VNA Invites Donors to “Stay at Home” with Innovative Campaign this Holiday Season
OMAHA, Neb. – Dec. 3, 2018 – Keeping their clients safe and healthy at home is the focus of the majority of services Visiting Nurse Association (VNA) provides – so when it came time for an end-of-the-year fundraising campaign, the message of “stay at home” was a natural fit.
“I have lost count of the number of people who have mentioned to me off-hand that they’d just rather stay at home and write a check versus attending another fundraiser,” said Dr. Carole Patrick, VNA’s Vice President of Development and Communications.
In addition to anecdotal research, philanthropic industry research indicates that donors want to know that their dollars are being used to achieve the mission of the organization. A recent survey by U.S. Trust and Phoenix Marketing International found that the top reason wealthy donors don’t give more is fear their money “won’t be used wisely or toward their intended target.”
VNA analyzed this research and created a “non-event,” which takes a lighthearted approach toward a serious need. Instead of spending money on renting a venue, hiring a caterer and paying for entertainment, VNA sent an invitation worthy of a gala…but instead invited donors to Stay at Home. Sponsorships and donations will then go directly to the people VNA serves.
“Our choice to host a “non-event” was a conscious decision to avoid the time and money it takes to plan a fancy event, and to instead draw attention and donations to the amazing services we provide,” Patrick said. “When you donate to VNA, we can say without hesitation that your money impacts people.”
Seim Johnson’s 2017 independent audit stated that 82% of money donated to VNA was directly used in services for at-risk individuals and families who need assistance such as durable medical equipment, healthcare, hospice, or supportive services. According to the Chronicle of Philanthropy, the industry standard for non-profits is 72%.
In 2017, VNA served more than 45,000 individuals including those that need physical therapy, in-home nursing services, childbirth education, hospice, vaccinations, and much more.
Watch the video about the Stay at Home Campaign: https://www.youtube.com/watch?v=i2wFY4H4lQ4.
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