Fundraising events can feel like a whole lot of work for not much money, but they are a great way to raise your organization's profile - a chance to talk about your cause.
When you’re constantly looking to raise money, it’s easy to think every opportunity is a good opportunity and you end up scrambling from one idea to the next with little success. Sure you can piece together your budget a few activities at a time, but without a plan it’s unlikely that you are making best use of your time, energy and resources.
A plan gives you focus so that every step you take moves you closer to your overall goal and enables you to avoid unnecessary detours along the way. A successful plan doesn’t need to be complicated, in fact by keeping it simple, you are more likely to refer to it and stay on track.
The first step in creating a fundraising plan is to take an internal stocktake of your fundraising strengths and weaknesses. Unless your organisation is brand new, you will have some existing resources to help you with your fundraising efforts, so you might as well make the most of them! These may include:
Of course, there are countless other resources your organisation may have, but you need to take the time to recognise them. Talk to your members and supporters and find out what skills, networks and resources they have as well. Fundraising should be a team effort, so get to know the people on your team.
Once you are clear about what resources you have, identify what resources you need. You may discover that you’ve had plenty of support in the past, but no-one has kept an accurate or up-to-date database. Or perhaps you have lots of willing volunteers, but none of them have received training in the fundraising field. Maybe your promotional material is non-existent or you have no contacts in the business world.
By identifying both your strengths and your weaknesses, you get a clear picture of where your starting point is. From there you can decide what types of fundraising are best suited to your organisation and develop some fundraising strategies that play to your strengths.
Some fundraising streams you may like to consider include grants, membership, donations, bequests, corporate partnerships, peer-to-peer fundraising activities or more traditional fundraising events. You could also consider establishing a small-scale social enterprise or securing a contract to deliver services in your area.
Once you’ve decided what avenues you want to use, stick with them. Pour your time, energy and resources into the plan and avoid chasing opportunities that don’t fit with your strategy.
Whether you’re a volunteer fundraiser or a paid employee, if you want to raise more funds, you need to build yourself a fundraising team. Unfortunately many fundraisers I’ve met are reluctant to let go of the reins, and while they claim there is no one available to help, the real issue is their unwillingness to delegate.
Delegation starts by recognising that the more hands you have on deck, the more you can achieve. And it’s amazing what you can achieve when you don’t care who takes the credit!
Begin by brainstorming all the tasks you need to get done in your fundraising role. Be as specific as possible; instead of saying ‘communication’, break that down into specific responsibilities such as Facebook, Newsletter, Press Releases, Donor Letters and so on. Once you have made a list (and it should be a big one), decide which of those tasks you would be willing to delegate to others.
Next, create job descriptions for each of the tasks or positions you have identified. The descriptions don’t have to be formal or stuffy, but they should include:
Depending on the size of the role and the type of person you are trying to attract, these details can (and should) be presented in different ways and through various avenues. Talk with your existing volunteers about any relevant skills or experience they have and contact your local volunteer centre for potential candidates also. You can advertise your position free of charge on the Exult website.
If you are writing a donor letter, send out two different versions and measure which version gets the most response. If you are telling client stories at public events, try different angles and measure which one generates the best results.
This is the simplest way to raise more funds, but it is also the one piece of advice that most people ignore. Test and measure everything and then use what works best!
If you are writing a donor letter, send out two different versions and measure which version gets the most response. If you are telling client stories at public events, try different angles and measure which one generates the best results. If you are sending emails to supporters, use different subject lines and measure which email gets the most opens or clicks. Use Google Analytics to measure changes on your website, and Facebook insights to measure interaction on your Facebook page.
If you don’t test different options and measure the results, you have no idea if you’re doing things in the best possible way. Test, measure and tweak.
Raising your profile goes hand in hand with raising more funds. After all, if you want people or organisations to support you, they first need to know that you exist! To build your profile effectively, you need to be consistent in your message and use several avenues to spread the word. Building your profile takes time, but repetition builds reputation, so stick with it.
Raising your profile goes hand in hand with raising more funds. After all, if you want people or organisations to support you, they first need to know that you exist! To build your profile effectively, you need to be consistent in your message and use several avenues to spread the word. Building your profile takes time, but repetition builds reputation, so stick with it.
