| I'm a board member of a local nonprofit and we are | | | | find out what they think of your organization, why they |
| about to launch our annual campaign. Like other | | | | give, what they want from their philanthropy. You can |
| nonprofits in our community, we are facing a very | | | | use surveys, interviews, focus groups or inserts in |
| competitive funding environment. There are more | | | | mailings.There are two benefits to this approach. First, |
| agencies seeking more money from more | | | | you will understand your current donors better. Second, |
| sophisticated donors.It's enough to make you run for | | | | you will have credible information that can help you find |
| cover.The reality is that fundraising is not easy, but it | | | | new donors or bring lapsed donors back into the fold.3. |
| isn't impossible. There are some mistakes to avoid if | | | | The wrong fundraising strategySometimes |
| you want to be more successful.1. Overestimating | | | | organizations try to implement ideas that other |
| what your donors know about you | | | | organizations have used successfully.Before you do, |
| A recent ad in "The Chronicle of Philanthropy" made | | | | you need to answer some key questions:What were |
| this point very well. There is a picture of a couple with | | | | the specific conditions that made that idea work for |
| their checkbook. The text on the picture reads: "They | | | | that organization?Do those conditions exist for your |
| don't know why to choose your organization over | | | | organization?Do we have the capacity to implement |
| another, how you handle your finances, if your letter is | | | | that strategy?What are the real costs?What can we |
| truthful." The text ends with the question, "And you | | | | realistically expect to receive?A better approach is to |
| want them to donate money?"Raise awareness of | | | | learn what strategies have been successful for you. |
| your mission. Let people know that you are good | | | | Build on those strategies. Build on what you know |
| stewards of your finances. Let people know your | | | | about your capacity, your fundraising history, and your |
| results. Then, ask them for money.2. No investment in | | | | donors.Avoid these mistakes and you will build better |
| donor researchWhen I was growing up, my father | | | | relationships with your donors, raise more money and |
| used to say, "Sometimes you have to spend money | | | | create more sustainable financial support.Judith |
| to make money."His advice applies to fundraising. | | | | Rothbaum's passion is helping nonprofits thrive. She |
| Invest time and resources in donor research.The first | | | | publishes a monthly e-newsletter with practical |
| place to start is with your donor records. Look for the | | | | management, fundraising and communication solutions |
| donors who have given the largest gifts. Then look for | | | | for bold nonprofits on the move. She presents |
| the donors who have given the largest number of gifts. | | | | seminars, workshops and coaching programs |
| Then, look for the donors who have given recently. | | | | nationwide with one key message - - think boldly about |
| Make a list of those donors. They are the donors most | | | | who you are and the impact you have in your |
| likely to give again.Continue to build on that relationship. | | | | community. Visit to learn more. |
| Learn more about these donors. Gather information to | | | | |