Posted by
GeorgeBruno on Wednesday, November 12, 2008 8:12:10 AM
Everyone is so used to seeing the Salvation Army standing outside of department stores around the holiday time. It's part of our culture now. Some stores allow them , some dont. The person stands there in civilian clothes or dresses as Santa in front of the red kettle ringing a bell. People drop their change in the kettles.
It's got to be a tough way to raise money. A little bit of change at a time.
I'll probably drop some change in there today on my way out of China Mart...Uh...I mean...Walmart (sorry..I couldnt resist)
Here's an idea that can change the "receivables" of the Salvation Army and skyrocket the donations.
If they are serious about raising money, then they need to do this
Here it is:
Every good internet marketer sings this mantra..."The money is in the list"
With that in mind, this is what this Christian organization should do to further their work.
Give away holiday pins....little santa pins, snowman pins, wreath pins, etc in exchange for an individuals email address.
Stand there with a clipboard instead of a bell.
The Santa costume is still cool...or at least a Santa hat to make it less mysterious and creepy. (Disguises are no longer cool as people dont trust as much as they used to)
Have a cd player on the ground playing Christmas music.
The kettle can still be there for the feelgood sound of a coin cha-chinging and for kids.
An email address is worth so much more than 50 cents dropped in the kettle.
Communication with your "list" and creating a "relationship" with them is the best way to raise money.
The "lifetime value of a customer/donor" element is something that needs to be pursued.
That email address may be worth $10,000 over the lifetime of an average donor...or would you rather get 50 cents a year from them?
The purists will say "You can't change my Norman Rockwell, Bell Ringer, Kettle guy !"
It's as American as Baseball, Mom, Apple Pie, and Toyota.
I am sure the purists would rather have the 50 cents. It's cute. It's Americana. It's Iconic. BUT as your ranks dwindle, donations decrease, services shrink, and less people feel the call to serve...will you still not consider a more effective method?
It will get tons of press.
It will get people's attention.
It is MODERN.
It will get peoples respect as they mumble under their breath "The Salvation Army has finally come into the 21st Century"
Then the work is just beginning. The emails, their regularity, and the copy are the "secret weapon".
They need to hire a great copywriter who knows how to write effective email copy..not the traditional paper and ink "pleading" or "guilt" letters" that reap very little in comparison to the cost and effort used to create them.
It saves trees.
It allows people to electronically give and keep better records.
There is no downside to this new method.
I will be available in the back of the room for consulting offers. LOL