In an interview with the Idaho Statesman, Larry C. Johnson, founder of a consulting firm, gives his advice on how non-profits can succeed, especially by connecting with individual and corporate donors.
Approaching corporations for donations. In order for a non-profit to establish relationships with businesses, the non-profit must prove “its viability and demonstrate that it adds to a more positive business environment, to the GDP (gross domestic product), to a more livable environment, which helps corporations attract better employees.”
Connect with the business community. Philanthropy encourages better businesses - it is not something corporations must endure. Capitalism works best when fundamental virtues (like trust and respect) are built and supported.
Old-fashioned fundraising. Cause-related marketing (like charity auctions or a corporation contributing a portion of its profit to an organization that endorses its product) is out-of-date. It is not that these fundraisers should not be done, but it should be realized that these dealings are only short-term solutions that do not build long lasting relationships with donors.
A philanthropic mind-set. A true philanthropic mindset is a “love of mankind.” The top reason people donate is because they want to make the world a better place; they want to see results. Receiving something, like a tax deduction, is not a huge priority. Charities should first discover what projects their potential donors are interested in, and then match the organization’s needs with their donors’ values.
Common fundraising mistakes. Do not assume that just because the charity has a wonderful mission that people will automatically decide to support it. Donors have to see reasons why they should donate to that specific cause, just as if they were making an investment.
Fundraising is not an occasional event that happens when an organization needs more money for a specific project. Building relationships with high-net donors and with businesses requires time. At a minimum, meaningful contact is needed at least every 90 days.
Don’t worry about approaching current donors – it is not being imposing. Donors give as an investment, and when the charity delivers upon its promises, individuals are willing to help the organization again.
Source: Anna Webb. “Q and A on Fundraising: Establishing Relationship with Donor is Best Option.” www.idahostatesman.com.
--Ashley High is a Research Assistant at Christian Foundation Grants (www.christianfoundationgrants.com) which is subscription database of foundations that provide grants to faith based organizations. iDonate.com is a website (www.iDonate.com) that allows ministries to receive non cash gifts online.