Archive for August, 2014

Another Peer-to-Peer Way to Fundraise by Friendraising

Tuesday, August 19th, 2014

Friendraise to fundraise by directly appealing to friends of their nonprofit organization's donors for peer-to-peer support.

Nonprofits can directly appeal to friends of their donors for peer-to-peer support.

Nonprofits all share one thing in common: a group of committed, mission-driven supporters. These are the valuable supporters who help make every charitable cause possible whether it be helping those in need, finding cures to disease, preserving the environment or promoting political candidates. Each core base of donors shares a passion for the causes they believe in and likely share it with their peers — friends, relatives, neighbors, and colleagues.

One surefire way many nonprofits accomplish this is by hosting events whereby participants ask their friends to support them in their participation. Most of us, I suspect, support friends who run 5Ks or take on challenges like the latest ALS Ice Bucket Challenge currently taking the nation by storm. Since July 29, the organization added 70,000 new donors to the cause – most of whom are friends of individuals who already support the ALS mission, which is to enhance the quality of life of those afflicted with Lou Gehrig’s Disease while searching for new treatments and a cure.

There is another way to friendraise that few nonprofits are aware of; a way that fundraisers can also grow their base by directly engaging the peers close to each donor who have already likely been exposed to your mission. By tapping into the peer network of current supporters, an organization can access a viable group of prospects who are friends with their donors. These previously unknowable individuals may already share a positive perception of your mission by way of a credible acquaintance.

This method takes advantage of smart new uses of big data whereby donor bases can be matched to consumer databases to detect relationships with people they know and have close relationships with — parents, aunts, uncles, roommates, business associates, and next door neighbors. The data is there. It’s just a matter of how you communicate with these connections that can make all the difference.

Creatively, messaging can mention that the prospect may know someone who already supports the mission. For example, lead-in copy could go something like this:

Did you know that our mission has already attracted more than 10,000 supporters? Without them we could not have made the lives of thousands of others better. Chances are you know someone who supports us or who could be helped by all that we do. Why don’t you join them in their support and share in the rewarding experience that you are both engaged in the same cause?”

In this way nonprofits can conduct peer-to-peer campaigns by directly appealing to the friends of their current donors. In addition to acquiring new supporters to the cause, friendraising through events can become even more contagious. It’s an audience building strategy that Wealth Window Connections has already helped many organizations accomplish.


The Young and Rich Are Booking Travel Online by Land or by Sea

Monday, August 4th, 2014

Target young affluent travelers seeking cruise ship and adventure vacations.

Young, affluent travelers are finding their next adventures online.

Craving experiential and eco-tourism vacations, affluent millennials are handling their luxury vacation details themselves with apps, social media and websites vs. using travel agents. Taking note that over a third of them book their travels online, cruise lines are adapting their business models to appeal to younger consumers.

The fact that 80% of all cruise packages are currently booked through travel agents has cruise lines scrambling to beef up their online presence. The new generation’s growing preference for mobile booking is forcing them to also make online interactions more mobile-friendly. Visuals play a huge role in the online experience and not just as seen on travel company websites, but also across social media platforms.

Millennials are also diving deep into online vacation research, whether by land, air or sea, which is causing cruise operators to adjust their cruising experiences accordingly. Younger travelers tend to take shorter trips with groups of friends in pursuit of adventure. The perception among many is that cruises are boring and too pre-programmed. The changing reality is that luxury cruise lines are already offering packages designed for younger passengers.

Norwegian now offers cross-generational “Freestyle Cruising.” Crystal, a luxury liner, is carving out shorter segments on 12-night cruises to accommodate travelers not quite ready for longer trips. The average age of those hopping onboard for shorter stints is 10 years younger than the other guests. Many cruise lines are offering three-to-five night cruises out of South Florida while many international companies are offering cruises to party destinations like Cannes, Ibiza and Mykonos.

The bottom line for cruise lines is that they need to turn the ship around to meet the needs of a new affluent, time-strapped, thrill-seeking generation. They also need to get the message out that their new cruises are Not Your Father’s Oldsmobile. Cruise operators can counter this perception with a multichannel strategy promoting new amenities geared for younger travelers such as skydiving, zip lines and observation spheres that tower over the new ships.

Direct mail featuring groups of youthful partiers on the ship’s deck having a totally awesome time supported by email and digital display messaging can compel a group of young professionals to set sail. The key is carving out an audience of young travelers with big vacation budgets and friends wishing to join them. A combination package of Wealth Window Young Affluents, Luxury Travelers and Wealth Connections can help with that.

Let me know if I can help book your next audience of affluent young travelers!

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