How to Plan a Fundraising Event That Raises $120K

How to Plan a Fundraising Event That Raises $120K

The annual fundraising event is a huge revenue-driver for many nonprofits, but they often struggle to scale results year over year. Then there are organizations like Project Koru, who execute a ninth annual event that raises a whopping $123,422—a record fundraising yield.

Fundraisers alone raised $76,506 on the Classy platform, with the average fundraising page bringing in $941.

The flagship two-day event, Kiteboarding 4 Cancer (KB4C), rallies participants to kiteboard race and support Project Koru’s camp survivorship programs. To maximize fundraising results, Project Koru motivated supporters to fundraise for entry into the event.

With the help of CauseMic—a digital cause marketing and fundraising consulting firm—Project Koru’s main focus is to help fundraisers reach personal success and plan a fundraising event that gets attendees excited. None of this could be possible without the extensive preparation and strategy beforehand.

Here, Tonia Farman, Project Koru’s co-founder and executive director, and Noelle Smith, an account strategist from CauseMic, share insights on how to plan a successful fundraising event.

Write a Mission Statement

When planning any fundraising event, Farman always begins with a written mission statement. It directs all of her decision-making processes. She says,

Whether I’m ranking priorities, choosing a potential partner, or making any kind of choice, I follow my mission as my guiding point.”

KB4C’s mission is “to harness the power of wind and water with the passion of the human spirit to benefit lives affected by cancer.” While simple, it pilots all decisions to make the event what it is: including the sponsors Farman recruits.

Find Sponsors Who Align With Your Mission

When considering how to plan any fundraising event, Farman focuses extensively on landing corporate giving opportunities that support KB4C’s mission, and she respectfully declines those who fail to do so. When she does find a compatible partner, her value proposition always revolves around their similar visions. She says,

“I’ll basically approach them and say, ‘Hey, it looks like you guys really have synonymous values with our organization and what we try to do with this event. Here’s our mission. We think you’d be a great partner, and here’s why.’ That way, you’re showing the company that you did your homework, and you can show them that you both want the same thing.”

Beyond creating social impact, Farman still needed to figure out how to further incentivize corporations to back the event. What other benefits did they want in return for their sponsorship?

She found an effective solution: just ask them.

“Some brands will say, [they] don’t care about getting their logos promoted; we just want a team at the event, our people to participate, and the announcer to promote our product,” she says. “Then, there are other partners who don’t care as much about participation day-of. They want to be more associated with the event on the branding side. Sponsors know what they want, so just ask them, ‘what is most valuable to you?’ Then you can tailor your response and assets.”

Farman now has two different packages to send to potential sponsors: one for those who want more opportunities to participate at the event, and another for the ones who prioritize pre-event promotion.  Not only do these personalized benefits improve sponsor retention, but they also equip her to up the ante a bit the next year.

“For instance, one of our sponsors is KIND Snacks. I know their main priority is getting a KIND bar in everybody’s hands at the event. The next year, I might say, ‘Hey guys, if you can do a $1,000 sponsorship instead of $500, then not only can we put bars in every athlete’s bag, but we can have different areas have little KIND displays that you can bring and manage.”

Therein lies another tip to recruiting sponsorships: when possible, offer more benefits without increasing your own workload. Put it on the sponsor to bring their game.

“I try to balance not doing too much work myself. I try and empower the sponsor to do the work. I just give them the opportunity, and I’m really clear about what that is.”

And of course, that all comes back to the sponsor’s mission aligning with your own. When you’re confident about their values, and how their support will represent your organization, you’re in a better place to build a partnership that is authentic and means that much more for the sponsors involved too.

Plan Email Touch Points With Fundraisers

With the help of CauseMic, Project Koru motivated 77 fundraisers to raise money for KB4C 2015. Their main communication channel was email. To target them with tailored content and helpful assets, CauseMic created two email tracks. All fundraisers received both email series, each at a different timeframe.

First Email Track

In advance of fundraising, CauseMic prepared an email series that contained three to four personalized messages to motivate supporters’ fundraising efforts.


This first email is sent out as soon as someone creates a personal fundraising page through Classy, and it includes three to five tips to help them get started.

“It might be a quick note reminding the fundraiser that they shouldn’t be self-conscious about reaching out to friends and family,” says Noelle Smith, Account Strategist at CauseMic. “It also usually includes tips to create a video, customize their page to tell their own story, and other similar tips.”


