• Face-to-face fundraising is one of the world’s most widely used and successful marketing resources for recruiting new donors. It’s also a tool that is far more powerful than generally assumed.This blog provides you with tools that will enable you to effectively develop your face-to-face fundraising activities. 

    #1. Take advantage of the connected workforce

    The development and use of smartphones, tablets & social media has gained tremendous momentum. Use these tools to make the experience for the consumer more powerful and fun.

    Charities in the Netherlands, the U.S. and Australia now use mobile devices for instant registration and processing, as well as immediate follow-up by e-mail and/or SMS.

    But these devices can also be used to connect with a much wider audience. A larger target group can be reached through the integration of various forms of social media.

    There is also a variety of ‘address-based door-to-door software’ on the market. These tools can be used to make better target group selections and maximise the effectiveness of your door-to-door teams. You can also thank your (former) contributors, put them in the limelight and even win them back and upgrade them, right down to the address level.

  • #2. Make fundraising an experience

    Jack Ryan, blogger at 101fundraising, has described it fittingly: ‘Face-to-face fundraising is becoming more of an experience.’ I fully agree with him.

    People are exposed to hundreds of advertising messages every day. If you want to stand out and catch their attention, you have to surprise them and distinguish yourself from all the others. People are getting used to face-to-face fundraising, so you need to bring it up to the next level.

    Striking face-to-face campaigns and experiences lead to better results. They take more time to prepare. They require more brainwork from you as a fundraiser/marketer. And you have to reserve part of your budget for the launch of your campaign. But it works. A good experience increases the returns from your face-to-face teams.

    After all, you only start building a house after the architect has prepared the drawings.

  • #3. Focus on your target group

    Face-to-face is more than recruitment on the street or at the door. Face-to-face, the word says it all, is a face-to-face conversation with your target group. This may also take place at fairs, events, shopping centres, in-store, home improvement centres – in fact, wherever your target group can be found.

    We know from experience that the best results are achieved by focusing on your target group and finding the event or retail partner that fits your brand.

    Make sure you develop an experience and proposition that will provide added value to your partner, your target group and yourself. That’s the way to build a sustainable and profitable partnership.

    #4. Think integrated

    Combine fundraising, media and communication. Coordinate your marketing mix to the moment you would like to convert. Face-to-face campaigns that are supported by the rest of the marketing mix or are aligned with memorable media moments achieve better results than stand-alone face-to-face campaigns, and can even double the effect.

    Themes and events such as World AIDS Day, World Animal Day and media fundraising appeals for major disasters have a significant impact on your face-to-face results.

    Therefore, try to combine them as much as possible and support your face-to-face activities.

    #5. Be careful what you ask for

    A decline in income can be seen in the traditional face-to-face channels (door-to-door & street recruitment) over the past 8 years. At the same time, you also see that we have been selling the same product for longer than these 8 years.

    While commercial organisations have already discovered new forms of subscriptions and propositions, thereby significantly boosting results, NGOs have generally been very reserved.

    People still care about contributing to a better world and they are still willing to support good causes. But the ways they want to contribute are evolving.

    Let’s be honest. What are you still buying today that you also bought 8 years ago? And what do you buy now that you didn’t buy 8 years ago? It is time to have a critical look at your product. Are you still fulfilling the needs of your target group?