The 4 Forever Facts About Fundraising
It's that time of year when predictions abound. Top 10 lists are on everyone's lips. Whether it's improving work/life balance, getting over your ex or losing weight, it seems there's a prediction for how everything will or won't change next year. Even my barista is giving me advice on the economy. He warned me away from giving him a tip.
"You'll want to keep those pennies in your pocket," he said. "Things aren't looking good out here. Better to set something aside for Christmas."
But really, no one knows what's going to happen today, let alone tomorrow. So, I'm eschewing my list of predictions for 2011. Instead, I'm serving up the four "forever facts" about fundraising. Enjoy!
1. Fundraising is a peer-to-peer sport
Remember those thermometers from the United Way campaigns? Every time a new department or individual gave money the "mercury" would rise closer to the top. As annoying as those were, they actually worked. Why? We all like to know that we're not alone, and conversely, no one wants to be the ONLY ONE who didn't give. Call it groupthink; call it shallow. But people want proof that others donate too. They also want the reassurance and good feelings that come with knowing that they are part of the club.
What does this mean for you as a fundraiser? Continue to recognize your donors publicly. (Unless, of course, they have asked to remain anonymous.) Also, encourage donors to share their stories with their friends and family members. This will help you bring new folks into the fold. You can do this online via some great peer-to-peer fundraising tools.
2. Fundraising is not a one-night stand
You've met your goals. Actually, you've exceeded them. Your boss is really happy because you've managed to accomplish so much in a down economy. Here's the rub. You're stewardship stinks. In fact, you don't even have a plan for keeping your newly minted fans in the fold. You're a one-trick pony. Someone forgot to send out the thank-yous.
Fundraising is about being in it for the long haul. It's more akin to a marriage than a one-night stand. Spend as much money (or more) on cultivating your current donors, i.e., the folks who already love you, as you do acquiring new leads.
3. Fundraising is about being prepared
I'm not involved with the Boy Scouts, but I love their motto — "Be prepared." Say it after me. "Be prepared." Tape it to your laptop. Without a plan, you'll never succeed at raising money. You've simply got to have an editorial calendar to map out your appeals, a schedule for each of your campaigns, and you have to be aware of the other activities that are going on inside your organization so you can leverage, instead of cannibalize, these programs.
That said, you also need the flexibility and creativity to take advantage of your "golden moments." This is easier to do quickly online. For example, when it comes to light that a gubernatorial candidate has been skipping out on Social Security for her maid, use this news to promote fair labor practices. Similarly, if (God forbid) another tanker tanks, be ready to capitalize on your donor's heightened awareness of your work to protect our oceans.
4. Fundraising is FUN!
We begrudge fundraising as a task. For example, everyone looks away when I bring up the fall stewardship campaign at my church. No one wants to join the committee. When asked why, people say that asking for money makes them feel awkward. Here's the problem. Fundraising is about more than money, and the best fundraisers know this.
Great fundraisers also are consummate educators and relationship builders. They are evangelists for their causes. Their passion for alleviating poverty, adopting abandoned pets, reducing carbon emissions, etc., is contagious. And, this is what helps bring in the money. Don't try raising money for something you don't love. It simply won't work.
Need some inspiration? Try to remember why you joined your movement or organization in the first place. Talk to other fundraisers and organizers in your space, and ask them what gets them excited. This will help you to get re-energized around your fun work. FS
