4 Tips for Turning Your Customers and Donors into Passionate Fans

If you haven’t heard of Change the World By How You Shop, you’re in for a real treat! LeeAnne McCoy has been a member of the Signify community since the early days, and I can testify that she and her ethical shopping guide are dedicated to helping people find products that they’ll not only love, but allow them to make a difference.

And in the course of researching brands to include in her guide, LeeAnne has had dozens of conversations with makers and founders, and has unique insight into why some brands can turn their customers and donors into passionate fans while others simply sell their goods.

I’ve asked her to share those differences with you in the hopes that you can also make the leap from store to sensation. Because when you can successfully turn customers into advocates, you’ll be able to take your mission to a whole new level and make a bigger impact.

A few months ago, one of Mercy House Global’s homes for teenage moms in Kenya burned to the ground. And in a passionate response to the tragedy, I watched the bars quickly fill up on their online fundraising campaign. Within a matter of hours, they raised thousands of dollars—enough to replace all the items lost in the fire including clothes, beds, and more for the young moms and their little ones.

And recently, Shelley, founder of Papillon, was visiting Haiti. She shared with her Facebook followers some of the medical needs of the artisans who work for her. Before she got on her flight home the next morning, she was able to tell her employees that people they had never met had donated enough to cover all their medical expenses. 

These kinds of stories are actually common for these two nonprofits. Not only do they quickly raise funds for their needs, but they also frequently sell out of newly released fair trade products. Why? 

They both have a very loyal following of customers and donors who are as passionate about their mission as they are. 

So, how can you turn your customers and donors into fans as loyal as those who follow Mercy House Global and Papillon? Below are four ways nonprofits and social enterprises turn followers into passionate fans.

1. Be Real

Lauren, owner of the small ethical online boutique Naupaka, is not afraid to admit her mistakes. As a one-woman-show, she sometimes sends out newsletters twice or sale notices on the wrong day and then sends a funny apology email with the correction.

Her transparency makes shopping from her online store feel like shopping at your local brick and mortar.

Shelley from Papillon is also very transparent about her challenges in running a nonprofit, as well as her relationships with her employees. She recently posted a live cell phone video on Facebook of the Papillon workshop in Haiti. Watching the banter, the smiles, and even those who ducked down because they were too shy to be on camera was like being there in person. This did far more to inspire support for Papillon than any professionally recorded video could have done.

Your supporters are inundated constantly with advertisements and requests for donations, but a sense of authenticity can make your requests stand out from the crowd. 

2. Be Personal

Because of the pandemic, connecting in person with your followers may not always be possible, but there are numerous ways to personally connect from a distance.

A handwritten note goes a long way. I treasure the many handwritten notes I have received from various social enterprises and artisans I support through Change the World by How You Shop. A personal email can have the same impact.

Facebook offers some great opportunities for connecting personally with your followers. Shop with a Mission has had to close the doors of their fair trade store in California all year because of COVID-19. However, they started weekly Facebook live shows where they laugh, tell jokes, host giveaways, and show off products. By watching the live shows, both local and out-of-state followers get to connect personally with the owners and employees.

Several other fair trade shops have utilized Facebook to introduce international artisans via live video. Others, like Mercy House Global, have created an “insiders” group which invites a small group of their fans to be a special part of their mission. Shelley from Papillon goes one step further and “friends” customers and donors on her personal Facebook page.

People are more likely to support organizations they have a personal connection to. Thus, the common joke about “Mom is my biggest fan.” Whatever method you employ, keep looking for ways to help your followers feel like they are personally invested in you and your mission. 

3. Be Specific

Recently, I purchased a basket from Eternal Threads, a nonprofit fair trade organization. Beautiful as the handwoven basket is, I bought it not just for its beauty or because I wanted to support a generic cause such as fighting poverty in Africa. I bought it because it was Rosemary’s basket. From following Eternal Threads, I had learned Rosemary’s story, how she lost both her parents and was raising her younger siblings and selling baskets to pay their school fees. I bought her basket to remind me to pray for Rosemary and because she inspires me. 

Even when you cannot share names or pictures, you can still be specific: 

Likewise, Papillon recently shared that one of their employees’ sons was HIV positive. Because of the stigma around HIV, they could not share names or pictures, but they shared enough details of the story to inspire many to donate.  

And when Mercy House Global started their fundraising campaign after the fire, they raised funds for specific needs, one at a time, such as mosquito nets, beds, and toddler clothes. Each individual need they posted was quickly provided for by donors who understood their mission, what was being asked of them, and what the result would be from their contribution.

4. Follow Up

Giving frequent updates on your supporters’ impact will strengthen their commitment to your mission. Papillon sends frequent updates to the donors who contributed to their employees’ medical needs. And Mercy House continues to send updates on the teen moms who lost their homes in the fire and the new homes they hope to purchase for them.

Eternal Threads, who sells Rosemary’s baskets, continues to share her story. Recently, her little brother was robbed and beaten on the way to work and his cell phone and bicycle were stolen. When they shared the need for donations to cover his medical care, it was simply one more chance to be part of an ongoing story.  The update and personal thank you from Rosemary they forwarded to donors ensured they would be quick to participate in the future as well.

Every little step you take towards having authentic, personal, specific, and ongoing communication with your followers will help build their relationship with you. And nurturing those relationships over time will turn customers and donors from occasional supporters into passionate fans who will be vital partners in accomplishing your mission.

It’s certainly worked for the organizations above. How will you make it work for you?

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LeeAnne McCoy is a mother of six young children and a piano teacher in Washington State. In her "spare time," she is also the creator of Change the World by the How You Shop, an online ethical shopping guide which makes it easy to find products from brands that go beyond ethical and fair trade to change lives around the world. Her mission is to support those brands by helping more people discover their products.

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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

29 Sensational Nonprofit and Social Enterprise COVID-19 Success Stories

“Empty pockets never held anyone back. Only empty heads and empty hearts can do that.’” - Norman Vincent Peale

You don’t have to look far to see the devastating effect that the coronavirus is having on small businesses and nonprofits. It’s very scary out there. But, in the midst of all the bad, there are nonprofits and social enterprises that have found success during COVID-19. They are proof that, no matter your mission, people are still buying and donating.

These scrappy, cause-focused organizations have exercised creativity despite the constraints. They are an example for all of us to follow as we pivot in the short-term in order to be around in the long-term.

At this point, we are about two and a half months into the coronavirus pandemic. Collectively, we are all working through the five stages of grief, and wondering what life is like on the other side. I don’t know about you, but I’ve passed the binge-watching Parks and Rec stage, and am not quite to the acceptance stage yet.

However, we are past the shock, and need to move into action. That’s where you will find a new normal that looks both familiar and relevant enough to work with. It may be painful, and it may be a learning curve, but it is do-able.

The nonprofits and social impact companies below are just a few examples of what your future could look like. Theses mini case studies are meant to serve not as a blueprint, but as a jumping off point. I hope you see yourself in their stories.

