Prepare and Prosper, formerly known as AccountAbility Minnesota, provides free tax-preparation and other financial services to low- and middle-income people. It’s a mission that makes it hard to compete for gifts head-to-head with other, more popular causes.
But each November, it does just that by taking part in GiveMN, an annual online-giving day to raise money for charities in the state.
Despite the large number of charities jockeying for gifts, Prepare and Prosper brought in $39,000 from 238 donors on giving day in 2013 with a Cats Doing Taxes campaign. That was 40 percent of its annual revenue from individual giving.
Here’s what it did:
Took risks.
The organization knew it had to find a way to stand out among charities that traditionally have an easier time raising money, like those serving children and animals, so it added a little humor in the form of popular Internet cat memes, says Adam Faitek, the group’s volunteer and donor relations director.
Mr. Faitek asked people on Facebook to submit photos of their cats, which resulted in one of the charity’s most popular posts. The campaign featured photos and videos of cats doing taxes with the message that donations would support trained volunteers—not cats—to help the more than 13,000 people the charity serves.
The cost for running the campaign was less than $50.
Involved everyone.
Prepare and Prosper’s staff and hundreds of volunteers spread the word about the campaign in person and on social media. Volunteers attended a happy hour where attendees were encouraged to put their heads through a large cardboard cut-out of a cat and pose for photos to share on social media.
The group effort was crucial to the success of the campaign, says Mr. Faitek: “You need organizational support.”
Planned another approach for next time.
Although the cat campaign won notice and a lot of laughs, it was less successful in drawing donors to give on a regular basis.
What the organization was missing was a call to action to do more than donate on a single day, says Mr. Faitek.
To better relate to donors, Mr. Faitek, says the nonprofit will further embrace its “geekiness” and devise a campaign to engage people through their passions and ask them to raise money for the charity.
Take, for instance, the group’s 2015 calendar. It features, among others, Betsy Hodges, the mayor of Minneapolis well-known for her love of Wonder Woman, posing with her collection of memorabilia related to comic-book character.
By the Numbers
Percentage of new donors who gave to the “Cats Doing Taxes” campaign: 34 percent
Average campaign gift: $92
Percentage of annual revenue from individuals that the campaign raised: 40 percent