In an earlier Gardner Report, we asked for questions that Paul and I might help answer. Three really good questions and solutions are featured in this issue.
Is there a way, other than including a link to our website, to encourage our donors/supporters to visit our website?
Yes. Our client West Texas A&M is including a Quick Response Code (QRC) block in all its printed materials. The QRC helps donors/supporters with smart phones to scan the QRC and get a direct connection on their phone that can be stored.
G&A webmaster Jeannette Balleza of Scribe Marketing, lays out the details, “QRC is a great way for convergence of web and print. Google Places/Local uses QRC symbols on stickers you can place outside your place of business, so people can scan the code and see your listing/map/more info about your business or NPO. Google Android has the software built into the camera on the phone. Other smart phones may require the downloading of a free app. You can create the code here and other places on the web: http://qrcode.kaywa.com.
I think it’s a great way to drive traffic or make a call-to-action more…well, actionable, with the simple swipe of the smart phone. It’s necessary to have the app downloaded, and that’s an entirely different question. QRC will require some training, but will be highly effective with an audience that is familiar with the technology. Good wow factor! QRC is a great way to make a print piece go farther!”
G&A recommendation: Ask your graphic designer or printer how you can be the first NPO to be on the QRC edge.
Our board only meets every other month. We seem to lose momentum between meetings. Is there a way we can keep up the momentum while keeping our alternate monthly meetings?
Yes. It is common for smaller NPO’s to meet on alternating months. Losing momentum is a common challenge, but it can also be a blessing.
The Food Bank of North Central Arkansas is trying two things to maintain momentum.
1. The Executive Committee meets monthly to conduct corporate business. This adds to the continuity and momentum. They are also meeting after the board meeting to implement the decisions. Together these actions are planned to keep attention on their NPO business.
2. For consistency, in the alternating months FBNCA is using the same meeting date for their committee chairs to meet, communicate and coordinate their programs and messages.
G&A recommendation: These are two great capacity building hints that have worked very well for the Botanical Garden of the Ozarks for the past two years. That board has experienced substantially increased member engagement and communications among these leaders.
We have a lengthy list of potential donors. It seems as though we can never stay in touch with them and never get the chance to ask them for substantial support. Any suggestions?
WTAMU and Northeastern State University (NSU) have implemented a G&A recommendation and are pleased with the focus that it gives their staff and board members. They did careful research on their prospect lists, merged all into one and then rated and ranked their prospects. It was an arduous process. In the ranking process each university came up with a list of roughly 50 high-value prospects. The strategy concentrates resources and time on cultivating these Lead/Major Gift prospects during the quiet phase of their comprehensive campaign. They continue to inform, contact and cultivate the remaining prospects in order of their ranking. It is a wise use of resources.
G&A recommendation: First, enhance your communications (via website, Facebook, progress reports, newsletters and emails) by creating a communications plan, calendar and budget. Keep everyone informed. Second, select your high-value prospects and make personal connections with them. Remember, people give to people. Balance your efforts, but focus on your primary donor prospects; in your campaign giving pyramid, you plan to get 70% of your donations from 10% of your prospects.
Take advantage of fall as you plan your fundraising efforts.
Right now parents are focusing on making their back-to-school purchases. As soon as school starts and schedules return to normal, consider making an appeal for memberships or funding for a special seasonal need. If your NPO is the first to get the attention of donor prospects, you may get a donation, a member and a new supporter. Attitudes change as fall comes around.
G&A’s Constant Contact program is helping FBNCA conduct an agency needs survey.
G&A finds its Constant Contact subscription to be very helpful to our communications. We also find that the survey component is a convenient and affordable way to do customized online surveys. In August , we are helping Food Bank conduct an agency needs survey in preparation for their 2011 strategic planning efforts.