You need to read this post if:

• You have stopped marketing because you don’t have a corona virus-related mission.

• You are considering closing your doors because of an uncertain future.

• You want examples of what is working for other nonprofits and social impact organizations like yours.

• You need some inspiration to get your wheels turning.

• You want to read something that reminds you of why you do what you do.

• Like me and John Krasinski, you just want some good news.

Your work matters. Keep going. Here are a few organizations that will show you how.

17 Fantastic Examples of How Nonprofits Have Pivoted During The Coronavirus

Nonprofits have never been known to shy away from a challenge. They were started by helpers, dreamers, and those who only saw big problems as big opportunities. In one way or another, all of our lives are better with nonprofits, and the folks below are just a few reasons why.

Be the Bridge*

Who: Be the Bridge empowers people and culture toward racial healing, equity, and reconciliation.

Problem: Racism is on the rise, and some people are using COVID-19 as an opportunity to show prejudice against others and act in hateful ways.

Solution: BTB Youth hosted a two-day, online training to address racial trauma in the midst of a pandemic, including interviews with BTB community members and webinars from experts in racial trauma. Students also had a dance party with a DJ, processed the information with new friends, and left with activist artwork and a copy of the new BTB Youth Anti-Racism Guide, "Say Something."

Why this works: BTB is always quick to provide solutions and answers for their community. Their Youth initiative is still very new, and clearly, this training wasn’t on their radar until recently. However, they pushed their initial plans aside when they saw a need they could meet for a group that likely wasn’t getting answers elsewhere. And, especially because they were speaking to students, they included elements that added some levity to a very difficult topic.

Your turn: Who are you uniquely positioned to speak to, especially when that group may be off of everyone else’s radar? In times of crisis and stress, how can you bring a smile to someone’s face or sense of humor to the situation, while still acknowledging the seriousness of the problem?

Break Into Business

Who: Break Into Business coaches young people to launch real businesses.

Problem: Their content is typically taught over the course of a semester, and learning takes place in person.

Solution: They turned their semester-long program into one-week, online bootcamps. They kept the business mentors, pitch sessions, and initial seed money grants, but condensed the material into a format for today’s learning needs. Additionally, they can now serve kids all over the country, rather than only here in Atlanta.

Founder, Monica Lage, said, “We sold out of our first event, and the experience truly exceeded our expectations in terms of how much the students learned, how much fun they had, and how close their friendships became. We are now running an expanded set of programs in May and June!”

Why this works: By condensing and moving their curriculum online, they can actually serve more kids in smaller groups. And, let’s face it, if anyone is going to adapt to online learning, it’s going to be kids! They are also providing kids with a different opportunity for learning since kids might not want to crack their math books open, but they’ll be excited to learn how to make money!

Your turn: How can you keep the integrity of your program, while still adapting it for the online space? Can you serve smaller groups of people more frequently, rather than only focusing on large audiences?

Career Up Now

Who: Through innovative networking and education opportunities with industry leaders, Career Up Now empowers emerging professionals to advance their careers while incorporating Jewish values into their lives.

Problem: Career Up Now held a lot of in-person events around the country to educate and connect their community.

Solution: Based upon the results of their COVID-19 survey, founder Bradley Caro Cook launched an interview series called Socially Distanced Close Ups. These are 10-30 minute Zoom interviews to share the featured guest’s wisdom, allow them to conduct a workshop, or even interview other influential leaders.

Why this works: First, they surveyed their audience to find out their needs and wants. They didn’t have to guess. Second, many organizations struggle with having enough time to create their own content and build their audience. This option allows you to do both at once, with less of an effort on your part. The content comes from someone else, and they will undoubtedly share it with their own tribe, which increases your awareness.

Your turn: Have you asked your donors and customers what they need or want right now? Whose knowledge can you leverage as content for your organization? Who already has an audience that you can tap into to further your reach?

Carry 117

Who: The Carry 117 model revolves around going beyond charity to support income alternatives. They help preserve families and prevent more orphans in Korah, Ethiopia, by providing opportunities for women to work and earn a paycheck.

Problem: No mission teams were traveling to Ethiopia to buy products in their store, all US imports were halted, and large orders were cancelled. Social media efforts continue to drive sales for current inventory, but something else needed to be done. Without continued sales, the results could be devastating for the women and families who depend on work to feed and support their families in Korah. 

Solution: Rather than make retail products in the short-term, Carry 117 is now making personal protective equipment (PPE). Sewing machines that recently produced leather goods have shifted to making masks and other devices for the local population. Partnering with a local sponsorship organization, Carry 117 staff have produced hundreds of cotton masks that are being distributed free of cost in the surrounding community. Not only that, they have also designed a hazmat suit and a face shield which can be produced once they get the go ahead from the Ethiopian government. 

Why it works: The flexibility and temporary shift in production is a bridge to survival. The women of Carry 117 are also proud to be part of a team helping their community ward off this fast-spreading, deadly virus, and in doing so, their work continues to bring them dignity and a hope of a bright future.

Your turn: Even if you can’t make PPE, how can you continue to provide your beneficiaries and artisans with meaningful work that continues to bring them dignity?

Children’s Discovery Museum of San Jose

Who: The Children’s Discovery Museum of San Jose inspires creativity, curiosity, and lifelong learning.

Problem: On March 5th, the Children’s Discovery Museum of San Jose (CDM) had to close its doors due to a staff member’s potential exposure to COVID-19. Additionally, CDM was already facing a more than 25% shortfall of its annual operating budget before the stay-at-home order went into place.

Solution: If visitors couldn’t come to the museum, the museum had to come to them. And Media Cause, their digital marketing and fundraising agency, quickly came up with multiple ideas to help the museum pivot. Within a couple of weeks and despite a wave of layoffs, CDM launched the Virtual Purple Museum. It started with three weekly emails to share content, activities, and tips for both kids and parents. A story time livestream with science and art activities was later added. The response was great, and because the experience was now online, they tweaked their Ad Grants strategy to expand targeting and help families all over the US benefit from these resources.

In addition, Media Cause layered in a fundraising strategy to inspire donations through an email campaign leveraging the museum’s transparency, and help them introduce sponsorship opportunities of the Virtual Purple Museum emails and activities. Finally, they launched a #GivingTuesdayNow campaign that raised $18,000! All of these efforts ensure that CDM will celebrate its 30th anniversary in June!

Why this works: First, CDM and Media Cause tried something, saw that it worked, and then built on that success. They didn’t leave it as is, but tweaked as they went, and kept delivering valuable content to their audience. Second, they are still fundraising! Just because you aren’t healthcare-related doesn’t mean you can’t ask for money. People who support you will continue to support you, even if it needs to look a little different for both of you.

Your turn: Have you made a pivot? If so, how can you build on it? Have you stopped asking for money? If so, how can you continue to convey your value and ask for it respectfully?

