They are out there. Their eyes are on your organization. They are scrutinizing your activities. Donors want to see what you are up to and what you do with your contributions. Many individuals, before they donate, will analyze and investigate your organization. People research your organization and want to know your reputation and how you use your funds.
Benefactors often do not easily let-go of their money. They vet your cause and how you are moving toward your mission. These cautious people frequently use IRS searchable databases to learn more about your organization. It is important to check-out these databases and see what they have recorded about your organization. Basic information--such as name, address, EIN number, category--are available to the public in these databases.
Top 5 Promotional Ideas
To Find and Keep Donors
1. Complete your GuideStar registration
Do not forget to complete your GuideStar registration. Complete all the fields that describe your organization and its background. This is vizable
to the public.
2. Your 990 must be fully completed
Your IRS Form 990 is also public information. Be sure your accountant completes all fields in the Form 990. Blanks present a negative picture. Be thorough and include all details. Donors use the information on the Form 990 to evaluate your organization before considering to contribute to your cause.
3. Use social media to highlight your impact
In addition to the public information in the IRS databases and your Form 990, benefactors are analyzing your projects and activities. Help them see what you are doing for your cause. Provide additional information that supplements the databases and Form 990. Jump into social media to announce and show what you have done as a charitable group.
Write articles sharing activities you have sponsored. Include photos. Use Facebook, Instagram and Twitter to share the success and excitement of events. Show photos of your team and those you help. Let viewers see what you have done and the responses from recipients of your efforts. Let social media express how people reacted to your fundraiser, to your giving of food to a shelter, to your helping homeless animals find homes. Show what you have done--so donors can see their bucks in action.
4. Get active in your community.
Put your organization’s name out among potential supporters. Attend festivals, concerts on the lawn, community picnics and other gatherings. For example, if your organization supports clean drinking water for third-world countries, at community events pass out small bottles of water with labels that name and explain your cause. If you support animal rescue, pass-out dog collars with your organization and its contact information printed on the collars. Set-up a booth with games that represent what you do. If your organization provides clothes for homeless children, have passers-by match a photo of a piece of clothing with the child who received it. Get potential donors and supporters involved directly with your organization and your cause.
5.Get in public.
When you have a project or fundraiser, invite local radio and television stations to attend. Send news releases to the local papers. You cannot just sit and wait for contributors to notice you. You have to put effort into getting seen and known.
Donors are watching what you do. Staying reserved and hidden-away will not get the attention of the donors. You never know where the next big financial gift comes from, and you never know who is watching so be sure your organization is always "out there" and being presented in the most positive light.
Do you need help with ideas to promote your organization? Keep in touch with our blog. We have ideas to share and solutions to management and organizational questions. If you have questions about any other not-for-profit industry topics, contact our not-for-profit team leader at trent@tbfosteraccounting.com.
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