Advising Center

If you have every run a fundraiser for a school, church group, sports league, or charity organization you know that it is not as easy as you first imagined. Competition is intense, volunteers and supporters can be tough to motivate, and most fundraising ideas are tired and boring; they don’t do anything to differentiate your group from the rest or create your brand in the community.

Let’s go back to the example of Girl Scout Cookies. Millions and millions of boxes will be sold this year, just like millions and millions were sold last year, and next year will be the same. I am saying that you should sell cookies? NO, I am saying that you should create a fundraiser that becomes synonymous with your organization. A great example is an annual event that takes place here in Albuquerque, NM called the Carrie Tingley Mudd Volleyball Tournament. It is a huge success, and it benefits a great local hospital. The greatest success however it that everyone automatically associates mud volleyball with Carrie Tingley Hospital, they have branded themselves through a great fundraiser. I guarantee you that if you ask people on the street who holds the mud volleyball tournament they know.

Most fundraising lacks purpose. Most fundraisers are simply designed to raise money with a short term focus, not in a way that is consistent with the group’s values, not in way that educates the community, and not in a way creates a branding effect for supporters and community members. The best way to both involve and inspire members of your organization and brand yourself among potential supporters is to create something that is uniquely you. Produce an annual calendar that promotes your organization in a fun and memorable way, hold an off the wall event that will stand out in people’s minds, and do it every year so that it becomes a traditional and synonymous with your organization. Sell a product that promotes and celebrates your values. Why do youth sports leagues that are about helping kids become physically fit and live healthy lives sell candy bars and cookie dough to raise money? Does that make sense? NO! Partner with local businesses that are consistent with your mission, and use their marketing power to bring attention to your organization. It is a win/win and your organization will become a community brand just like the businesses you partner with.

I can’t promise you that you will be as successful as Girl Scout Cookies, but you can carve out your own niche and brand your organization with a little creativity. Your volunteers will be more motivated, your supporters more generous, and your campaigns more consistent with your values.

Creating a business team is a necessity for survival, and way to get around making countless mistakes that you could have been warned about. One of the reasons we are entrepreneurs is that we want to be independent, and think we can and should do everything ourselves. To some degree that is true, but those who are ultimately successful have created a team of advisers to help them with the big decisions. Your team, at a minimum, should consist of a lawyer, a CPA, and an insurance agent. These should be people whom you are comfortable with, and whom you trust. Each one of these people has many clients, all with similar problems to yours. Your team can provide priceless advice when faced with tough business or legal decisions, and can prevent you from making extremely costly mistakes that were already made by others.

There is no reason why you cannot shop around for your team members. These are people you want to build a relationship with over many years. If you visit their offices and they don’t understand your business, or you don’t like their personality, find another one. All three people are part of a service industry that goes far beyond selling a simple policy, or writing a will, and they should present you with that type of service up front, or you should walk.

The flip side to the expectations from your team is that you need to treat them well in return. Do not nickel and dime them for every service rendered. Do not call them for simple questions where you didn’t do your homework. If you treat your team well, especially by referring others to them for service, you team will reward you in return.