Many stations have used or considered using collaborative fundraisers to contribute to the wellbeing of the community and provide opportunity to donors for deeper impact.
Collaborative drives appeal to donors because their gift simultaneously benefits the work of another community issue that they care about.
WFDD in Winston-Salem has run a collaborative drive since 2009, gathering insights along the way about what makes these campaigns successful. Our BackPack Campaign works to alleviate childhood hunger through a partnership with our regional food bank’s BackPack Program, which provides children experiencing food insecurity with a backpack full of kid-friendly, nutritious food to take home over the weekends.
The BackPack Campaign offers a model for any station wishing to hold a collaborative fundraiser.
What Is the BackPack Campaign?
The BackPack Campaign is a four-way partnership. The first partner is a food bank that runs a program to send children home with a backpack of food each weekend. The children have been identified by their school as getting most of their meals at school, and as not having reliable access to food over the weekend. An identified corporate partner agrees to fund the backpacks for children through a direct donation to the food bank. The third and fourth partners are the station, and, of course, the listeners.
It’s structured such that every gift to the station results in offsetting the cost of one backpack of food for a child. Listeners make a donation to the station, and 100% of their gift remains with the station supporting the programming; the corporate partner funds the backpack; the food bank distributes the backpacks through its program, which provides continuity of service to the children who are enrolled and can serve additional children because of the partnership. The backpack is the thank-you gift for the donor, it just goes to a child in need. Because it’s structured as a one-for-one (one donation equals one backpack), rather than a “when-then” (“when we meet the goal, then this will happen”), it’s very positively received. The station is coming together with the community to serve the community in amplified ways.