As mentioned in a previous PR Pointer, PR Works Account Manager Joe D’Eramo is riding in the Pan Mass Challenge. To date, he’s raised more than $2,000 towards his ride to raise money for the Jimmy Fund/Dana Farber (his goal is $3,800, you can ask him why).
While there are many ways to raise money for causes, the formula Joe is using can be easily duplicated for your fundraiser, even to market your business.
“What sells for fundraising is what sells for businesses–stories,” said Joe. “Everybody knows somebody with cancer, which is what the Pan Mass Challenge is raising money for. So it really is just a matter of telling those stories that people can relate to and sharing them using several different tools.”
On a weekly basis, Joe drafts a 300-500 word blog telling a personal story regarding the ride or a cancer survivor he knows. That story is then shared via:
- Blog on Plymouth Patch
- Personal blog
- LinkedIn Discussion groups
- Constant Contact e-mail to business and personal friends, family and acquaintances
- E-mail signature (with link and image)
These efforts are supplemented by Joe’s networking efforts with My Pinnacle Network (he runs the MPN groups in Westborough, Plymouth and Bourne), attending networking events and word-of-mouth (mentioning to family and friends). He also posts updates to Facebook and Twitter on fundraising milestones and training rides (each ride is dedicated to someone who has or has succumbed to cancer).
In addition to the weekly ritual, Joe has made a special offer to PR Works clients in the area. Donate $100 or more and he will visit your company in full cycling attire to take a photo of the check presentation. That photo can then be used for promotional purposes, social media content, etc.
So, what’s been the most successful of these tools?
“By far the weekly e-mail. Some might think that’s excessive but it’s necessary,” said Joe. “People have the best intentions when it comes to giving but most of us have so many things going on that we lose track. A weekly e-mail reminds those folks who want to give.”
Adds Joe, “Not so coincidentally, the e-newsletter is also one of the most effective tools we use in marketing clients. While clients would like to see a direct lead/response from their e-mail newsletter, there is tremendous value in prospects and clients hearing from you on a regular basis.”
If you would like to make a donation to Joe’s Pan Mass Challenge ride, you can visit his page by clicking here.For information how these techniques and tools can be implemented into your PR and marketing, please call 781-582-1061 or drop us a line.
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