Holiday Hooks & Interactivity

Unless you live in a cave, you probably know that Sunday is Mother’s Day. The commercial world really knows how to use the holiday as a hook to drive purchases. I’ve received e-mail from Nordstrom, Red Envelope, 1-800 Flowers, Harry and David, and on and on reminding me to buy a gift for my mom.

Nonprofits have found ways to hook into the holiday too and I think it’s a smart thing to do. Finding a holiday related hook can help you increase donations, encourage visits to your website, and provide fun interactive (and even educational) opportunities. You can make a donation to a number of causes and send an e-card to your mom. Care2 has a number of e-cards to choose from. At PBS Kids you can create your own card. In fact there is a contest to create a wacky card – fun – http://pbskids.org/mayaandmiguel/english/games/mothersday/index_flash.html

Some organizations will send flowers to your mom if you make a donation. This can be a very effective way to raise money – especially from donors who don’t respond to traditional asks – but be careful as costs can be high and if you work with a flower vendor who doesn’t deliver, you can do some damage with your donors.

One of the most innovative ways I’ve seen an organization tap into Mother’s Day this week is a campaign that Ploughshares Fund is doing. The theme is “Take Back Mother’s Day for Peace.” You can view their fundraising appeal here:
http://ga3.org/ploughshares_fund/notice-description.tcl?newsletter_id=3508819

There is an element of urgency because through Mother’s Day all gifts are matched. Plus, there is an element of creativity and fun as they ask donors to suggest ways to take back Mother’s Day for peace via an online survey. Suggestions include treat your mom to a yoga class or buy her a sheet of peace stamps. Check it out here:
http://www.surveymonkey.com/s.asp?u=520532091219

What is your organization doing to tap into Mother’s Day?