Fundraising Mix | A Resource Guide

This article is a compilation of Fundraising tips.

Compiled by Nancy Bruton | [email protected] (2015 | Revisited in 2020)

Contents

• Introduction | Looking forward
• Goals (Activity: Elevator Speech | Activity: Vision and Priorities)
• Fundraising Methodology ( Activity: Review Methodology | Activity: The PEST Analysis | Activity: Audit)
• Grants and Resources
• Identifying Donors and Volunteers
• Marketing (Activity: Who is your audience | Activity: Unique Value Proposition | Activity: Tell your story | Activity: Testimonials | Activity: SMART Targets | Activity: Brand Awareness
• Measuring Results
• Generating Press Exposure ( Activity: Write a Donor Letter)
•  Retention of Donors
• Fundraising Ideas Brainstorm ( Activity: Brainstorm | Additional Marketing Tips)
• Corporate Partnerships
• References

Introduction

1.1       Looking Forward

Simply put “Some people want it to happen, some wish it would happen, others make it happen.”

 This Michael Jordan quote speaks profoundly to many things. To me, it’s a great reminder that in order to make a change, a difference, a goal, you need to put in the time, the work, and the resources. This is a truism in fundraising as well as other walks of life. People want good things to occur. People wish more funds, more people, and more interest would surround the things that they care about. It’s those individuals and organizations that dissect the obstacles and make it happen, that ultimately see success towards their altruistic goal. 

In 2014, I traveled to Haiti with an organization to support medical clinics and the greater community in education needs. The country was still stricken with devastation post the earthquake in 2010. There I learned that there are no limits to the ways that an individual can give unto others. It was one of the most memorable experiences that I have ever have. But not everyone can go on a life changing trip like this. And that organization, like all nonprofits could do more, lots more, with more resources.  

Funding is one of the most frequent challenges that nonprofits face. This is how it was for dozens of nonprofits I had worked with or served on in my life.  

This guide seeks to help a Board of Directors of a nonprofit or another philanthropic entity in need, when they pick the best methods for securing capital to serve their organizations.  

Please use the elements of this to guide for independent brainstorming and discussion topics as you seek to create change for your charitable funding efforts.

Why have a Tactical fundraising strategy?

There are many reasons that organizations seek to raise funds and gather more resources. Having a plan established to prepare for all possible scenarios is the best way to accomplish the most out of your efforts. Here are some of the things that having a fundraising strategy can accomplish for your organization: 

• Create more efficiency in prioritizing projects
• Support gaining and using resources effectively
• Increasing channels for input about the organization in order to strengthen areas which can use improvement

To identify Key Stakeholders and get feedback

• To reach the most targeted ideal and impact audience
• To learn what things work for your stakeholders including but not limited to: Board of Directors | Volunteers | Charitable Donors | Recipients of Services
• To brand the organization
•  To create frequency of messaging
• To increase organizational identity and be top of mind
• To create change
• To engage people in the organization for relationship building to promote organizational growth and development
• To share good ideas- how good is your idea?
• To inspire someone to see the world as you do
• To make a difference/ impact
• To help society
• To influence legislation through social action
• To give individuals a sense of purpose
• And more.

2          Goals

Identifying your goals will aide you in recruiting new donors. People who feel a kinship with your mission and that are influenced by your compelling messaging can become contributors for life.

One of the key things I have learned from my personal history of being a manager in a nonprofit environment is that every stakeholder has a different purpose for being there. A best practice tool for identifying group goals and moving forward, is to annually determine the key themes to work on as a board.

Keep in mind that conflict is a key to growth for an organization. Having an open and transparent dialogue can create more opportunities then consensus among decision makers. Consensus can be a reflection of a lack of participation. A person deeply invested in your organization will raise their voice and share their opinion. If they don’t it is the responsibility of the chair to ask for their input. If they don’t feel comfortable sharing, are they a prime candidate for making decisions?

2.1        ACTIVITY: Elevator Speech

What is your organization’s Elevator speech? If you had to share a 30 second message about your organization what would you say? Would it be the same for every stakeholder and do you have the ability to customize your message to your audience?

