Last night, I had the absolute pleasure of attending an event sponsored by Velocity, which is Virgin Australia’s frequent flyer program. The event featured the Australian Chamber Orchestra (ACO) and it was held at the ABC Studios.
What was so unique about this event?At first glance, not a lot. It was what you we would, in the fundraising business, consider to be a stewardship event. Virgin Australia used the event to thank frequent flyers at the platinum and gold levels. In our industry we would invite our top level donors. Upon further look, the very unique and special aspects of the event are the following:
- The event was a true partnership between the Virgin Australia and ACO.
- The event offered a chance for Velocity and Virgin Australia to thank their most frequent flyers.
- The event offered a showcase for the ACO.
- The event also showcased the ABC studios.
- The program book featured donor care lists, which are attractive and also motivate others to give.
Not only was the program book attractive, but it, in fact, entices people to get ngaged with their ACO in multiple ways. There are listings of donors who have left a gift in their will and contact details for the person responsible for bequest giving at ACO. There are listings of donors who give outright gifts and the contact details for there person responsible, as well. The “contact us” page offers a variety of ways to reach the ACO, including social media.
Organisations often times provide program books and feature donor listings. It is rare we see contact details for donors to act and to make a gift. It seems so basic. It is a gentle way for you to nudge a captive audience to get even more engaged.
How do you engage donors and prospective donors via your donor listings? Do you offer a gentle call to action?