Earlier this week, we shared the results of our #ynpn10 fundraiser, celebrating our first decade as a network and preparing for the decade to come. Today, our leadership team was kind enough to share some of the process behind the campaign and lessons learned. Their answers shed light on how to: attract millennial donors, deal with unexpected changes in plan and motivate change through powerful messaging.
1. Do you feel like you learned anything new about millennial donors as a result of this campaign? If so, what?
While many of our donors were millennials, we were actually really proud of the age diversity among those who supported the campaign. In addition to the members and chapter leaders that supported the campaign (who fall solidly in the millennial age bracket), we also had YNPN alumni (more of the Gen X crowd) and the parents and family members of YNPN members who supported the campaign. It was really great to see people of all generations recognizing the value of supporting emerging leaders.
I did notice, however, that our younger supporters were more likely to share that they supported our campaign and encourage others to support the campaign via social media. We suspected that might be the case, which is why it was really important to us that we chose a platform that made social sharing really easy and accessible. We ended up using Fundly, which was a dream to work with and which looked a lot like Kickstarter, something we thought would be familiar and accessible to a lot of donors, particularly millennials.
2. What aspects of the campaign do you think resonated with donors and elicited such a strong response? Was it the message, the communication method, or something else?
I think it was a combination of things. First, I think people were intrigued by our ambitious goal. “Really? You’re going to try to raise $10,000 in 10 days? Ok, I have to see this.”
We found that people were really energized by match days. This is one of the main reasons that our campaign was such a success. People are really motivated by that beat-the-clock element and I think also really enjoyed feeling like their money was having twice the impact.
I also think having a genuine milestone--a 10 year anniversary--gave people a strong reason to pay attention. We wanted to make sure that people were aware of what we’d accomplished in the last ten years and how we planned to continue to build on that success. We also have very specific things that we’re working on over the next year, like launching a national database, that gave people some concrete ways in which we’re investing in our network that they can join us in.
3. What is something that didn't work as planned with this campaign, and what lessons did you take from that?
Well, it’s funny that you ask. We actually thought for several weeks that a big celebrity (I mean, a household name) was going to be able to record a video for our campaign through a personal connection we had. But it was getting down to the wire in terms of planning out the content for all 10 days and whether or not we had this celebrity’s video was going to affect the order of the entire content slate.
So we ended up planning two content slates: one with (celebrity) and one without.
The celebrity connection fell through, but our content and the campaign went so smoothly because of that advance planning. It was a great lesson in the importance of doing all of the work upfront and preparing for a variety of scenarios.
4. In planning the campaign, did you draw inspiration or ideas from previous campaigns or other organizations?
Yes! We were in the midst of planning the campaign when Trish went to the Grassroots Institute for Fundraising Training (GIFT) conference in Baltimore. Before that conference we had been planning a pretty traditional campaign--a couple of emails spread out over 4-6 weeks with folks making individual appeals at the same time.
While at the conference, Trish heard a presentation from the Progressive Technology Project of Austin, Texas on a couple of sprint campaigns they had recently consulted on. Trish emailed us from the conference saying, “Ok, I know this isn’t what we were planning, but hear me out…” When the rest of us on the planning committee heard the idea of doing a shorter, sprint campaign that would tie the 10 year anniversary to raising $10,000 in 10 days, we thought it was a great idea. We knew it would mean a lot more work upfront, but we loved the thought of how a sprint campaign could energize people.
5. Did YNPN's national reach and relatively young status (operating less than 15 years) negatively or positively impact the campaign elements? What lessons can be learned from organizations with similar operating characteristics?
I think our national reach only helped us. We’re really fortunate (for many reasons) to have a fantastic network of chapters and chapter leaders who believe in the value of what YNPN does because they experience it every day. Nearly 20% of our donations were from chapter leaders and we had at least one person donate from 22 of our 40 chapters. Several of our chapters donated to the campaign as an organization.
Even though we’re relatively young, we’ve served tens of thousands of young nonprofit professionals and many of those alumni still continue to support YNPN even as they’ve “outgrown” the network. More than 50% of our original $10,000 goal was raised from alumni of our National Board. I think similar network organizations and organizations that offer powerful experiences would agree that maintaining strong relationships with alumni can be a very effective fundraising strategy. I feel like “alumni engagement” is very hot right now and our experience on this campaign shows that there’s an obvious financial reason why it’s important.
But we also feel strongly that it’s important because the young nonprofit professionals of today are the executive directors, board chairs, and funders of tomorrow. One of our hopes is that as members move on from our network and the designation of “young nonprofit professional,” they don’t lose sight of the importance of developing the emerging leaders they work with. A campaign like this can be a reminder as to the benefits they gained from the network and the great experience they had as a YNPN member and leader.
Thank you to all who so kindly donated, and helped us surpass our goal. You are the reason we can create a powerful and diverse social sector, and we can't wait to see where the next 10 years take us.
We're excited to announce our latest conversation starter: #ynpngiving.
With #ynpngiving, we hope to engage our members in conversation about where you give, how you give, and why you give. We're not just professionals within the nonprofit sector, we're also donors.
Each week, we'll be featuring one #ynpngiving post on our blog that discusses an issue relating to nonprofit giving trends. Throughout the next three weeks, we'll be sharing relevant #ynpngiving articles via social media and asking questions to get you thinking about how to build you own tradition of giving, what type of giving is most effective and more.
So how can you engage with the conversation starter? As always, we want to hear your opinion via social media! We promise plenty of interactive content to get you thinking about the latest trends in nonprofit giving, and what that means for young professionals. If you find an interesting article, tweet us using #ynpngiving! You can borrow articles or questions we raise to use at your next local chapter meeting as well. There are lots of ways to get engaged, and we look forward to a robust conversation with you!
We hope that you're as excited as we are to deep dive into this topic for the next three weeks. If you have any questions or topics within #ynpngiving that you would like explored more, please leave them in the comments below!