Building Capacity in Fundraising: Maximizing Staff Potential

Welcome to the latest edition of the Nonprofit Navigator, your trusted guide for training, sustaining, and retaining the people who power your missions. Today, we turn our focus towards a critical aspect of nonprofit operations that is often overlooked yet undeniably powerful—fundraising.

Certainly, fundraising is a backbone activity that happens within your organization, but how often do we really look under the hood to explore how to enhance our capacity around this important work? In this article, we'll explore various facets of the staff's role in the fundraising success of an organization, why it matters to focus on the competencies related to professional fundraising, and offer a few tips and tricks on how to move the needle in your own professional journey as a fundraiser.

Understanding Fundraising from a Staff Perspective

At its core, staff fundraising refers to the collective knowledge, motivation, and skills among nonprofit staff to secure financial contributions that support the organization's mission. This capacity isn’t confined to the fundraising or development team; it encompasses every team member's ability to contribute to fundraising efforts, directly or indirectly. This competency differs from board fundraising (which is considered in another Nonprofit Navigator article) in that it focuses on how our paid staff leverage specific activities and approaches to raise money. In this specific way, we can understand the nuances at play when we are looking at the activities surrounding raising money that ultimately may pay for staff time.

From setting annual fundraising goals, to developing and implementing strategies, to cultivating relationships with donors, staff members are vital players in securing the necessary resources for an organization. They bring unique perspectives and skills to the table that can greatly impact the organization's fundraising efforts. These perspectives differ from board and committee members in that they truly represent an insider's view of the organization, and alternatively our staff work within the reality that they are paid to be passionate about our work.

In an ideal world, robust funding streams would effortlessly support nonprofit initiatives. Yet, the reality is starkly different. Nonprofits operate in a dynamic environment where resource volatility is common. Building a proficient fundraising team, therefore, is more than an operational need—it’s a strategic imperative that enhances program effectiveness and ensures sustainability.

The Importance of Professional Fundraising Competencies

As we mentioned earlier, fundraising is sometimes viewed as a peripheral activity of the "real" work that the nonprofit does, with many assuming that it’s something that only certain individuals—typically those in development roles—should concern themselves with. However, this could not be further from the truth. In fact, it is vital that all staff members have at least a basic understanding of fundraising principles and practices.

Of course, having a team of knowledgeable and dedicated fundraisers can greatly increase an organization's capacity to secure resources. With multiple perspectives and skill sets contributing to the overall fundraising efforts, organizations are more likely to reach their fundraising goals and sustain long-term success.

But beyond the core development personnel, investing in professional fundraising competencies for all staff members can also promote a culture of philanthropy within the organization. It allows employees to see themselves as advocates and ambassadors for the cause, leading to a stronger sense of commitment and ownership towards fundraising efforts. Additionally, it can also increase job satisfaction among staff members, knowing that they are contributing to the financial sustainability of the organization.

Navigating Challenges and Opportunities

Many nonprofits face challenges such as limited resources and staff expertise in fundraising. These obstacles can make it difficult to engage effectively with donors or innovate fundraising strategies. Yet facing and addressing these challenges doesn't necessarily require a huge investment, which we'll explore below. Each challenge related to buildng up your abilities to more effective fundraising approaches really has a coordinating opportunity within it!

Some of these opportunities live within the digital age that we are all living within. From social media platforms enabling wider engagement to specialized fundraising software improving efficiency, technology is a game-changer for nonprofits willing to adapt and invest in their staff’s fundraising capabilities. Many times, starting out with these new tools doesn't require as much monetary investment as it does commitment to giving a new approach a try.