The following two emails check in with fundraisers and provide sample emails and social posts they can use to promote their campaign.


“We also corresponded with people on a more personal level, like an additional message that congratulated them for meeting their goal,” says Smith. “If it’s the week before the event, we might ask them to consider raising their goal. But if they raised a high amount already, we wouldn’t ask them to raise their goals again.”

Second Email Track

About four weeks leading up to the event, CauseMic got fundraisers started on another bulk email series. These messages included less-personalized check-ins and more general announcements, such as matching challenges, updates, and reminders about last-minute fundraising.

“All fundraisers are put on this track. These updates are usually graphics-heavy, and the key is to keep them short and sweet. Since they’re receiving the first email series too, we don’t want to overload them with information,” says Smith.

The final email was a thank you specifically tailored for fundraisers. After the event, the team sorted out all of the individual photos taken of kiteboarders during the day. They used bib and jersey numbers to put names to faces, and they emailed these photos to individual folks as part of their thank you.

Those who didn’t have individual snapshots received a group photo of everyone on land. If Project Koru had a photo of one member from a fundraising team, they sent that photo to the entire team as a personalized shout-out for their efforts.

It turns out that when you use personal photos to tailor your thank you, fundraisers really appreciate that extra touch. It makes them feel recognized and important.

“The response was great,” says Smith. “People LOVE having photos of themselves, and we also got a lot of social shares of the high-quality images and individual photos we sent out.”

Pick Up the Phone to Lend Fundraisers a Hand

In addition to crafting tailored email tracks, CauseMic delivered phone calls to motivate fundraisers and ask if there was anything they could do to help. This personal touch was meant to relay authenticity and provide a heartfelt sense of appreciation. With about 77 fundraisers, the task was manageable.

“We called those who had raised money about two weeks ahead of the event. That’s when most of them have already raised some amount,” says Smith. “People were very positive. I left messages too. Some people don’t call back, which is totally fine because the point is to just let them know you see and appreciate all the effort they’re putting into the campaign. So at the end of the day, it’s really just a thank you.”

And while some organizations may think they’re creating more work for themselves by offering to help, most of what the fundraisers need you can have prepared ahead of time. For example, if the fundraiser asks for help writing an email to send to friends and family, you can send them a sample draft that you keep on file.

It’s not always feasible to call every single fundraiser—it all depends on the size of your organization and number of fundraisers you have. But the main takeaway is applicable to all organizations. When you want to motivate fundraisers to achieve success, you need to think about how you can show your genuine appreciation and support.

The Social Media Factor

On the day of the event, Project Koru updated their social channels—namely Facebook, Instagram, and Twitter—with fresh content, with the help of CauseMic. Because the organization’s community is predominantly active on Facebook, that’s where they focused most of their efforts.

Given that KB4C is the organization’s flagship event, the organization has two Facebook pages: one for Athletes 4 Cancer, and another for KB4C. While one might assume they can simply repost the same content across both pages, CauseMic understood that each page had a different audience.

“Many people who follow the Project Koru page are cancer survivors—meaning they’re not necessarily kiteboarders or hardcore board sport enthusiasts,” says Smith. “They’re connected to the event because the funds raised benefit their camp. So our messaging on that page is all about what this event is doing and what it means for them and the organization as a whole. The KB4C page, on the other hand, is much more detailed about what’s happening at the actual event, like how many laps the winners completed. We naturally had more frequent updates on that page.”

Tailor your content for each audience in order to maximize engagement. Depending on which of your supporters are on which channel, your hour-by-hour updates might be best for one while impact-specific posts are appropriate for another. This keeps your entire community engaged and connected to the event in the way that is most relevant for them.

Hire Two Event Coordinators

With so many moving parts, a fundraising event requires all hands on deck and a strategy to get things done. For Project Koru, that strategy includes bringing on the right people to help manage and direct every facet of the event. In particular, there are two main people she recruits to help everything run smoothly.

Volunteer Coordinator

Since nonprofit events are often staffed by volunteers, you need to properly manage and empower them to create a positive experience for both your guests and team. Each volunteer becomes a representative of your brand, and the way they interact with attendees affects the way your organization and event are perceived. Likewise, you want to be able to create a meaningful, well-organized experience for your volunteers. And the more experienced a coordinator is with handling all of that, the better your results.

