January 13, 2014 | Read Time: 1 minute
Pencils of Promise’s year-end fundraising innovation: Offered both big and small donors perks that tie closely to the organization’s work building schools in developing countries.
What happened: The charity sought to raise enough money in its Season of Promise campaign to build 25 schools in Guatemala. It offered those who raised or gave at least $25,000 a chance to name the school they supported. They were also invited to visit the dedication of the school and be guests of the charity while in Guatemala. Small donors were offered another perk: If they gave at least $25 and tweeted or used their Facebook pages to promote the campaign, they received before-and-after photos of the school’s construction.
Moving the goal posts: The charity sought to raise $625,000. When it exceeded that goal by $60,000 before the year’s end, it decided to seek $750,000 (enough to build 30 Guatemalan schools) and hopes to hit that mark by the time it wraps up the drive January 17.
2013 results: $5.5-million was raised over all, up from $5.2-million in 2012. Key factors other than the Season of Promise drive, says Melanie Stevenson, chief operating officer, was an annual gala, corporate aid, and enlisting supporters to raise money from friends, relatives, and others.
Prime fundraising plans for 2104: Seeking more foundation grants, supported by data showing that the organization is successfully carrying out its mission.
