Chicago, IL (PRWEB) April 29, 2009
Given the myriad of difficulties facing both nonprofits and businesses in driving traffic, revenues, and ongoing donor/consumer commitments - Chicago-based experiential marketing consultant Marc Portugal recommends an affordable, cooperative solution quickly finding its way into mainstream lexicons: Fundraising 2.0.
"Not unlike Web 2.0, Fundraising 2.0, or F20 for short (pronounced like the molecular formula for water H20) calls for consistent, proactive, event-driven alliances between nonprofits and businesses," says Portugal. "Alliances manifest publicly in social networking, social bookmarking, blogging, and in this case live special events and promotions. Alliances expand organizational connectivity and create stronger communities of like-minded advocates compelled to give and/or spend by the alliance itself."
Portugal believes long-term success of F20 uniquely depends on the successful planning and activation of live, offline efforts via face-to-face networking and relevant events and promotions. "Bonds between consumers and brands consist of 'emotional fibers'. The best way to foster emotional bonds is in person - via activities that bind and translate emotions into actions and loyalties."
Live activations can only take place by first cultivating meaningful partnerships between nonprofits and businesses. "These partnerships are called Brandraising," says Portugal. Ideally, current and prospective donors, volunteers, advocates and customers understand, acknowledge, and embrace the partnership as a brand unto itself.
Analysis of, and outreach to each partner's base refers to a practice known as Friendraising. "Like Experiential Marketing for businesses, Friendraising relies on translating habits, emotions, aspirations, and rituals of target profiles, and connecting these traits with a nonprofit's mission to foster affinity, participation and commitment." These days, Friendraising is complicated by the recession and the ensuing (in)ability for people to make immediate commitments to financially-based contributions.
Implementing both Brandraising and Friendraising can be described as Fundraising. Portugal notes, "it is crucial to understand that in the 2.0 context Fundraising represents a much more fervent, frequent, and event-based commitment to nonprofit development efforts than ever before."
Benefits? According to Portugal, the key to F20 lies in its very definition: strength in numbers. Aggressively practicing F20 for nonprofits costs very little due to sharing of resources with business partners. Businesses recoup their costs almost immediately via traffic and revenues F20 events provide.
"For F20 to truly work, nonprofits must again embrace a shift in velocity of planning and program execution. To help with this shift, nonprofits can contact planning resources designed help connect them with businesses and (ideally) event sponsors, and kickoff the Brandraising process" says Portugal. In a world of economic recession, unemployment, swine flu, global warming, etc. Fundraising 2.0 is a bright spot that can sustain if not elevate nonprofits and businesses now, and for years to come.
About Marc Portugal:
Marc Portugal is an experiential marketing and business development professional with expertise in event and partnership marketing practices. For more information, please contact Marc Portugal via phone or e-mail. An overview of Fundraising 2.0 can be found by clicking HERE.