Ask yourself why “I” am individually involved?

The feeling and needing of “closeness” to individuals and independent causes is more important than ever.

This is primary due to technology reinforcing consumers’ need for belonging—their desire to feel connected to their communities. This desire, according to UCLA professor Mathew Lieberman, “is as basic as our need for food, water and shelter. Being connected is our brain’s lifelong passion.” Leverage this line of thinking when sharing your message. 

What will connect your audience to your cause? What story will jolt them to want to be more involved, a higher contributor, and to identify with your organization with as much passion as you do?  

1 in 4 Americans feel it’s their personal responsibility to help make the world a better place by being actively involved with philanthropic issues and causes.

For years I have worked in advertising and in our industry, we use this statistic to highlight the need of an organization to advertise to individuals with the propensity to give. Your message should accomplish this, make people feel more complete and emotionally attached to your story for hearing it, seeing it, or experiencing it. 

90% of consumers are likely to switch brands to one associated with a good cause, given comparable price and quality

You are not alone. Every nonprofit can have for-profit allies whether business sponsors, grant providers, or volunteers with association to other brands. Leverage those relationships when you recruit volunteers and contributors. A volunteer may want to be involved for your cause, your associations, or the personal opportunities that you offer. Leave no door unopened when describing what your organization offers.

Note the two examples. Your organization offers custom opportunities to those seeking to give in many ways. How you describe the organization through your elevator speech, or your marketing efforts can impact people’s interest in serving you and who you interest with your efforts. 

• Example 1: Organization offers your chance to serve your world and those less fortunate through love and adventure.
• Example 2: Volunteers of Organization come from all walks of life. Eager to become a nursing professional or meet like-minded people? Learn more about this industry by volunteering alongside those that do it daily and networking with them all around the world. 

Two samples, with two different audience, shows just a touch of the scope of impacts your organization can offer.

2.2        ACTIVITY: Vision and Priorities

Brainstorming Session- Equally as valuable as having a comfortable and compelling elevator speech is establishing your current and future vision and priorities. Going through this exercise as a Board can identify what themes are priorities annually. This conversation can help shape your discussions for future purchases, opportunities, and activities.

• At your annual Board retreat, have Board members write their top 3 reasons for being a part of the organization on post-it notes.
• As a group divide the reasons into themes/categories and vote on the year’s top priorities.
• Make a point to center plans and activities around those items moving forward.
• Ask yourself:

1. What is our Goal?
2. What is our purpose?
3.  What is the impact of a donation with those items in mind?

• Identify a cash or item goal based on your scope of current projects and growth goals
•  What will it take in terms of the following to accomplish those things:

1.  Staff
2. Budget
3. Current Projects
4. Volunteers
5. Lines of communication
6. Advertising/ Marketing
7. Social media
8. Print
9. Website
10. Former members

There are no limits to where your vision can take you but it is crucial that your key stakeholders can agree about the things that drive you.

Breaking down your organization’s Mission Statement, Vision Statement, and Core Values

Anytime you have a discussion about your organization you should center it around standing values and goals. Keep a copy of your mission statement, vision statement, and core values nearby anytime you’re are strategic planning to reference and use as a guiding framework. The listing below is a summarized version of your Core Values to reference.

Mission Statement

Vision Statement

Core Values

3          Fundraising methodology

Creating a master plan of how you plan to carry out your fundraising is crucial to avoiding volunteer burnout and maximizing efficiencies. Using the SWOT matrix to evaluate and plan helps structure your organization’s framework and identify ways to fundraise using existing programs, resources, and chances to take advantage of opportunities open to you. Carve out some Board time annually to perform this analysis.  

YOUR ORGANIZATION’S SWOT Analysis- Fundraising

3.1        ACTIVITY: Review methodology

Annually review your methodology and implementation of fundraising activities based on the SWOT Analysis.

Ask yourself: What are our fundraising strengths, weaknesses, opportunities, and threats to success such as in the example below? This sample is meant to serve as an idea generator. Ask your board members, volunteers, and other primary stakeholders’ hard questions to get at what really could be worked on or acknowledged. 

