The East Bay Children’s Book Project recently announced to its email followers that, “We are getting ready to celebrate an amazing milestone. We will give away our millionth book sometime this year.” In recognition, the group is sponsoring a contest to guess the exact time they give away that millionth book, collecting one million pennies, and otherwise inviting publicity.
Let’s think about that milestone for a minute. It’s impressive, and it’s legitimate. But unlike, say, an organization’s tenth anniversary or the graduation of its first class, “millionth book” is not a milestone that stares you right in the face. This group basically had to decide to measure, mark, and announce it. And kudos to them for their nonprofit marketing savvy.
Milestones are an excellent way for nonprofits to engage with their members and supporters on topics that don’t scream desperation. Even if a group doesn’t build an event around them, they can be fodder for email campaigns and social media. And some milestones will, in fact, be worthy of a special event. Let this be inspiration for you to think about what milestones your group is reaching, beyond the obvious ones, and make the most of them.
For free tips on how to hold a special event, and how to engage with supporters via social media, see the Nonprofit Fundraising section of Nolo’s website.