Nonprofits Look For New Ways To Get People To Give It's hard to raise money for charity these days, so fundraisers are looking for new ways to attract donors. From a machine that churns out seemingly handwritten fundraising letters to games that help nonprofits raise money, it's clear plenty of for-profit businesses are eager to help.
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Nonprofits Look For New Ways To Get People To Give

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Nonprofits Look For New Ways To Get People To Give

Nonprofits Look For New Ways To Get People To Give

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At a recent conference of fundraisers in Chicago, NPR's Pam Fessler discovered plenty of for-profit businesses eager to help.

PAM FESSLER: Have you started to notice more writing on those fundraising appeals you get in the mail? Maybe Post-it notes with things like: Hi, Pam. Hope you can join us. Or a smiley face and lots of exclamation marks - something that looks like it was written just to you.

KEITH KANODE: Also, we can tilt the text, so we can write uphill. We can write downhill. We can change the leading as well.

FESSLER: Keith Kanode is with RST Marketing of Forest, Virginia. He's showing me his company's latest product, Real Pen, a machine that can churn out hundreds of these letters a day.

KANODE: I think if you can't speak one on one with a donor, your next best option is a personalized, hand addressed-looking package.

FESSLER: Now, does it bother you at all that this is, like, phony personalization?

KANODE: No. I hear that from just random customers, and some people, it does offend. But, you know, I don't think so. I don't think most donors expect the president to hand address every note.

FESSLER: Charities know they have to struggle these days for a donor's attention. There are 1.5 million nonprofits in the U.S., all competing for funds.

JIM O: Jim O'Brien, VP of sales and marketing for ThinkShapes Mail, in Tampa, Florida.

FESSLER: O'Brien says you can't really count on people opening letters. So his company offers postcard-like mailers in eye-catching shapes - something people might read and stick on a fridge. He holds up a paw-shaped card sent out by an animal society.

BRIEN: So this is really getting noticed and getting looked at before they throw it away. Let's be honest. A lot of them go in the garbage.

FESSLER: Scott Juhl is with Winspire, a California company that provides big-ticket items for charitable auctions, for a share of the proceeds.

SCOTT JUHL: We have things like tickets to the Country Music Awards and VIP experience for "Dancing with the Stars."

FESSLER: Juhl says donors today are looking for something different.

JUHL: The last auction that I was at, there was a whole table full of baskets that were covered in cellophane. And it was either local spa certificates or smelly soap. You know, how many can you get? What they really need is they need something that's a wow experience.

TALINE LEVONIAN: So as you clear the tiles...

FESSLER: At a nearby booth, Taline Levonian of PlaytoGive demonstrates a computer game called "Jade Monkey." Her company helps nonprofits use online gaming to raise funds.

LEVONIAN: It's kind of like a walkathon or a bowl-a-thon, same sort of concept. But instead of having a real event where you're actually participating, it's a virtual event. So it kind of makes it a lot more convenient for people who are very busy these days.

FESSLER: And it reaches a younger audience. That was the big buzz here: how to use the Internet to attract new donors and to keep them engaged. People no longer just want to write a check.

ERIC RUBIN: Online giving is about, you know, making people feel like they're part of a larger community that is taking action for your cause. And then, you know, fundraising is just a piece of that.

FESSLER: Eric Rubin is with Salsa Labs, a company that helps nonprofits manage their online activities.

RUBIN: So if somebody shows up on your website, you create a Salsa user engagement page, or a signup page or a fundraising page or a petition they can sign around your cause.

FESSLER: Pam Fessler, NPR News.

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