The Constellation Coalition

Who: The Constellation Coalition creates opportunities for 1 to 1 sponsorships that empower and invest in women entrepreneurs in the developing world. 

Problem: They launched their organization publicly on March 10th—just days before the world shut down. With people losing their jobs, they feared that they would lose some of their initial sponsors, and that no one else would be interested in joining them.  

Solution: They focused their messaging on the need for poverty alleviation in light of the current crisis. They also reached out to a contact about a sponsorship, but when she couldn’t commit, they gave her the option of becoming a monthly donor. Additionally, another new sponsor has a podcast, and invited the Executive Director on to talk about their work, which helped get their message out to more people—and for free!

Executive Director, Ashley Johnson, put it this way, “I have realized that now it is more important than ever to focus on global poverty as these communities are the most vulnerable to a global pandemic! And thus far, ALL of our sponsors have stuck with us, and we've even gained a new sponsor and a new monthly donor. I know these things seem so minor in the grand scheme of things, but that's kind of our whole schtick! One person connecting with one other person changes the world. Baby steps. Small changes. That's how we start a global movement!”

Why it works: First, they made the correlation between their mission and the current crisis, and communicated that to donors. Second, they kept asking! Your people still want to hear from you, and be sought out by you. Third, they had multiple giving options that worked for them and donors.

Your turn: How can you connect your mission to today’s needs? Do you have multiple options for giving?

GA Gives

Who: Each year, the Georgia Center for Nonprofits (GCN) hosts the state’s nonprofit giving event in partnership with a legion of generous corporate, foundation, civic, creative, and media partners. In 2017, it unified with the global #GivingTuesday movement, and GCN now serves as state organizer for the Georgia campaign. 

Problem: Georgia nonprofits were reeling from COVID-19. Donations were down, fundraisers were cancelled, and nonprofits were struggling to figure out their next steps.

Solution: #GivingTuesday is usually held the first Tuesday after Thanksgiving, but because that was months away, a second day of giving was added to the calendar: GAgives on #GivingTuesdayNow. They also held their first-ever GAgives Facebook Livestream, a showcase for the resourcefulness and impact of the nonprofit community, featuring art, cooking, comedy, four-legged friends, first-person success stories, and more. It included an application process, and resulted in 10 live participants and 31 pre-recorded segments.

Why this works: The Facebook Livestream added additional excitement to the day, both for the nonprofits who were selected and for their donors. It was also a way to highlight causes for donors who were interested in giving, but may not yet have a charity in mind.

Your turn: How can you add new excitement for your cornerstone events? How can you use your influence to highlight others?

HopeQuest

Who: HopeQuest helps individuals and families impacted by addiction to experience freedom, hope, and life through a clinically-effective and Christ-centered approach.

Problem: Prior to the pandemic, their previous level of care included three, three-hour meetings per week. These were conducted in person because this level of addiction treatment doesn’t typically happen online and there are insurance issues to consider.

Solution: They moved their teaching and curriculum online within one week! Utilizing Zoom, they created this stop-gap measure that serves their clients, is approved by insurance, and allows new people to join safely and easily.

Why this works: CEO Troy Haas told me this isn’t a forever solution, it’s a short-term one. Their programs are still best utilized in person, but this is a measure they are happy with for now. Your nonprofit or social enterprise may be disrupted for now, but trying something new and short-term can help you test long-term solutions. You don’t need to wait until your answer is perfect, just get started.

Your turn: What ideas can you start testing immediately (and easily) to see if they will at least work in the short-term?

House of Shine

Who: House of Shine helps students discover who they are and why their self-awareness matters. Their K-12 curriculum allows a student to see their unique contribution to their corner of the world and make informed decisions based on what they care about and who they are. 

Problem: They either facilitate their curriculum in schools or host workshops. In both cases, face-to-face interaction was essential to their previous model.

Solution: Enter Dr. Shine, their founder and executive director, who challenged her 13-year-old son to a passion project during his time at home because of his love of film and videography. Three days each week, Claudia and her son, Jack, produce “Operation Shine” for their followers and supporters to help them find shine and spread shine during this time at home. They’ve had an overwhelming response to these videos! 

Why this works: Their pivot taps directly into their mission of engaging kids in activities they already love and want to participate in. Additionally, a kid is helping to create the content, which makes it more appealing to his peers. Finally, you’ll notice the videos are pretty short, meaning you don’t have to invest a lot of time into creating them.

Your turn: If you’ve held back from using video, how can you simply get in the game to advance your mission

Love Beyond Walls

Who: Love Beyond Walls provides dignity to the homeless and poor by providing a voice, visibility, shelter, community, grooming, and support services to achieve self-sufficiency.

Problem: The homeless are especially vulnerable at this time because frequent hand washing is a key, preventative method for lowering the chances of contracting the disease, and they do not have immediate access to common methods of sanitation.

Solution: They set up portable hand washing stations around Atlanta. Each is filled with soap and holds 5-10 gallons of water. Founder Terence Lester and volunteers clean and refill the stations daily.

Why this works: Good Morning America covered this story on March 25th, which means Terence acted very quickly! He is well-known in our community for advocating for the homeless, and this is just another example of why donors, supporters, and fans trust him. Additionally, his swift action impressed recording artist, Lacrae, who purchased additional stations. He was also recently featured on the Today Show. Now this #LoveSinksIn campaign has gone national, and stations are being shipped all over the US!

Your turn: How can you dig further into your mission to build credibility with your stakeholders? Is your program, mission, or initiative newsworthy?

The Multi-Agency Alliance for Children

Who: MAAC coordinates people, resources, information, and a network of quality providers to create positive outcomes for Georgia's youth and families affected by foster care.

Problem: While continuing to provide services remotely, MAAC witnessed an increase in support needs related to COVID-19 that were outside of their normal program budgets. Additionally, youth in foster care are a vulnerable group who are disproportionately impacted by these challenges.

Solution: They launched a “Fill the Gap” campaign, and started a new Facebook page to focus on fundraising for individual youth needs during the COVID-19 outbreak. Luci Kade, the Communications and Development Coordinator, told me, “So far, it’s exceeded our expectations, and helped us go beyond our normal capacity for how we serve youth through our programs—while also engaging new donors via social media!”

Why this works: This solution is not only easy to implement, but targeted to specific needs and at affordable levels for all kinds of donors. It also quickly allows them to see their impact, as well as donate to issues and groups that matter most to them.

Your turn: What can you do easily, so that you don’t overwhelm yourself or your team? Have you made impact clear and accessible to donors?

New American Pathways*

Who: New American Pathways provides the more than 5,000 refugees per year who are settled in Georgia with the necessary tools to rebuild their lives and achieve long-term success.

Problem: Even though refugee arrivals have stopped, demand for services has not. This includes one program that prepares refugees for employment. Many refugees have lost their jobs, especially those in warehouse and hospitality jobs. And while some are eligible for stimulus funds, those who arrived after October 1, 2019, are not. This is especially challenging since many of them were looking for their first jobs when the COVID-19 began spreading in the United States.

