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Throughout the years, I've watched organizations struggle repeatedly with the question of what incentives to offer their participants in order to get them to fundraise (or fundraise more). At this point, I feel like I've seen it all, from water bottles to jewelry to salad spinners to flat-screen TVs. And I've observed how participants respond (good and bad) to what was offered to them - through surveys, focus groups, and simply watching their reactions as they pick up their "rewards."
If the hats and toasters you've been offering to participants haven't quite moved the fundraising needle as far as you would have liked, or if you haven't offered incentives but know that it's a good next step in your fundraising strategy, this is the article for you!
1. Don't underestimate the power of recognition.
The military uses a very effective incentive model that features the awarding of medals. And similarly, the Girl Scouts use patches. It's not that the medals or patches have any monetary value - but the recognition that comes along with it is perceived to be priceless. In the world of fundraising, we've seen this kind of incentive system work better than any other - hands down. For one client, we developed a recognition program that awards tiny 1" buttons to participants who reach certain fundraising milestones. We found participants were thrilled when they received their $3K button and were even more excited if they were able to claim a $5K or $10K pin.
2. The more unique, the more desirable.
If you're already implementing a recognition program and/or your participants tend to be more motivated by "stuff," there are several things you can do to pack the most perceived value into the stuff you are offering. The following will increase the uniqueness of your incentive, thus making it more valuable and desirable:
Brand it. Adding your logo to an item makes it unique. Just make sure it can't be purchased at your event or online store. (If a participant has to fundraise $200 to get it, but they can buy it for $20, guess what they'll do?)
Make it commemorative. Making anything in limited quantities or for a limited time only increases the value. Adding the event year to the item instantly makes it a commemorative item and sends a message that says, "Come back again and collect them all."
Offer special access/opportunity. Leverage your relationships with sponsors and board members to offer unique experiences that only you can offer!
3. Be sensitive to relevancy.
This concept of relevancy is pretty straightforward. I think it's fair to guess that iPods and flat-screen TVs, while cool, are most likely unrelated to your event activity, let alone your mission. Instead, think water bottles for endurance athletes, branded picture frames for team events, and fine-dining gift certificates for gala goers. It's really up to your own creativity (and perhaps your relationships with prize donors and third-party incentive companies like Turnkey and Summit) to decide what might make the most sense.
It's important to keep in mind that while products can't embody your mission, they can do damage by reflecting poorly upon your organization. For example, consider that giving away unhealthy food to runners raising money for a health-related issue might make you seem out of out touch. A fully-paid trip to an ultra-luxury resort when you're raising money to combat poverty might be perceived as insensitive to the people your organization is trying to help. Giving away electronics that aren't donated by a sponsor may upset participants when they realize that the organization is covering the cost. In the end, a little awareness and sensitivity goes a long way.
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