Net Gain: Not Fade Away
Trends, by definition, come and go. Some are worth more time and money than others, and some can be just another … well … trend.
Fundraisers don’t have the time or money to spend on just another trend — they need results! For most nonprofits, resources are at a premium, and organizations have to figure out how to make the most with the least.
Below are trends that we hope will stick and that warrant consideration by fundraisers:
Most nonprofits know they need to demonstrate financial accountability to their board of directors, but many forget to expand accountability — including how specific gifts are used — to donors and constituents. Due to numerous stories about financial mishandlings at nonprofits in mainstream media, the demand for social accountability has grown rapidly. Constituents want to know where their donations go, how they’re used and what impact they make.
For fundraisers, this becomes a primary component of an organization’s message. It’s this message that keeps existing donors and encourages one-time supporters to become consistent, lifelong contributors. It helps transition a constituent from casual to connected to committed. By being open and forthcoming with constituents, nonprofits can build the trust that is the foundation of long-lasting relationships.
More and more nonprofits are beginning to use wealth-screening data to determine appropriate ask amounts in fundraising initiatives. It makes much more sense to ask someone capable of donating $500 to donate that amount than it does to ask the same person to donate $5.
The concept is simple, yet its execution has been challenging. Wealth-screening data typically is used by large nonprofits whose mission depends on the generosity of major-gift donors but, more often than not, the data is used solely for major-gift campaigns and not shared across the organization. Now, thanks to technology, nonprofits of all sizes can discover the power of wealth screening in all fundraising initiatives.