Solution: Even though hiring is limited right now, they are doing virtual vocational counseling and coaching so that new Americans are able to work on their vocational skills to be ready when companies begin hiring again. They are also recruiting volunteers for virtual tutoring opportunities, so that refugees can practice English and prepare for interviews.

Why this works: They provide many more services than just this one, and with a small team. So, engaging their community in online volunteer efforts helps them not only serve their beneficiaries, but connect refugees to neighbors.

Your turn: How can you mobilize virtual volunteers so that they stay connected to your mission?

Orange / Parent Cue*

Who: Orange is a nonprofit organization providing resources to help churches engage kids, partner with parents, and equip volunteers. Parent Cue is a community designed to let parents know that they are never alone. Both are divisions of The reThink Group.

Problem: Churches that didn’t already have a strong online presence had to not only figure out how to recreate their experience digitally, but also how to keep their community engaged and connected. And parents who wanted a more in-depth Easter celebration than simply watching an online service were stressed trying to figure out how to pull it off.

Solution: Even though their preschool, children’s, and student curriculums are paid products, Orange created a free digital experience guide that includes video presentations, parent service guides, devotional guides, and more. Plus, they update it weekly! This is a huge resource for small churches who are less technologically inclined and have smaller budgets. In fact, it has already been viewed almost half a million times!

For parents who were left without in-person church services, community Easter egg hunts, and quality baskets and chocolate on Amazon, Parent Cue came to the rescue with Easter Jam. This free, at-home experience for the whole family came complete with a video, instructions, and even creative games to play with supplies they already had at home. It gave parents a new way to make memories with their kids.

Why this works: Thousands of churches around the world already use Orange curriculum, so this gave Orange another opportunity to serve their partners (and prospective partners). It also shows their dedication to helping churches succeed.

And Easter Jam met an immediate need for parents, and delivered it in an innovative, professional, and fun format.

Your turn: How can you go above and beyond in serving your audience? Even if it’s done in a much simpler way, how can you make your customers or donors look like the heroes?

Red Door Food Pantry

Who: Red Door Food Pantry provides food assistance to those who need it in Bartow County, Georgia.

Problem: They typically offered traditional food pantry walk-up distribution and a mobile food pantry. They also partnered with local schools, which were then closed. And numerous people in the community lost their jobs, so demand had increased even more.

Solution: They pivoted and launched Dinners To Go, a drive-thru dinner pickup service, in conjunction with other local nonprofits, restaurants, corporate sponsors, and individual donors. These hot (and incredible looking) meals were free, but Eventbrite tickets were encouraged so the team can plan accordingly. In two months, they served more than 50,000 meals!

Why this works: They were able to work with food suppliers and restaurants to repurpose food that might have gone to waste, such as food ordered by schools and restaurants that were closed. They also gave an easy (and visible) option for corporate partners to get involved and volunteer. And they used tech to facilitate the process, easing their own planning.

Your turn: What opportunities do you have for corporate partners to be involved, and make them look good to their audience as well? How can free technology aid your process?

Refuge Coffee Co.*

Who: Refuge Coffee Co. exists to serve the global community in Clarkston through coffee-related job creation, job training, social networking, and commerce.

Problem: Their coffee shops were closed and their catering gigs were cancelled. They still offer pickup and delivery, but Refuge is more than a place, it’s a welcoming community where all kinds of people gather. They also hosted in-person events regularly.

Solution: So many! The creativity of this team is never-ending. They moved their 5K race online, drove their coffee truck to neighborhoods by request, created an online tip jar, created a drive-thru version of their annual artisan market, and even launched a “save your spot” at their second location, which effectively gives you exclusive use of the coffee shop for the day. Their team is the definition of how diverse teams can solve big problems.

Why this work: It’s true that a coffee shop on wheels gives you a bit of an advantage, but they always take everything to a new level. Because they employ refugees and resettled immigrants, their motto is “welcome,” and that informs everything they do. Their donors and customers are generous because they know Refuge will go the extra mile (literally) to delight them.

Your turn: How can you go beyond what your customers or donors expect to really make their jaw drop?

Shakti.ism

Who: Shakti.ism is a nonprofit social enterprise that empowers and employs disadvantaged women in India and beyond to make one-of-a-kind, fair trade accessories and gifts from repurposed and recycled saris.

Problem: The world was entering panicking mode and the shop hadn’t opened yet. Additionally, the artisans didn’t have other jobs, a safe place to shelter, or even access to food or basic supplies during India’s five-week lockdown.

Solution: Founder Jitna Bhagani moved up her shop launch date because she wanted to provide the tailors with ongoing income during India's lockdown. To meet short-term needs, she also found a way to source provisions from NGO partners for the women tailors and their community, who are mostly tribal gypsy people. As a result, they ended up feeding 300+ individuals! And now these women are employed and can care for their families.

Why this works: Jitna had been laying the groundwork for months, but saw this difficult challenge as an opportunity to get her message out sooner. She adjusted her timeline to fit the situation. Additionally, due to the extreme, short-term need, she did the tedious and manual work of reaching out to those who could supply these women with the basic necessities they need to survive, and eventually found someone who could help.

Your turn: How can you be more flexible with your plans in order to reach your goals? Who do you need to partner with to get your beneficiaries what they need? What product or service can you launch now to start making an impact?

12 Social Impact Companies That Haven’t Been Stopped By The Pandemic

For-profit social enterprises and social impact companies are already in a highly innovative space, but the pandemic has proven that their ingenuity and creativity can’t be stopped. By living at the intersection of commerce and cause, these organizations are in a unique position to bridge multiple gaps.

Branch

Who: Branch is a new, Atlanta-based startup focused on making information about state and local elections convenient and digestible. 

Problem: The platform was originally centered around 20-minute podcasts only. They thought creating episodes for each office would be an easy way for the information to fit into people’s lives when they’re commuting or getting ready for work in the morning. However, there’s not as much opportunity for this style of multi-tasking anymore,

Solution: They adapted their product to people’s current lifestyle by pivoting to shorter content snippets of eight to 12 minutes, as well as providing "candidate side-by-side" content which allows people to read about candidates without needing to listen.

Head of Production, Walter Ley, said, “More than anything, this demanded being in-tune with how people‘s habits were changing, and being willing to let go of ideas we thought were fundamental.”

Why this works: Sometimes you have to “kill your darlings,” as the saying goes, by removing parts of your work that you once considered vital. In the end, if you aren’t serving your audience in a way that works for them, you don’t have a viable business model.

Your turn: What have you been holding on tightly to that needs to be let go of, at least for now?

