Fundraising in Fractured Times

Chaos on the national level along with uncertainty about the impact of the tax bill and the future of our democracy have made these anxious times for nonprofits. Sometimes it feels like you can’t get a break from crazy tweets and jaw-dropping headlines and national tragedies.

And yet, you still need to raise money for your work. So here are five fundamental principles to keep in mind.

1) Fundraising is a year-round project. It’s not just about one big fundraising campaign, or one gala event; you need to be asking folks many times, in many ways, to contribute to your organization. This includes making several appeals throughout the year via email, website, snail mail, Facebook, and personal contacts. It includes having a website that is easily navigable, well designed, and drives visitors to your donor page.

2) Every staff member is a piece of the fundraising puzzle. Although there may be one key staff member who has the main responsibility for fundraising, everyone should be knowledgeable about your strategies, able to make a quick elevator speech about your mission and the value of your work, focused on making positive connections with clients and donors, and ready to hand out remit envelopes. Most important: every Executive Director needs to fundraise, in particular through individual contacts with significant donors. This should be written into their job descriptions, and a focus in every performance review.

3) Everyone on your Board bears responsibility for fundraising. Yes, I know that most Board members resist direct asks, and would rather spend hours planning a fundraiser than one hour meeting with a donor. So you have to make it clear in your Board job description and orientation that fundraising is a key responsibility and what your expectations are. You have to provide training (not once, but regularly).

4) Fundraising is driven by organizational data. You can’t fundraise effectively and strategically without a well-constructed and comprehensive database. If you have one that’s not working for you, find a better one. You should have comprehensive information at your fingertips about each donor – when they have given, why, how much, how they like to be contacted. And you should be able to segment lists for focused appeals.

5) Fundraising is about personal connection. But the bottom line is that all the data in the world does not replace the value of authentic human connection. This starts with what happens when folks walk into your facility or office, with how they are treated on the phone, with how quickly and well you respond to their emails. And it continues into personal notes on letters, prompt thank yous, donor appreciation events, personal phone calls, house meetings, and one-on-one meetings in which you listen, engage, ask for feedback, and solicit donations.

I know there’s been a lot of chatter out there about increased competition for funds, because there are so many embattled good causes. But I’ve heard that chatter over and over throughout the years, through recessions and political crises and hurricanes and earthquakes. And yet, the nonprofit sector has survived and persisted and raised money. You will too - you just need keep on fundraising.