For instance, asking your Board, “what keeps you personally from contributing more money to the organization?” could yield that they themselves give within their means which means new donors should be identified. Or if your volunteers indicate that certain events seem to improperly allocate funds (perhaps the food isn’t worth the cost at an annual banquet or it’s inconvenient to get there) so they don’t participate in them at 100% could be a weakness with an opportunity to open the conversation about improving those events. Having this conversation will identify areas to improve and build and potential ways to do so. 

Ask yourself hard questions like:

•  Is your organization aspiration in its fundraising messaging?
• Does it create motivation?
• Does your organization build hope?

3.2        Activity: The PEST Analysis

Looking at the “Big picture” environmental variables that can impact your fundraising strategy and affect all aspects of your organization. Mindtools.com describes the PEST Analysis as a useful tool for accomplishing the following four things:

• It allows you to see opportunities and forecast threats
• It shows the transcendence of the organization
• It helps you avoid pitfalls associated with projects
• It creates an objective view of the environment and breaks away from assumptions

You can administer this tool with you primary stakeholders by first brainstorming changes happening around you. Then take a look at opportunities from the changes that you can forecast. Brainstorm threats or issues that could be caused by them. Finally, take action on this plan with these items in mind.

Types of environments

• Brainstorm Changes
• Brainstorm Opportunities
• Brainstorm Threats
• Action
• Political
• Economical
• Social
• Technological

When you find yourself in conflict, a former Board member of mine always trained me to think about the following consideration. Thoughts-Feelings-Actions. Rather than focusing on a Feeling that causes conflict, instead ask yourself what is the thought behind the feeling? Then act on that thought.

An example. If you are cut a smaller slice of cake then your brother, you may be angry because you want more. Rather than be angry try addressing the wanting of more.

Tactical Plan (Fundraising Mix)

It is one thing to have a great idea paired with all of the right intentions but in fundraising understanding the tactical plan, how you are going to carry out the activities associated with your efforts is crucial. 

A common curse of non-profits that I have witnessed is taking so much time planning an event or fundraising effort that the rewards are not worth the effort. 

A second, equally as painful fundraising faux pas is putting the energy towards a charitable effort that does not align with your organizations mission. One of the memorable moments of a Board of Directors that I used to serve on was when in a unified moment they realized that one of our primary events was what the industry calls a “Sacred Cow”, an event that didn’t align with our goals or give us brand awareness, that we held for the sake of fundraising but that we didn’t feel that we could destroy because it had historical value (in the case of this event over 30 years). Kill the Sacred Cows! Find the best fundraising items that serve the dual purpose of carrying out your mission. 

One primary element of a tactical plan is doing a time inventory.  In Nell Edgington’s article “The Problem With Non Profit Events” (Edgington, The Problem with Non Profit Events , 2015) he identifies that “the nonprofit sector’s belief that events are a legitimate way to raise money is misguided” and draws attention that the cost to raise a dollar should not exceed a dollar when planning a fundraiser. But when you factor in direct costs (like the venue and products provided) and indirect costs (like staff time and volunteer hours) that many events are not financially worth the energy. 

His solution to this can be found in “Advancing Philanthropy: Moving from Fundraising to Financing” (Edgington, Advancing Philanthropy: Moving from Fundraising to Financing, 2013) where he states:

“Nonprofits must emerge from the broken fundraising mold and instead develop a sustainable financing strategy that will bring mission to fruition. That means that nonprofits have to break out of the narrow view that traditional fundraising (individual donor appeals, events, and foundation grants) will completely fund all of their activities. Instead, nonprofits must take a big step back and create an overall financing strategy. Nonprofits must move from fundraising to financing.”

This method is absolutely a driver to success. If you can save $1,000’s of organizational dollars by committing time to having annual Request for Proposals reviewing vendors of such overhead expenses as insurance, banking, etc. you can lesser your need to fundraise using laborious traditional methods like events. That being said, events and charity asks remain a cornerstone of this industry. Should this be a direction you are going to pursue, it is vital that your fundraising efforts itemize every hour of effort (indirect costs/ value) and every dollar of expense that it takes to carry out the event or effort in order to know its value, both in a monetary way and through impact. If you have a Doctor fundraising on behalf of your organization make note that they could likely afford the cash donation in the time that they are contributing to move the needle quicker? Would they be happier attending a gala then washing cars to raise funds? Look at your audience, your resources, and identify every component involved in your efforts. Maximize your success by taking inventory of the details involved.