If you’re a small organisation with next-to-no budget for marketing, don’t panic. There are lots of ways you can raise your profile without spending a lot of money. While no single activity will be the silver bullet, the sum of all the activities combined will have a measurable impact. Raising your profile on a limited budget means doing lots of little things, all of the time.
Some activities you may want to consider include
To be successful in raising your profile it’s a good idea to prepare a marketing calendar, so that you can plan activities and ensure that you are consistently doing something to stay front-of-mind. Raising your profile takes time and perseverance, but it definitely pays off in the long run.
If you are serious about raising more money, you need to properly invest in fundraising. Just like businesses spend money to market their products and make more sales, you need to spend money to market your organisation and encourage more donations.
Over the last few years there has been growing discussion about how much money organisations spend on fundraising, overheads and administration. While some non-profits claim that 100% of donations go directly to the cause, there is no real definition as to what ‘the cause’ includes.
Does it include wages for the programme co-ordinator or the administrator who pulls the whole project together? Does it include the rent required to house the programme, or the brochures required to encourage people to take part? Are these things considered a part of ‘the cause’?
Unfortunately overheads and fundraising expenses have been given a bad rap, and as a result some organisations are scared to spend money on things that are not directly related to the cause. While this might look good on paper, in the long run it will do nothing to help you raise more funds or grow your services.
If you are serious about raising more money, you need to properly invest in fundraising. Just like businesses spend money to market their products and make more sales, you need to spend money to market your organisation and encourage more donations.
To paraphrase Dan Pallotta: “Who cares if the bake sale has 0% overheads if it only makes $100. We need to stop looking at how much of the pie is going to overheads, and start looking at the size of the pie!”
If pushing for an increase in your fundraising budget (or getting one to start with) seems out of the question, I encourage you to watch Dan Pallotta’s TED Talk: The Way We Think about Charity is All Wrong. Then once you’ve watched it, share it with your Board.
Attend programmes, pitch in with special projects, and talk to clients, staff and volunteers on a regular basis.
In many organisations the person responsible for fundraising is also responsible for running the programmes, managing staff and recruiting volunteers. While this is undoubtedly a big ask (and certainly not ideal), it does make it easier to talk to potential supporters when you know exactly what is happening on the front line.
If you’re lucky enough to only wear one hat, and your whole role is dedicated to raising funds, you need to make a special effort to stay connected to the front line. Attend programmes, pitch in with special projects, and talk to clients, staff and volunteers on a regular basis. This not only ensures you are well informed when talking with potential supporters; it helps keep you motivated and excited about the cause as well.
Fundraisers who work in isolation can unwittingly find themselves disconnected from the organisation. While they may be ticking all the right boxes and completing the necessary tasks, their passion for the cause dilutes, their understanding of the programmes lessens, and their effectiveness as a fundraiser declines. Staying connected to the front line is essential for fundraising success.
What is the problem or challenge your organisation is addressing? Why is it important that this problem or challenge is addressed now? How can you prove that the way your organisation is addressing the problem actually works?
People make donations for all sorts of reasons, but for the most part it is because they consider the work of your organisation to be important. They recognise there is a problem that needs solving or a challenge that needs addressing, and they believe that your organisation is doing so in a meaningful way.
In a nutshell, if you want more donors, you need more people to:
There are lots of ways you can discuss or raise awareness of these points with potential donors, but before you do, you need to get clear about them yourself.
What is the problem or challenge your organisation is addressing?
Why is it important that this problem or challenge is addressed now?
How can you prove that the way your organisation is addressing the problem actually works?
That’s your ‘Case for Support’.
No matter how old you are or how experienced you are at fundraising, you can always learn something new. The fundraising landscape is forever changing, and new generations of givers respond in different ways. As such, it is essential that you keep up-to-date with fundraising trends and ideas, so that your methods and techniques don’t become ineffective.
