Fundraising

Spread giving (e.g. a 24 month pledge) often exceeds the value of a single donation, beyond the cost of the cashflow.

Steering donors towards set gift levels, on a proportionate basis such as “donate £5 for a mosquito net” can be dangerous as if it is perceived to be too high a price you will alienate your supporters, if it is too low you will miss out on larger pledges, as supporters will give the amount requested and then walk away with the perception that they “have done their bit”.

Marines hike full marathon to raise money for wounded troops

Strategy

When creating a fundraising strategy, consideration should be given to the following:

  1. Is your strategy beneficiary focused or donor focused?
  2. Are the options available to the donor actually diluting the overall impact?
  3. Is the money really needed?  Can all the costs be justified?  Why are retained reserves being utlised?
  4. Have you done enough research about you potential supporters?  What are the demographics of your constituency?
  5. Are there any active, influential leaders that could champion your cause?
  6. The principles of pereto and economies of scale apply.  Don’t underestimate the importance of philanthropists.
  7. Personal approaches will always be more successful, but are time consuming.  A direct mailing will generate no more than a 1% return.
  8. Have you considered approaching other voluntary organisations such as Churches ans Sports Clubs?
  9. Make sure all staff and volunteers are properly trained and understand the objectives of the charity as well as the strategy of the current fundraising efforts.

 

The information provided in this blog illustrates my opinions and experiences, it does not constitute advice and I do not accept responsibility for any actions taken or refrained from as a result of reading this post.

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