I worked in nonprofit fundraising for over 20 years. Since most people have had some kind of association with a nonprofit - they made a last-minute year-end donation to tack off on their taxes or put a dollar in Santa’s bucket or just did “Jump Rope for Heart” or “Hands Across America” as a kid - when I told someone I worked in “fundraising,” everybody had their own preconceived notion of what that meant. And rightfully so – there are as many different types of fundraising…and reasons to give…and ways to get that gift…as there are people.
A mature organization should be using all of them: major gifts, foundations, events and planned giving included. But at the core of all of these is individual giving: those professionals, advocates and widows who give an organization $75, $100 or $150 per year. It’s where the best planned giving prospects come from. It’s the first rung on the giving ladder and where future major donors are found (and how they find their favorite organization). Individual giving also provides a stable, broad base of support for an organization.
What is the best way to find and reach out to potential financial supporters? A multi-channel approach with a carefully tailored appeal and strong ask and with data-driven targeting. This can be part of a robust annual plan or a one-off campaign.
Multi-channel includes all communications options that are available to you: direct mail, email, the telephone and all of the many options for online engagement – every “channel” builds on the other creating a “halo effect” that lifts all boats.
These are the same tools used by retailers and other marketers. They’re proven and effective but, importantly, they require careful coordination and planning to be effective. The ask or appeal must be consistent, clear and compelling. The design of the various components must be eye-catching yet not distracting. And the data must be built on solid analysis and strategy.
