Nonprofit organizations receive most of their annual contributions during the final quarter of the year. We could attribute this surge to the imperatives of the tax code, but also to a swell in benevolent, seasonal spirit. Whatever the reason, statistics from the DMA Nonprofit Federation (DMANF) show that charitable giving peaks in December.
To capitalize on this trend, members of the DMANF took on a new project last quarter to promote giving, as well as encourage acknowledgement of the good work that nonprofits do in our nation. A great example of such publicity is a recent series of articles placed by nonprofit members in regional newspapers and magazine, like this one in the Los Angeles Times. A Communications Taskforce of active members, led by Tom Harrison of Russ Reid, motivated the membership to achieve great results.
“We’ve placed articles in media as diverse as The Buffalo News Sunday edition, the The Amarillo Globe-News and the Burlington (VT) Free Press,” Tom said. “It has generated awareness for DMAMF and positions the organization as industry leaders. It worked well to have nonprofits customize the release for their specific market. We have lots of ideas to improve this effort for next year, and expand the success.
“Even better, we’ve heard stories that donors are mailing in copies of the article with contributions attached,” he said.
DMA member communities are great ways for members to network, add value to their organization and promote the industry. Check with your account manager or visit our website for more information and to get involved.