Tami Reiss

So some people think that you should never do something without getting paid. I disagree. Often, working pro bono allows you to build connections, have people appreciate your efforts more, and leads to stronger recommendations.
Today, I spend the day consulting with one of my favorite charities, UCP Wheels for Humanity. They build low cost wheel chairs in the states and ship or deliver them to third world countries to children and adults that would be bed ridden otherwise. The stories are amazing, and the product is great, but the marketing needs help. For the past two years I have helped them with the operations of their big gala, but I’ve always wished I had more time to help. So today they got me for the day. I consider it part of my marketing / non -profit consulting skills building.

Things I discussed with them that seemed obvious, but still needed to be said:
1) Everyone hates boring gala dinners with auctions, you can either embrace that it’s going to suck, or change the program. We discussed having live video feeds from children they have helped flanking a “Sponsor a Wheelchair” live donation drive they have as part of the program (think kids cheering as more and more are sponsored and holding up a big thank you sign at the end), and the importance of having persons with disabilities at every guest table.
2) The idea that a gala is an honoree driven event, that they will fill the seats and the commemorative book because people like the honoree. But that the honoree needs to understand from the beginning what their role is. The honoree should be providing lists of business contacts from lawyers and accountants to food suppliers that they work with that might want to come to the event or simply put a dedication in the book. That the honoree should select 10-20 connections that they will write a personal note to that will be included in the invitation. There needs to be an understanding that the honoree should be dedicated to having people there to honor him, this is a matter of ego stroking, but is an important concept. So when they approach their honoree this week they will be talking about how they want everyone to know how great of a guy he is and how much he has contributed to the community at large and that together they will make it great.
3) There are easier ways to get elected officials to events. After speaking to a senatorial aide I’m friends with, we learned that each elected official has a scheduler, that can be finessed into convincing their employer to come to an event. He also led us to a co-worker whose only job is to promote disability rights in California and in the US and will be able to connect us with the public officials that are most concerned with accessibility issues.
4) Never underestimate the power of a clean cut piece of marketing material. Don’t have information that’s useless. KISS- Keep it simple stupid. *Bullet points are your friend *Run on sentences are not. Finally, always make sure to communicate how their support materializes into something tangible for those in need.
5) We talked about volunteer development and how they like many other non-profits struggle with this. I explained that it’s very important to have definite tracks for volunteers that come in through different channels to develop them into long term donors and supporters. We discussed how there need to be multiple tracks, but that it should be progressive for level of involvement. Jewish Federations do this very well, as do the evangelical churches. Over lunch we had a prolonged discussion about the special nature of developing a Gen X or Gen Y volunteer. These generations are different than those in the past in the sense that they need to constantly to feel accomplished, to check off boxes, and to say “been there, done that”. Often when it comes to philanthropy, as it does in every other aspect of Gen X and Gen Y, brand loyalty is weak. These individuals (of which I am definitely a member) are often plagued by too many options and are slowly but surely completing the non-profit circuit they have outlined in their heads. It’s equally cool to say “I did Teach for America” as “I was a consultant at Accenture”. We often use the words “did” “done” “doing”, expressing that it’s a task that has been completed as opposed to an ongoing experience. This I told my friend the Director of Development means that the next step when developing a Gen X or Y volunteer can fall into three categories. The first category is to accept that they will move on to their next charitable adventure (we’ll assume this is 90%). The next category can become embassadors for their unique charitable experience with his charity and spread the word that “doing XXX volunteering” is the next thing that everyone should check off their lists (similar to seeing Macchu Picchu or going on Birthright Israel). The third option is to explain very simply what the next task “to do” at his non-profit is, to express that though they have completed the first stage, there is another accomplishment waiting for them without having to look any further. The second categories will differ in mix based on the actual type of volunteer experience (traveling to Thailand to deliver wheelchairs vs. registering people ata gala) and the individual, but hopefully you can convert 10% of your volunteers into either of these categories.