Outreach Strategies

Dennis Chapman observed that City Union Mission had also seen an increase in donors this year, to a total of 22,000. This followed a slight falling off the past few years. Much of that increase was experienced through more sophisticated outreach. “We almost raised a million dollars on the Internet this year,” said Chapman, “and that is significant.”

“We all have to look at new avenues for fundraising,” said Janice Benjamin. She cited the social media among other possibilities as a way of reaching that lower-level base of donors.

The range of new media possibilities is forcing nonprofits to reassess their outreach strategies. “At a time when we are really looking for the most cost-effective approaches,” asked Michelle Davis rhetorically, “do we continue to print the newsletter and then extend those costs, or do we go cheap and use ave-nues like Facebook or Twitter or Linkedin that are free?”

Jaclyn Steiner, director of communications for the Greater Kansas City Community Foundation, noted that donors were asking nonprofits tough questions because of the limited dollars. They want to know what difference those nonprofits are making in Kansas City.

“So it is being able to tell that story on the Web, the on-line profiles,” said Steiner, “letting your staff know how to answer that question.”

Last Christmas, the Salvation Army attracted a fair amount of attention for enabling donors to “text” in their donation. A passerby could text the word “Army” to 9099 and that would show up as an automatic $5 donation on the phone bill.

“So for kids who don’t carry cash, it is a way to get cash into the kettle using your cell phone,” enthused David Renz. “I loved it.”

“It wasn’t wildly successful,” conceded Jeffrey Smith, but the organization is continuing to experiment. “It is a way for kids to spend their parents’ money,” joked Renz.

Smith will be watching closely to see how texting works this year. The Salvation Army has also put credit
card machines on many of the kettles. This has also generated media attention and increases the average gift at the kettle. “High tech helps,” said Smith.

Blue Cross and Blue Shield has been employing a text campaign for one of its products aimed at the young. “And that has been going like gangbusters,” said Peter Yelorda. “It’s unbelievable how many enrollees we’ve received just because they are able to text in and sign up.”

Dennis Chapman noted that one rescue mission of his acquaintance has found a way to monetize Facebook—and with great success for specific projects.

“We are probably lagging behind in really being able to embrace the new social media networks,” said Jan Lewis, adding wryly, “We did hire someone under 40 so they actually know how to send texts. We are really excited about that.”

In fact, Catholic Charities has put together an aggressive marketing plan to move in a new media direction, but the organization still needs to raise the money to pay for it. “If we are going to connect with the next generation,” Jan Lewis added, “it is absolutely critical.”

 

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