By Megan Lepore
Ah, summer. Warmer weather, vacations, and memories with family and friends.
And over two months of potential radio silence from an organization’s constituents as they “go off the grid” for fun in the sun.
But, alas, this doesn’t have to be the experience of all nonprofits. The secret to success is strategizing and preparing several meaningful touch points including communication and fundraising that allow you to stay in front of your constituents and for them to remain engaged in your work.
It’s true that once the calendar turns to June, donors are counting the days until school is out and packing bags for vacation. Meanwhile, many nonprofits are preparing for the end of their fiscal year and looking ahead to the next.
Not too far behind is July – representing the beginning of the third quarter and what can typically be a “slow month” relative to donations and activities.
However, there are ways to make sure your supporters don’t forget the sunscreen or your organization. Here are a few ideas to pack away:
Go where your donors are. The summertime can be a great time to plan a grassroots fundraiser with your constituent base at the beach. A small event may be the perfect platform for a more laid back event (beach attire vs. formal attire), such as a happy hour, reunion or family fun event. Depending on the format of the event, the goal may be to host a fundraiser and/or a “friendraiser”. Either way, organizations can raise awareness and engage constituents at a time when they may not have otherwise.
Give your constituents some beach reading. Consider mailing out a quick “end of fiscal year” infographic with a letter highlighting accomplishments – essentially a precursor to an annual report to be mailed at a later date. This can also be sent in electronic form to your donor base for those who just can’t seem to truly disconnect from it all while on vacation.
Know the alternative addresses for your donors. As an organization gets to know its donor base, more personal information tends to be shared. This includes any seasonal change of address for donors who are snowbirds and spend off seasons in the Florida Keys or those who have summer homes. Knowing this information will help to ensure that your message reaches the right audience in a timely manner. In addition, take advantage of the “down time” and work with a mail house to conduct a NCOA (National Change of Address) update to your mailing list (best practice is at least once per year). This is an investment in the integrity of your database, and your postage budget!
Save the Dates for upcoming events. Though we don’t want to ever rush through the delight of summer, there is always planning to be done for upcoming events. Don’t forget to remind constituents of events and opportunities to be engaged that are on the horizon. If at all possible, offer early registration rates for events to begin to build your guest count. Determine if printed or electronic pieces are the best option for your organization.
Conversational Communication. Take a cue from the season and adjust the tone of your communication with constituents. Enjoy the opportunity to be more relaxed in your messages, and even have a little fun with them. For example, posts on social media can be converted to more activity based links than consistent programmatic updates. Share information about community events hosted by your partners, or offer timely tips related to water safety, educational opportunities, child safety, family friendly activities, etc. While making new memories, don’t hesitate to share a few throwback photos.
However you decide to communicate with your constituents during the summer months, continue to be purposeful in your approach. There are always opportunities to engage new supporters and steward current ones.
About the author: Megan Lepore is a Senior Project Manager at Dunleavy & Associates and has more than 12 years of development experience in the fields of healthcare, education and human services. She holds a Master of Science in Communication Management from Temple University, where she has also taught undergraduate courses in speech communication, public relations and news writing. Building strategic communication plans, corporate sponsorship, grant writing, foundation relations and event planning round out her professional expertise.