American Express Open Forum recently featured some of my tips for holiday commerce tactics. I love the site for all of the practical advice and case examples they share for the small business / entrepreneur. First, go take a quick read of this article on “The Holiday Home Stretch”
The general ideas presented in this article are fair game for non-profit, ministry and cause-related efforts. Mark Batterson’s National Community Church has taken the idea of gift catalogs and wrapped it around missions giving. A Christmastime catalog of giving opportunities. The program has become so successful that they are making it an annual tradition at their church.
Some of the keys to success here are:
- Positioning things that normally aren’t thought of in a giving paradigm into one that makes it sharable with someone else.
- Presenting the opportunities so that they are in various price categories. People need to have access to various entry points for giving.
- Showing the transformation or impact in a tangible way so that someone understands HOW their contribution will make a difference.
- Ensuring there is a diversity of opportunities — types of gifts, recurring vs one-time, price levels, bundles that appeal to different demographic groups (kids vs. adults. women vs. men, family vs. singles, individual vs. groups, etc).
What can you do with your giving opportunities to “put a bow on it”?