Go Viral and Be Contagious

Many nonprofits are seeking creative ways to acquire new donors. Everybody knows that donor acquisition programs are daunting. They cost money instead of make money — at least up front — and they are not a little intimidating. Viral campaigns, despite their rather unattractive name, are a cost effective, distinct way to use your current donor base to feed you new potential donors. Viral marketing is especially economical because it’s typically run through email, which costs a minute fraction per piece than traditional direct mail pieces, and it’s fueled by your own donors. Plus, you don’t have to rent an expensive list since you use your house file to seed the campaign.

Nonprofits are often reticent to use viral marketing since, by nature, viral campaigns are unconventional and often controversial. Controversy can be a good thing — a very good thing, in fact. The key lies in knowing what kind of controversy to create, while keeping it engaging and appealing enough to pass on to friends.

Incentives such as competitions or free gifts are an excellent way to encourage your donors to “sneeze,” or pass on the email. This can add to the cost, and depending on what type of organization you are, competitions or gifts might not be appropriate. But they are definitely worth a close look.

The “what can I get out of this” motive is one tied and true incentive. But if you’re a nonprofit with a healthy support base, chances are that the “what can I give with this” motive is a strong driving force for your donors. That’s a terrific motive for a viral campaign.

We’ve all seen matching gift appeals where “your gift of $20 will be doubled to $40 thanks to the generosity of a longtime friend of this organization.” Now, think viral. Think about incorporating a matching gift where each referral brings in $1 or $5 from a longtime friend of your organization. That’s huge. Your donors don’t even have to cut a check. They just have to spread the word about the incredible organization they already support. They can help change the world by passing on an email. If that doesn’t inspire, then I don’t know what will.

Of course, there are a few sticky details you’ll need to work out. But this should be enough to get you ready to sneeze…

Bless you.

If you’d like to learn more about seeding a viral campaign to acquire new donors, contact Turnbull Marketing Group at 919-741-5072 or info@tbullgroup.com. We help you help others — contagiously.