“It’s the most important job because you rely on your volunteers so much,” says Farman. “You’ll have volunteers who walk out, those who don’t show up, those who volunteer for different reasons. The volunteer coordinator manages all of those different elements. It can be really emotional. It’s just a really important role.”

Logistics Coordinator

“Next, I have an event coordinator who handles all logistics,” she says. “They handle everything from registration, to where to put the porta potties, to what slice of real estate each vendor gets. Bringing someone on to help with logistics is really important—as is compensating them.”

Recognizing the tremendous work that goes into an event is the first step to appreciating these committee leaders. If you’re unable to compensate them monetarily, Farman suggests preparing at least a T-shirt, a gift certificate to a restaurant, or anything to make your committee leaders feel extra appreciated.

Create a Bank of Handwritten Thank You Notes

When thinking of how to plan a fundraising event, you need to prioritize your plan tothank supporters. A genuine, heartfelt thank you can leave donors feeling appreciated and willing to give again in the future. While there are a number of different follow-up methods, there’s no denying that a personalized note can leave supporters feeling intimately connected to your organization.

Project Koru understands this to a tee. That’s why they send every KB4C donor a handwritten thank you letter.

In fact, many of these cards come directly from the people they serve. Farman says, “These people at our camps are experiencing directly what donor dollars make possible, so most, if not all, are excited to write thank you notes. Some even take pictures from camp and offer to send cards out themselves, which makes it even more personal.”

But with so many donations coming in before and during the event, the challenge is to keep pace with incoming gifts and deliver prompt letters. Project Koru solves this pain point by preparing a stack of thank you cards ahead of time.

“When the event hits and you have high-volume fundraising—especially if it’s a registration + fundraising event—those donations come flying in. In one day, we had 135 donations, and that’s a lot to keep up with and send out letters for right away. So we try to have a bank of thank you cards.

We have letter-writing activities during every simple camp. I’ll have cards from our spring camp in April and May, and those cards will go out once we start promoting KB4C. We usually won’t have enough cards, at which point we have thank-you-note-writing parties here at the office. I also try to get volunteers to write thank you notes too.”

Delivering these personalized letters is well worth the time and resources for Project Koru. In fact, their number one positive feedback from donors is that they received a personal note from someone who has attended their camp. The role that a handwritten letter plays in a donor’s decision to give again is invaluable.

“Sure, it might be expensive to send thank you notes. But the way we look at it is, we’d like to keep and grow our funding, so the stamps and cards are a valuable investment for us,” says Farman.

When deliberating how to plan a fundraising event, keep in mind that preparation is the difference between a successful initiative and a less effective one. A successful fundraiser extends beyond just putting on a stellar event day-of—it often comes down to the details leading up to the event and afterward. From recruiting compatible sponsors, to crafting an email strategy for fundraisers, to following up with donors in a meaningful way, view every element of your event as an opportunity to leave partners and supporters feeling more connected to your organization.

How to Manage and Grow Your Monthly Giving Program Effectively

How to Manage and Grow Your Monthly Giving Program Effectively

This blog is the final installment of a three-part blog series on nonprofit monthly giving programs. Read Part I: The 5 Must-Haves of a Monthly Recurring Revenue Campaign and Part II: How to Enhance the Monthly Giving Experience.

To grow your recurring donation program and minimize donor churn, you will need to actively manage your relationships with your existing and potential monthly donors.

The best way to manage these relationships is to dedicate a staffer to managing your monthly recurring revenue (MRR) program. One of this program manager’s primary roles will be to demonstrate your organization’s impact to donors through compelling, personal, and meaningful communications.

Communications Plan & Demonstrating Impact

1. Welcome Email

On the morning following a donor’s monthly gift, send a personalized thank you email. The focus of the email should be to welcome the new recurring donor to the program. Include a thank you, brief welcome, and description of the need surrounding their gift. Tell the donor how important their monthly gift is to the ability to meet that need. Make it personal by having donor relations staffer sign the email.

2. Welcome Call

Within three business days of a new recurring donation, the same person who emailed the donor should call the supporter. The focus of this call is to thank the donor for joining the recurring revenue program and collect high level data on what motivated them to give monthly. This data can be used to customize future communication with the donor to speak directly to their interests.

