Gaining Fundraising Savvy

MANILA, Philippines - Phrases such as "at a click of the mouse" and "at a push of a button" demonstrate the almost instantaneous speed, and sometimes the indiscriminate manner, messages are spread through the internet or mobile phones, two of today's most ubiquitous technological tools. Many fundraising experts, however, advise nonprofit organizations against using spam-like tactics in creating awareness about their cause and generating donations as these might produce ill will instead. Leading practitioners in the fields of donor service, fundraising, marketing and communication and more than 200 participants from non-governmental organizations gathered at the 3rd Fundraising Congress in Manila in September. The biennial event was organized by Venture for Fundraising. How will a message stand out in a virtual flood of messages? Experts suggested using viral marketing techniques, which involves exploiting social networks and encouraging people to pass along messages voluntarily. It is essentially a word-of-mouth process used effectively in mobile and online platforms. The viral message has to be "so interesting or so amusing that it captures the imagination of a lot of people," said Ramon Isberto, public affairs group head of telecommunication giant Philippine Long Distance Co. and its wireless subsidiary Smart Communications Inc. "It's something that when you receive it, you know you got to pass it on without anybody telling you to," he added. "Have a compelling reason [for people] to believe or act," stressed Ichay Bulaong, co-founder of FirstDirect, the local partner agency of Arc Worldwide, a Publicis Group company and Leo Burnett Worldwide's marketing services partner. The viral message should be crafted in a clear and precise way, said Ernest Custodio, Philippines managing director of MRM Worldwide. The purpose - whether it is to solicit money, support or signatures - should be obvious. Bulaong said fundraisers should make it easy for the target market to respond. She cited the Earth Hour project in Sydney in 2007, which urged people to simply turn off their lights. The goal is to make responding easier by including contact information, having various modes of donation or situating in an accessible place, Bulaong indicated. "The easier it is to respond, the higher the response rate. That's a given," she said. Choose appropriate media channels to reach your audience and exploit online marketing through blogs and social networks, said Bulaong. "Media habits have changed," she noted. "Do not be afraid to use new media channels." Online marketing campaigns should be structured in a way that would elicit an instant response. Custodio suggested placing "click here" buttons and links in articles or e-mails. "You need to add an immediate call to action," he said. Andrian Lee, AsiaPay general manager for the Philippines and emerging markets, pointed out that having an official Web site or blog helps lend credence to a fundraising campaign or a nonprofit organization. Placing official credit card logos especially when soliciting donations also show that a site is not a racketing tool. With social networking sites such as Facebook, Multiply, Friendster and MySpace free of charge, Lee said there should be no reason for nonprofits not to be online and accessible via search engines. Custodio agreed: "It's a small effort to put up a site but it will allow you to create big changes." Nonprofits understandably work with a tight budget but should allocate even a modest amount for marketing initiatives, said Campaigns & Grey founder Yolly Ong. "Don't keep your advocacy a secret. A whimper is better than no noise," she added. Spreading word about your cause does not always have to be done in a large or expensive scale. Use a small budget efficiently through integrated and well-targeted activities, Ong suggested. Stretch seed money by negotiating with media owners for discounted rates on newspaper ads or television spots. Do not expect everything to come for free because you are championing a good cause. Credibility is likewise boosted by the "carriers" of the viral message. "It's not only what your message is but who passes your message," Isberto noted. "That's the whole point of social networking. Your message is not anonymous." He warned against launching e-mail and text blasts, saying that as a matter of good practice, messages should only be sent to people in a "white list" - or those who agreed to receive messages from your organization. Lee said the byword is "opt in," which indicates permission marketing. The Internet and mobile technology have made donating easier. But technology is merely an enabler, and using it does not guarantee effective viral marketing or fundraising. "Just because it is easy to do doesn't mean you'll get people to do it," said Isberto. Custodio said new technology could change the way people give, "but to make people give differently you have to rethink asking." "If attitude is only a minor influence on the giving behavior, then why not find out other determinants," said Ned Roberto, president of Roberto & Associates Inc. and professor at the Asian Institute of Management based in the Philippines. He said people's attitude towards giving is influenced by other factors - social pressure, modeling behavior, consistency with self-image, perceived capability and environmental constraints. Nonprofits should control these variables to maximize a donor's potential to give. "Giving is a reminder phenomenon," said Roberto. He suggested focusing a fundraising campaign on three key areas: growing the number of givers, increasing the average donation per giver and raising the frequency of giving. One way to expand a donor base is to look overseas and use viral marketing techniques to reach diasporas that regularly send money home. Steven Rood, Asia Foundation representative for the Philippines and Pacific Island nations, said only a small part of remittances are channeled to philanthropy. "Most of it is just people sending salary home." Cecil Flores-Oebanda, an advocate against human trafficking, recalled how she learned that advancing her cause meant more than going to the streets and fighting illegal recruiters. From being a crusader at the grassroots, she realized that fundraising required entailed "friend-raising" in elite social circles. She has received, as founder of the Visayan Forum, donations from the likes of Microsoft, Skoll Foundation and J.K. Rowling, author of the Harry Potter book series. This required considerable business savvy, said Flores-Oebanda, a former political prisoner who grew up in a rural area. She called on nonprofits to invest in online marketing, partner with the private sector and embassies, and connect with communities abroad through the Internet. "The name of the game is social entrepreneurship," Oebanda said. What this demands of nonprofit organizations is creativity, innovation and the skillful use of technology and business techniques to effect social change.