66% of them assign a high credibility rating to it” (12 Reasons You Need Brand Ambassadors Now).

Brand ambassadors engage supporters by exposing brand information to their own social circles which creates more exposure of the brand. People connected with the brand ambassador, people who otherwise would not have a connection to the brand, are more likely to support the company’s brand because they already like and trust the brand ambassador. Research shows “only 33% of consumers said they trust paid advertisements, 92% trust peer recommendations,” so having brand ambassadors connect friends with the brand will contribute to the organization’s success.

Benefits the ambassador receives

It’s essential for organizations to understand their ambassadors’ motivations to adequately compensate them for their promotion of the brand. Knowing what will make a brand ambassador happy and keep them invested in the brand is necessary for brand ambassador program success.

While some ambassadors are motivated by receiving “perks, swag, discounts, free products, trips, cash or gift cards,” many brand ambassadors are satisfied with the benefit of being informed about the organization (12 Reasons You Need Brand Ambassadors Now). Many ambassadors “are motivated by intrinsic factors like personal growth, working for a common purpose, and being part of a larger process, rather than pay and benefits.” (Three Steps for Transforming Employees into Brand Ambassadors). Being informed about the organization and having inside knowledge about upcoming company changes or events allows ambassadors to earn a level of prestige. This prestige translates into increased respect from peers and contributes to ambassadors’ emotional satisfaction, improving their well-being.

Increasing brand ambassadors’ sense of belonging will be emotionally beneficial. An executive team’s investment in ambassadors’ personal growth and development will cause ambassadors to feel as though they are part of the brand. Acknowledgement of the contribution and sacrifice ambassadors make and articulating how necessary they are for company success increases emotional connectedness. Recognition and praise can be administered in a supporter newsletter, writing an annual thank you letter or tweaking current communications to include more personal information about the ambassadors (Charities need to develop ‘Brand Ambassadors’). Public recognition for achievements in company fundraising competitions and public sharing of contributions and accomplishments can also further a sense of belonging, making ambassadors feel appreciated and valued. Showing appreciation, cherishing and praising ambassadors will not only contribute to ambassadors’ emotional satisfaction but will likely cause ambassadors to always support the organization and brand. This emotional satisfaction and ambassador loyalty will help increase an organization’s revenue, increase productivity, increase referrals and improve a company’s reputation (12 Reasons You Need Brand Ambassadors Now).

Ambassadors benefit when assigned more responsibility and when given exclusive access to the brand. Rewarding ambassadors with power and ability to influence company decisions will build personal confidence. For example, asking for the brand ambassadors’ opinions in an in house focus groups or hosting ambassador collaboration sessions can help contribute to the ambassadors’ connection with the organization, build a sense of community and therefore increase brand loyalty. Knowing they are invited to attend exclusive events will make ambassadors feel important and special. Rewarding ambassadors with job offers also is beneficial and shows that hard work and loyalty within the organization is rewarded (The 5 Most Common Internal Motivators for Your Brand Ambassadors).

Selection process and application process for ambassadors

When beginning the recruitment process for a brand ambassador program it essential to “make brand ambassador openings easy for interested candidates to apply” Why you need a brand ambassador program (and 4 companies that are doing it right). Ease in the application process where expectations, brand information and goals are clearly outlined will contribute to a successful brand ambassador relationship.

Ambassadors need to be a real person. Potential supporters can relate to and trust people they know. Research shows that celebrity ambassadors are no longer successful long term ambassadors. A brand ambassador must have “an authentic connection and love for the brand. This person talks about the brand regularly to their own online and offline following” (A Killer Strategy Using Bloggers as Brand Ambassadors: A Detailed Look with Bulu Box – The Outreach Marketer).

When choosing brand ambassadors it is vital that they are “thoroughly engaged, connected and committed” (Three Steps For Transforming Employees Into Brand Ambassadors). Successful ambassadors have a love for the cause, an excitement and enthusiasm to contribute to the brand and a want to share their knowledge with their peers (Happy Place Marketing). It is advantageous to look to current donors, volunteers and current supporters as well as current employees who already have an enthusiasm, understanding and connection to the brand. For example, Google has an amazing employee satisfaction rate making their employees some of their best ambassadors (8 Essentials of Creating a Sustainable Advocacy Program).

Brand ambassadors that are aware of their own personal strengths and are able to communicate and integrate those strengths into the organization will increase the organization’s success (Three Steps for Transforming Employees into Brand Ambassadors). Having tools for recruits to learn about their own strengths will help determine if their skills will be a good match for the organization (8 Essentials of Creating a Sustainable Advocacy Program).

Gamification is another successful recruiting tool that helps potential recruits stay interested and excited about the organization. Gamification helps cultivate loyalty and allows networking opportunities within the organization and among potential ambassadors.

Relevant blogs

Happy Place Marketing

Peg Fitzpatrick

Meltwater