Slamming the Message Home

July 6th, 2011 by Peggy Vinson

So often with our Y clients, we talk about getting more members to participate in our annual campaign. In Y-lingo, this is often called a member donor week. And, I’ve got to tell you, they can be pretty boring and painful for both the staff and members to endure.

Focus your goal on something tangible and achievable in a short period of time.

The whole point of something like a member donor week is to raise a lot of awareness and excitement in a short amount of time. There are several ways you can approach this:

“My Y Week” – focus contests and messages on asking members “what do you love about your Y?” Get your members thinking about why the Y is so important to their family and suddenly the idea of giving other families that same benefit becomes more obvious.
“Slam” – while your annual campaign supports a variety of efforts in your organization, sometimes it’s worthwhile to focus very specifically on one program or need. It’s called a “slam” because it’s short, focused and intense.
“Class/Affinity Campaigns” – it’s easy for members to dodge the dreaded fundraising table, but taking a moment to speak at the beginning or end of a class can change the stakes. Adjust your message based on the program area and encourage the class or group to think about what they can raise as a group, not just as individuals.

Most of all, have fun. Annual campaigns are a lot of work, but they’re also a great way to really lift up the mission of your organization. And isn’t that why we’re all here anyway?

Don’t forget to say thanks! (photo courtesy of YMCA of Greater Green Bay)

Liven up your “Kids to Camp” campaign with camp songs, activities and even a mock fire – all while communicating the need for support. (Photo courtesy of YMCA of Greater Green Bay)