It's Who You Know

If you haven't already done so, you should have a list of contacts either saved in an e-mail address book (name and e-mail address), Microsoft Outlook, or even an Excel spreadsheet as I had not too long ago with the person's first and last name in separate columns (for sorting purposes), company, e-mail address, and even a how I knew them column.

Print this list and comb through it making notes and ordering in order of priority how you will contact them/talk to them about the fundraiser. Completely depending on the nature of the fundraiser you will call or e-mail different contacts. For example, if you are orchestrating a spaghetti feed or ice cream social for a boy at school who was in a car accident you would logically start with the parents of the kids in the same class, or in the same athletics and school activities. They would all pull together for this cause.

It really is who you know! That's why for larger-scale fundraisers you would start with who you know or who you get leads regarding, and have them start listing who they know or branching out to their network.

We'll save cold calling for a last resort. Start with your friends, family, neighbors, co-workers, and don't discount those you're in clubs and attending meetings with. I was recently trying to make a list of women and all of a sudden remembered a bunch of women from my weekly Toastmasters Club!

BONUS: If you're really stuck and honestly feel you don't know that many people, take a small notepad and for one week list everywhere you go and if you see someone you know or do business with and talk too. These people and businesses (your bank, your dry cleaner, restaurants you eat at frequently, the coffee shop, Wal-Mart) give you a great place to start recruiting volunteers/donations!

Volunteer Or Pass The Buck!

People have a choice, and thankfull so. Having choices -- options -- makes you feel in charge. So when you look to recruit volunteers use this knowledge and give them a choice. They can either:

• volunteer for your cause in some way (to be on a committee, raise money, ask for donations, help with sponsorships) OR
• If they wish to do the so-called "passing of the buck" they can give you names of people they know who could volunteer to be on committees, donate items or services, or just give you names and contact info. for people they know who seem to know a lot of other people.

If you get through your friends, neighbors, co-workers, family, etc. and they didn't volunteer and you have no more warm leads to contact then you're in trouble. So if they say, "Thanks for thinking of me. I'm going to pass at this time," then say, "Oh, I definitely understand! Can you give me five names of people you know, maybe from work, church, or other friends I can talk too? I need to get my committee finalized this week!"

Warming Up the Cold Call

If you have gone through the friends, the friend's friends, the neighbors,
and the neighbor's neighbors, and you are still short on people for your
committees and participation in your event, you may be looking at
doing some cold calling. Try to make this easier (mostly on yourself!) by doing some research and trying to find some natural connections vresus just literally knocking at doors or picking up the phone and calling! Here are some examples:

When I worked for the Heart Association I would go in to the hospital or doctor's offices because there is a natural connection between heart disease and the medical community. It made sense for the local hospital to want to have a member or several representatives on the committee putting together the project.

Places that appeal and market to the general public are also good places to go to get a representative. Banks, and restaurants would be some good examples.

The Importance of Cause-Related Marketing: WIIFM?

What is W-I-I-F-M? It's not a radio station. This simply is "What's In It . . For . . Me!??!" Wouldn't you agree that people are rarely if ever moved to do anything unless they see some type of WIIFM? Even if it is helping out a great cause out of the goodness of their heart they still get a WIIFM, or an intangible great feeling of doing things for others or giving back.

Knowing about, identifying and speaking to a WIIFM will take you a long ways in recruiting volunteers, donators, sponsors, etc.!

In an article on About.com's small business section, the author defines cause-related marketing --a contingent of WIIFM -- as follows:

"Embracing a cause makes good business sense. Nothing builds brand loyalty among today's increasingly hard-to-please consumers like a company's proven commitment to a worthy cause. Other things being equal, many consumers would rather do business with a company that stands for something beyond profits. Cause-related marketing can positively differentiate your company from your competitors and provide an edge that delivers other tangible benefits, including improved visibility and positive media coverage"

Consider Subway's "Eat Fresh" campaign. Did you know the fast food chain also sponsors the American Heart Association's Annual Heart Walk? Cause-Related Marketing!

Depending on the fundraiser you are coordinating, and the cause it's related too, make a specific list of businesses or industries who should be very interested in partnering with you because of the cause-related marketing benefits. These are good place to go cold calling!