Chroma Realty / Move LaMorInda / Co-Work LaMorInda*

Who: Kristina McCann is an East Bay realtor who also runs a free co-working space in her area to give nonprofits, work-from-home moms, and anyone else who needs a place to meet the opportunity to get work done in a professional environment. She is absolutely passionate about making people feel at home in her community.

Problem: Her co-working space is closed, and she had a hard time adjusting to the shelter-in-place order. As a mom, the social media posts about kids missing their birthday parties also hit her hard, and she wanted to help.

Solution: Flamingos. In the cover of night, Kristina ‘mingos the lawns, giving the birthday boy or girl a surprise out their window when they wake up. She’s since expanded to other celebrations like adult birthdays, anniversaries, and thank you’s to healthcare workers and teachers. She sometimes does three to five of these in one night!

She said, “I initially posted on a local community page, thinking I would wake up in the morning regretting a 'dumb' post, and had 42 requests within 12 hours!” By late April, she was already booking into June.

Kristina has also started a #mingosforeducation fundraiser, where people can buy a flamingo, and the funds will be donated to local schools.

Why this works: First, it landed her coverage on the local news. Her creativity has helped her become a household name in her community, which will no doubt benefit her business far into the future. She’s also loved serving families around her and the schools during this difficult time.

Your turn: What out-of-the-box thinking can you execute that will serve your community and spread your message?

Flourish

Who: Flourish is a thriving peer network and social venture development consultancy that provides support, investment, learning opportunities, and specialist research and consultancy to enable women change-makers to flourish.

Problem: While they haven’t lost any clients or work due to COVID-19, they did have multiple in-person events planned for the future.

Solution: With some of the budget they saved in not running physical events, they created a small seed fund to invest in women change-makers around Greater Manchester. They’ve already invested in several and are holding future pitching events to choose others.

Why this works: Wow, talk about investing in their community! I love that they found a greater purpose for their excess funds, and didn’t resort to a scarcity mentality of hanging on to the money for another day. This speaks volumes for them as individuals and their mission, and no doubt their community has taken notice.

Your turn: If your company has not been adversely affected by the coronavirus, how can you use your success to lift others up?

Islamic Speakers Bureau of Atlanta

Who: ISB provides an opportunity for people to learn about Islam and Muslims in an objective and educational manner through dialogue, outreach programs, presentations, and panels.

Problem: People in the Muslim community were stressed and overwhelmed, both professionally and personally, when the shelter-in-place order came down. Additionally, Ramadan was fast-approaching, and they needed to know how this might affect their commemoration.

Solution: Soumaya Khalifa and her team launched morning inspiration videos on their YouTube channel to thoughtfully and intentionally guide their community through the changes, and what it would mean for them. In the last couple of months, they’ve covered professional and personal topics, shown recorded greetings from local spiritual, business, and governmental leaders, and even held a Jewish-Muslim Iftar.

Why this works: Just because we are leaders of nonprofits and companies doesn’t mean we are always able to compartmentalize what’s happening in our lives and in the world. Soumaya and her team address the person as a whole, and remind their audience that clinging to their faith is of vital importance right now.

Your turn: If you are used to only addressing your audience from a professional standpoint, how can you check in with them to make sure they are okay personally?

Mākhers Studio

Who: Mākhers Studio LLC is a creative, civic studio and design-build firm that provides innovative local manufacturing modular solutions to curate equitable urban design strategies.

Problem: Due to the coronavirus pandemic, hospitals have become crowded, clinics are overrun, and COVID-19 testing and antibody facilities are in short supply when compared to demand.

Solution: Mākhers Studio began building MedPods, their modular container clinics and housing units. With key healthcare partners, they can build and rapidly deploy multiple clinics, micro-hospital Pods, and “on-demand” housing.

Why this works: They answered an immediate and important need with an innovative solution that is squarely within their wheelhouse. Though this is a smaller pivot for them, it allows them to come up with a solution that few others are poised to execute. Their brand is cutting-edge, and this new product continues to showcase that fact.

Your turn: How can a small pivot continue to set you apart from your competition? What is one of your organization’s key values, and how can you draw attention to it at this time?

Raw Spoon

Who: Ross Boone is an artist, writer, and illustrator who uses art to give people hope and connect with a greater power. 

Problem: He partnered with a few churches in person as their artist in residence, but it was hard to show his art and tell the stories in the few moments he had in front of the congregation each week. Not to mention, most churches aren’t meeting in person at this time, which left him with limited options.

Solution: A church decided to host nightly Zoom meetings to build community and faith, and reached out to Ross. This was the perfect format to share his "Stations of the Cross" animations. Each night for 13 nights, he presented his art animations to the congregation to help stimulate introspective contemplation and group discussion. He has also since shifted to hosting online workshops and providing digital resources to help churches thrive during quarantine.

Ross said, “I'm not a health professional, but I like to think of myself as someone who tends to the health of souls.”

Why this works: As so many churches were struggling to figure out how to make online services work for them, Ross was in a position to help them bring deeper meaning to their virtual gatherings.

Your turn: Who can you partner with to meet a need and create a win-win?

Single Origin Skincare

Who: Single Origin Skincare reclaims used ground coffee from cafes, treats it, and blends it with premium ingredients to create luxury, organic, and affordable skincare.

Problem: Their mission stems from a concern for sustainability and reducing waste in global communities. COVID-19 has led to worldwide food shortages, and as a result, old models for food delivery, especially those using ethical methods are scarce.

Solution: SOS - Single Origin: Singapore. Working in conjunction with the National University of Singapore, they are building a team of 20-30 participants to assemble, stock, and ship urban farming systems in shipping containers that can be sent to any location that's experiencing food shortages. The first participants are 2020 graduates from the university who are left stranded with zero opportunity for jobs.

SOS Founder, Dean Sprague, notes, “Two birds, one stone. Out-of-work graduates are being employed to help others experiencing food shortages and other fundamental food system issues.”

Why this works: SOS stayed true to their mission, but found a new way to solve today’s problem. Their skincare products are still sold online, but they have (at least temporarily) turned their focus to an immediate need they are capable of addressing. Bonus points for creating jobs and partnering with another organization!

Your turn: How can you pivot what you do to still answer why you exist?

Solutions for the Planet

Who: Solutions for the Planet motivates young people to learn about science, technology, engineering, math, and sustainability issues by partnering with companies that are leading in these fields internationally.

Problem: Their flagship initiative, the Big Ideas program, was an in-person event that required groups of students to be mentored by business leaders in order to create a submission for the Big Ideas Competition. Finalists were then supposed to present in person at a national event in the UK.

Solution: The entire, eight-week event was moved online in four weeks, so that hundreds of students didn’t miss out on the end of the competition to develop and present their Big Ideas. They built a custom platform on their website where students can participate in challenges from home that guide them through the creation of their business plan, while staying in contact with the staff, their teachers, and their mentor. Pitches will be done via video for judges.

Non-Executive Director, Kat Luckock, reflected, “We've had to make some tough decisions, but we've also seen this as an opportunity that may add real value to our program next year and beyond when we get back in to schools, as we'll have a digital platform to add value to the in-person delivery.”