3. Thank You Note

A handwritten thank you card should be mailed within one week of the thank you call. The individual managing the recurring donations program (preferably the same person who called the recurring donor) should sign the cards. The note should be brief and thank the donor for fulfilling a need. If you have the budget to send out a small gift with this thank you note, such as a sticker or postcard, be sure to include it.

4. Welcome Series

Enroll your new monthly donors in an email welcome series. This is critical to demonstrating their impact and making them feel like valued members of your monthly giving community.

Increasing Gift Levels Over Time

Annually, the development team should call each recurring donor to update his or her interests and communication preferences in your database. The monthly donations manager should take this opportunity to share exciting news about what has been accomplished in the previous year and what’s planned for the upcoming year, with the intention of using this as a segue to ask the donor to increase their monthly gift.

Remember, all communication should present an immediate need and demonstrate how the recurring donor is helping to meet that need. The focus should be on the individual, using inclusive language such as, “you,” “we,” and “together.”

The basic rule for the ask is to make it a SMART (Specific, Measurable, Achievable, Relevant and Time-bound) ask. Before calling, have a growth goal clearly defined. Here are some questions that are good to ask when setting your growth goal:

  • What programmatic need do we want to meet through an increase in a donor’s gift?
  • What would happen as a result of achieving the goal of increasing the monthly gift?
  • What can we do to make this time-sensitive?

When thinking about a goal for an increase in support, it is critical that it be tied to the donor’s unique interest. To help create a sense of urgency, you can let them know of any matching challenges that would match 100 percent of increased donations for the year.

It’s critical that the caller record the donor’s response in the database. If the monthly donor expresses that they do not wish to be solicited for an increase in the future, you must honor that.

Identifying and Cultivating Leads

Building a successful recurring revenue program hinges on the relationship you have with individual donors. Though some supporters will give a recurring gift as their first donation to your nonprofit, it’s far more likely that monthly donors will come from existing one-time supporters.

You’ll want to develop a system for identifying donors who are most likely to convert to monthly giving. It’s important to assess each donor’s level of engagement with your organization and likelihood of making a monthly gift. The most effective and efficient way to do this is by implementing an internal scoring system that will quantify and prioritize leads.


As with any new and evolving program, it’s vital to set aside time to evaluate your progress, accomplishments, and donor feedback. If one tactic is working particularly well, keeping using it. If donors aren’t responding well to another tactic, stop using it. You have to be willing to adapt your MRR program to make it as successful as it can be.

To read the article in its original context, head over to the Classy blog!

How to Enhance the Monthly Giving Experience

How to Enhance the Monthly Giving Experience

This is the second installment in a three-part blog series on nonprofit monthly recurring revenue programs. Part 1 discussed the essential elements of any monthly giving program. This post will talk about how a positive user experience takes your program to the next level.

When it comes to the online giving experience, it’s the subtle things that matter.

Those subtle things all add up to make the donor experience smooth sailing. And when it comes to donor conversion rates, especially in Monthly Recurring Revenue (MRR) programs, a positive donor experience makes all the difference.

Here’s what to focus on to enhance the user experience for monthly donors:


Ensure your MRR program page and donation page are mobile friendly. This means the design of your page is responsive to any size device, making it easy for anyone on the go to navigate your site. In fact, responsive design doubles donations.

Here’s what Pencil of Promise‘s MRR page looks like on mobile.


Pencils of Promise on Mobile


Multiple Calls to Action

If you take a look at some of the industry-leading nonprofits’ MRR program pages (e.g., Liberty in North Korea, Pencils of Promise, charity: water), you’ll notice multiple calls to action as you scroll down the program page. This is, of course, intentional. While each call to action is slightly different, they all seek to achieve the same end: a monthly donation. One call to action may appeal to a potential donor more than another and prompt them to start the donation process.

Here are some of the various calls to action on Liberty in North Korea‘s MRR page. In total, they have nine calls to action on their page.


Liberty in North Korea Call to Action


MRR on the Homepage

Be sure to feature your MRR program on the home page of your website as a giving option, side by side with one-time giving. Consider including two buttons side by side. One could read “Donate” and the other could read “Give Monthly.”


Possible Health MRR on Homepage


Design Items

Cross Promotion of Giving

If donors find themselves on your MRR page and aren’t ready to give monthly yet, you don’t want to lose them as a donor. Any donation is better than no donation! Give them an out by linking to your one-time giving form. You can work to convert them to a monthly giver at a later time.

