Practical help creating an in-kind support strategy
In-kind contributions are donations of goods, services or time — instead of cash. Here are a few simple tips based on my experience as the founder and CEO of Impact Haven, a community that empowers and equips social entrepreneurs, and co-founder and former COO of 121Giving, a social enterprise providing crowdfunding and procurement support for nonprofits across the U.S.When creating an in-kind support strategy:
- Provide a connection. Donors want to feel that they're making an impact. Whether the donation is a product, time or cash, donors want to know where it's going, and why it's so important. Tell a story that people can relate to.
- Keep your message short and sweet. Most donors are unlikely to read dense articles or lengthy emails. The shorter and more concise your message, the more likely it'll be read — and acted upon.
- Be open to new audiences. Many organizations aim in-kind campaigns at one specific group. In my experience, however, some of the best donors come from the least expected places. Take a chance. You might be surprised by who's inspired by your cause.
