An old friend who never writes — except to ask that I spend money buying into her latest business venture or charitable adventure — emailed to ask that I support her in yet another walk-a-thon. This time, I declined.
Even though I’m not contributing, others will. Walk-a-thons, bowl-a-thons, dance-a-thons … you name it, “a-thons” have become popular in recent years.
A business colleague confided that his informal research indicated “a-thons” were at the peak of their trend. “It’s that social angle,” he said. “Participants ask for money from their friends. The charity doesn’t have to make the ask.”
And therein lies the blessing and the rub.
When my friends participate in an “a-thon,” I give to support them … not to support the charity. Though the charity benefits from my initial donation and/or physical participation, it rarely gets a second check. My money is aligned with my friend, not the charity.
This point was not missed by Tom Belford of The Agitator. He dislikes that it’s “difficult, if not impossible, for organizations to subsequently build any direct relationships with these donors.”
He teases that contributors should be called “thonors” instead of “donors.”
In response, a UK reader offered an excellent suggestion that we in the charity auction world would be keen to follow.
Paul de Gregorio wrote about his success in converting event participants into monthly givers by following up with them on the telephone.
Paul suggests that your script should elicit the emotions the donor felt on the day they participated in your event, followed by an explanation of how he or she might continue their support in a different way.
Follow-up would take time. But I could see as how your nonprofit could glean future volunteers, in-kind donations, business connections, even honorees from a well-planned phone campaign.
I know of auction goers who witnessed one of our charity auctions and became inspired to get involved or donate the following year. Those guests are pro-active. Other potential supporters were sitting in the gala, but need a phone call to remind them of the fun they had and jolt them into action.
What do you think?
Hi Judith,
Though I don’t offer ebooks, I do offer many auction tools to help nonprofits improve their gala.
“Bells & Whistles” is a video tutorial teaching 22 different games, activities and raffles that will make you money and — very important — add loads of interactivity into ANY fundraising event, even if you DON’T have an auction. Learn about it here: http://www.auctiongames.info
My Auction Item Audio MP3s teach about procurement trends and acquisition techniques. Get them here: http://www.AuctionItemIdeas.com
On September 14, I’ll be leading a 75-minute Webinar covering current auction technology. I’m announcing it later today — all of my newsletter subscribers will be invited. Are you on that list, Judith? If not, sign up here: https://www.redappleauctions.com/resources-auction-help/benefit-auction-ideas-ezine/
And then in October, I’ll be leading my 8-week Profitable Auction Blueprint course again. I offer this just once a year and we typically have attendees from all over the USA.
These are all excellent tools designed to help in different areas, and I have other tools I’ll be rolling out. That said, I haven’t gotten to pure e-books yet.
While I’m here, I got to wondering if anyone has tried contacting “thonors” (love that) about volunteering to organize the next event or to see if they would be willing to invite other thonors. Could get the conversation started.
Hi Sherry,
I’m finally getting back to see your as-always-helpful response. I have a suggestion for you for your “spare” time. ; )
You may be ahead of me on this, but have you thought about putting together a few downloadable e-books on best auction and fundraising practices, based on your tests and experience? E-books would give you products to sell (or to give away to good prospects) and help establish your expertise and credibility. The product descriptions could help your SEO. Maybe one on auction themes and decorations, one on -athons, one on publicizing auctions, etc.
Happy trails,
Judith
I LOVE that you are bringing attention to this group of supporters, Sherry. I’ve bought auction items at friends charity events, raffle tickets, sponsored walkers, runners and bikers, donated clothing, beds, furniture and more. And never heard from the organization again. Sometimes not even a thank you or receipt for the donation of stuff.
I love the idea of getting people to reconnected to their feeling on the day of the walk, run or auction. AND how about really telling the truth in follow-up communication? “We know you gave because of your friend or family member…and we hope you’ll stay on as a supporter because of our impact in the community.”
Has there been research into following up with people who donate to support “thoners”? Has anyone on this list tried following up promptly with donors, not only with thanks, but also with an offer to subscribe to a free ezine, and some some stories about how the money raised is helping individuals . . . and how they can volunteer or donate?
I haven’t. But this discussion made me think about how often people don’t react the way that my logic would indicate. You have to test, test, test.
I don’t know what percentage of “athon” participants are drawn to the specific cause (say, breast cancer or an animal shelter) because the issue is close to their hearts. But it would be interesting to know if a predicatable and significant percentage of their close friends and families who donate will feel that connection as well. I’d be very curious to know how it pans out with testing.
Another thot: One way to tease out contact info could be to enter each donor into a door prize drawing. And the offer for a free newsletter could be a checkbox on the donor form. Just thinkin’.
Good thoughts and points here, Judith, though I’m afraid I can’t answer your question.
I agree that testing is important (one I need to work on myself) and I love your final comment on the door prize drawing in exchange for an email. That could be the simple start of a beautiful relationship.
Thanks for stopping by the blog!
I agree that most people give to support the person who asked, not the charity. If the nonprofit expects these folks to become donors, they’re in for a rude awakening!
Sandy Rees, CFRE
Fundraising Coach
Sherry, I think the key here is the difference between the event participant and someone who gave to the person participating. I agree that it’s really difficult to convert those arms length donors who gave to a friend to give to your cause… you really do need to treat them as prospects because they probably have very little information about your organization. A know an organization that called many of their a-thon donors to thank them… many didn’t remember they had even given. (Though it was some time after the event)
But the event participants… wow, I’d definitely lavish some attention on them. Love the idea of converting some to monthly givers.
Thanks for the mention.
Time and time again I see success for UK charities when they look at those that have already engaged in the cause in some way. Encouraging existing supporters to hold multiple relationships is a great way to increase the overal value from your supporter base.
A recent favourite is contacting supporters who have taken a campaign action, updating them on the campaign that they took part in and making a request for a monthly gift. 8% of campaigners became monthly givers at a value of just over £60 per year.
Thanks again for the link.
Well thanks for the idea … on my blog and Agitator!
Someone is doing something wrong, if they don’t take the opportunity to get the “thoners” passionate about why they are doing this, and the cause! Once that’s been done, and done well, you collect their email addresses, r start an online group like a social network for them to share their stories, and populate it with promoting your cause and the reasons why. 9% of all age groups have been introduced to a charitable organization through social media, you need to be building your own now that you have built the rapport with the “thon” and have a list of dedicated people!
Great input, Tracy, with a lesson in using social media to build and further the community.