Client List

What Works 2010

Think you’ve got what it takes to race in a corporate community challenge?

Consider these 5 steps before you lace up your shoes and strap your bib on:

• Goal-setting. Beyond just the cash prize, there are a number of additional opportunities available to contestants: brand awareness, housefile growth, constituent engagement or even coalition building.  These goals aren’t just a consolation prize—it’s the reward for your hard work.  So make sure you are prepared to capture that benefit.  If, for example, you are targeting housefile growth, consider who collects names and how and when will they be shared with your organization.  And make sure you have a plan for what to do with those names once you get them—be sure your investment results in sustainable supporters.
• Effective labels. These contests will ideally increase your organization’s exposure.  Make sure that when people connect to your website or other outreach vehicles, they recognize you from the contest. Integrate the messaging on your website or social network with the messaging that drove them from the external network to your own presence.
• Pace yourself. Pacing for the contests can be pretty intense as you head toward deadlines.  You’ll need a plan for managing outreach for the contest as well as messages for fundraising, advocacy or informational needs.  Consider segmenting your list to send contest emails only to constituents who have expressed an interest or participated in early efforts, saving other calls to action for other constituents who prefer to further your advocacy or volunteer activities.
• Plan your route strategically. Consider how your house file may respond to emails for the contest AND emails asking for financial support.  Will people who help you win a contest think that they’ve done their duty for your fundraising needs and not want to give directly to you?  Carefully plan messaging so that you engage people in the contest effort while still cultivating their individual donation asks.
• Losing steam. What happens if you join…and can’t keep up? Consider the down-side of being in the race but being the last across the finish line.  What are the rules governing how the contest organizer presents the tally—is it just the leaderboard or are all contestants listed?  And, if you are in the bottom of the list, know when you want to send your resources elsewhere.

Ready to race?  Charity Dynamics can help make sure you are trained and ready to run a safe—and engaging—race to further your organization and mission.