Four Thoughts on Fundraising and the Non-Profit Landscape

It's been six months since I closed my last major gift. During my fundraising career, I helped provide scholarships to students that needed them most, fund buildings that leave a legacy, and support athletic programs that impact campus culture and build students of character.

The best part of my fundraising job? Conversations with difference-makers, dreamers, and those who give back. Creative video meetings and phone calls that moved the needle - not just in terms of dollars - but in impact. Working with people that believe in what they give to, and want to see a difference in the world.

I've been fundraising since I was in the eighth grade. I remember going into my first "donor meeting" with an elderly gentlemen from my church. My church had given me the opportunity to organize a youth outreach event for the community and youth group, but I had to raise the money. So I set up the meeting, walked down the street, and shared my proposal for him to fund the event.

...fundraising and non-profit work comes from a sincere desire to make a difference in the world

I had no strategy or eloquence in my solicitation at the time; but thankfully, the man blessed my efforts with a check for $1000. The event went off decently considering it was planned by a lone thirteen year old, but my point is this: fundraising and non-profit work comes from a sincere desire to make a difference in the world.

While I started out as an unsophisticated teenager asking for $1000, I now have the distinct honor of supporting fundraisers, non-profit leaders, and social difference-makers through my career. Here's a few things I learned from my time in fundraising.

What I learned from starting my career in fundraising

1. Personalization Makes The Difference

Notice I did not say "a" difference. Whether I was sending out fundraising letters for outreach trips or reaching out to major gift prospects, I learned early on how important it is connect meaningfully with other people.

For those who work in a non-profit organization, being a paid staff member is very similar to being a donor, alum, or volunteer. When we work to raise money for our organizations, we partner with others who have the same goals as us. For that reason, it only makes sense that we would connect - on a human level - with other people who drive the mission forward.

When we work to raise money for our organizations, we partner with others who have the same goals as us.

Personalization can become complex, but it doesn't have to be. As I sent my first marketing emails and fundraising appeals in high school, I found that people wanted more than a newsletter or their name in a mail-merge. People wanted to connect with the cause.

That's how I found myself spending evenings and weekends with donors and potential donors. People that cared and wanted to learn more but needed a more personal touch. Not only did that result in my fundraising success; it also helped me to understand how important it is to partner with donors and friends rather than just solicit them.

2. Events still work - if they make sense

Remember that first outreach I mentioned? Well, it didn't reach as many people as I hoped. I had big dreams that the concert outreach would bring people together from around the city. The band that played hoped they would be able to raise money to support hungry children overseas. The problem? No one in my city knew the band!

Nonprofits that succeed at events connect attendees to their mission and invite them to engage with future action

Events can still be deeply impactful for nonprofits that use them to propel their mission. Although we are all busy and loneliness is an epidemic of its own, that's not a compelling enough reason to attend an event anymore. Nonprofits that succeed at events connect attendees to their mission and invite them to engage with future action.

3. Digital Outreach is the future

When I was hired to work in leadership and major gift fundraising, my role was created to focus specifically on Digital Engagement. Coming from a background in advancement at my alma mater, and with some experience in the corporate world, I was excited to craft this new digital engagement program from the ground up.

Two months into my tenure, the entire advancement staff was sent home due to COVID-19 and we all became "Digital Engagement Officers." Working together with experienced Major Gift Officers and with webinars as my guide, I began the process of forging ahead despite uncertain times. All in all - I learned how important digital outreach really is.

...the results continued to show that digital engagement could produce fundraising success

Even after it was safe to meet in person again, it was much easier to set up meetings via Zoom or telephone, and the results continued to show that digital engagement could produce fundraising success. As younger generations mature in their careers, one study by the Blackbaud Institute found that younger generations are now giving more than older generations. They are primarily doing so through digital mediums rather than traditional.

Giving preferences are changing - the nonprofit sector will have to adapt also. The biggest barrier will be adapting what technology, tools and strategies to use in an increasingly digital world.

If you're interested, check out this webinar I was part of - Digital Engagement in the Age of COVID: How to Build Personal Relationships Through Online Channels.

4. Transparency matters

Donors are increasingly giving more and more to specific and measurable causes or funds rather than the traditional unrestricted annual funds. While we can be thankful that donors are still giving, this is also an incentive to understand the changing donor landscape.

Donors want to know how their money is spent. They often view their gifts as an "investment" rather than a "donation." So how can nonprofits reframe their need for unrestricted gifts? Explain how operating expenses are used, how efficiency is valued, and how they will be stewarded as partners of the organization.

From a fund accounting perspective, this is also important for considering more than just individual gifts. Grantors require compliance with their stated terms, nonprofit boards want insight into financial stewardship, and donors want transparency with organizational success. It is truly our responsibility to give them that transparency.

Partnering together for nonprofit success

Six months later, I partner with nonprofit organizations to help them successfully reach their goals. Whether it be increased fundraising revenue, more meaningful engagement, increased transparency, or understanding donor trends, I provide solutions to organizations that make a positive difference in the world.

What do you think about any of these lessons learned? I'm always interested to engage in more conversations about driving non-profit success, and would love to learn from you as well! Feel free to drop a comment on this article or send me a message with your thoughts.