M & R Strategic Services published a case study of Oxfam International's end-of-the-year online fundraising campaign: Weak Economy, Strong Campaign. While Oxfam's resources, even in lean years, are more than the typical legal aid organization, this case study outlines some best practices that organizations of any size can use in their fundraising campaigns.
- Focus on one major problem to let people know why they need to give to your organization now. This is different than reminding the community that your organization is a worthy cause. Your potential donors need to know why to support your organization instead of the many other worthy organizations that are also asking for money.
- Let people know what will happen if they don't give. Oxfam included language in their appeal that said, "If we don’t hit our goal, programs may be scaled back." Legal aid organizations are already scaling back. When you ask people for money, tell them that if they don't give, more programs may be scaled back, and how many more low-income individuals may not have access to lawyers.
- Test various messages to see which works best. Instead of just guessing what language will convince people to donate, test it and see what language actually works. (This is often called "split testing" or "A/B testing." ) You may be surprised.
- Start planning your campaign now. Don't wait until just before it needs to be implemented.
- Use a short video to appeal to emotion. According to M & R, "Make me laugh, make me cry, or go home."
For me, the most important point that this case study makes is "ask." Your donors are out there. You need to remind them why your organization is important and then ask for their help. - K
