An Interview With Christine Orman, resource development manager, ReRun

FS: How would you describe your fundraising philosophy?
CO: Diversified. I look for fundraising possibilities in all aspects of ReRun’s operations. And just like financial investing, this diversification can help buffer us from cyclical changes in the ways donors give and the type of donors who are giving.

FS: How do you reach out to supporters and potential supporters in ways other than purely fundraising?
CO: We are beginning to break into the social media sites as well as contribute to online discussion forums and blogs. We also use e-mail blasts (judiciously) to our supporters. Our largest effort for the immediate future is developing Internet-based projects that help bring our horses and the public together in meaningful ways. There are so many possibilities for this avenue of reaching out that it’s a matter of narrowing down our options and choosing the most effective method with the greatest impact.

FS: Can you describe a recent successful fundraising effort?
CO: We needed to raise funds for two run-in sheds for a herd of horses at one of our foster farms in New Jersey. A run-in shed is a three-sided, roofed structure that the horses can use for shelter when they are out in a pasture. We sent out an e-mail blast appeal to the 600-plus individuals on our e-mail list. We gave them our target amount of $10,000 that we hoped they would help us raise for the two sheds. The first e-mail blast brought in about $5,000 within a six-week period. We sent out another blast indicating how much had been raised so far, thanking the ones that had contributed, and urging the ones who hadn’t yet to help. Within a month of the second blast, we raised another $4,000. We were thrilled, to say the least!

FS: Any major difficulties or setbacks you've faced along the way? Things you would do differently with your fundraising?
CO: Fortunately, we haven’t experienced any major fundraising setbacks. We always evaluate our special events and other fundraising initiatives afterward to identify ways to improve them for next time.