Strategies for Building Capacity in Fundraising

So, how can organizations ensure that their staff members have the necessary competencies to support fundraising efforts? Here are a few strategies to consider:

• Provide training and education opportunities: Obviously, a first step toward improving any type of activity within your organization is to set a strong educational foundation. Seek out workshops, webinars, training platforms, certifications, or even outside consultants to provide staff with basic fundraising knowledge and skills. This can be especially beneficial for employees who do not have a background in fundraising or development.
• Encourage cross-departmental collaboration: Create opportunities for staff members from different departments to work together on fundraising initiatives. This allows for the sharing of ideas and perspectives, ultimately leading to more well-rounded and effective strategies. Additionally, this activity can enhance how development staff understand the work that your organization does.
• Incorporate fundraising into job descriptions and evaluations: Make sure fundraising responsibilities and expectations are clearly outlined in job descriptions and factor them into staff evaluations. This sends a clear message that fundraising is an essential part of everyone's role within the organization.
• Foster a culture of philanthropy: Encourage all staff members to see themselves as fundraisers, regardless of their job title or department. Remember that fundraising happens in a varietey of ways, including advocating for discounts on vendor contracts, seeking publicity and advertising at no cost, and getting items donated. Provide opportunities for team members to engage with donors and share their passion for the organization's mission.
• Lead by example: Leadership must also be involved in fundraising efforts and demonstrate a commitment to building capacity within their staff. This includes actively participating in fundraising events, making personal contributions, and advocating for fundraising training opportunities.

By investing in the professional fundraising competencies of all staff members, organizations can greatly enhance their overall capacity for fundraising success.

Strategies for Elevating Fundraising Capacities

Building your staff’s fundraising capacity begins with assessing where you stand and where you aim to be. Here are actionable steps to guide your journey at the team level:

• Assess Current Needs: Understand your nonprofit’s fundraising goals and the gap in your team’s abilities to meet these objectives. Identify if gaps are best addressed with the formal development staff you have, or if colleagues can also take on some of this activity.
• Align with Organizational Goals: Ensure that the fundraising strategy is intertwined with your nonprofit’s mission and vision for clear direction and motivation. The strategic plan is often critical to this alignment, but also seek out additional areas where planning guides the work, such as a marketing plan or an event plan.
• Invest in Training: Prioritize professional development with a focus on fundraising skills. A fullteam solution such as the Merit? Nonprofit Professional Development platform can nurture budding fundraisers while not breaking the bank.
• Leverage Appropriate Tools: Explore fundraising software and tools that can streamline processes and enhance donor engagement. These tools can be simple workflow management options or robust nonprofit specific systems. Be sure to match the power of the system with your needs.
• Empower Team Members to Cultivate Partnerships: Collaborate with other nonprofits, corporates, and community groups for mutual benefit and increased exposure, and more importantly, make partnership work part of everybody's role.

Taking Action Personally

There are also a few actions that you can personally take on to build up your own bandwidth around the important work of fundraising. Some ideas:

• Join an industry association: Consider becoming a member of a professional association or networking group for fundraisers. This will provide opportunities to learn from and connect with other fundraising professionals, as well as access to resources and training. Even if you're not a proper fundraiser, you'll find that being a part of this crowd will allow you to absorb the ins and outs of some of the softer skills, such as comfort around money, assertiveness, and extroversion.
• Read fundraising literature: Stay up to date with the latest trends, best practices, and strategies in the field of fundraising by reading books, articles, and blogs written by industry experts. This can also help you stay informed about new tools and technologies that can enhance your fundraising efforts.
• Volunteer with a different nonprofit: Consider volunteering once or twice a year with another nonprofit organization. This will not only allow you to gain hands-on experience in fundraising but also provide an opportunity to network and learn from other professionals in the field.

Building capacity in fundraising is an ongoing process that requires dedication, collaboration, and a willingness to constantly improve. By implementing these strategies at both the organizational and individual levels, nonprofits can position themselves for long-term fundraising success.

Going Further with Your Fundraising Capacity

The Merit Nonprofit Professional Development system offers a wealth of resources and training opportunities just for nonprofit professionals, including a nine-course series on fundraising as staff members. Learners can enroll for this learning path and pursue their Certificate in Nonprofit Staff Fundraising or can enroll in the entire Merit? learning experience in pursuit of their Certificate in Nonprofit Capacity Building.

For board members who are ready to take the next step in enhancing your nonprofit's governance abilities, including its overall fundraising capacity, the Nonprofit Help Center offers comprehensive learning opportunities within the Nonprofit Board Member Basics online course.