Small Biz Advice: JettRide pedals to favorable odds of success
Five Steps to planning a major off-season fundraising event that can really generate funds.
The general rule of thumb is that folks donate the most during the last quarter of the year. But what happens to fundraising during the summer? Some organizations and businesses seem to have a mindset that everybody is on vacation for three months.
The good news is that Massachusetts giving has frequently risen proportionately more than our income, which is a sign of increasing generosity, according to a recent study on giving.com. New national research reveals that New Englanders not only participate more frequently in charitable giving than their counterparts across the country, but they also give to secular (non-religious) causes at significantly higher levels.
Here are five basic elements that will set the groundwork for summer success to cash in on this new trend. To demonstrate these points we offer a real-life example, the 10th Gear JettRide.
1) Begin with a solid strategic partnership
10thGear JettRide is a transcontinental bicycle ride by about two dozen eager and determined 14-20-year-olds from Northbridge, Shrewsbury and other Central Massachusetts communities. Along with their leaders on their first Explore America Tour, who will also raise money for the Jett Foundation, is a local charity that supports research to combat Duchenne Muscular Dystrophy on their trip. This partnership was formed when leaders from both sides realized they had a common goal that complimented each other's purpose.
2) A compelling message with a purpose
Along with the enjoyment of seeing scenic beauty and learning about the different cultures of 14 states, the teens are cycling to raise money for boys who cannot bike for themselves, the more than 20,000 in the U.S. whose muscles are failing them due to the disorder. There is no known treatment or cure.
3) A dedicated team of professionals and volunteers
The group is cycling over mountains and plains from Seaside, Ore. to Plymouth, Mass. in nine weeks through many national highlights. Funds raised on the JettRide will accelerate aggressive efforts for researching effective drug therapies to combat Duchenne Muscular Dystrophy and other neuromuscular disorders. A back-up marketing team in Central Massachusetts, along with dedicated volunteers across the country, coordinates all the events and fundraising efforts along the 3,800 miles.
4) Resources of marketing materials and public relations
To present a clear message, a logo is created, along with a basic fact sheet and press release. An online kit is prepared to send to media and communities across the country. The team creates a web site, www.jettride.org that offers the ability to donate online to the general fund or individual riders, write messages to share, offer sponsorship visibility and track the trip across the country. A free online photo management account is set up to share photos from the road. Media and donations, along with photos and trip progress, are posted on the web daily.
5) Sponsorships and grassroots fundraisers
The JettRiders are visiting many small towns and several major cities in their 14-state ride. At each stop, many church groups and community organizations that host them will be holding special events to welcome them and raise funds. Major sponsors are solicited through foundation applications, corporate cold calls and connections with those whose mission is helping kids.
Based on these five steps, start planning now on how to turn the next lazy summer season into fundraising success for your organization.
This article was written by Fern D. Nissim, certified marketing director, and founder of Round Pond Group LLC (roundpondgroupllc.com). RPG is a management consulting firm in Central Massachusetts that offers a full circle of solutions to businesses and nonprofit organizations.
WBJ Web Partners
Most Recent
Most Recent
0 Comments