Spreading the word about your group's Christmas appeal

So, you've worked out the details of your Christmas appeal, what's going to happen, who's responsible for co-ordinating the tasks, and when and how it is going to be staged.(If you need more help on this, visit the Community Funding Centre here.)

Everything's ready to go, except one small but important detail - no-one actually knows that you're staging an appeal, let alone how they can support you.

There are plenty of ways to make sure your Christmas appeal works. But one sure-fire way to ensure it doesn't is to neglect its marketing and promotion.

Effective marketing devices come in a variety of forms, and don't have to be expensive. In fact, many of the most effective marketing methods are cheap (or free), quick and easy.

Among the ways you can spread the word about your Christmas appeal are:

Your newsletters

When producing your regular newsletter, include information about your fundraiser as well as contact details - telephone, website, fax and mail - for prospective donors or people who want more information.

If your appeal is online (and it should be - you can get commission-free online donations via GiveNow.com.au), or has an online component, include a direct link to its webpage in your newsletter. If you are accepting donations by mail, include a donation form in a prominent spot inside your newsletter for people to post with their donation, or fax with their credit card details.

A newsletter can also be a great place to really go into some detail about your appeal, to tell people about its aims, the difference it will make, and how people can donate.

Other people's newsletters

Most politicians put out regular newsletters to their electorates, telling people what's going on. Given that ultimately you're paying for it, make the most of it use it to get a plug for your group and its event.

Similarly, local councils produce detailed regular bulletins telling residents what is happening in the area. Many have What's On sections where your event could be listed.

In both cases, ensure you allow a long enough lead-in time for your listing.

E-newsletters

If your group's newsletter is distributed by email, it can include a direct hyperlink to your online appeal page for donors to follow.

This makes it easy and convenient for people to find out more about your appeal, and to donate.

Brochures/pamphlets

Any brochures and pamphlets you might have should be updated to include information about your appeal, as well as a link to your appeal's webpage and information on the other ways they can donate.

Email signatures

An email signature - that block of text and graphics which features your name and appears at the bottom of your emails - is a great way to promote your appeal.

Most email programs will allow you to build and customise your own signature, which will then be attached to every email you or your staff send. Include a few words about your appeal and a hyperlink to the appeal page on your website.

For example: "Help make a difference this Christmas by donating to the Bloggsville Community Group's Christmas Appeal. For more information, Click Here (with a link to your appeal page here)"

Letterhead

Paper with your group's letterhead should contain your vital details - and that should include a mention of your appeal if possible. If it's not easy to alter your letterhead to promote your appeal, make sure it includes your website address, and make sure your website includes a prominent appeal button.

Website publicity from your home page

Your home page should trumpet your Christmas appeal loudly and proudly.

Ensure there is a prominent headline and link from your home page to your online appeal page (or to a page with more information on how to give if you haven't got an online giving facility).

Cross links from other websites/pages

Are there other like-minded or friendly groups that are willing to help you spread the word about your appeal? If so, a "link swap" is a great idea.

Have your group's appeal listed on a fellow organisation's website. In return, give their appeal a bit of publicity as well as your own. That way both groups' appeals receive double the exposure, and your organisation cements a friendly relationship with another.

What's On columns

Virtually every regional and suburban newspaper - as well as a few of their daily newspaper cousins - features a What's On column listing events and other happenings occurring in their area.

If your Christmas appeal involves an event or launch, try to get a short listing in your local newspaper's What's On column.

E-noticeboards

Virtually an electronic equivalent of the printed What's On columns are e-noticeboards. Many local councils have these on their website, as do other peak community organisations.

Again, keep your listing short, include a link to your home page or appeal page, and include other contact details in case prospective donors wish to get in touch.

Blogs/social media

Do any of your members have a blog of their own, or an online forum which they contribute to? What about social networking sites like Facebook?

All of these outlets are legitimate ways of getting your message across to a different kind of audience. Again, the same rules apply - a quick summary of the appeal and your group, a link to your appeal page and contact details if people want more information.

Check out the Australian Giving Week Facebook group here.

In plain sight

Sometimes the simplest solutions can be the best. Your group could spread the word through posters in shop windows or, if possible, real estate boards in prominent spots around your area.

Approach local businesses with "high through-traffic" and see if they are willing to put your flyer or poster up in their shop or in their front window. Of course, it's good manners to come around after the event and take the posters down (and ensure the windows they were stuck to are clean!).

The same set of logic applies if you are lucky enough to have a sign you can erect to promote your event. Put it in a high-traffic area - maybe near a busy intersection - and make the important details stand out so passers-by can easily read them.

Remember though, many local councils have a zero-tolerance policy on posters on council or public property, declaring even community groups' flyers as graffiti so make sure you check first before putting a poster up on public - rather than private - property.

Media releases and media coverage

Attracting a story on your appeal in the printed or electronic media might be considered a Holy Grail of sorts, but it is achievable if you are willing to devote a bit of time and effort to it.

Building your relationships with journalists is a key part of the process, as is being able to come up with a winning media release.

Generally speaking, your media release should cover the basics - the "who, what, when, where, why and how" of your event - have a great "hook" in its opening paragraph to entice journalists to read on and pursue your story, a photo or footage opportunity and, importantly, clear contact details for the journalist to follow up.

This helpsheet in Our Community's Marketing, Media and Post Centre will help you write a winning media release.

Word of mouth

Word of mouth is a publicity method that is a little more "organic", and much harder to control.

You can, however, help spread the word by mentioning your appeal when you are speaking with people.

At functions, events, meetings and Christmas gatherings, make mention of your appeal and what it will support. Do it smoothly and respectfully - not gratuitously - and you'll be surprised how far the word will spread.

Business cards

Similar to an email signature, your group's business cards can be customised to include a quick blurb about your appeal and a link to where people can give. Make it short, sharp and to the point.

Of course, constantly changing your group's business cards might prove expensive or inconvenient, and there are probably better promotional options to pursue before following this path.

For more specific examples of how you can promote a community cause event on the web, check out this help sheet.

Australian Giving Week is an initiative of the Our Community Foundation, which also supports the GiveNow.com.au giving website. GiveNow has been used by more than 50,000 individuals and corporates and has collected more than $12 million in online donations for Australian community groups. Both Australian Giving Week and GiveNow.com.au are proudly supported by Westpac.