WHAT'S NEXT IN FUNDRAISING?

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 be 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 have opened up and we are taking endemic not pandemic, many organizations have gone right back to putting special events  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 again connecting only when an ask is part of the mix.  

So here is my soapbox moment:  Fundraising still is about relationships.  And you build those by caring about the other person.  By asking questions, listening to what they are saying.  Giving them opportunities to join with your organization as you go about meeting your mission and serving your clients.

That doesn’t always mean having your donors DO anything.  It may just be sharing with them the stories of how their generosity has made a difference in someone’s life.  It could also be a deeper dive into how your organization accomplishes the things it does.

That doesn’t mean giving a listing of all your programs.  It does mean explaining what you do, why you do it, how it works, and what that means for your clients and the community.  Consider a newsletter article, or a salon where your donors can come and hear about the things that make your organization unique.  Or think about your History page on your website—can you bring that to life?  Instead of telling your donors that you were started in whatever year by whoever started your org, pull out pictures from the past, and show them.  Write clever or interesting (or both!) captions.  Give me a snapshot of your organization throughout the years.

It is turning that bullhorn around and listening instead of telling, thanking rather than asking, opening a door and not building a barrier to keep others out.  Which may be the biggest problem with most galas.  Tickets are expensive.  Dressing up means buying new clothes.  For many who care passionately about what you do, these special events might be nothing they can afford to be part of.  If all you care about is bringing money in, that may not matter very much (but then, there are more effective ways to do that).  But if you care about building a community, it really is such a good time to learn more about yours and how you can engage and involve them and make your nonprofit a whole lot stronger.