Some considerations:

1)     Diversify your funding streams- Make sure that your money is coming from many different places so that a change in one funding source will not cut your nonprofit off at the legs.

2)     Avoid Sacred Cows

3)     Have a financial plan- find cost savings in current organizational activities

4)     Connect your Core Values and Mission to your fundraising efforts.

5)     Detail your annual plan of profiting activities paying special attention to timelines, dollar goals, and resources needed.

3.3        ACTIVITY: Audit of Volunteer/ Staff Hours and Expenditures

• Cost Direct
• Hours- Staff
• Hours- Volunteer
• Cost $$
• Hours

Another resource with helpful tools is “Tracking Volunteer Time to Boost Your Bottom Line – A Complete Accounting Guide as found at CouncilForNonProfits.Org - (Tracking Volunteer Time to Boost Your Bottom Line, n.d.)

3.4        Grants resources

An entire guide could be written on grants and funding resources for organizations. It goes without saying that it is worthwhile to have a dedicated team or task force to focus on this predominantly in your organization. Grants exist for almost any need from capital projects to marketing sponsorships, and there is no question it is a tool worth pursuing. 

Just a few of the American sites that I have used for researching funding opportunities and bettering your chances of receiving them can include:

1.     grantwatch.com (Grant Opportunities, n.d.)

2.     foundationcenter.org (Grantspace, n.d.)

a.      Grantspace- a service of Foundation Center

3.     grants.gov (Goverment Grant Opportunities, n.d.)

3.5        Identifying Donors and Volunteers

“No act of kindness, no matter how small, is ever wasted.” – Aesop 

Psychology Today states that the rates of volunteerism are declining. However, people live longer and physically functional longer so they are more capable to give. Additionally, that same study states that people are lonelier (all time high in an AARP Study) - in a digitally social world there is less human connection. Tell this story help these individuals see the value of building relationships through your nonprofit.

In a report of the Council of NonProfits.Org they mentioned that “according to the IRS, 85% of all charitable nonprofits have no paid staff and are run entirely by volunteers.” (Council of Non Profits Tools and Resources for Volunteer Recruitment, n.d.) With so much weight being carried by donors and volunteers, identifying the best ones puts your organization in the best position for success. 

“We think that if people need something, they don’t have to want it. I think that’s a mistake” - Melinda Gates on advertising to individuals in need of products or services.

1/3 of individuals are not happy with their life circumstance. Be the change they want to see in themselves. This can apply to volunteers, donors, and the people that we serve in the field. Each coming with their own set of needs.

A volunteer may live their life expansively by thinking that they need a purpose, perhaps an opportunity to lead something or the satisfaction of giving. Be prepared to address their needs that help them live. Tell stories that engage their interest and compel them to participate. 

According to Adam Leipzig in a TEDX talk about “How to know your life purpose in 5 minutes”:

20 percent of people are the happiest because of five things.

1) Who they were,

2) What they did (what is the one thing you feel supremely qualified to teach other people)

3) Who they did it for

4) What those people wanted or needed and

5) What they got out of it, how they changed as a result. (Leipzig)

He goes on to tell them that “the most successful people always focus on the people that they serve, not them themselves.”

Some tips when recruiting volunteers:

1)     Personal requests go a long way

• If you get a Facebook event invite to participate in something like a party you are less likely to go then if your friend calls and requests your presence. Personal attention secures volunteers as well by reiterating your personal need for their support.

2)     Identify partnerships

•  Church groups, youth groups, rotary groups, etc. are all looking for service projects. Ask them for help in fundraising efforts. Incentive their organization to participate with a donation or offering. 

3)     Identify the length of commitment

• Being a volunteer is a lot easier when you don’t feel locked into a long term commitment. Create task forces and project teams. Give volunteers some breathing room after completion and then re-approach them with future projects.

