This Is NOT an April Fool’s Joke: Numbers Look Good for 2014 Fundraising
- 15 percent lack of staff time/support
- 12 percent recruiting new individual donors
- 10 percent board/volunteer uncertainty about fundraising
- 9 percent mission or case for support
- 8 percent competition in sector
3 ways your nonprofit can drive giving gains this year
Things are going pretty well — but no one can afford to take the foot off the gas pedal. Here are three ways you can take action to spark giving gains:
1. Show and tell people where their money goes
This has become a hot topic over the past couple years, with journalists and watchdog groups reporting more on nonprofit overhead and spending. While we all know investment in employees and services is necessary for continued growth and success, this heightened sense of scrutiny and awareness does mean nonprofits need to focus more on showing donors where their money goes. Personal stories, videos and dollar-for-item breakdowns can all have a big impact on keeping donors connected to your organization and your cause.
2. Find ways to keep donors consistently involved
Nonprofits need to find more effective ways of engaging donors — and keeping them engaged — between donations. You want your donor relationships to be constant and ongoing rather than a once- or twice-a-year pit stop. One way to do that is by making an effort to expand your monthly giving program. Consider providing incentives (content, acknowledgments, gifts) to encourage monthly giving. Another way to keep donors involved is via online engagement. Consider installing a program to allow your donors to be online volunteers, giving them the power to represent your nonprofit and mission with their own fundraising websites.
3. Make your nonprofit brand more definitive
With more nonprofit organizations in existence than ever before, it’s more important for your organization to stand out. You want to position your nonprofit to fill a unique space in your sector. You want to differentiate your organization from the competition. To do that, you need to hone in on and highlight for your audience the things you do that no one else does. You have to chisel down your message to build a brand that encourages people to give because you are a one-of-a-kind organization providing a one-of-a-kind service. By building and defining a stronger nonprofit brand, you build stronger donor relationships.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.