Bums. Beggars. Pan-handlers. You can see one on every corner of NYC and almost in every subway car.
They have a secret.
You have to look underneath the body odor and dirt stained clothes. If you look deep enough, you’ll see that bums are some of the best fundraisers in NYC.
I’ve seen hundreds of solicitation attempts and the fundraising techniques they used. Many techniques don’t work. But some of them do and they work again and again and again.
What makes them work? What are their secrets?
Nonprofits can be more effective online fundraisers by learning from the solicitors and their fundraising techniques. I’ve distilled it down to seven techniques that you can use on your online fundraising efforts today.
Build rapport
In Chicago a few months ago, I was touring downtown after a conference. A fellow approaches me. He says, “Hey I’m John! It looks like you’re from out of town…do you need help?”
Seeing that John was clean looking and didn’t seem like a threat, I said, “Sure, I’m trying to find a store to get a bottle of water.”
After pausing for a bit, John smiles and says, “You shouldn’t go down that way, all the stores are closed over there. There’s a 7-11 right around the corner. I’ll walk you there.”
On the way to the 7-11 we talked about Chicago, the conference, and a bunch of other things. He probably heard my life story too.
After a few minutes of chatting, John gets a bit serious and makes a request.
“The shelter’s about to close and I need to get a few dollars to stay there tonight…Otherwise, I’ll be sleeping on the street. Can you spare a few bucks?”
John just spent 5 minutes helping me find what I needed. I knew his name. He knew my story.
I gave him what he needed.
The people that are most likely to donate to you online are those that are within the first or second degree of your community. Take time to know them before you make an ask.
Establish trust or credibility
People always ignore solicitors that don’t look or seem trustworthy. You can feel people forcing themselves not to make eye contact or acknowledge the presence of a solicitor.
I don’t blame them.
You wouldn’t want to give your attention or money to someone you can’t trust. Effective solicitors tell their audience who they are and why they should listen. One time in DC, I saw a freshly enlisted Marine solicit a few bucks for a train ticket home. As proof, he showed people his enlistment papers. The Marine got the money he needed.
To establish trust, your online fundraising site should use a relevant domain name and include your nonprofit’s logo on the page too. Adding in a Charity Navigator and other accreditation badges work well too.
Look clean
If you don’t look clean enough to shake your hand, then no one is going to want to talk to you. Solicitors that have a strong body odor and look like a mess are usually ignored on the subway.
It’s the same online.
Your online fundraising site should be clean and organized. Colors should go well together, typography should fit your organization’s personality, and content should be well made or written.
Show progress
This one totally works on me. Outside of Penn Station in NYC, a solicitor approached me and said “Excuse me, could you help me with $1? I have $1.50 already and just need $1 to get home. Can you help?”.
I handed him $1.
It worked because he had both social proof and was just a little bit short of his goal. Other people had donated him already, and he just need one more person to jump on board. Come to think of it, he probably used that same line all night.
This works with online fundraising too. Your fundraising site should have elements of social proof. Show supporter’s comments and list donors that have contributed. Also use a progress bar to show how your fundraiser is progressing and how far you are from your goal. We’ve seen these techniques work on CauseVox. That’s why we built it in directly.
Use an attention getter
The best solicitors are the ones that use an attention getting device. It can be jingling a can of coins or even just saying “Attention subway riders…”. Your online fundraising site should grab the attention of the visitor. Find a device that works for you. It can be a video, photo, or even vivid typography. That is how you can latch them into your story.
Have a compelling story
I see this guy on the subway all the time. Let’s call him Brad. He always gives a blazing oratory. “I’ve been a volunteer at the homeless shelter in NYC for the past 3 years”, says Brad as he flashes his volunteer ID.
Pulling up his food-stuffed duffel bag he says, “Our mission is to serve the needy. I have warm food and clean water for anyone that needs it now.”
Brad jingles his donation can and continues, “We also take donations. Anything can help. A quarter, a dollar, or anything that you can spare. I’ll also take any food that you want to give.”
Brad always gets four to five donations with no hesitation.
Your story should be compelling. It should be based on more than just facts, and it should elicit emotion from the audience. Read more about crafting a compelling story.
Express gratitude
Brats. That is what we call kids that don’t appreciate what they have been given.
Adults can be the same way. No one on the subway likes a solicitor that doesn’t say “thank you” sincerely.
The “thank you” is so important. It helps reinforce behavior, shows that you are sincere, and encourages others to participate in giving too. The best solicitors that those that make the giver feel good; they make them smile.
When you’re running your fundraising site, you need to thank every donor in a timely way to reinforce their behavior. You can also take that opportunity to encourage another action, like joining your Facebook Page or subscribing to your email newsletters.