4)     Identify what you want volunteers to do.

• My husband is a Financial Director. Many of his friends are also in Finance. When he volunteers to join a cause he is often asked to be the treasurer for his financial expertise. I work in marketing. When I am asked to join a nonprofit it is to support their marketing efforts without fail. Identifying what the organization needs out of a volunteer and pairing that with what they want to be doing is a formula for success. Ask the Finance personal, what are your interests in volunteering for this organization and align them with those things? If they are passionate about what they are doing they will be more likely to share their expertise when you need it then getting burnt out on the monotony of what they always do.

5)     Incentivize your top fundraisers

• Public acknowledgement goes a long way and people can get complacent without incentive. Know the legal rules about what you can and cannot gift, for instance if a volunteer receives cash, they become staff legally and bound by those rules. Consider the option of hiring on sales agents that are stakeholders in your organization as fundraising freelance consultant if it honors a non-compete in their current occupation.

6)     Know what the Direct benefits to donors and volunteers are in every situation such as at events and activities vs cost (I.e.- how much is profitable to the nonprofit)

7)     Use resources to find and recruit volunteers such as:

• VolunteerMatch - Where Volunteering Begins (VolunteerMatch, n.d.)
• Allforgood.org
• Serve.gov
• Idealist.org

8.      Identify what types of volunteers you have and need: Types of Volunteers: Earners | Doers | Givers

4          Marketing

“The power of your brand relies on your ability to focus and craft a marketing message that will convert prospects into customers.”

(Brand and Target Marketing, n.d.)

One of the primary ways to succeed in fundraising is to be the go-to organization for a specific effort or cause. Effectively story telling through marketing efforts is the primary way to gain exposure and generate interest towards your appeals. Knowing what you seek to get out of marketing before you put a Request for Proposals (RFP) is ideal when working with vendors that seek to provide you with options.

4.1        Activity: Who is your Audience?

Define your target market. Think of your marketing beyond:

“… the old sense of making a sale or obtaining a donation. Marketing is a way to satisfying the consumer and donor needs. 

(8 Steps of Non Profit Marketing, n.d.)

Your target market is who you aim to reach through your marketing efforts.

•  What are your primary goals with marketing?
• What would you contributors be looking to accomplish?
• What audience are you seeking to reach?
• Where is that audience located?
• Who do you seek to benefit? Can they be communication agents in sharing your messaging?
•  What do you want your target audience to have come to mind when they think of your brand?
• Consider all potential donors, volunteers, and primary audience they can make a difference in your organization. What are you seeking to accomplish through each independent campaign?
• I.e. - If you trying to reach volunteers with specific skills consider a focused campaign targeting those types of people or if you are trying to reach a general giving population determine what makes up your primary donors and identify their traits in commonality.

Identify your target audience by the numbers by considering such factors as age, geography scope, lifestyle behaviors, income, etc.

4.2        Activity: Write a Unique Value Proposition relative to you target market

Non Profits may seek funds for what is most like positive reasons but nonetheless they are in competition with other fund seekers for that capital source. Knowing what helps you differentiate from similar type businesses is a must in advertising. In marketing, that differentiator is called a Unique Valley Proposition, a compelling niche trait that allows you to stand apart from others that are similar. 

Ask your stakeholders to fill in the blank:

Your organization is the best/most giving/most worthwhile/etc. because of _______________________.

Once you’ve come to some consensus on the things that make you unique, consider writing USP’s for your fundraising/ events/etc. Consider the FOMO (Fear of Mission Out). What compelling trait would make stakeholders not want to miss your activities? A new location? A chance to be the first to give to a certain cause? A type of recognition?

4.3        Activity: Ways to tell your story

How are your articulating your goals? Have you identified what kind of emotional appeal will make your donors respond? What has been proven successful in the past and what do you seek to accomplish?

There are no shortage of marketing tools available someone wanting to share their message. Some key areas to consider in your market efforts include:

Visual Imagery

Use visuals, video and photos. They create an emotional connection to your message.

