RE-TWEET IT!
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I was excited to see India’s cricket hero Sachin Tendulkar on Twitter. In record time, he has over 250,000 followers – and one of his early actions on the social network was to raise funds for a Foundation to help children with cancer.
Any cause that helps suffering children gets my automatic endorsement and support… and this post was crafted in alignment with that purpose. Because in Sachin’s efforts, I see some lacunae which may cost precious donations that might help a few more ailing children.
Having been involved in fundraising online for almost ten years, I’ve learned a lot about best practices, what works, and critical elements of a fundraising website which build credibility and maximize donations.
Here are a few questions prospective donors often ask when they arrive at your site.
1. Who is raising money?
This matters over and above everything else, because if it’s someone I don’t trust, then I’m definitely NOT donating. Imagine Bernie Madoff setting up a website that seeks donations. Would you contribute?
So, clearly explain who is raising money.
On Sachin’s site, I know the two people involved very peripherally. Sachin Tendulkar is a household name in most Indian homes, as a generation grew up admiring and being entertained by the ‘master blaster’. When his wife Anjali appeared for her medical school final exam at Sir J.J.Hospital, I was a senior surgical resident in Prof.Adi Nazir’s unit – and watched her win a gold medal.
But that’s all I know about the couple who are now raising funds for a worthy cause. On the website, there’s little else about them. Telling a story about how they came to be involved in fund-raising for cancer kids could go miles longer in getting visitors to buy in to the cause, and support it.
We also hear of a Dr.Jagannath – but know nothing more about him. (UPDATE: See below for how I got to know Dr.Jagannath, and more about this amazing and compassionate surgeon!) Tell us HIS story. We WANT to hear it. That’s true of ANY fundraising or awareness building website. Don’t go light on that part of the website – it matters more than anything else!
2. What are they raising money for?
The cause or problem that you are hoping to solve needs to be highlighted. The more detail you can provide, the better. And the focus needs to be on the solution, more than the problem.
This is where most fund-raising websites fail. Copywriters or activists go overboard trying to build up a sense of the futility and hopelessness that their chosen recepients are facing – with the result that a prospective donor begins to believe nothing can be done… and leaves without donating!
Story telling works even here.
- Talk about how you are trying to make a difference.
- Tell your donors and supporters how their involvement matters.
- Show how even a minor contribution on their part can have spectacular impact on those unfortunate people you are working to help.
3. What exactly will be done with the funds?
Too many fund-raising websites gloss over this part. Sometimes, it’s because they aren’t yet sure, or are still drawing up plans.
But sadly, this ‘missing part’ is what they have in common with other sites that are scams trying to cheat people to contribute to a non-existent cause!
A great differentiator for a genuine charity venture is to showcase, in copious detail, what happens to the money that is contributed. Talk about what you’ve already done, if your organization has a track record. Or explain at elaborate length the scope and nature of your activity and involvement.
- Are you building up a corpus, or raising operating capital?
- Will you be funding individuals, or other groups?
- Are you running a short term event, or do you plan to keep this going?
Tell them. They want to know. And then, get involved.
Once again, people love stories. Read one of mine here.
4. How much is needed?
Another important variable that is overlooked is to quantify your goals.
Tell your donors and supporters how much money you need to meet your targets. And then, denominate in terms of how they can help! Everyone likes being a part of something special – like your non-profit effort. Show them how it is possible.
There are many misconceptions about technical issues. When I started raising funds for heart operations, people wondered how they could possibly donate enough to fund such expensive treatment – because they thought each operation cost $50,000 to $100,000 (as it does in the U.S. and other developed countries).
When I explained how the same treatment only costs $2,500 in India, there was a renewed surge in interest – because now people believed they could really make a difference by getting involved!
So, always tell your audience how much you hope to raise. And by when. Then, let them know how they can contribute.
You’ll be amazed at how much of a difference it makes in getting more donations.
5. Where are the stories?
Everything I’ve listed out until now is about story-telling. And the reason it works in a non-profit context is because the stories are so compelling!
When you read about how a child born with a heart defect suffers, faces a stark future, and then a gleam of hope appears on the horizon by way of a donor who helps fund her operation – and then, when you see the bright smile that lights up her little face… something inside you comes alive and rejoices, too.
You feel GOOD. Because now you see how your decision, your action, your donation, is going to change a fellow human’s life and future!
That’s magical. Stories belong on a fund-raising website. As many as you have to tell and share.
But make sure they are real, genuine stories. Tell them honestly, ethically, with empathy and compassion. That is what resonates with your audience who wants to help you change the world and make it a better place.
See some of my ‘Smiling Little Hearts’ stories here.
6. Can I trust them?
With my data. My money. And my support.
Without this convincing element, your fund-raising website is DEAD IN THE WATER!
And that’s what prompted me to write this post – because when I looked at Sachin Tendulkar’s fundraising website, I saw it lacked some serious credibility building elements.
Here are some things you need:
* a privacy policy statement (explaining how you protect and use donor data)
* a ‘Terms of Use’ policy statement
* ’social proof’ by way of endorsements, testimonials, and links to other sections of the Web that help engender trust in you and your organization
* a statement of your aims and objectives
* your mission/vision statement
* details about your team, including composition of your board/management
* press clippings or media appearances, if any
While not the best example, see how I’ve attempted to include these on my Foundation’s website.
Will these automatically make visitors to your website trust you?
Of course not. These are just starting points. But combine this with a passionate community of supporters who’ll help you spread word over time, and you’ll have a winner.
How about glitz and glamor? A flashy website with bells and whistles, and killer design? A set of branded graphics, custom created scripts and stuff to create an immersive experience?
All of this might help too. But only AFTER you’ve got the essential elements firmly in place.
In the words of Warren Buffett, “Look for three qualities: integrity,
intelligence, and energy.“
Their order matters. And the six elements above will all help build on your image – as long as you’re doing what you do with integrity.
What more can you add to this list? Please share by leaving a comment!
UPDATED on May 24th, after communicating with Dr.P.Jagannath:
I have since had an informative email exchange with Dr.P.Jagannath, who is Chairman of the Department of Surgical Oncology at Lilavati Hospital & Research Centre in Mumbai.
With over 20 years experience as a surgeon treating patients with cancer, and a slew of accomplishments in his chosen field of medicine, Dr.Jagannath has more recently launched a portal for public and professional education on cancer at IndiaCancer.org.
Interestingly, it was inaugurated by Bollywood superstar, Amitabh Bachchan – yes, the same caring celebrity who funded 10 heart operations last year (here’s the story).
He has also set up a charitable trust called ‘Crusade Against Cancer’, a foundation with several objectives including prevention, education, and assistance for cancer patients, and the general public.
“In spite of significant professional commitments nationally and internationally as a chairman of world congress of IHPBA , I am trying to reach out and create awareness and help those in need,” Dr.Jagannath said in one of his emails to me.
You can learn more about this dedicated proponent of cancer awareness here and also on his LinkedIn page here.
And please help support his initiative to reach out a helping hand to children fighting the hardest battle of all, against the deadly killer called cancer.
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