Here’s an example from Pencils of Promise.


PoP Not Ready to Give Monthly


Hello Bar

A hello bar is typically a thin bar at the top of your website that acts as a quick greeting by directing the viewer’s attention to a pressing fundraising campaign or, perhaps, a petition you’d like them to sign. The key is to keep it brief and include a link. Feature your MRR program in your hello bar to draw attention to it. You could say something like, “Have you heard about our Courage Club? Check it out.”

Here, the orange bar at the top is an example from Action Against Hunger.


Action Against Hunger Hello Bar


Post-Giving Social Share

Once donors have chosen to give monthly, encourage them to share their decision to support your cause on social media. You can do this with an automated email or pop up following the donation.

A/B Testing

The importance of testing can not be understated. If you have the technology to test copy, images, calls to action, and monthly giving levels, do it. Even slight increases in engagement can make a huge difference in donor conversions.

These subtle additions to your MRR page and donation checkout will streamline the giving process for the donor. Keep an eye out for the next blog in this series–we’ll share tips on how to effectively grow and manage your MRR program.

To read the article in its original context, head over to the Classy blog!

The 5 Must-Haves of a Monthly Recurring Revenue Campaign

The 5 Must-Haves of a Monthly Recurring Revenue Campaign

Recurring giving is important to sustaining your organization for the long haul.

A strong monthly giving program can turn one-time givers into longstanding supporters. That can bring a degree of certainty and predictability to your nonprofit’s funding. Suddenly, there’s less pressure to make one-time fundraisers a smashing success in the middle of, say, an economic downturn or nonpeak giving seasons. Instead, monthly gifts steadily roll in each month, which means you can breathe a sigh of relief.

In addition to the predictability of monthly income, these monthly recurring revenue (MRR) programs actually bring in more money in the long run. In 2014, the average online one-time annual gift was $104. In that same year, the average monthly gift was $23 per month, or $276 for the year, according to M+R’s 2015 Benchmark Report.

So how do you create and grow an MRR program? That’s what I’ll share with you in this three-part blog series detailing best practices and examples from industry-leading nonprofits. Let’s get started.

Setting Goals

Success takes vision and a plan.

Step one is to huddle with your nonprofit’s leaders and outline your goals for the MRR program. Here are some questions to consider:

  • What resources do we have to dedicate to the development of this program? What resources do we have to dedicate to sustaining this program?
  • What initiative should MRR revenue specifically support? Remember that monthly givers will likely be your most loyal supporters and they’ll want to support a project at the core of your mission.
  • What are our achievement metrics? How many MRR donors do we need to recruit in the first year to fund such and such program? Be specific about your organization’s goals. An example: “Recruit 1,000 recurring donors with an average monthly donation of $25 by December 31 to fund the annual cost of [insert name of project].


Essential Elements and Best Practices

Once you have clearly defined your program goals, it’s time to plan how you’re going to design and set up your program.

Here are five best practices to incorporate into the branding, design and messaging of your monthly program.

1. Name It

Giving your MRR program a name will strengthen its brand and emphasize its importance. Name it something that aligns with your broader nonprofit brand or goal. For example, Pencils of Promise calls their MRR program “Passport,” Liberty in North Korea calls theirs “Liberty,” and charity:water calls theirs “Pipeline.”

The brand of the program starts with the name and trickles into the design of the program, both in terms of messaging and graphic design.


Pipeline Monthly Giving


2. Dedicate a Space

You’ll want a separate page or microsite dedicated to your MRR program. Giving your recurring revenue program a dedicated webpage will put it front and center for donors. It also distinguishes it from other types of giving.


Liberty Recurring Revenue Program


3. Emphasize Community and Use Social Proof

Effective monthly recurring programs communicate to donors that they are part of something bigger than themselves: a community, a movement, meaningful change. Successful programs make donors feel part of a community working together to do good. A branded page, with a focus on the community aspect of monthly giving, will encourage your supporters to join.

How can you prove that you’ve got a community behind you? Social proof.

Social proof is also a powerful tool to encourage monthly gifts. It’s a psychological tool that shows potential supporters that others have also chosen to give monthly. Some examples of social proof include testimonials and photos from current monthly donors, a ticker or thermometer tracking the number of donors in your program, a list of monthly donors’ names, or simply stating, “You’ll be member #XXX.”


