As you (may) know, I have worked in the nonprofit sector my entire career; yes, even higher education is considered to be a nonprofit so... by default.
A bit of a side note, and I stand by this, I don't consider higher education to be a business! I made that statement during my first course as a doctorate student and, I believe, it was a solid foundation to my journey but I'm not sure my instructor would agree. What we know for sure is that businesses and organizations, a like, need money to literally keep the lights on; however, businesses look to make a profit where nonprofits i.e. (most) higher education institutions do not. I'm sure this could be a dissertation alone but I've put those days behind me and I think I've covered this in a blog or two before.
During my time as a doctorate student, I took a course in which we did an exercise; I don't recall the name of the course, but I am sure it was titled in a way that reminded us of the importance of being able, comfortable, and willing to ask for money. We were expected to engage in conversation with a member of our cohort and "court" them for the purposes of asking them for money. Basically, we had to ask questions of someone we had gotten to know over the course of a year (or two, I don't remember when I took the course) to get to know more about them and their interests to see if there was enough alignment of values to a point of giving.
If "uncomfortable" was a person, in that moment, I would have been them. It may still be hard to believe, but I am an introvert and even though I knew the person next to me, on some level, it felt... weird, which I later attributed to the fact that it didn't feel genuine which was hard for me.
Fundraising for a nonprofit organization can be challenging but incredibly rewarding and while asking for money and seeking resources are important, to me, it is equally as important to do it in a genuine way. Maybe "courtship" has a layer of that, but I haven't figured it out, yet. Coming from someone who isn't an expert, at all, I wanted to share some tips of things I've learned that I thought might be helpful for us non-fundraiser / non-development people.
Let's jump in:
1. Build Strong Relationships
One of the most crucial aspects of successful fundraising is building strong relationships with potential donors, volunteers, and community partners. Take the time to engage with your supporters, listen to their feedback, and show genuine appreciation for their contributions. Unfortantely (and fortunately) especially for an introvert, this takes time! It was MSH's 1st Annual Rent Party that reminded me of the importance of this. At the time of this event, MSH had not engaged with or placed a single individual but, it is my belief, the time I spent getting to know members of the community is what brought people out.
2. Tell Compelling (Different) Stories
Nonprofit organizations get to do the work that (naturally) tugs at the heartstrings. Humans are naturally drawn to stories. Use the power of storytelling to create emotional connections with your audience. Share impactful stories of how your organization has made a difference in people's lives to inspire donations but don't just tell the same story. We've all seen it, a program or organization has someone who really outdid themself and they are at every event to tell their story, on every piece of marketing material, and in every commercial - shake it up a little.
3. Diversify Your Fundraising Strategies
Don't rely on a single fundraising method! Explore various strategies such as online crowdfunding campaigns, events, grant writing, and corporate partnerships to diversify your revenue streams and reach a broader audience. In my opinion, this can be hard if you haven't developed a following. You can share and repost until your fingers hurt, but until you also diversify your following, you're talking to the same people who just might not have the resources you're looking for. Even when you're looking to write a grant, it's important to know who is on the other side reading your application.
4. Embrace Technology
In today's digital age, leveraging technology can significantly enhance your fundraising efforts. Ask around and explore online fundraising platforms, social media channels, and email marketing tools to engage donors and streamline your fundraising processes. To be candid - itās all worth it but can be time consuming. MSH used one platform for our 1st Annual Rent Party and took some time to look into others immediately after. Knowing what you need out of a platform, how much time and effort it will take you to get going, and what the user experience will be like are all important pieces when making a decision.
5. Offer Unique Giving Opportunities
Create innovative and personalized giving opportunities to attract donors. Consider offering exclusive perks, matching gift programs, or themed fundraising events to incentivize donations and make the giving experience more rewarding. Sounds fun, right? It can be, but... do not underestimate how impactful every detail here can be. I've dressed up like a 90s hip-hop artist and someone right out of a western (to name a few) - good times - what I do not take for granted, anymore, is the time and energy that went into that planning.
6. Invest in Donor Stewardship
Donor stewardship is essential for cultivating long-term relationships with your supporters. Show gratitude, acknowledge donors' contributions, and keep them engaged through personalized communications and recognition programs. Social media is still a big thing fortunately.
7. Collaborate with Other Organizations
Forge partnerships with other nonprofits, businesses, or community groups to amplify your fundraising efforts especially if their is mission and value alignment. Collaborative initiatives can help you reach new audiences, pool resources, and achieve greater impact together while learning from other institutions across sectors. To me, this is a special opportunity for new nonprofit organizations.
8. Prioritize Donor Retention
While attracting new donors is important, don't overlook the significance of donor retention. Focus on building lasting relationships with existing donors through regular communication, special updates, and donor appreciation events. I'm still trying to figure this one out because while people seem to think MSH has been around forever, we're just about to hit our one year mark in full operation and two year mark as a 501c3.
Like a few of my blogs, I wrote this a little while ago and kept it in the drafts for the right time; and if you follow any of our social media or have come to the website once or twice in the last week (or so), you know MSH is preparing for our 2nd Annual Rent Party, for me, it was a great reminder as to why fundraising is a full-time job. It is hard work! By incorporating these tips into (y)our fundraising strategy, we can enhance (y)our organization's sustainability, expand (y)our impact, and foster a supportive community of donors and advocates.
Remember, fundraising is not just about raising funds; it's about building meaningful connections, inspiring change, and making a positive difference.
Now, if I still have your attention, consider joining MSH for our 2nd Annual Rent Party taking place on January 25, 2025. This event will take place one day shy from the opening of our first set of shelter doors and two days shy of our namesake's birthday! We will fundraise like the rent is due and celebrate a foster parent whose, invisible, cape can no longer be ignored with our Heart of a Guardian award. Nominations being accepted until November 29, 2024.
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