Be sure to check out this very brief but compelling survey: http://www.porternovelli.com/sites/default/files/casestudy-pdfs/PNSnapshots_Jan%2009_0.pdf
The survey quantifies the difference between Americans' strong commitment to causes, and their actual participation in the solutions. 70% said health research, the environment, and improving schools and education are "personally important to me;" but as few as 6% actually donated time toward those issues in the past 12 months. What does this tell us? As my mentor loves to say, "First of all, we don't have enough information." Are they giving in other ways? Are they actually taking action toward the issues, but don't perceive it as "volunteering time?" Maybe they have cut back on water usage, bought an energy efficient water heater, forwarded an email from a friend raising money for a walk-a-thon, etc.?
Regardless, Strategy Girl sees a world of opportunities here. At least according to this study, people actually DO CARE about these issues. How can we help them feel good about acting on them? Groups like Kiva http://www.kiva.orghave made it easy, quick, and very cool to take action - what can your nonprofit do? Try some of these:
- ASK! It's amazing how many people would do something if simply asked - especially if you make it easy for them. The other day a colleague invited me to an event he really cared about - he bought my ticket and told my why it was personally meaningful to him. He also invited many others in our network and made it a group affair. It worked - I attended, had fun, learned something new, wrote a check, visited the website, and registered for the nonprofit's email updates.
- Increase the "cool" factor - tap into existing membership groups, associations, social networks and challenge teams to volunteer together - be sure to recommend a local brew pub or the latest cafe for group refreshments afterwards. Free beer for those teams with the most volunteer hours - who can resist?
- Get to the kids. Parents will do nearly anything if their kids apply pressure. Trust me.
- Work together with organizations from different mission areas. Did you hear KQED's latest pitch during their appeal? If you donate to this public radio station you get lots of thank-you gifts - or, forgo the swag and they'll donate what they would have spent on canvas bags and logo hats to the local food bank.
- Use guilt. It works wonders. At your next dinner party, casually mention "You know, I saw this survey the other day . . . it said 73% of Americans care deeply about health research, but only 6% actually donate any time for it. We humans are so pathetic! I've decided to get off my duff and do the AIDS walk this year. But I'm sure you are much better at actually doing something about the things you care about - what are you volunteering for these days?"
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