In Fundraising: Less Is Not More – & Vice Versa

I want to address two constant refrains I hear from nonprofit staff and board members that are real barriers to fundraising success:

1. We only ask our donors for money once a year; we couldn’t possibly ask more often, because they will get pissed and stop giving.
2. So many nonprofits are asking for money, especially right now with anti-Trump stuff; we can’t possibly compete for fundraising dollars in this climate.

Both of these are so wrong. Here’s why:

1. Asking just once: The most basic principle of fundraising is this: if you don’t ask, people won’t give. If you ask them only once a year, those who are inclined to support your organization will do just that – and only that. If you ask them more often, they will give more dollars, and give more frequently. Statistics consistently show that very few of them will be deeply offended, or stop giving – and that you’ll raise more money. If you have a particular major donor who has specifically stated that they will only give once a year, then by all means make a clear note of that and respect it. Otherwise – have at it. In fact, in these days of constant communication, it’s important to use every opportunity you have to stay in touch with your supporters, and to ask them to be involved – and writing a check (or making an online donation) is one of the easiest ways for them do so. You should be asking them to volunteer, to support a petition that is consonant with your mission, to make specific in-kind gifts that you need based on a published wish list, to write a bequest to your nonprofit in their will, to watch a fun video of one of your programs, to support your scholarship fund, to help raise money for specific facility and equipment needs, and to contribute unrestricted funds in support of your ongoing operating expenses.
2. Fear of competition: Although folks seems to think this one is new and specific to the current political climate with all the needs and asks out there, I’ve been hearing this one for decades. People would say, there are so many nonprofits in West Marin (where I live - and there are indeed an extraordinary number for such a small region), and use that as an excuse to avoid fundraising. But I never found it to be true. This is what I found, and what I believe – fundraising is not a competitive sport. People will respond to current emergencies, whether it be hurricanes or Trump storms, and they will also give to small local organizations. Those who care about your nonprofit will choose to support you if you continue to do your work well and if you continue to build relationships with them.

 So - don’t let these unfortunately enduring but completely wrong-headed myths about fundraising stop you from regularly reaching out to your community, clients, volunteers, members, and donors for support.