Fundraising and Football Part 3: Rallying Point and Best Use
Last week, we discussed segmenting and being prepared to revise your strategy in part two of this fundraising and football series. This week, we’re covering two more things fundraisers can learn from the game.
5. Football games and campaigns provide a rallying call for the faithful.
A campaign is a rallying call for your core supporters—and for new potential donors.
It also is a tremendous cultivation opportunity.
The campaign messaging should clearly answer “Why now?” and paint a picture with the prospective donor helping to solve a challenge.
Through campaign messaging, communication, events and strategy, it should be a call to unite your supporters—current and future—behind your institution and the impact that they can have through participating in the campaign.
6. Everyone has a best role.
A specialist in field goal kicking, for example, might only be used a few times in a game. But that is the player’s highest and best use. Don’t wear out players—or volunteers and staff—in tasks that others can do equally well or better.
Communication in a campaign, like regular email, mail and phone calls, is essential. However, do not have a high-ranking staff or volunteer engaged in going through minutia if you have the scope of campaign that can have them focused on other areas.
Ask a campaign steering committee member to make a few key visits and nurture a few key relationships. Do not overload them with a list that has them shutting down and avoiding you.
In real estate, a property is said to have a highest and best use that then contributes to its highest value. Be sure that you leverage your staff and volunteers for their highest value to maximize their performance, their satisfaction and the success of your campaign!
Looking for Jeff? You'll find him either on the lake, laughing with good friends, or helping nonprofits develop to their full potential.
Jeff believes that successful fundraising is built on a bedrock of relevant, consistent messaging; sound practices; the nurturing of relationships; and impeccable stewardship. And that organizations that adhere to those standards serve as beacons to others that aspire to them. The Bedrocks & Beacons blog will provide strategic information to help nonprofits be both.
Jeff has more than 25 years of nonprofit leadership experience and is a member of the NonProfit PRO Editorial Advisory Board.