Tips for Executing Campaigns and Programs Virtually
When the pandemic forced many organizations to transform in-person events and fundraisers into virtual programs, a new generation of Do-It-Yourself (DIY) event participants and philanthropists was born. The need for on-demand personalized concierge-service has emerged and will not be ending anytime soon. Experts say that if nonprofits do not adapt their communication, fundraising and execution tactics, they could be left behind.
Earlier this month, I had the pleasure of attending the Peer to Peer Professional Forum’s Rebuilding For The Future virtual conference, which focused on the challenges and successes that nonprofits have endured during the pandemic and how they can rebuild and grow in 2021 and beyond. Below are my top 3 takeaways for how nonprofits need to adapt to our new normal: DIY
- Virtual is here to stay. Nonprofits must offer virtual and hybrid options for in-person events and programs moving forward.
With social distancing measures still in place, most events in 2021 will remain virtual. However, post-pandemic it is clear organizations will need to continue to offer a combination of in-person and virtual programming, or hybrid models, as some participants may not feel comfortable gathering in large groups and others may have found participating in events when, where, and how they want to work better for their lifestyles.
Brandon Wilmoth, of Autism Speaks, suggests an organization’s greatest supporters may have been created or realized without having in-person events this past year. The peer-to-peer fundraising model hasn’t changed, but consumer expectations and engagement preferences have shifted. The 2020 Peer-to-Peer Survey shows a 34 percent decrease in revenue raised through the largest walk, ride, and endurance fundraising campaigns in the US. The survey also shows that while participation was down, those who got involved were more engaged than ever. The average amount raised per event participant rose 69 percent. The takeaway: Virtual tactics developed during the pandemic, including contactless mobile first applications, personalized DIY features and on-demand support, should continue to be leveraged even when we return to in-person gatherings.
2. Events no longer belong to organizations. They belong to their participants and supporters.
Prior to the pandemic, events were typically branded as belonging to the host organization in conjunction with presenting sponsors. Dana-Farber Cancer Institute’s annual Boston Marathon® Jimmy Fund Walk, for example, created its identity around its location – the historic Boston Marathon route – and premier corporate partner, Hyundai. However, when the event transitioned virtually, the Walk’s existing messaging around the Boston Marathon route was no longer relevant. The organization had to build a new brand identity that would empower participants to make the one-day fundraising event theirs and in their own backyards. Thus, the Walk Your Way campaign was created, which focused on the mission and work that walkers support through their event as well as the participant experience. Participants were no longer solely supporting an event. Instead, the Jimmy Fund became their charity of choice, for which they choose to raise money in their own way.
Consequently, nonprofits need to educate and empower participants of virtual walks, runs and endurance fundraising campaigns to become DIY ambassadors of their missions, rather than of their events. In 2020, the ALS Association did a tremendous job engaging virtual participants in this way. The nonprofit mailed superhero-themed kits, filled with charity-branded swag, including finish line and photo props, to enable virtual 5K participants to create and share their own event-day experiences in their neighborhoods. The result: the organization received a surplus of user-generated visual content to share across its communications platforms, generating more awareness, excitement and money raised for the cause.
3. Headcount maximums no longer exist. You can be more inclusive to generate greater awareness, participation and fundraising dollars using new and existing digital tools.
Gone are the days when nonprofits have a limited number of tables to sell for a charity gala space or a specific number of running bibs to safely permit along a route. Hosting events virtually and in micro fashion in communities worldwide has eliminated capacity limits for participants and donors, thus creating more opportunities to generate awareness and fundraising dollars to support an organization’s mission. Nonprofits should leverage different features of their existing social media platforms to boost participation, including Facebook Groups, Messenger and livestreaming, as well as stories and fundraising features on Facebook and Instagram. They should also stay abreast of the rise of new digital communities, such as Twitch, Discord, Clubhouse and Tik Tok, which according to Tiltify’s Robyn Mendez, is accessed by 18 percent of internet users across the globe.
Mary Catherine Burdine, of Red Nose Day, suggests 64 percent of Gen Z and Millennials feel supporting issues online is more effective than taking action in their communities. Nonprofits should engage on digital platforms that serve as new forms of entertainment to reach this largely untapped and growing market of potential new DIY ambassadors and donors with long-term giving potential. Fans and followers become self-made activists as evidenced by #HopeFromHome, a multi-platform livestream fundraising campaign which garnered $1.9 million by 72,000 donors across 133 countries on World Health Day to support COVID-19 relief efforts.
While the pandemic has certainly challenged us all, the DIY strategies that nonprofits have implemented over the past year are a reminder that there is power in numbers. We will get through this together and come back wiser, stronger and more connected.
