Focus On: The Economy: Determining the Ask

Lysakowski adds: “One piece of advice I’d give to fundraising organizations in this difficult economy is to focus more on their internal assets. Sometimes fundraisers think they have to go out and find new donors, new foundations or new corporations to contribute, and they don’t take full advantage of the people who are already supporting them. They should spend some time focusing on the top 10 percent of their current donors and try to cultivate them and make them larger donors rather than focusing on the external pool of donors.”

Another important thing for organizations to remember, Lysakowski says, is that they must remind donors about their missions, appealing to them on both intellectual and emotional levels.

“Some organizations are out there trying to raise money, and they don’t do a good job of explaining themselves and what they’re doing with their money,” she says.

Kevin Gault is a Landenberg, PA-based freelance writer.