Pencils of Promise

Passport Recurring Revenue Program, Social Proof
Liberty in North Korea

LiNK Recurring Revenue program, Social Proof


The key is to remember that people want to belong and join a strong community of folks committed to supporting the cause. For more tips on employing social proof, look here.

4. Make the Impact Measurable

Donors like to know that their gift is making a specific and measurable impact. That makes them feel like their investment in the nonprofit is matters. When determining specific giving levels, take the time to calculate exactly what those giving levels achieve. Be specific. Be measurable. For example, charity: water’s $50/month giving level can fund three water quality tests in India.


Pipeline recurring revenue program, giving levels


5. Hype Your Premiums

Most recurring revenue programs offer a mix of tangible and intangible premiums to their donors. Examples of these premiums may include: exclusive communications (impact stories, quarterly updates, letters from the CEO, and behind the-scenes looks at program development), sneak peak announcements, discounts at the nonprofit’s merchandise store, t-shirts, annual “surprise” gifts, and a chance to win a trip to see the organization’s operations overseas.

These premiums further incentivize donors and adds an air of exclusivity to the monthly recurring program, which can be a powerful appeal for individuals looking for a greater sense of connection to the nonprofit they support.

Here’s a great example from Liberty in North Korea.


LiNK recurring revenue incentives
In the next blog, I’ll discuss how to enhance the donor experience of your recurring revenue program. Until then, get planning!

To read the article in its original context, head over to the Classy blog!

Don’t Wait: Cultivate New Donors Now

Don’t Wait: Cultivate New Donors Now

At the start of the New Year, the vast majority of donors are tapped from holiday and year-end giving. This is why it’s best to avoid asking for donations during these first few months.

As a development team, you should instead use this time to set your sights on a new goal: cultivate new supporters and prime them for action.

Why You Should Cultivate New Donors Early On

It’s important to acquire new supporters for your nonprofit early in the year for two reasons:
1. People are creating New Year’s resolutions, making pledges, and setting intentions for the year to come. They’re receptive to learning about new causes and getting involved.

2. When year-end giving approaches once again this fall, people will give to charities they’ve established relationships with.
As a nonprofit, the goal should be to bring in new supporters early in the year and convert them into donors in the latter part of the year.

How to Cultivate New Donors

What does it take to nurture new relationships with potential supporters? There’s no right answer. Get creative.

Just remember that every communication, every touch point, every experience with potential supporters should be meaningful and convey who you are as a nonprofit and your impact.

Here are some ideas to get you started, with examples from Athletes 4 Cancer, a nonprofit that helps young adult cancer survivors reclaim their lives after cancer through outdoor adventures.

    • Create a welcome email series demonstrating your impact. Immediately loop in any new donors you acquired over the holiday season. A series of 3 to 6 welcome emails will help keep your nonprofit top of mind following a gift and teach donors about your incredible programs and the difference you’re making.

welcome series emails athletes 4 cancer

    • Start a “New Year’s Resolution” volunteer program. Ask existing supporters to commit to a monthly or quarterly volunteer experience and bring along one or two friends for the day. This will help you continue to connect with your current supporters while recruiting potential ones through a reliable source.Pro Tip: Following the volunteer experience, enroll your new contacts in your welcome email series to expose them further to your impact.
    • Ask existing supporters to introduce the cause to three new people. They could do so through a digital or in-person event where they share their personal connection to the cause and encourage others to get involved.
    • Create a series of blogs diving deep into your impact. Include testimonials and heartfelt stories from beneficiaries, an infographic with impact stats, past achievements, and goals for the New Year. Be sure to emphasize the role that supporters play in making these things possible, and ask existing supporters to share these blogs on their social channels.
    • Throw a supporter appreciation party. Show your supporters some love and have them bring their family and friends (A.K.A. potential new supporters) to a fun event. It could be a happy hour gathering, breakfast event, or family-friendly concert featuring a local band. Consider handing out a small gift like a sticker or t-shirt with your logo.

Appreciation email athletes 4 cancer

No matter the events or communication methods you use to reach new supporters in the New Year, make them meaningful. Draw in new supporters through your nonprofit’s purpose, impact, and a call to action to become or stay involved as a supporter.

To read the article in its original context, head over to the Classy blog!