By now, almost all nonprofits have seen funds drop, even as the need for their organizations' services increases. As charities are forced to make hard decisions, they may be tempted to cut their fundraising staff. However, as Giving USA’s data shows, “strong philanthropic relationships sustain giving even when donors’ assets decline.” While every organization has its unique set of circumstances, charities should carefully consider fundraising’s role and its part in keeping the organization going.
Here are a few strategies that may assist nonprofits in their fundraising endeavors:
Build an individual giving program. Studies show that 75% of all donations come from individuals. Figure out who those individuals are that support your mission. Consider how that group can be expanded over time. Individuals may be more able to support your organization because corporations and foundations are constrained by rules and guidelines.
Your Board must lead by example. If those closest to your organization do not give, you cannot expect anyone else to donate. Communicate to your entire Board the importance of giving, and then give them opportunities to share about their commitment to your organization. Also, Board members must be prepared to give reasons why giving to your charity is so important now.
Focus on your existing donors. While it may be tempting to pursue past donors, focus on retaining the donors you have. Be more proactive and personal. Have your organization’s leadership contact individuals and thank them for renewing their annual gifts. Let donors know they are appreciated, and show them that you are using their donations wisely. Ask them to give again, and to consider giving more.
Invest in technology. As your fundraising takes a more personal approach, invest in a database system that allows you to manage personal information and send targeted mail. Realize that cell phone and Internet strategies are especially vital when reaching the younger generation.
Don’t rely too heavily on events. While events are important, they can use up staff time and resources without yielding a significant return. The real value in events comes in the personal follow-up after the event. Ask volunteers to help you with event planning, and then turn those events into opportunities to tend to your donors.
Remember stewardship. Peter Fissinger, the president of Campbell & Company, a nonprofit consulting firm, says, “fundraisers should spent as much time thinking about how we thank our donors as we do thinking about how we’ll ask them to give.” Send non-solicitation communications that thanks donors for their continued support. Take time via communication methods, events, and in person to remind donors about the impact and importance of their gifts.
Be a priority. Research suggests that donors will cut back on the number of organizations they support before they reduce giving to their favorite organizations. Focus on getting your organization to rank in your donors’ top three nonprofits. Know your donors personally and make sure they understand how important their support is to your organization.
As Fissinger says, “Organizations that can sustain strategic fundraising will not only weather the current economic climate better, but also position themselves for strong and stables futures. Ultimately, fundraising is about people and your relationships with them. This is what will carry your organization through these difficult times.
Source: Peter Fissinger. “Fundraising: Still a Great Investment.” Campbell & Company 30 July 2009. <www.campbellcompany.com>.
-- Ashley 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