Why this works: So many of you have had to move your events online, and I can only imagine this one is especially challenging because it requires the collaboration of both schools and companies. This is a great example of not only how an event can work online for now, but create even more value for a future in-person gathering.

Your turn: If you’ve moved your products, services, or programs online, how can that enhance your mission both now and later?

Vector Global Logistics*

Who: Vector Global Logistics is a supply chain and logistics company. Their motto is “logistics” with purpose” because every shipment gives back to those in need.

Problem: Everyone and their mother needs Personal Protective Equipment (PPE) right now, especially as all 50 states and numerous countries around the world are slowly opening for business again. But who do you order from when everything takes weeks or months to deliver, and you aren’t even sure which companies are reputable or trying to scam you?

Solution: Vector has done the legwork to partner with reliable companies, so that you get quality products at a fair price. They remove the guesswork. They even created this microsite to focus specifically on this initiative, so that you can quickly find the information you need.

Why this works: On the surface, this isn’t much of a pivot. They are in the supply chain business after all. But this initiative not only gives them an opportunity to become an even bigger leader in their field, but it gives them the chance to spotlight their giving and purpose even more, which is the reason they exist. They’re an anomaly in their industry, and this further distinguishes them.

Your turn: How can you further set yourself apart from others in your industry? How can you authentically communicate your mission in light of our current circumstances, even if it’s not directly coronavirus-related?

Vida

Who: VIDA is a collaboration of designers and makers around the world that brings original, inspiring apparel and accessories to life, creating beauty every step of the way.

Problem: People around the world are trying to get their hands on cloth masks that are safe and effective (and, dare I say, also look nice). And many of us would like to support a good cause at the same time.

Solution: VIDA started making masks that are high quality and even adjustable for both kids and adults. And unlike so many other sites, they laid out their product pages well, gave terrific descriptions and instructions, and also highlighted the social impact.

Why this works: People are desperate for a good mask these days, and VIDA is doing everything they can to not just sell their product, but put people at ease. The product pages are clear and give you all the details you need. They also have multiple blogs on their website that tell you the product status, how to care for your mask, and details on their social impact. I ordered a mask several weeks ago, and have also received several emails with status updates. They go a long way to keep you informed!

Your turn: How can you better highlight the features and benefits of your products and services on your website? How can you proactively keep your customers and donors updated on what’s happening, rather than waiting to be asked?

The World’s Corner

Who: The World’s Corner connects conscious consumers and women artisans around the world to help preserve traditional crafts and help communities thrive.

Problem: The artisans are typically from very poor communities and countries, and have been economically hard-hit by the coronavirus. Additionally, people everywhere have been more cautious about their buying decisions.

Solution: Founder Patricia Chourio wanted to rethink the type of content they were sharing as a company. She decided to reach out to friends and social entrepreneurs who are involved in the slow and sustainable fashion world to create more educational content about these important topics.

Additionally, they are sharing how their artisan partners are dealing with the current situation, and how they’ve shifted their own business models to support their communities. One partner in Guatemala started a fundraiser to donate food baskets to people in her community. The fundraiser has been so successful that she has been able to help more than 100 families from her village and other nearby communities. Another partner in Vietnam started making masks and donating them to her customers and other artisans in her cooperative.

Why this works: Because so many people are concerned about unnecessary spending right now, it’s a terrific time to educate the public on slow and sustainable fashion, and Patricia is in an excellent place to do that. This content also aligns well with her mission. And highlighting stories of reliance in their artisan community is inspiring to their audience, and may lead them to make a purchase or donation in support.

Your turn: How can you adapt your content to address people’s current habits? Are you frequently sharing stories about your beneficiaries and how this crisis is affecting them, both positively and negatively?

WorthyNest

Who: WorthyNest® helps families build wealth in a way that aligns with your values. They walk alongside you, offering conflict-free advice and accountability. 

Problem: Everyone was (and still is) freaking out about their finances, budgets, investment portfolios, 401Ks, and anything else that had a dollar sign attached to it. And owner Deb Meyer wasn’t able to pick up the phone and reach out to every client immediately as the stock market took a sudden nosedive. 

Solution: Their marketing messages centered on being the steady voice when everything else seems to fall apart. Additionally, Deb began sending weekly emails to clients through Mailchimp. It was mid-April before she could reach out individually to clients, so this was a scalable touchpoint. Further, her team became laser-focused on client retention, and as a result, they haven’t lost any clients!

Why this works: One-on-one communication is best, but it’s not always possible. You only have 24 hours in a day, so it’s essential to find ways to stay in touch with your people, especially during times of crisis. And email still has a much higher ROI (return on investment) than social media, so if time is of the essence, go with email. Finally, so many of us get caught in the exhausting cycle of bringing in new clients and donors, and this can often mean neglecting those who have already said yes to you.

Your turn: How can you continue to nurture relationships so that you retain your customers and donors, rather than being stressed by always finding new ones?

Did I miss your story? Please leave it in the comments. I’d love to read it.

Did you see something that would help a friend? Please share this post with them.

* Past or present Signify client

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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

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Behind The Scenes Of A Small Business/Nonprofit Partnership

Many of the nonprofit leaders I speak to are eager to align with companies for short-term sponsorships or long-term partnerships. And many of the small businesses owners I talk with want to be more charitable. It seems like an easy match, right? Not always.

Nonprofits are more likely to target individual donors or grants before approaching companies. And small businesses aren’t always sure how to implement a giving strategy, so they may only take advantage of opportunities that fall into their lap.

More often than not, it looks like a middle school dance with each occupying their own side of the gym. But I’m hoping to help fix that issue, and one way I’ll do that is by bringing you stories of philanthropy in action. Having an example to follow can not only show you what a for-profit/nonprofit partnership looks like in action, but give you a glimpse of the magic it can create—on both sides.

So, on the eve of International Day of the Girl, I’m beyond delighted to tell you about the successful partnership between Foojee, an outsourced Apple IT department, and Global Village Project, the only school in the country dedicated to educating refugee girls who’ve had their education interrupted.

Lucas Acosta, the owner of Foojee is a long-time friend, and Amy Pelissero, head of Global Village Project, is someone I’ve heard about for years and am glad to finally meet. They are a fantastic case story of what is possible for a local social impact partnership.

Amy Pelissero and a few of the students at Global Village Project

First, we’ll get Lucas’ point-of-view on the partnership, and then bring it home with Amy’s perspective. I loved reading their responses, and think you will too!

Why did you choose to partner with Global Village Project?

Amy and her team have created this education from scratch, and have proven it to be successful with hundreds of refugee girls. They’re doing such impactful work, and I wanted to be a part of it in some way.

Why is this cause important to you?

