Fundraising Review - DIY consultation
I recently had the opportunity at the invitation of a Board President to visit a local non-profit and review their fundraising, in order to make suggestions and help them take their donations to the next level.
What I found was a wonderful warm group of people with a small overworked staff who does amazing work, a super marketing coordinator who puts out some of the best materials I’ve seen in a long time, innovative new programs, ongoing vital community services, and a really exciting new grant funded construction project.
They are rocking! They’ve got this, what can I possibly add to help?
Well, the need to increase their donors and find ways to encourage participants paying program fees to also make donations, plus engage a wider audience to attract new donors.
It occurred to me in sitting down to write this post that what I prepared for them might also work for you. Here are some things to consider:
- How is your social media?
- Consider adding video or images that show how it “feels” to be a donor. Make it look really exciting and enticing to be part of that group
- Consider using donor centered language. Instead of saying “Help us serve preschool children” say “You can raise up a child by supporting preschool programs” or “You can be the hero for a child!” (See below for more on this)
- Do you have a donor database or list?
- Gather “everyone”: recent donors, old donors, sponsors, program attendees, vendors, grant coordinators, newsletter lists, etc – AND then ask your Board members to each provide 10 names who can be contacted. (They give their valuable time to your organization, why wouldn’t they want others in their sphere to know about your organization too?)
- Gather “everyone”: recent donors, old donors, sponsors, program attendees, vendors, grant coordinators, newsletter lists, etc – AND then ask your Board members to each provide 10 names who can be contacted. (They give their valuable time to your organization, why wouldn’t they want others in their sphere to know about your organization too?)
- Define Audience or Segments: who are your audiences, or communication segments, and is your message different or the same for each?
- Insiders – those connected to and active with your programs
- Connected – those who are familiar with your programs (think grandparents, teachers, etc)
- Community – maybe these folks don’t know about your programs but wouldn’t it be great if they did?
- Make Donating Easy: I’ll say this simply: WHERE IS YOUR DONATE BUTTON? If I can’t click on your website and immediately see it, fix that first. Don’t lose people on their way to give because its not easy enough. After that:
- Do you allow facebook fundraisers to be held on your behalf? (Awesome when someone chooses you to support during their birthday)
- Can people set up a monthly gift? (excellent for cash flow)
- Do you have a wishlist or list of programs/services they can support?
- Use Your Board:
- Having an event? They get four extra tickets to bring people with them.
- Having a fundraiser? They call people and champion your cause
- Sending a mailing? They write a personal note on the mailing before it goes out AND write the thank you note when that person makes a gift.
- (If they don’t or wont – explore why… consider bringing a consultant in to train them)
- Ask the Executive Committee of the Board to start a “Give or Get” Policy. Each member has 12 calendar months to give or get $1000… if they want to write a check Jan 1, great. If they are not able to or don't want to, they have 12 months to get creative with their kids, friends, church, pets, neighbors to raise $1000. Sounds fun, right??
If you don’t have time for all of this, then skip it and just read the rest because I want to talk again (like my last post) about Donor Centered Fundraising. In my experience and training, this has been my main focus. It’s a philosophy, a practice, a physiological exploration, and more. AND, it works.
This is the Very Best graphic I have ever seen to clearly show what we’re talking about. Read through – do you see the difference? Does it make you want to give? If you make no other changes, use this and change your wording. The donor wants to know where THEY fit in to the fantastic things you’re doing, not just about the fantastic things you’re doing. The full article that included this graphic is available here, authored by Cathy Elton.
I hope these suggestions were helpful! Please reach out and ask for help if you need it. You can improve your fundraising in small ways, even if it feels impossible now. Good luck!