Though non-profit in vernacular, these organizations still need profit to operate and serve. For those running their own non-profits, this can be quite challenging. Ken addresses an email that asks about how non-profits can acquire more donations. He lays down the five steps that any non-profit should be doing today for long-term donors to kick in. He provides the techniques and tools that can be used by any company, from changing the mindset of training employees to motivating them instead and booking meetings to get more donors. Learn the ways you can raise not just one-time money but step to get a twelve-month plan.
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5 Non-Profit Revenues
This is going to be another response to an email. As a matter of fact, I met this gentleman at the LA City Gala fundraiser for a couple of large nonprofits in LA. That was an event that Ryan Long put on. Ryan Long is an event coordinator for nonprofits, charities and anything philanthropic Ryan gets involved. He’s phenomenal. Prior to getting to that, I was reminded by my wife that I need to make sure I’m letting the world know that we are down to 50 to 60 tickets left for Digital Footprint Atlanta. I’m going to make another special mention for the higher-end packages. We include an iPad mini with our $8,000 tool called the Next Step Tool.
If you’re not familiar with that, dig into DigitalFootprint.net, there’s a video on there somewhere. That is an incredible tool we use to guide and steer the ship of our hundreds of websites. When you get the tool, you put your website name in the tool, hit go and it tells you your next step. Step one, it says, “Here’s everything broken on your website and the proper coach to fix it.” Once you fix that, it will say, “Step two, your next step is here are the keywords that you need to rank on in order to compete.” Step three says, “If you do write on these keywords and write what are called power pages. If you give it some time, it even gives you an expectation of earnings based on advertising revenue.” It goes a lot deeper. Step four shows you a digital footprint of what your competition is doing, that you’re not doing it, and how you can leapfrog your competition.
Step five, it does a little social media and social signals push for you saying, “This is what is hot and steaming in your world right now. If you want to take advantage of it, do it.” The bottom line and the reason it’s called the Next Step Tool is once you go through these steps, which we do on all our websites. Once they’re completed, you want to run your site again and see, “Now that I’ve grown as a website, what are my next steps?” The bigger packages, the ones that are $500, $600 and above, you get the VIP treatment. You also get a real physical iPad, not a generic tablet, but you get an iPad Mini with our killer tool. That’s our thank you for coming in and playing at a higher level.
I’m going to read an email from Matt Cretzman. I believe Matt’s website is JourneyToDream.com. Matt has an awesome story. He is completely passionate about what he does. I absolutely remember meeting Matt. As a matter of fact, I told him as soon as the door opens, we’re going to put Matt’s foundation into our corporate tithing channel every month. Here’s his email, “Ken, I hope you and your family are well. I’ve got a question for you. I read your blog episode where you talked about the insurance salesman and how he can grow his business without a marketing budget. You mentioned him going to meetings and being a booking agent then spending his time afterward closing deals, to train employees to do the presentations and booked the meetings for him to close. I have felt this exact way about the nonprofit field for years. We are constantly looking for more donations and for a way to scale in order to reach more. The question is, how do we train employees to do presentations in book meeting so we can get more donors? We have a strong board by notoriety and influence, but it’s sometimes very difficult, confusing and exhausting to get people to do the things necessary to grow exponentially. What am I not doing right? Blessings, Matt.”The individual board members, they're facing their own battles every single day in their own companies Click To Tweet
This is a show on what the five steps are that any nonprofit in my opinion should be doing now for short-term and long-term donors to kick in. These techniques and tools can be used by any company. It doesn’t have to be a nonprofit. I want to repeat a couple of things in Matt’s email in a slightly different way. Number one, Matt says, “I have a strong board, but it’s difficult and even exhausting to get them to do the necessary things for us to grow exponentially. Number two, how to train employees to do presentations and bring meetings so we can book meetings to get more donors.”
Number one, when Matt says we have a strong board, but it’s difficult and sometimes exhausting to get these people to do the things necessary. Here’s a thought. First of all, the board of directors and I’m on the board of pretty substantial global charity boards, the individual board members, they’re facing their own battles every single day in their own companies. We have to remember, this is Matt’s dream, not the board’s dream. This is the founders of the charity, not the board’s charity. The board is there to steer and guide.
My first counsel to Matt or anybody that has a nonprofit or a 501 is if you have a killer board, especially if it’s an advisory board and they’re not paid, I would never expect them to bring a single donor to the table. You can hope they will, but don’t plan on it because simply it’s not their dream. They’re there to help. They are probably responding to a request or two to be on the board. It wasn’t their idea. Second, how do we train employees? I immediately wrote this down and put a big X through it. I wrote, “Ugh.” How to train is a mechanical question from Matt. I would like Matt to change his mindset, and change the question to, “How do I motivate employees to go out and grow in the donation category?”
Here’s my thought. Never forget this, “That which is rewarded will be repeated.” If I am Matt and I’ve got a couple of few employees or interns or this or that, I would not worry about any mechanics about how do I train them to do proper presentations and proper bookings. Brian Tracy says, “The definition of sales is a transference of feelings.” The first thing Matt has to do is how do I get the feeling for these people to go out and get donors? How do I change their feeling so that when they’re out in the field of battle, they’re transferring that feeling? You need them to be motivated like there is no tomorrow to get the next donor. When I go through my one through five, I’ll show you how Matt can wrap in that incentive.'The definition of sales is a transference of feelings.' – Brian Tracy Click To Tweet
There are five steps any nonprofit could put in place to elevate revenues. First, let me back up. A nonprofit is not a nonprofit. If a nonprofit operates in the mentality that they are nonprofit, they’re going to be out of business serving zero people. Every nonprofit profit. If they don’t make a profit, they can’t pay the light bill. They can’t pay the employees and the admins. They can’t do anything. The mindset has to be that, “We’re a nonprofit by vernacular, but we are a for-profit machine so we can serve more people.”
