Last week I looked at a lot of the content about the Ice Bucket Challenge and I happened to come across what I consider to be really innovative in the nonprofit space. It was a nonprofit website with “Birthday” as a link in their main navigation bar.
I’ve never seen this on a nonprofit website before so perhaps it’s more prevalent than what I imagine. Though, in thinking about this very topic prior to seeing the Birthday option, I had always thought it to be a great idea for all nonprofits.
What idea am I speaking of?
It’s the idea that always letting someone, anyone have the ability to receive donations for you on birthdays and holidays in lieu of gifts or cash to them.
I really like this approach to crowdfunding because everyone has a birthday and your nonprofit can always be opening up for them to work for you. Same thing about holidays and events like the upcoming #GivingTuesday.
It’s also a way to create ongoing fundraising rather than solely relying on fundraising events. This practice could be good in lessening the dips in donations received and helping smooth out your nonprofit’s cash flow.
The Birthday link on the nonprofit website I saw could also be included as “Crowdfunding” or “What else can you do?” on your nonprofit’s website. I think the opportunity to open up your own crowdfunding this way is much easier and much more community oriented than sending would be crowd-funders to a 3rd party crowdfunding platform where after your donors have given they’ll get asked to give to another cause, lessening your nonprofit’s chances in building loyalty. (Of course I would suggest our style of crowdfunding versus what other 3rd party platforms do. Here’s my blog about crowdfunding RAZ Mobile-style.)
Think of the new conversations you can have with your supporters every month. For example, periodic emails to your supporters could read “Don’t want bad ties for your birthday? Have your friends and family give to us instead.” Clearly this is really a simple example but the point remains; leaving the door always open for your supporters to ask on your behalf should be ever-present on your website and in your digital communication.
In thinking about this further it makes me wonder if this channel would have helped ALS raise even more money since the folks that dumped water on their heads could have included a link to their giving page in their social media postings about having taken the challenge. This would have dramatically lessened the distance between the impulse to give and the completion of a donation. For all nonprofits this must be a paramount goal in online giving.
Were I at a nonprofit I would have crowdfunding options always listed on my website and have the webpages therein suggesting crowdfunding pages for birthdays, holidays, special occasions like #GivingTuesday, anniversaries, general purposes and on and on.
Letting others work for you and spread the word about you is a good thing. Follow the lead of this innovative nonprofit mentioned here and open the door to let others work for you via crowdfunding anytime they want.
Dale Knoop is part of a great team working to make RAZ Mobile a great platform for any cause engaged in fundraising. Any cause can create an content-rich mobile presence, share it through text messages, social media, QR codes, advertising and more and best of all-quickly and securely process donations from motivated supporters. Dale holds multiple patents and applications for patent in the mobile space including advertising, content optimization, geo-targeting and negative QOS.