UGH—what to write, well, about fundraising of course!

I need to write two articles.  The one I’ve written is on turning your board around.  But what should the next two be?  Well actually, the first is my “letter”—but what is really on my mind right now?  The second is well, this one.

And I’m feeling like “Haven’t I been here before?”

I’ve been consulting since 2007 and involved in fundraising and nonprofits sine 1988.  When I started, desktop computers were just getting popular, but there wasn’t the worldwide web as we know it today, and email?  Fugetaboutit.  

Fundraising then was all about building relationships.  And sending direct-mail appeals.  And yes, having galas and other types of special events. With all the changes we’ve lived through in those 34 years, guess what?  Fundraising is still about building relationships.  And appeals.  And yes, special events.

Sure, things have changed.  There are more tools to help you be more efficient—unless you are like most people and get too involved with that tool and lose sight of what your end game really needs to be.

The pandemic may or may not be over.  In either case, it is no longer “novel,” and whatever tomorrow brings covid-wise, we are all just dealing with it, for better or worse.  So what does this mean for fundraising?  Are we going back to business as it was?  Or will we forge a new way forward, one that is more cost-effective, focused on relationships (which we always said was what fundraising was about), and more sustainable for individual nonprofits?

The latter, I want to say.  But, in truth, I’m not so sure.

During the pandemic, so many organizations had to put their galas and other special events on hold.  And many discovered that at the end of the day, their net revenue had increased.  Instead of spending time on event logistics, they reached out to donors and volunteers, to lapsed donors, and those who had yet to become donors and shared stories about their clients, their programs, the way they were coping with the new normal.  And they asked their supporters how they were doing, and what mattered to them.

Organizations who had never so much as said thank you now focused on recognizing their donors’ generosity and reminding them why their support was so crucial. Not every outreach included an ask, and yet donors gave again and often more generously.  

So what have we learned?  Not much, apparently.  

Now that things are opening up and we are taking endemic not pandemic, many organizations have gone right back to putting special events back at the head of the fundraising class.  OK, there are reasons that galas and the like are good.  But they remain a very cost ineffective way to raise funds.

Worse, however, is how many organizations are ceasing their outreach and going back to trying to connect only when an ask is part of the mix.  

Since December there have been hundreds, perhaps thousands, of blogs and articles written about “new trends in fundraising.”  This year, the focus seems to be on “hybrid” models of…yep, special events, and donor advised funds.  As if you can reach out to a DAF and introduce yourself and your organization.  

Cryptocurrency is another one that looms large, but truthfully, most nonprofits—perhaps yours—are so small that they’ve just learned how to accept credit card donations on the web.  Cryptocurrency is not something they need to think about. 

Social media, organizational agility, monthly giving, and community-centric fundraising round things out.  Some of these are important to you—I think every organization should have a monthly giving program (and check next month for an article on how to do that effectively), but in truth, with all the changes and all that is new, fundraising is still about relationships.  Don’t get distracted with all this other stuff.  Focus on what is important—create connections between your organization and those who care about what you do. You’ll be amazed at the benefits you’ll reap.