There are two main reasons why GVP is important to us. Education is near and dear to our hearts at Foojee. We feel that education has an opportunity to improve a life regardless of a child's parents, culture, or religion. Secondly, GVP is focused directly on a segment of our society that is often overlooked: refugee girls. Women, especially in developing countries, are often the last to be recognized and supported, and GVP is solely focused on them.

What are the benefits you provide to the nonprofit?

We provide all of GVPs IT services including Mac and iPad management, networking, and security, and we do it at no cost to them. Why not just give money? We could donate money, but GVP’s efforts are so close to Foojee’s values that we want to offer our strengths to their cause.

What has this partnership done for your internal culture?

We’re not here to just provide IT services. We can use our strengths for good. We’re doing IT work, yes, but we’re here to serve a bigger purpose. We can make a positive impact in our society by our work, and partnering with GVP gives us a tangible way to contribute to our purpose.

Has this partnership benefited you externally, for example with clients or other partners?

We’ve been able to partner with Apple’s volunteer program, which has been a great opportunity for all three organizations. We introduced GVP to our local Apple team and within a few months, Apple employees were volunteering at the school by helping teachers best utilize their iPads and Macs in the classroom.

What is your hope for the future of your partnership with Global Village Project?

My hope is that GVP can continue to assist more girls, and extend their reach into more communities. If Foojee can play just a small part of their success, then I’m happy to continue partnering with them.

Anything else you’d like to add?

Sign up to volunteer! The stories I hear every time I visit just send chills down my back. GVP is on the front lines of restoring hope and building foundations to an underserved segment of our society. Here’s a video we made a couple years ago about the school to learn more.

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Lucas Acosta is passionate about Apple technology and people. If it’s got an Apple logo on it, his company, Foojee, makes it work in business and education. Lucas has been converting Windows users since 1993 (at the age of seven).

When he’s not building Foojee, you’ll find him reading about tech and business, crafting fine coffee, running, catching up on his favorite TV shows, or hanging out with his wife, Cristina and their daughter, Emilia.

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Here’s what Amy had to say.

Other than simply getting your IT needs managed, how has this partnership benefited GVP? What makes Foojee a good partner?

GVP was connected with Foojee in 2014—just as I was finishing my first year as Head of School—and I feel certain that our partnership has been foundational to the tremendous growth we have seen over the past four years. When we met, GVP was tightly strapped financially, and the pro bono work Foojee provided allowed us to broaden our services and our capacity across the board at a time when we could not otherwise afford to do so.

We were able to invest in new laptops, interactive whiteboards for our classrooms, online assessments and learning platforms for our students, and a STEAM and Career Exploration program because of what they were providing.

Foojee also acted as a powerful connector. They introduced us to Apple Education support services, Apple Store volunteers, and new potential friends and donors through their strong social media presence and the powerful promotional video they produced highlighting our partnership.

In addition to allowing us to expand and strengthen our services and our capacity to do the good work we do, Foojee provided us with knowledge, skills, and leadership that we desperately needed around IT and education.

Our partnership with Foojee has allowed us to build and develop a model STEAM program for refugee teenage girls with limited English and schooling and to enhance our program’s impact. GVP would not have been able to integrate and take advantage of technology in so many powerful ways without Foojee. They have provided invaluable support for our staff and students and directly and positively impacted the lives and learning of our students.

Foojee’s partnership has strengthened GVP in so many ways, including adding strength to our voice, our mission, and our vision of ensuring that refugee girls have the education they need to pursue their dreams. They believe in the work we do, stand beside us, and support us. We know that our strong collaboration allows us to join together to create a bigger impact in our community and dream a better world.

How do partnerships in general benefit both your internal and external culture at GVP?

In August we started our 10th academic year at GVP! Founded in 2009 by a handful of visionary volunteers with big dreams and a very brave first class of 30 students, GVP has become a place where we make a difference and dream a better world, one girl at a time.

Since our inception, we have served 225 refugee girls with limited English and interrupted formal schooling in our all-day academic program. Currently, 37 of our graduates have gone on to graduate from high school and 26 are enrolled in or have graduated from college.

Given that 75% of older newcomer refugee students do not complete secondary school and only 1% of refugees access tertiary education, we are proud to report that 96% of GVP alumnae who completed our program continue their education beyond our school. We depend on partners like Foojee to turn our dreams and our students’ dreams into a reality.

GVP’s founders understood the power of a strong community of support and imagined and created a place where a village of support enabled them to start and sustain a brand new school for refugee girls. GVP is the only school in the nation dedicated to educating newcomer refugee teenage girls.

We are certain that we have been able to make a difference for almost a decade now due to the strength and support we have found in our friendships and partnerships. We rely on our connections and relationships to influence our ways of thinking and doing, and are incredibly humbled by the opportunities our partners have opened to us. Together, we are transforming lives, our work, and our world.

What is your hope for the future of the partnership with Foojee?

I hope that our partnership will continue to develop and deepen with time. I see a future where we generate more recognition for the good work both organizations are doing, where we can help each other increase connections and meet new potential partners, and where the relationship is more evenly balanced.

Foojee has done so much for GVP, and we aim to give back to them in all the ways that we can. Specifically, I hope that we can continue to work thoughtfully and strategically to increase brand recognition and media coverage, to increase sales and funding, to attract new donors, volunteers, and clients, and to inspire change.

What do you wish more for-profit organizations knew about partnering with nonprofits?

Positive collaboration allows organizations to join together and make even bigger strides in bettering their community and improving the world. The end result of this kind of collaborative partnership is that both organizations are stronger.

Working with nonprofits can provide for-profit employees and leaders with a stronger sense of purpose, engagement, and create recognition for the good they are doing. Nonprofit partnership is a worthy and wise investment of resources.

Anything else you’d like to add?

We strongly believe in the power of collaboration and community—and in the power of each one in a partnership to positively influence and impact the other. We are deeply grateful to Foojee for their strong support and for the impact they are making in our school and in our students’ lives each and every day.

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Amy Pelissero is the Head of School at Global Village Project, a special purpose school for newcomer refugee teenage girls with limited English and formal schooling. She has more than 20 years of teaching experience with students from preschool through adulthood, and strong ties to the refugee community.  

Amy lives in Decatur, GA with her husband and two daughters, and loves reading, writing, travel, live music, and time with family and friends. 

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I'm Kristi Porter, and I started Signify to provide writing and consulting services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I also teach solopreneurs and small businesses how to incorporate philanthropy and giving strategies. I believe that cause-focused organizations are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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How to Make Your Next Event More Successful

I don't know about you, but I love events. I love attending them, of course, but also working on them behind-the-scenes. When I was an event marketing director, I was able to help create a dynamic experience for almost 8,000 people. And with my nonprofit and social enterprise freelance clients, it's still a blast to see an event go from concept to completion, resulting in smiling faces, sales earned, and money raised.

