The Key to Finding Funding
by Jessica High

When giving is down for the first time in two decades, many nonprofits are struggling to find solutions to maintain their fundraising and donor bases. Some groups are trying “micro-fundraising”: gaining small donations through each of the numerous simple fundraisers they hold. Others are focusing on finding major donors while also extending the amount of time for donors to fulfill pledges. Even more are beginning to work on updating their message and promoting it to their community.

All these are great ideas, however,  they have missed the main issue. Many nonprofits think that money is the problem. Believe it or not, this is not entirely true. The problem really comes down to relationships. Yes, you need money, but you will not receive any money without relationships. The top reason for giving is a relationship.

It is that simple. Good fundraising involves good relationships.

Building relationships takes time, but it is well worth the investment. By being a wise steward of your donors, they are more willing to trust you. A couple ideas:

1)      Keep in contact—With this economy, funders are receiving even more appeals for money. But when have nonprofits made the effort to find out how those donors are doing? It is time to reverse your thinking. Contact the foundation; make sure you know what is going on. Just be friendly. Invest in people.

2)      Restore contact—Donor bases can always be strengthened. Find out who some of your lapsed donors are and follow up with them. Once again, it’s not an appeal for money to them, it’s contact and care.

3)      Be thankful in your contact—Surprisingly, when organizations receive money, very few follow-up with thank-you notes. What about when you don’t receive money? Write a thank-you anyway letter! People need to know they are cared for, and thanking them is the easiest way to begin.

There is no mysterious secret to fundraising. It comes down to relationships. If you know your story and you know your people, you can have success.  Care for people with all sincerity. Simplicity in message makes a difference. Be willing to meet your donors’ needs as well—if the economy is down, they are feeling the impact as well. Extending the time for pledges may be a wise idea.

Think on it. Money is not the problem. Focus on relationships.

Additional information taken from The Capital’s article “Nonprofit groups sharpen fundraising strategies in recession”.

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