One of the most common challenges facing charities is how they can meet fundraising targets with limited resources available to them. The expectations of management and boards can become so overwhelming that it’s often difficult to gain clarity in finding the right direction to take.
The options can seem endless.
Do you invest your energy into running events, promotions or, even experiment with an SMS campaign? What about holding an auction, fancy gala event or, a direct marketing campaign?
If you’re confused, then you’re not alone.
Before you react to the pressures around you, it’s important that you take some time out to conduct a reality check where your charity is at. Apart from identifying any gaps that could be worked on, the process could actually save you money by making a few simple tweaks here and there.
Here’s 3 Simple Tips to help you get started:
Tip #1: Leverage Key Messages
What is your organisation’s core business?
How much money do you need?
What impact will it have?
Everyone in your organisation needs to be on the same page in terms of understanding why support is needed. This should be reflected in all of your messages that you promote on your website, in social media, at your events and in your marketing and fundraising materials It’s not enough to tell everyone that you need help unless they know why. Every communication touchpoint provides an opportunity to spruik your story.
Tip #2: Nurture your Donors
Your donors are your most valuable asset. But how much do you know about them, other than being a one-off or a regular donor? If your budget is tight, then put some time into researching and cultivating current donors as well as those with whom you would like to form a relationship. Investing in current donors makes a lot of sense as they have the potential to give again, give more and also encourage others to give as well.
Tip #3: Maximise Organisational Strengths
Make a list of the assets that your organisation has that you can leverage, starting with your board members. They are generally well connected with varied business experience. Ask them who their connections are and whether they would be willing to make approaches for funds or, facilitate an introduction on your behalf.
If you have access to a high-profile business person or celebrity, investigate their willingness to be an ambassador for your organisation, or to be a guest speaker at a fundraising event or boardroom lunch with key donors.
Similarly, if you have any industry experts on staff, engage them in a public seminar or create publicity that will inspire the media. The strength of your public profile will provide the foundations for an equally dynamic fundraising program.
Marketing & Fundraising Specialist