No matter how old you are or how experienced you are at fundraising, you can always learn something new. The fundraising landscape is forever changing, and new generations of givers respond in different ways. As such, it is essential that you keep up-to-date with fundraising trends and ideas, so that your methods and techniques don’t become ineffective.
Upskilling doesn’t have to be expensive, but it will require a conscious investment of time and focus. Successful fundraisers are constantly reading books and articles, attending workshops and conferences, and networking with other fundraisers. They not only keep informed about general fundraising trends, they spend time developing the specific skills required for their role.
If you’re not sure what workshops to attend, your fundraising plan will help you identify the skills you need to focus on first. Check out www.exult.co.nz for workshops and articles that may be relevant to your needs. Raising more funds is about working smarter, not harder.
Actively encourage your regular donors to talk to their friends about your organisation and why they choose to give. ... By simply sharing stories about your organisation, they are raising awareness of the work you do and providing a valuable third party endorsement.
Building trust with people who have never heard of your organisation can take time, but you can use your current donors and supporters to help build trust on your behalf.
Actively encourage your regular donors to talk to their friends about your organisation and why they choose to give. They don’t necessarily have to make a specific request for money, (although it would be great if they did), but by simply sharing stories about your organisation, they are raising awareness of the work you do and providing a valuable third party endorsement. Next time their friend picks up your brochure or sees a fundraising campaign, there will already be a certain level of trust because of your donor’s input.
It’s important to recognise that most donors won’t think to share stories or talk about your organisation unless you specifically ask them to do so. (It’s not that they don’t want to, it’s just that you’re not top of mind.) When you explain how much impact those stories can have, many supporters will make a conscious effort to spread the word.
Giving donors (or potential donors) the opportunity to watch your programmes or projects in action can be a really effective way to grow your donations.
Giving donors (or potential donors) the opportunity to watch your programmes or projects in action can be a really effective way to grow your donations. Not only do they get to see the quality of the service you deliver, they get to see the impact it makes first-hand.
Where possible, invite major donors out one at a time so that you can give them your undivided attention and put what they are watching (or participating in) into context. Make sure you are well prepared for the visit and allow plenty of time to tell stories, answer questions, and introduce them to clients, staff and volunteers.
Your donor should leave with fresh insights about what your organisation does and why you do it. Most importantly, they should leave feeling like they are a treasured part of the team.
When you assume someone won’t want to give – you don’t even bother asking.
Too many donations have sat unrealised because someone assumed a person wasn’t able or willing to give. Making this assumption is the quickest way to kill a potential donation, because when you assume someone won’t want to give – you don’t even bother asking.
Next time you find yourself making this assumption (and we all do it), STOP, and do your homework. There is usually more to a potential donor than meets the eye..
Raising more funds isn’t always about finding new donors, it’s about paying attention to the donors you already have.
I’ve lost count of the number of organisations I have stopped giving to, simply because I didn’t feel valued or appreciated. More specifically, I didn’t feel like my donation was being noticed, much less making a difference.
Granted, I know how organisations should look after their donors so I can be pretty picky, but there is no excuse for not honouring your regular givers. Your regular donors provide a backbone of reliable income for your organisation and they deserve to be recognised for it – over and above your every day thanks.
Raising more funds isn’t always about finding new donors, it’s about paying attention to the donors you already have. When you spend time nurturing relationships, you help ensure that regular donors stay regular donors. Over time you are able to give these supporters an opportunity to increase their donations and even raise the idea of leaving a bequest.
Some things you might want to think about include:
Running a text to donate campaign. This kind of campaign is a project in itself and doing it well takes a great deal of planning. However, it is a growing method of fundraising and one that is only likely to increase.
It is important to remember that technology doesn’t replace the time-tested principles of fundraising. All it does is give you another way to make the connection.
Fundraising is all about relationships. The more relationships you have and the deeper those relationships are, the more money you will raise. It’s simple maths.
In order to truly develop those relationships, it is important that you start keeping accurate records about who your supporters are and how they support you. You might like to include things like how they first got involved with your organisation, what their first donation was, how often they give and what their average gift is. You should also record if they provide support in other ways such as volunteering or gifts in kind.
