DC SCORES 2-Day High Impact Campaign Scores Big

DC SCORES combines soccer, creative writing and service learning after school for more than 700 students in DC. A budget shortfall prompted executive director Amy Nakamoto and her staff to think creatively and opportunistically about how to raise funds to help close the gap. "We were not in crisis and didn't want to alarm donors by doing an 'all call,'" Nakomoto says. "Yet the bulk of the official fundraising for the year was done; there was no other fundraising mechanism in place for the rest of the year." Read this case study to see how one leader takes a challenge, sees an opportunity, and runs with it.

'Steal' This Idea, Seize An Opportunity

A nonprofit friend of Amy Nakamoto's shared an idea, "Dancing and Dialing," that had been successful for her organization. The executive director danced for two days and called donors for funds during dance breaks. Amy decided to take this idea and tweak it for DC SCORES.

Create A Campaign

With World Cup fever at an all-time high in DC, Amy and her staff created an event that could capitalize on the excitement and bring awareness and funding to DC SCORES. "The Kick, Click and SCORE Challenge" was a two-day event held at the same time as the World Cup competitions. The plan was for Amy to juggle a soccer ball on the busy corner of 18th and M Streets, NW in DC. A webcam would be installed to capture the action. The fundraising goal for the two days was $55,000.

Amp Up Engagement; Build On Relationships

The DC SCORES board made scripted calls for donations to their contacts and donors in the database. An advisory board and other partners "retweeted" messages to their contacts. A press release was created two days before the event; staff reached out to established press contacts via email. They activated existing relationships with professional soccer (Washington Freedom, DC United) and local leagues.

Include A Social Media Strategy

FACEBOOK: Photos of passersby who stopped to talk or juggle with Amy were uploaded. They used Facebook to encourage donations, promote blog posts, link to press hits, and build buzz with a running tally of donations. (People also uploaded videos of themselves juggling to their FB page as a show of support.)

TWITTER: One dedicated staffer tweeted in advance of the event to create awareness; then she tweeted every half hour during the two days, using the hastag #kickclickandscore, as well as World Cup hastags. DC SCORES was already following many press people on Twitter, as well as groups working on childhood obesity issues.

BLOG: Blog posts, with photos and uploaded video to create interest, explained why the campaign was created.

YOU TUBE: Videos were created in-house with a Flip camera. One video documented the progress of the campaign, thanked participants, and asked for more donations.

Reap The Rewards

The organization scored a big win on many fronts with this campaign:

• The campaign, which cost nothing to produce, brought in $54,000 over two days and 140 donations.
• More than half of the donations were from first-time contributors.
• Board contacts were reminded of or introduced to DC SCORES.
• Long-time corporate supporters were reinvigorated.
• Blog activity increased, and they gained new Twitter followers.
• The media loved the visuals and the World Cup tie-in. Coverage aired four times the first day on Fox News. Subsequently they heard from The Washington Post, The Examiner, and Nonprofit/Association Bisnow. The popular DCist blog mentioned Kick, Click and SCORE both days.
• Staff, board, and volunteers all supported the effort, which provided an unexpected bonding opportunity.
• Community participation grew in unexpected ways: a person new to the area came down to watch & particulate and has been engaged as a volunteer.
• Don't underestimate the reach of social media: one donation came from a South African broadcaster who heard about the campaign online.

Links for Nonprofits

IRS Gives One-time Reprieve for Small Nonprofits

The IRS has announced that there will be a one-time reprieve for small nonprofits that have not filed the required Form 900-N during the past three years. The extended filing deadline for the form is now October 15, 2010. To learn more, the DC Bar Pro Bono program provides this resource.

Nonprofit Roundtable Holds CEO/Board Summit

Nonprofit and philanthropic success is connected to the relationship that executive directors have with their board chairs. The Nonprofit Roundtable and Board Source are offering a breakfast CEO/Board summit on September 13, featuring Board Source's President and CEO Linda Compton. Meyer's Director of Programs Rick Moyer will facilitate a conversation with board chairs after her presentation. Learn more.