A couple of years ago, I had the privilege of working with one of my favorite local organizations, Atlanta Dream Center, on their annual benefit dinner. I had been volunteering with them for three years at that point, and they were Signify's first, official client, so they'll always have a soft spot in my heart. Understandably, I was thrilled to be working with them on a professional level now, too.

At the end of the evening, we had quite a surprise—we had not only met the fundraising goal, but we had quadrupled the previous year's total! High fives all around!

However, I don't think it was an accident. After working on so many events over the years, both large and small, I believe there is a key factor we implemented during the event planning process that changed everything.

So, if you're looking for event planning tips, this one's a doozy! Here's how to make your next event more successful than your last. (Hint: It's probably not what you think.)

If you stumbled upon this post looking for the latest event planning tips and tricks, you might be a little disappointed. But, hang with me, I think you'll still learn a really valuable lesson, especially if you're a beginner to the event planning world.

You see, what I've found over and over again, across many contexts, is that while there are always shiny, new ideas to make your event look awesome, there is one element of event planning that should always get the spotlight.

It's the step that should never get skipped.

So, what is it? Strategy.

I truly believe taking a more strategic approach to planning the 2016 Atlanta Dream Center (ADC) annual benefit gala was key to its financial success.

Here's why.

A FOUNDATION FOR SUCCESS

When I first started as a contractor for the benefit dinner, I was mostly working alongside the development director, who had been in the position less than a year. So, we were both newbies to the event. And even though the dinner was entering its fourth year, I felt like the event was still just trying to get off the ground. 

There was no established model to follow. The ADC staff had tried a few different formats, but hadn't really fallen in love with one yet. That gave us a lot of latitude without a tremendous amount of expectations, except for the fact that this was their largest fundraiser of the year. #NoPressure

There were a couple of things we immediately did to start off on the right foot.

The first was to get organized. Those who had been in charge of the dinner previously were no longer with the nonprofit, so we had to conduct a treasure hunt for some of the assets because I really wanted to take a look at what had been done before to assess how effective it was, and ways to build on it.

Once we had them collected, my suggestion was that we move everything to Google Drive so all stakeholders would have instant access. This plan worked great, and allowed us to collaborate well. It also solved the problem of keeping everything in a central location should someone else leave in the future.

The second thing we did was set up regular planning and check-in meetings leading up to the event, which was about five months away. Some of those were just between the development director and I, and some involved all department heads for the organization that needed to have a say in aspects of the dinner. 

These two choices may seem easy, small, or inconsequential, but I promise you that they made a big difference in the tone and feel of the event right from the start. And everyone could feel it.

Never underestimate the power of being organized!

STRATEGY'S ROLE IN EVENT PLANNING

Now, we were ready to start the event planning process. And this is where strategy became the star player.

During one of our early meetings, the entire team was sitting around a table discussing the format, logistics, and what people liked and didn't like from previous years. I also started asking them more questions about who would be in the seats.

This proved to be a key moment because, not only should you ask this question every time you plan an event, but that year was a turning point for the organization. The goals for this dinner were bigger because costs had risen, of course, but they were also gaining a bigger reputation in the area.

Previously, it had been friends, family, and close partners who attended the event. That year, however, they wanted to target new individuals and corporations. Essentially, they were ready to broaden their reach.

So, we had to start looking at everything fresh for that year's dinner. What had worked in the past might not work for a new crowd.

We revamped the sponsorship package, added a lot of cold leads to the potential sponsor list, and changed the format of the event to be more forward-thinking and informative, rather than using "insider" language as they had done before.

This new group of attendees might not be familiar with the different ministries under ADC's umbrella, or know why the work is important, or understand how their donations can effect people and programs all over the state. It was a big opportunity, and we didn't want to miss it.

I also created::

• Positioning language for the sponsorship package, instead of it just be a list of benefits, which helped people understand the what and why of their mission.

• A formal sponsorship letter that anyone on the staff could use as a framework to solicit donations.

• Talking points so that anyone who spoke about the dinner to a potential sponsor, donor, or ticket buyer could stay "on message," relaying the most important aspects of why the event was being held and what the money would go toward.

• The text for the website and email/print newsletters, so that everything was aligned and on point.

• A marketing plan for them to see the event strategically from start to finish, even if I wasn't around.

• A press release to get the word out about the event's success after it was over, which could bring more eyes to their work, resulting in even more new supporters, donors, or partners.

The ministry also began working on ways they could highlight their uniqueness, as well as how it relates to the overall mission of the organization. We needed to clearly communicate how everything worked together. And it turned out to be a very cool, experiential element of the evening that they now improve each year.

From the initial conversation to the wrap-up meeting, my goal was to bring a new level of professionalism to the event, and a fresh pair of eyes.

Don't get me wrong, their staff is outstanding at what they do, and they are relational to the core. (And a whole lot of fun!) But, like many small nonprofits, they struggled with systems and processes. Strategy wasn't the foundation of the event.

(Note: Having an annual fundraiser because everyone else does or simply because you need money isn’t a strategy—or even a very good reason. Make sure you truly understand why you want to host the event before you put your staff through the pain of executing it.)

We made a huge amount of progress that year—and it showed. Yes, the final fundraising tally was fantastic, but those who had previously attended their benefit dinners also noted how different everything felt. They could see and feel the shift and intentionality, and they were really looking forward to the next one. That's definitely what you want to hear!

The staff also said that it was the most relaxed they'd felt at the benefit dinner. (<— Also what you want to hear!) Each person knew their role, and were able to connect with sponsors and donors throughout the evening rather than running around putting out fires and pitching in on last-minute logistics. 

One of the other things I suggested to the team was that we not only ask for donations at the end of the event, which was already part of the plan, but we give attendees other ways to stay engaged and build deeper relationships with ADC throughout the year. This was important both for the die-hard fans and the people who were new to the mission.

You don't want to have a great event and captive audience, and then just say you'll see them next year. You want to give them a clear next step, and make it easy to take.

Our answer was to have staffed tables and flyers available in the lobby while people waited in line for valet service. This move gave attendees options for getting more involved with whichever ministry struck a chord with them that night, as well as opportunities to further utilize their time, resources, and funds to support the nonprofit.

DETERMINING SUCCESS

It's absolutely true that sales and donations are important. Those things keep the doors open and the lights on. And it's equally true that people have planned events with far less strategy and still seen great results.

But planning a successful event can be seen so many different ways:

• Hitting bigger sales and revenue goals

• Increasing attendance

• Not driving your staff insane

• Letting you sleep easier at night

• Allowing your tribe to take the right, next steps with your organization

That's why I think strategy is the key to making your next event more successful. It certainly worked for Atlanta Dream Center, and I think it will work for you too.

“‘Exceed expectations’ is an overused expression with few who can document occasions when they actually did exceed expectations. Kristi Porter is one who can point to the work she did with the Atlanta Dream Center and accurately state that she exceeded all of our expectations. You will be well pleased with the results achieved by bringing Kristi onto your team.” - Mark Northcutt, Atlanta Dream Center

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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