Virtually every day Rodel is approached with a request to donate money to a cause or charity of some sort. I know too that this is true for thousands of other companies worldwide. And while most of the causes and charities are indeed very worthwhile, the reality is that we just can’t donate to them all.
As an organisation we have therefore chosen a few key causes to support as we feel that by putting more energy (and money) into a select few allows us to make a more significant contribution. We have also satisfied ourselves, and this is particularly important to us, that the ways we are contributing are sustainable and contribute to the independence of the individual/s or organisation. In other words while we believe there is no lasting benefit to donating Easter eggs once a year to hungry children there is benefit, we feel, in putting a child through school.
We are pleased to say that this is one of our current projects – putting a young girl called Nemo through school. We are also committed to helping the Sunflower Fund – our annual golf day raises in excess of R100 000 a year. With the environment also being of huge importance to us at Rodel, we are also delighted to be sponsors of a young rhino.
This leads me back however to fundraising and some ideas that may help those who are approaching companies and private individuals in search of donations, sponsorship and contributions.
Go with a plan
Corporate sponsorships are great for fundraising events, but do use a professional marketing approach because business decision makers always want to know what’s in it for them. When asking for their financial support, you’ll need to show what your cause/event can do to help promote their business and it helps too if you can demonstrate an affinity or synergy between your cause and their products – even if it’s only to do with target audience.
Offer something in exchange
When people ask us to donate, it’s always more attractive if they offer something in exchange. It could just be publicity, but consider whether your cause has anything to “exchange” for a donation. Perhaps children from the school or an orphanage being helped could offer to perform at a company event, or grow saplings or seedlings that could be used in the company garden? With some imagination most causes can offer something unique, and in that way make your cause more appealing to donors.
Create active participation
I have just finished the Imana Wild Ride run by the Wild Ride Education Company and was bowled over by what a success it was. With headmasters and headmistresses and teachers committed to deliverable educational goals which are monitored by Imana food company, WREC donates 2 classrooms to schools in the area every year. They also do a lot of health training which has resulted in no more deaths from the diarrhoea which had affected 90% of households. Imana are fully committed to the project and the people and in return the community loves Imana and loves the ride and everyone from the tribal chiefs to the children buys in to the cause and does their bit.
Keep the outlay small
People – and companies – are much more likely to put their hands in their pockets for smaller amounts. Unless you are really offering something very grand, keep the outlays in “bite size chunks”.
Ticket Sales
Fundraiser event tickets can do so much more than just generate revenue to help offset event costs. First, when someone buys a ticket to a fundraising event, it gets them psychologically committed to attending. And second, it makes them much more likely to spread the word about your event to their friends. Get creative and offer group discounts and table sponsorship packages or include other items in your ticket prices – a cocktail upon arrival, valet parking etc.
Raffles
Raffles are a great way to fundraise at practically any event. If you have no prize items, a cash raffle can even work – where a percentage of the raffle ticket sales is awarded as a prize. Raffles can also provide entertainment throughout the night by giving your guests something to look forward to with each prize drawing. A reverse raffle can keep people guessing, as the prize goes to the last ticket drawn, not the first.
Live Auction
A good charity auctioneer can also add to a fundraising event. If you have no big prizes to auction, what about unique experiences – a corporate hot air balloon ride, a chance to go on a game capture. Once again imagination is key.
Food and drink sales
Food sales are a great way to boost funds. Generally people will eat and drink anyway, and if they know the price is going to a good cause they’re usually easily tempted to tuck in.
Social media
Spread the world using social media – you’ll be surprised at how many people join in simply through goodwill.
Press release
Send a press release and photos to local papers. At Rodel we have found that many papers any are happy to publicise charity causes free of charge.