Are You Ready for Grassroots Fundraising?

Who they know may be more important than what your organization does

Even more than in national nonprofits, donors feel a connection to the "face" of the grassroots organization. That "face" varies by person, but it could be the executive director or a fundraising staff person, the leader of a branch of the work, a board member, or a volunteer. The challenge is if that person leaves — voluntarily or not — his or her supporters may leave, as well, if their loyalty is to that person more than to the cause. As a leader of a grassroots organization, you need to make sure every donor is connected to more than one person. You, of course, can't replicate the relationship a donor has with her nephew, for example, but your goal should always be to make sure the donor is connecting with the mission, not just with a person.