Brand Awareness

Ask yourself, who knows my brand? How do we communicate our brand to individuals who do not know us? How did I find out about our brand? People are more likely to engage with something they know. If you are top of mind when someone is seeking to make a donation or volunteer, then you are more likely to get those extra impacts.

Social Media strategy

We live in a technology driven world where referrals and testimonials online create the branding that word-of-mouth used to accomplish. How are you using these sites to share your message?  How often do you as an individual engage with your brand publicly? Share compelling facts, stories, quotes, etc. that connect the cause to the online audience.

Marketing Goals

Know your goals specific to marketing. Do you want to grow engagement, raise money, increase volunteers, etc.? Knowing what takes precedent can help you customize your personal strategy to reach those you seek to get in front of.

Impactful compelling content- Story Telling.

 One of your organization’s strongest resources is the stories that happen in every culture that it touches. Document those. Share those.

4.4        Activity: Testimonials

Every volunteer that comes back from your organization has a story to tell. How are they sharing those on behalf of the organization to better support your mission and needs. Ask everyone to write a paragraph or create video or social media testimonial and share it, ask for donations, and increase awareness. Share your successes in order to demonstrate your organizational value and the metrics you achieve constantly.

Keep your brand top of mind- Advertise. As someone who works in the industry I have natural bias but the most successful brands that I see are the ones that are advertising. Work within your means to message your story, Use free publicity when and where you can and trust that the professionals have invested efforts in your success.

4.5        Activity: SMART Targets

Another way of keeping your goals in focus is doing the SMART analysis for them. Using the following list, identify the following:

1)     Specific – Are your goals specific? Do they address your vision, core values, and mission?

2)     Measurable- In what ways can you measure the results of your effort? How do they have impact? Can you monitor progress ongoing?

3)     Attainable- How easy are your goals to reach? Are you trying to raise an unattainable amount of money or draw too much attention? Be aware of the variables that impact your goals.

4)     Realistic- Is it possible?

5)     Time Bound- Can you carry out your goals in a natural time-frame?

4.6        Activity: Brand Awareness- Survey

Think about a commercial that you remember from youth? What characteristics about that spot do you vividly remember? Is it the pictures? The jingle? The call to action? Now take your organizations. When you were first introduced to it what did you remember? What about your organization’s brand stands out to you and drives you to want to be involved? 

Having your brand be top of mind is crucial to earning donors. If they hear your organization’s tagline, do they know what that means? Would a person off the street give blindly to your organization like they give to the Make a Wish Foundation or ALS Bucket Challenge? The success of those examples is proof that your association with a brand can influence its success in generating interest. 

4.7        Measuring your results

In Melinda Gate’s Ted X talk about “What nonprofits can learn from Coca-Cola” she discusses the ways we can learn from innovators. One such way is how using metrics and data on an ongoing basis is invaluable to create efficiencies in organizational efforts. She goes on to discuss how by measuring project data in a continuous, way we can learn, adapt, and improve our strategy, versus waiting until a project is completed. She draws a parallel to bowling in the dark. If you can’t see the measurable results in progress, you are less likely to learn and adapt.

When fundraising ask yourself, what motivates your hard to reach audience? Measure the progress of the efforts you make to reach them and make minor modifications as you go in order to put your best foot forward.

In Marketing it is common that we will perform an A/ B split test. Put two messages out into different segments of our audience and measure the feedback to learn what is top performing.

Determine what metrics you need in order to justify your campaign’s relevance and they carry it out measuring those as you go.

5          Generating Press Exposure

For nearly a year I’ve featured this content, “Escape the Shark Tank- Press Release Tips”, on my LinkedIn page. It has generated exposure and increased engagement with my colleagues and potential clients seeking this information. It also has been updated consistently with feedback. I highly recommend having a press strategy that works in tandem with your fundraising efforts.

