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).