Laugh Lots--and Raise a Lot of Money

My New Year’s Resolution:  Laugh more.

That’s it.

After so many broken resolutions, I’m ready to admit that I’m not going to finally become fluent in a second language, lose that belly fat, be able to run 5 miles in—well, forget the time, just be able to run that in one go.  Because I know, I won’t.  Laughter, however, that I can do.

Of course, I hope I will accomplish more in 2023 than simply laughing my fool head off, but I’ve chosen instead of having grandiose plans, to think in smaller pieces:  What will I do this month?  This week?  Today?

To do that effectively, of course, you do need a larger plan—which, according to the dictionary is an orderly or step-by-step conception or proposal for accomplishing an objective.  A resolution is often more broad:  A firm decision to do something.  I think of a resolution as more of a goal.

Don’t get me wrong.  Goals are great.  Suppose you aim to raise 20% more in 2023 than your organization raised in 2022.  That is a fine and admirable resolution.  But to accomplish that you need more.

A written plan is a good start.  To be effective, your plan must have measurable objectives.  And for each of these objectives, you need to have specific steps.

To raise more money you cannot simply do what you’ve been doing and hope that by some hocus-pocus more funds will fall into your hands.  You must consider—given your resources—the ways that you can increase your support. And you need to consider how you can also increase donor retention, move those donors up the giving pyramid, and, of course, engage additional donors.

Adding  yet another event to your calendar probably won’t do it—unless you also have a robust follow up plan for after the event is done.   

Finding new donors isn’t brain surgery, but it does require careful consideration and attention to detail.

Start by understanding who are your most loyal supporters.  This includes existing donors, board members—current and past, staff, and often your clients.  How many of these members of you nonprofit’s family are there?  Probably not all that many!  Sped 30-60 minutes each and every day reaching out to every single one of them, to thank them for their past support and ask them to step up again this year.  And, crucially, as each of them if they can suggest another person they think might be interested in your organization and help you to connect to them.  And then connect with that person.

Moving outward, think about who else in your community might care about your cause.

I know—you’re thinking, “But how do I know who that might be?”

Great question.  Look at your most loyal donors, the ones who support your organization regularly.  And think about your biggest donors, the ones who make the largest gifts. Now consider:  Who are they? Build profile—their age, gender, where they live, what their values are, what interests or hobbies they have, where they work, how they spend their free time.  And now note the commonalities.

If they all live in certain neighborhoods, who in each of those neighborhoods would be willing to how a house party where their neighbors could learn about your organization and why it is important to the host.

Commonalities may circle around education, career, interests.  One of my clients discovered that many of her largest and most loyal donors were knitters.  That had nothing to do with her organization, but she asked her knitters to invite other knitters to come to a “knitting circle” at the organization, spend some time with like minded people, get some knitting in—and oh, by the way, get a tour.  It started out small—not exactly a success, but far from failure.  However, over the year, the circle grew, the participants started talking about how they could better support the organization.  And they created the “Knit one giving circle” where all knitters agree to make a significant gift to the organization each year.

Another tactic to help raise more money is to look at your list and see who hasn’t given—and who hasn’t given recently.  Consider why they are on your list, and then contact them individually and ask them to because a donor, again or for the first time.

Most people who don’t give will tell you that they don’t give because no one has asked them to give.  So break that cycle—and ask.

And while you are asking, remember that if you raise what you raised last year, you are losing ground.  Ask each of your donors to give a little more than they gave last year. And show them how that will make a very big difference.

These efforts should be coordinated with your fundraising plan.  For example, if you have a spring appeal planned, Start calling non givers a few weeks before that mailing goes out.  Tell them they will be getting that letter and explain why it is important that your clients or your cause can depend on their support.  A week after the letter goes out, see who among your regular donors has yet to give and reach out with a friendly reminder.

And always, in between your asks, make sure you are showing your donors how important they are and how much impact their support has had.

At the end of each month, consider what you need to do in the next month.  And at the end of each week, jot down what has to happen next week to get you closer to your goal.  At the end of each day, think about what you have to do tomorrow to keep on track.

I promise you, you’ll be less stressed and way more successful.  And oh yes, you will be spending more time in joyous laughter.