The more you know about your supporters, the easier it is to connect them to relevant parts of your cause. Take time to genuinely get to know your supporters and make notes about their relationship with you as you go along. This is valuable information not just for your current fundraising people, but for anyone new who joins the team.
There are lots of database options available, but one that has been designed specifically for non-profit groups is www.infoodle.com.
It’s a good idea to set aside one day each week where you commit to following up with potential supporters. It doesn’t have to be formal or pushy, just a simple email or phone call to touch base and see what else that may need from you. Often these potential supporters are grateful for the reminder and it’s all it takes to get them to over the line. If the potential supporter is not quite ready to commit, this follow up is a simple way to make sure the conversation stays on track.
If you are wanting to attract business support for your cause, it makes sense to get to know people in business. While sponsorship is largely a commercial decision (ie. what’s in it for me?), it is also about trust, credibility and personal relationships. By regularly attending business networking groups, you can develop relationships before you need to ask for support. It is much easier for people to say yes when they already know, like and trust you.
There are all sorts of business networking opportunities available, but a good place to start is with your local Chamber of Commerce. Most Chambers offer a non-profit membership rate, and if you commit to the process, it is very worthwhile.
While every organisation will define roles and responsibilities differently, everyone in your organisation should be involved in fundraising to some degree and your trustees are no exception.
Internationally, particularly in the United States, it is taken for granted that Board members will either GIVE, GET or GO. That is, they will either make a donation themselves, use their networks and relationships to find new donors, or they will resign from the Board. Playing an active role in the financial health of their organisation is non-negotiable.
However, in New Zealand the opposite is usually true. Many Board members believe it is unnecessary for them to GIVE or GET, because they are working in a voluntary capacity. The most common argument is that they are already making a contribution by donating their time. Dig a little deeper and you’ll also hear reasoning that it’s ‘not their role’ or ‘they don’t know how’ to fundraise.
What most trustees don’t realise is that having Board members lead by example is critical to your fundraising success. Not all trustees have to fundraise in the same way, but it is essential that they all GIVE or GET somehow. Here’s why:
Others follow their example
In a nutshell, your Board owns your organisation. They are responsible for the organisation’s success and need to lead by example. How can your trustees expect you to ask complete strangers for donations, if they are not willing to financially contribute themselves? The public perceives your Board members as being the people most passionate about your cause. If these passionate people are not willing to give, why should anybody else?
Time is NOT money
There is no dispute that time is valuable and your trustees should be acknowledged and appreciated for the time they give to your organisation. However, time is NOT money. You cannot pay your bills, purchase necessary items and grow your organisation on time alone. You need donations as well.
Comparing time and money is like comparing protein and carbohydrates. Both are very different, but both are necessary to maintain your health. In this instance, it’s your organisation’s financial health at stake – something your board is responsible for maintaining.
Fundraising is about relationships
Fundraising is all about relationships. In simple maths, the more relationships you have, the more money you raise. Your trustees all have connections, networks and relationships within the community. Imagine that each of those connections represent a room that may or may not have money inside. You could barge in, ring the bell and hope someone’s home, or your trustee could unlock the door by way of an introduction.
As guardians of your organisation, your trustees are responsible for unlocking as many doors as possible. Not only will this give you access to more people and potentially more funds, it does so in a way that increases your credibility.
We are often asked how you can massage your project or programme to fit a funder's criteria and the short answer is; you don’t.
There are nearly 1000 different funding avenues available throughout New Zealand, all of which have different combinations of criteria based on project, expense, purpose, beneficiaries, region and any other manner of things. In almost every case, there are far more applications for funds, then there are funds to give away, so they are looking for the best possible fit – not one that kind-of-sort-of fits around the edges.
It is more effective to spend time searching for a handful of ‘great fit’ funders and do your applications really well, than send dozens of applications that are probably not going to be successful anyway. Not only does it waste your time, it wastes their time also.
ENM has a spreadsheet of funders that might provide funding for environmental groups, along with closing dates when known. Email [email protected] if you would like a copy of this spreadsheet.
To get weekly details of upcoming funding rounds and their criteria, you can subscribe to Tonic Magazine for $99. Email [email protected] for details.