5.1        Activity: Write a donor Letter

Dave Atchley states with compassion that donation requests should not be a sales pitch. Here are a few tips for utilizing your organization’s core values and creating a written ask that tugs at the heartstrings and creates results:

• Make it “you” centric- talk to the donors interests
• Make it personal- integrate your story and your personality
• Research- Be factual and prepared with details
• Include visuals such as Infographics, Charts, pictures, etc.
• Making an ask/ appeal with a sense of urgency
• Identify who (target audience) is the most likely to give especially when making repeat asks

Also, a primary consideration when making donor asks is that your team/ committee is both trained and knows their role. Can you identify who on your team fulfills which functions of donor asks?

• Engagers- Who gets out their prospecting donors?
• Connectors- Who makes connection with them?
• Askers- Who actually asks for funding, products, or services?
• Stewards- Who supervises arrangements?

5.2        Retention of donors

A huge mistake that I see time and time again with Non Profits is streamlining their thank you process. Providing personal recognition and making the time to say thank you to each and every person who makes a contributor to you will yield future results. 

“Donor love”

• Donor Recognition- Whether its publically via a speech or a writing in your email newsletters, say thanks
• Consider gifts or tokens of appreciation that convey value and investment for big stakeholders
• I.e. - plaques, bricks, etc.
•  Ask yourself what is of “Value to Stakeholders”
• In some cases it may be a piece of art from the location they visited or a thank you note from the family they served abroad

6          Fundraising Ideas Brainstorm

6.1        ACTIVITY: Fundraising Brainstorm

Fresh ideas can create an impact. Whenever you feel stuck in monotony or interested in generating new ideas, lean on this brainstorming tactic to engage feedback channels.

Gather a group of stakeholders. A mixed group of donors, volunteers, recipients of your services, etc. is best. Read your organization’s Mission Statement, Vision Statement, and Core Values allowed. Then take 15 minutes to brainstorm a list of potential fundraising strategies using those key principles as a guiding framework for making suggestions. 

With your stakeholders as an audience what are some key groups to target and what are things they enjoy? What kind of appeal would interest you in donating to? Know the key demographics in your area of interest by doing your research. Such as baby boomer women are the #1 giving demographic. Another interesting thought is that the Pareto principal: 80% of gifts will come from 20% of donors). Expand your donor avenues in order to increase your support.

Once the ideas start slowing down throw in a quick 15-20 second curve-ball question to shift focus, for instance ask what other philanthropic places your stakeholders give to or why people wouldn’t donate to X, Y, or Z?

Once they have been sufficiently interrupted re-approach the first brainstorm to give a fresh brain to the previous question. 

After the brainstorm has completed narrow the results down to a few favorite ideas and chat about them in more detail.

Some Ideas that I’ve seen work:

Cash donation engagement campaigns

• "Jog"- a thon
• Planned giving

Appeal for donations

• “Give what’s needed” messaging- possibly a mobile giving campaign
• Capital campaign initiatives
• Clothing donations
• Align with niche groups (I.e.- for medical supplies, the nurses Association, for toys, distribution companies)
• Foods
• Guitar Strings
• Nontraditional items donation drive
• Donation Scavenger Hunt
• Post card- direct mail campaign
• Products of the culture
• Seasonal giving
• Thankathon

Events

• Align with donation business partners- (Like a % of sales donated to charity)
• Auction
• Banquet
• Car Show
• Dance
• Gallery show/ Wine event
• Golf Tournament
• Multicultural Event
• Open the Bottle Night
• Partner with similar events IE- World Beat
• Radio/ Telethon
• Raffle
• Run/ Walk
• Talent Show or performance (concert)
• Themed Events

Direct Ask/ Advertising

• Board ask
• Calling campaign
• Email ask
• Flyer/ Brochure/ Bi-fold
• Publication advertising
• Snail Mail
• TV Advertising campaign

Storytelling

• Organizational Video
• PR/ News Attention
• Publication/ Blog
• Require volunteers to write a testimonial

Internet Options

• Crowdfunding
• Email blast to potential donors
• Giving/ donation code (I.e.- Major event)
• Instagram (I.e.- Gronk foundation)
• Mobile advertising campaign
• Social media request- propensity to give ad campaign
• Website

Sales

• Earned income- rev from goods
• Photography sales
• Retail store (profitable items)
• Sell advertising (I.e.- organizational websites, publications)
• Sell products, art, resources, baked goods

