Innovative Strategies to Promote Your Nonprofit’s Fundraiser
Fundraising events are some of the most important elements in any nonprofit’s calendar. After all, you have a group of donors in one place fully engaged with your organization and its activities. However, to get the most out of the situation it’s vital to get as many people to attend as possible. This requires some solid marketing.
To really stand out from the crowd, your approach shouldn’t simply rely on the standard promotional tools. Definitely use these as a foundation, but it’s worth thinking a little differently, too. Adopting a few innovative tactics can help you punch through the noise and reach a more dynamic donor audience.
Let’s explore a few of the strategies that could make a difference when promoting your nonprofit fundraiser.
Chapters
Create a Buzz Roadmap
Solid planning has always been important in promoting fundraisers. One of the frequently overlooked elements of this, though, is the roadmap to building buzz. You don’t just want to capture your target donor demographic’s attention once. Rather, you must aim to get them excited and engaged with the idea of your event throughout the months, weeks, and days leading to the fundraiser. Creating a solid roadmap keeps you on track for achieving this.
Your roadmap really revolves around good timing. Start by scheduling your event for a time when your audience is most likely to be positively responsive. Certainly, this includes avoiding dates when people are likely to be away on vacation or attending other big events. But also remember different types of weather can affect people’s mental and physical health. Dark and cold conditions can provoke symptoms of depression, while spring may trigger allergies in some. Choosing a date where people are likely to be comfortable may boost attendance and enthusiasm.
From here, you can plot out tactics that gradually gather steam from the start of your campaign to the event date. It’s important to know what buzz actually means to your event, though. Is it people buying tickets? Is it social media shares? Identifying these elements enables you to establish the specific milestone buzz metrics you want to hit at different points in your roadmap. You can then select the marketing actions that are most likely to get you to these metrics at each stage.
Use Guerilla Techniques
Standard marketing techniques, such as search engine optimization (SEO), are essential tools in your event promotion toolkit. However, being unconventional in your approach can be impactful, too. Adopting guerilla marketing tactics has become an effective way to reach different audience demographics, generate social media buzz, and raise your nonprofit brand profile.
Some of the approaches that can work well for fundraising events include:
- Gamification: This guerilla tactic tends to work well because it leans into audiences’ competitive nature. Gamified marketing provides opportunities for people to have fun while striving to hit achievements. Importantly, they’ll often share their progress on social media. Make sure the games you choose are related to your event. For instance, you could set scavenger hunts that finish at the event venue and hit locations relevant to your nonprofit.
- Street art: Good public art is a great marketing tool at a time when everyone has a camera and access to the internet in their pocket. It’s recognized as an effective communication form, even being used to promote public policy. Partner with local businesses to gain spaces where you can strategically place interesting street art related to your event throughout your campaign. Ensure each piece has a quick response (QR) code link to your event website. You don’t have to be limited to painted works, either. Stickers and even projections can be effective, too.
It’s important to be mindful that not all guerilla marketing tactics are appropriate for all nonprofits. While an element of the unexpected can be good for buzz, your approach still needs to be consistent with your brand. For instance, a flash mob that papers the city with flyers is unlikely to be positive if your company has strong sustainability values. Keep your brand identity firmly in mind when choosing a tactic.
Choose a Marketable Theme
For many nonprofits, the fundraiser takes a standard format that repeats regularly. This can be a good way to set expectations and minimize additional work. That said, it’s worth also recognizing that choosing relevant themes for each event can help you to more effectively and memorably promote them. Themes give audiences something to get excited about. They also present opportunities to create fresh content and engaging materials.
So, what types of themes could work well in fundraiser events?
- Specific projects: Theming your event around a specific project focus can be an engaging approach. It gives the public a better sense of what your organization does beyond its general aims. Not to mention that it can key into niche areas of interest that can help you capture different donor demographics.
- Fun activities: While the aim of your fundraiser is serious, you can theme it around fun activities you’ll be holding at the event. For instance, if you’re hosting the fundraiser at a crazy golf venue, you could theme various aspects around golf or the silly features of the different holes.
Once you’ve made your choice, it’s important to take steps to keep your event theme consistent throughout marketing and the event itself. Ensure your invitations and marketing emails to donors include imagery related to the theme. Develop a color palette that evokes the theme and use it throughout your guerilla marketing, event decor, and party favors. Perhaps develop a menu that fits the theme and post images of different items on your social media in the run-up to the event.
Conclusion
Thinking a little differently when prompting your fundraiser can help you engage a wider range of donors. Some of the tactics you should use will be administrative in nature, while others are a little more creative. Remember to keep assessing your strategies throughout your promotional campaign. Look at what audiences are engaging with and what isn’t quite hitting. This enables you to adjust your approach for the most positive impact in real time.
Improve your Marketing with the Power of AI
See how you can start with AI Marketing and reach your goals faster than ever before. Check out the Tips, Strategies, AI Tools, Masterclass, Courses, and Community. Unleash the true potential of your brand with the help of AI.