Step one, when a nonprofit needs immediate cash, the fastest way is exactly what Matt was referencing, that one meeting where I talk about booking your calendar backward. The first through the fifteenth you get to as many meetups as you can. You do as many ten-minute dog and pony shows as you can. You give and you serve expecting nothing in return. You get your chance on stage in front of ten new people. It could be physically a stage, could be at a bar, could be at a library, but when it’s your turn to speak, you share from the heart and hope people in the audience have ears to hear it. Do not make phenomenally great PowerPoint presentations. Don’t have killer leave behind the information. Go there to be seen and to be heard because quite frankly you’re seed planting. You’re looking for the right people that that message hits in the right way. Those are the people you’re going to follow up with because you’re not going to close a deal for a nonprofit at a meetup, your relationship building.
Number two, twelve-month plan, this is what it’s all about. You’ve got to do a six to twelve-month plan. You’ve got to build a right to succeed website. If you don’t know what that term means, you’re going to have to go deeper into some of my episodes. You’re going to do a twelve-month plan. Matt is going to go out and he’s going to build three categories, a $9 a month donor category. You can model the Red Cross’ website page for $9 a month, $29 a month and $59 a month. You can expand on these compared to your business, relatively speaking. Here’s what I would offer. If I’m a nonprofit, I’m going to do a $9 a month. You get the warm fuzzies of donating to our incredible cause and that’s all you get. You give us $29 a month as a company. We’ll get you some PR and some media coverage on an annual basis that you can then put and link to on your website. It will help you in SEO. It will be real.
There are little PRPs you can do right now with PRWeb. They’ll even flash that press release in Times Square and send you a screenshot of it from a digital camera. It is slick. It’s like next to nothing. If they get on a $29 a month, that’s $360 a year. Even if you put $80 of that to the press release in the Times Square thing, you could send them a picture of them in Times Square helping out your cause. The $59 a month, media coverage plus come up with some gold donor badge that they could put at the bottom of their corporate website saying they’re a gold donor towards such and such a charity, such and such an organization.Share from the heart and hope people in the audience have ears to hear. Click To Tweet
Believe you me, there are tons of corporations out there that would give anybody $59 a month if they got some media coverage and a gold donor badge they could put on their website. They know it’s the right thing to do, but this gives them the justification to go back to their company and say, “We’re doing this. We’re helping these guys. It’s $600 a year. We’re doing it.” Step three, events for whale hunting. You’ve got to, once or twice a year, speak to a large audience. You’d call into these events that are going on that are doing annual events and say, “Is there any chance I can explain how our organization pays its bills and serves this audience? We speak. We have a ten to twelve-minute talk. We get in front of audiences. We explain what we do and a small percent want to help us out either one time or on a monthly basis. Is there any way I could speak at your next event?”
It will shock you how many people will go, “That’s a great idea. We’ve got all these speakers coming in. They’re always selling their stuff. We’ve never had somebody come in as a charity or a 501. What a refreshing request.” Number four, donor lists. There’s got to be at least 100 legitimate public donor lists that you’ve got to do the homework and find them of people that are philanthropic. They don’t know where to put their money. They’re looking for agents or agencies to help them steer their corporate or personal tithing. You’ve got to find a way to get on some donor lists.
Number five, you need to find a few Ryan Longs. Ryan Long put on the LA City Gala. If you Google LA City Gala, it comes up. It’s a celebrity poker tournament. My wife and I spoke on stage there. We were on the board to help them put the event on. You’ve got to find some people like Ryan that are agents of change for 501s and charities. These are people that will say, “Here’s what I’ll do. I can put an event together, but I’m a for-profit company.” I’m speaking as if I’m a Ryan Long type of person. I have no idea how Ryan does it, but I’m guesstimating. Ryan might say, “I can help you put your event on. I can help you probably raise $50,000, $300,000, but my company needs 30% of that, 30% of the silent auctions or this or that to pay for all the forefront I’m going to do to get the celebrities there, to get the poker tournaments done.” They can’t do that for free.
They do it in exchange for what you raise. The cool thing about when you use these coordinators, the people that your entity goes to for donations, even though Ryan Long’s type of companies going to get a slice of that, they don’t pay Ryan Long. They pay the charity or the foundation and that charity or foundation slices off some of that back to Ryan. That’s the most common way. The largest 501s raise funds are through these event coordinators. You’ve got to find them. These are the five steps any nonprofit can do to raise not just one-time money, but most importantly get a twelve-month plan, get a website built that can collect a $9 a month, the $29 a month or $59 a month plan. This is what I would say 75% of all major 501s have gone through.
I previously talked a little bit about this where I got attacked coming out of an airport once. It was a sixteen-year-old girl and she started talking to me. It ended up being a $9 a month donation to the Red Cross. I was like, “Sure.” Could you imagine if I have interns do that 1,000 times, you get $9,000 a month coming in? It’s $9 a month. I’ll never cancel it for the rest of my life. The strategy for a 501 or a nonprofit has got to be, “We’re a for-profit business.” The greatest customers in the world are repeat customers. You’ve got to get some EFT, Electronic Fund Transfer going, whale hunting or getting the onetime bigger donations is suffocating. You’ve got to resell every year and it is a grind. You’ll grind your way out of that entity, out of that dream. I hope this helps. Take care.