In the 2nd entry of this series we discussed how sport has a really genuine advantage over other causes which seek donations, in that sport has an extremely loyal and passionate audience of participants, fans, members, alumni and other key stakeholders within your community.
Once you have determined your audience, the next step is to understand those who are most likely to make a donation to your project.
THE DONOR PYRAMID
The donor pyramid helps you understand those most likely to make a donation and where you should consider focusing the majority of your time and efforts throughout your fundraising journey:
HOW TO COMMUNICATE AND ENGAGE WITH YOUR AUDIENCE
There is no one-size fits all method of communicating with your audience.
You need to assess how you already communicate with your audience.
There is no point creating a new method or platform to communicate your fundraising program and story with your audience, doing this will ensure that you don’t reach everyone who is engaged with you.
The best way to share your story and engage people with your fundraising program is to include your fundraising story and ask into your current communication platforms.
One key asset that all sporting organisations have is alumni (previous participants, board members, senior staff etc.).
Alumni are an asset unique to sport, they are a group of people that nobody else can compete with or steal as assets of your organisation.
Your alumni are heroes amongst your community, people listen to them and they are often held on a pedestal by current, past and future members and participants.
Your alumni have a strong voice who will help share your story effectively and are a great way to generate engagement and buy-in from your audience.
You alumni are also a very worthwhile pool of people who should be continually engaged with and can become valuable donors to any organisation.
It is extremely important to maintain contact with these people even after they move away from actively engaging in sport and with your club or move on in their lives. Your club has played a vital role in helping shape these people as a person, and those organisations who actively seek to communicate with their alumni and keep them engaged are the same organisations who are able to quickly generate a diverse pool of donors for any fundraising campaign.
Mark Thompson Director of Fundraising