One of the most important things an organization can do to build fundraising is to create a clear face for themselves. Think of it like the Starbucks culture—many people are drawn to Starbucks because of personalization, the unique experience. Say “Starbucks” and people don’t just think of coffee. People will talk about the friendly baristas, hanging out there, the food, custom drinks, etc. Starbucks has created a face for their organization that draws people in and gains their loyalty.
So how can this be applied to your organization?
Personalization and emphasizing the unique facets of your organization are the two main keys.
Personalization can be achieved in many ways. It always comes back to the idea of “relationships” though. People tend to give if they have a personal connection with the organization. These connections are not just casual acquaintances, but people value a solid friendship. Care about people more than their pocketbook. Send cards on birthdays, just write a quick email to check in with them, make a phone call—all simple ideas. If you want to literally put a face for your organization, Tom Belford suggests on his blog, The Agitator, that you should add a small picture of the person who signs the letter. People like to see who they are communicating with, especially when it comes to fundraising.
Emphasizing the unique facets of your organization can be a very fun opportunity for you. It is easy to become lost in the everyday routine of life and forget what makes you passionate about your organization. Take some time and brainstorm. Ask others what makes them want to be involved with your organization. That is not the end though—then you can being promoting these things! Find a way to tell your story. Blogs are a great tool—for example, one of posts on our blog that has gained the most traffic was a light-hearted post about some of the fun we have had in our research. (You can read it by clicking here ) Especially in grant proposals, people are looking for those unique facets, the compelling reason “why”. Use these unique things to develop your fundraising.
These may be little things, but they make a difference. Telling stories and investing in people help create a culture around your organization; it gives people a face to remember and go back to—this is critical to grant writing, fundraising, and donor relationships. You will find yourself enjoying this as well. Everyone needs to be refreshed and that spirit of renewal is infectious. Press on!
Have questions for Jessica about blogging or CFG? Send an email to her at jhigh@christianfoundationgrants.com
Jessica High is a Research Assistant at Christian Foundation Grants (www.christianfoundationgrants.com) which is a 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.