What does it take to become the top fundraiser for the World Concern Free Them 5k for four consecutive years? Mark LeMaster recently described the method that has made him so successful. Mark is a pharmacist by profession and fundraising didn’t strike him immediately.
Five years ago, Mark heard a radio ad about the Free Them 5k a week before the race. He was looking to get back into shape and help support an organization he was familiar with, but little more. That first year, “I raised nothing,” he said. “I just signed up and didn’t raise any money whatsoever.” But connecting with World Concern and receiving a deeper knowledge of its works affected him. “They work alongside people, they’re investing in people. They’re not just dumping money and running.”
Human trafficking is a global problem but Mark realized he could have real impact by raising money to support World Concern’s programs that protect children. He believes in its people, philosophy and cause. Now, raising money for the Free Them 5k is a yearly mission, a goal he said is enriching in surprising ways. We wanted to know exactly how he does what he does and he kindly shared his secrets.
Make It Personal
How many Facebook posts do you glance over a day? Skipping over a general post is common. Now, how many of us would ignore a message from a friend? “The key is to ask people directly,” Mark said. “If you just post to Facebook that usually doesn’t work. Ask a person individually.” Mark sends emails, Facebook messages, texts, makes calls and has even mailed a letter to people he thought would be most receptive to it.
Be Direct
“You don’t have to make this huge dissertation.” He has been most successful with short, simple and direct appeals. Writing in a few sentences what he’s doing and why. In most cases he’ll ask for a monetary amount too, sometimes a donation of just $5.
Be Organized
Mark stressed that record keeping is one of the most important factors in fundraising. Knowing who he’s contacted and when, makes him much more effective. Which leads to…
Follow Up
“Organization and follow-up are very important.” If someone doesn’t respond, Mark will continue to contact them until they do. Asked if he was concerned about offending people he said, “In my four years, I can count on one hand people who said, ‘please don’t ask any longer’ and they were very nice about it. Nobody has been offended.” On the flip side, “lots of people, I follow up with them forever, and they want to donate but they’re busy and they forget. And they really appreciate me following up.”
Advertise Successes
When someone gives, Mark thanks them and he often recognizes them publicly with a Facebook post. Not only are you recognizing the donor but often times others will be inspired to donate too.
Four years into his fundraising efforts, Mark’s friends and family expect his campaign. Now, he starts raising money in January. It’s his way of giving back, yes, but there are perks for him too. Turns out it’s pretty enjoyable to see your fundraising page grow and to meet goals. And witnessing the generosity firsthand is profound, when the fundraising ends Mark is left with something more. “I feel really good for what my friends did. I feel really grateful how generous my friends and family are. I just asked and tried.”
This post was written by World Concern volunteer Katie Doptis. Katie is a television producer, formerly with KIRO TV in Seattle.