Other Funding Sources

• Grants
• Matching gift
• Membership dues- for organization
• Scholarship program
• Co-op

7          Additional Marketing Tips and Ideas

Video messages

Working in advertising I like to think about the way one tells their story as an experience. One such way to accomplish this is to use video to tell your message in a compelling and interesting way. Video is so much more than a visual experience. By touching us with sight, sound, motion, and emotions a user can experience what the storyteller is asking them to look at. Your organization is an organization that I would recommend making investments to tell grander stories through video. Your organization’s stories are like the layers of an onion, complex, heartwarming and touching. Sites like social media (Facebook, YouTube), periscope, TikTok, meerkat, TV ads, etc. can offer venues for sharing this story.

Early Adopters

I was tempted to chat briefly about social media, but I realized that anything that I write could be dated tomorrow. That being said if you organization is an early adopter on the bell curve of technology you will be on the cutting edge of the next big thing when it comes about. Draft rules for your protection, keeping in mind what people can and can’t say on behalf of your organization and encourage a tech savvy volunteer to create the new social site, blog, etc. 

Research the pitfalls of each site and access the time value to participate. For instance did you know that most organizations only get 6% of engagement on Facebook? How are your leveraging your full audience through advertising, compelling messages, and offers.

Celebrity endorsements and influencers

Another consideration that can be impactful for an organization is finding spokespeople that resonate with your donors. Whether a celebrity is heavily involved or just loves your cause, having people who speak on behalf of the organization can increase interest in participation. Be aware though that their image will be tied to yours and make sure you feel comfortable and trust them and their history.

Letter writing campaign

One of my personal best practices for a Board of Directors is in encouraging them to make direct asks. Whether writing a letter requesting donations or thanking donors per person at each board meeting that personal touch paired with the independent motivation and task accomplishment of each board member is a winning solution.

8          Corporate partnerships

Businesses seek out Non Profit connections to improve their brand, show their commitment to service, and generally give back. Consider reaching out to businesses beyond simply asking for sponsorships, ask them to take ownership in your cause. Whether that is through co-op advertising dollars, donating man hours to meeting service commitments through their staff volunteering, or other methods of sponsorship and partnership finding businesses to own your mission is a huge win.

9          Some additional thoughts

Free Resources

I’m an absolute dork when it comes to free resources for nonprofits and I can’t share ideas without mentioning YourNerdyBest Friend. YourNerdyBestFriend.com is a resource where complimentary online tools for all needs are reviewed and shared. Completely worth taking a look at. 

A wise friend once taught me the “Burger King” method. That is do what Burger King does with its relationship with McDonalds. Find what your most successful competitor or perhaps the best in another industry is doing and flame grill it, make it yours, and make it better.

Having a To Do List

Everyone has their own plan for organizing their activities and so this guide is meant to offer ideas for thinking about your fundraising. A personal recommendation is to take an activity or two and prioritize the discussion at a Board Meeting or Committee meeting. That way you can have a clear focus for which elements are primary in your view to focus on early. 

Financial and Legal

An entire lengthy guide could be developed on Financial and Legal considerations with a fundraising strategy. Have experts available to you along the course of your efforts. Here are a couple success tips that I like to have available:

• Have your plan 3, 5, 10+ years out but with room to make changes.
• Know how much you are willing to invest. What would the cost per “qualified lead” (investment supporters) be worth to you? Through marketing, gifts, etc. you have to invest to truly get in front of your target audience.
• Make sure you send receipts and document all funding sources!
• Know your IRR- Internal rate of return- what is the long term benefit of your efforts?
• Do research- look at case studies on similar organizations and efforts and be prepared of all scenarios
• Know your budget inside and out and make ongoing changes as they occur to adjust.
• Know the legal requirements on your nonprofit.

Final Thoughts

This guide barely touches on the many components of Fundraising for a Non-Profit. 

As a leader of your organization, take a minute to celebrate in your continued successes and always be open to fresh ideas. Contribute yourself what you can to set the standard for what you would like others to do and know that the organization is making a huge difference in our world!

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