During our recent webinar “How to Attract Monthly Donors,” one of our participants asked the following question:
“Our nonprofit is not a direct service provider. We help to coordinate the service providers, so we can’t say “$5 provides this service,” etc. Do you have any examples of other orgs who have figured out good ways to market this kind of work?”
This is an excellent question. It is obviously harder for organizations who do not have a mission of direct services to generate support and enthusiasm versus those who have a direct service-based mission.
My first and immediate response would be to take a look at your mission statement and review why you exist as a nonprofit. From there, try to generate a story or example of the impact being made because of what you do and the service you provide, even if it is not direct service. If you coordinate services for others, then have one of the organizations that you do work with provide a testimonial of how important you are to their mission. If your organization does not have people on the ground doing the work, then ask the question of what would happen if you did not exist. From there, you can generate an impact case that will help you better ask for support. Monthly donors will get involved if you can clearly state your organization’s impact.
Remember, just because your organization isn’t building water wells in another country or feeding the homeless does not mean you don’t play an important part in building a better community or region. Identify that so you can tell people about it!