Do's and Don'ts - Prevent Child Abuse America and Open Books: Mission Driven Marketing Series
1) Involve and empower everyone, both 1) Think fundraising and marketingon staff and in your support network, are different things that should beto raise love and money for you. Share separated. Money follows a message,the information they need, the tools to and your chances of securing financialkeep spreading it, and your genuine support are directly linked to yourexcitement and appreciation that they’re ability to market the opportunity fordoing so. providing it.2) Learn from others. Many of the ideas 2) Go it alone. To make the openingfor opening weekend came from past as awesome as possible, Open Booksexperience, other events, bookmarked found ways for its long-standingsites, and saved articles. Inspiration is partners -- authors, programs, artists,everywhere. etc. -- to get involved.3) Find ways for people to support you 3) Confuse the medium with theat every level. Some people volunteered message. All the update channels hadfor one afternoon as painters. Others their place, but they only worked whenmade major gifts to sponsor whole filled with appropriate content.sections of the store. Having a range ofopportunities was key to making sure that 4) Be afraid of trying new things. Ineveryone could participate. retrospect, it was insane to add a major development campaign to an already-5) Remember what worked and do it packed project schedule. But the spiritagain…but better. Open Books will never of experimentation it demonstratedagain have the chance for its first-ever appealed to several major donors, andgrand opening, but every event, program, many store sections got sponsored asand campaign we’ve done since then has a result.included lessons learned from theexperience. 5) Lose sight of why this matters or why you have chosen to do this with4) Know your organization’s your life. In the month leading up topersonality and do things accordingly. the Grand Opening, team membersOpen Books is a colorful, creative, high- were regularly doing 80/100-hour workenergy place, and everything about the weeks. It would have been easy to getgrand opening reflected that, from the 23 overwhelmed or bitter, but thepaint colors on the walls and whimsical excitement of finally seeing the visionillustration for the invitations through the come to life was an intense motivator –Mad Libs and feather boas at the VIP and, for many, a validation of all theparty. For a different organization, a totally work to that point. People supportdifferent feel would have been passion. Let yours show.appropriate. Be true to yourself.