Fundraising

Sand Crab

People are often pushed to expand their talents and reach a new level of expertise. It is a honorable desire to help another person succeed. But what happens when you are encouraged to move out of your area of expertise? Sitting on the beach this summer I was reminded that each creature has adapted to their environment. The sand crabs I watched never wandered more than a few feet from their holes in the sand. They were extremely effective at dragging proportionally large amounts of sand out of their network of tunnels. It was clear to me that the sand crab has a specific purpose.

I see nonprofit organizations pushing every board member to raise a specific amount of money. There are some individuals for whom this is low hanging fruit and an easy accomplishment. There are other members of the board for whom this is Mt. Everest. I encourage groups to look at the big picture. I want the sand crabs on the board doing what they do best. It makes them happy and there is nobody better to inhabit their environment.

Annual or Limited Engagement

Have nonprofit organizations trained donors to think that their donation one year will make perpetual change in the organization regardless if they give again. Said differently, if I donate $100 this year do I feel that the organization will be better off today and the next year and the year after if I do nothing else? I fall into this trap, feeling like I have made a donation last year so I can skip a year of support and get back to the organization at a later date. I know that my previous contribution has been spent and its benefits realized. Perhaps the impact of the gift had an extended half-life but the reality is the organization most likely has a cash flow requirement and much of it is predicated on the assumption that a series of donors will repeat their habit of giving on an annual basis.

So what if I am not ready for the commitment or need a different way of funding an organization or project. Perhaps a limited engagement is a better option. The following article in the NY Times caught my eye today since it is all about funding installations that are temporary in nature and design.

http://www.nytimes.com/2009/08/25/technology/start-ups/25kick.html

Are we communicating clearly with our donors and supporters? Are we providing the right opportunities for their funding?

Data On Which Age Groups Use Specific Social Media


Clients who are later adopters of technology are always telling me that they need to get on Twitter, Facebook, MySpace, etc. They need a great social media presence. I ask them who they are trying to reach with these forms of media. One group’s core audience is women between 40-70 years old. Another group serves young teens but raises 80% of its donations from the generation that would qualify as grandparents to these teens. Twitter may not be the right source to invest in for either of these groups (at least as they think it will be applied). I have mostly relied on anecdotal evidence but this recent study is truly helpful to quantify which generations are using which forms of social media.

http://www.insidefacebook.com/2009/07/30/new-study-shows-how-different-generations-use-facebook/

What has worked well for your organization? Who are you trying to reach? What feedback to you get?

Society’s Role in the Fundraising Gala

Catching-up with last week’s Sunday New York Times this morning and came across the Evening Hours page by Bill Cunningham. The column is a series of numbered pictures with captions identifying the individuals pictured and then a brief narrative about the charity being supported. Captured in the synopsis is the date of the event, location, number of guests and amount of money raised.

I interpret the column to be a combination of photo-journalism and society Facebook. I think it is tremendous that Mr. Cunningham provides coverage as there are many worthy causes. I also know that the presence of well know individuals is a way to draw readership for the NY Times and attention for the nonprofit organization.

What I wonder is why do we not see the same column for the people who volunteer? Why not highlight those who have given time, expertise or supported at a lower giving level but a meaningful percentage of their income? The fact that those who met a minimum giving requirement, dressed in appropriate attire, and secured an invitation are captured for visual presentation is a forum for a column. I am skeptical that everyone who attends truly understands the work the cause is addressing. Experience at other gala events would suggest that some guests are just there for the party. The narrative of what happens daily at these tremendous organizations would be a great hyperlink from this column. Use society and social standing to get my attention and then allow me to learn more. Get me to the organization’s website, tap me into the opportunities to support, provide a link for more information.

How are you optimizing media coverage to draw in new supporters?

Virtual Philanthropy

Just read on Twitter that the NY Time found that many first-time donor who complete a transaction online do not return. Questions that come to mind:

  • What moved them to donate in the first place? What was their motivation?
  • What did the organization do to keep them engaged?
  • What was the extent of the ‘relationship’?
  • What opportunities exists to make a first-time donor a repeat donor?
  • Was this a ‘test gift’ or was it in response to PR, media coverage, a campaign, special occurrence, etc.?

Many opportunities exist to retain first-time donors, especially when other organizations are not meeting their needs.