FUNDRAISING FOR 2021
For over 30 years I’ve been involved with fundraising. First by raising funds for organizations, and for the last 13, helping nonprofit boards and staff members get better at their fundraising . A lot has changed over the past 30 years—and a lot more this past year. But a lot has surprisingly stayed the same.
Fundraising is still about relationships. How you build and nurture those relationships, however, has changed a lot.
When I fell into fundraising, I was told that as a woman and one who did not play golf, I would never be a successful major gift officer. Today, most fundraisers are women. As for golf, it can be a way to get to know someone better, but it certainly isn’t the only or even the best way.
Today—especially during this pandemic but, truthfully, even before—getting to know someone doesn’t always mean getting physically close. Often, it is at a distance—but being personal and personable.
If the pandemic taught us anything about fundraising it is this: The most important thing you can do is to hold your donors close. Tell them what is going on and show them how they make a difference. Share gratitude, but also share successes (and yes, sometimes failures). Keep them involved and they will continue to support the cause they care about.
I often say that successful fundraising is the right person asking the right prospect for the right amount to support the right project in the right way. That is true regardless of the way you are fundraising. Be thoughtful about who is involved in a solicitation. Too often the development director or ED (which is better but not best) is the person signing all the letters and sending out (or appearing to be sending out) all the eblasts. But consider asking Board members or other donors to make that ask. Being able to say join with me in supporting this amazing organization is a very powerful request. Being able to say what their gift has meant to them is compelling.
These are also great people to say thank. you as are your clients if that is appropriate. Let me tell you the difference you made for me is more meaningful than you helped us to....
The other piece of fundraising that hasn’t changed is the need for consistency. Too many nonprofits practice hit and miss fundraising and that serves no one well.
Start with a goal—what do you need to do in 2021?
Raise more money? Definitely
Build your donor pool? Probably
Keep more donors? Most certainly
Bring back lapsed donors? Absolutely
How will you do this? We spend a lot of time worrying about what type of event or what to write in the appeal. We agonize over social media platforms, benefits to offer, which technique is most effective. And while this is important, it is not the most important thing. Simply reaching out and touching your donors on a regular basis and talking with them is the key.
I know, you don’t have time to do one on ones with every single donor—but you still can make your touches warm and welcoming. Look back at that list of what you need to do—and think about how you could personalize messages to each of those groups.
Want to get a group of donors to give more? Tell them how much an additional amount of money will mean. Look to your goal—how much more do you want to raise? Use that to show how increased giving will make a difference. Will, in fact, change more lives or make things better.
Tell lapsed donors what has been going on and what has changed since they last supported you. And tell them how important their support had been. Invite them to once again become part of the family—a family that values them and wants to bring them closer.
For those who have never given, tell them of the importance of your donors and ask them to please consider becoming one of these important people. We can’t do this without you is the truest thing we can tell our donors and then we must show them why that is true.
But none of this is a one and done effort. You can’t just send out an end of the year or spring appeal; post once on social media, send out an eblast. You must reach out regularly, sometimes asking, sometimes thanking, sometimes simply sharing what is going on. To ensure that, build out a calendar clearly showing which segment of your donor and prospects will be getting what type of outreach when
As you can, do reach out individually—via phone, email, or a very personal note. Do a little research first—what do they support? How often do they give? When and what was their last gift? What else do you know about them? Who else knows them. Especially ask your board. And no, it doesn’t have to wait for a board meeting. What a great way to reach out to each board member individually and ask for their help. You might be pleasantly surprised with how much you will receive.
If 2020 taught us anything about fundraising, it should be that our donors by and large don’t need glitzy events or fantastic food to motivate them. They need to know how they are part of meeting the mission that matters to them. They need to feel that they are part of the community and that they are valued for all they do.
Make 2021 your year of focusing on donor relations and you will find that those relationships will pay you and your organization back handsomely.