BEEN THERE, DONE THAT
I get it. Three or thirteen years ago, you tried doing a direct mail appeal. It bombed. So you don’t want to do that because “it doesn’t work.” And you once or 17 times asked someone for support, and didn’t get it. So that doesn’t work, either. Nor does asking your board. It’s a true tragedy. Every single fundraising technique you’ve tried has bombed.
Of course, had you tried it more than once, perhaps you would have—given time—built some success. Had you asked why the person you were speaking with said no, maybe you would have found out that they didn’t appreciate being accosted out of nowhere and simply need to get to know your organization more. The point, of course, is that fundraising takes time, patience, perseverance. But those three things, alas, seem to be in short supply.
Not just with fundraising. Many consultants have asked me how I built my business. Mostly, I tell them, by giving public trainings. People see me as an expert and when they (or someone they know) have an opportunity to hire a consultant, I am often the person they think of.
So these consultants ask me to introduce them to the organizations that offer my trainings, and I’m more than happy to do that. And they teach one workshop. And guess what happens?
Right. Nothing. So they stop offering public trainings. Now I didn’t get clients immediately from my workshops. It took time—and follow up with the participants. And more workshops. And getting in front of many many more people than I will ever have as clients. But overtime, with persistence, patience and perseverance, clients came. And many became repeat clients. And even more recommended me to their colleagues.
So it goes with fundraising. Try something. Then try it again. And again. If no one responds, reach out to those non responders and find out why. If someone says no, ask them to tell you why. Beyond asking, listen. Listen hard and make sure you truly understand. Be careful—listen to learn not to affirm what you already believe. And then try to meet your prospect’s needs, concerns, issues.
If someone says they hate your organization, don’t believe in your cause, of course, simply thank them and move on. But you’ll find that people will either:
Not know you/your organization well enough
Your timing was off
You were asking them to support something they don’t care about. But, hey—that other program you have, that would be a winner
They are not in your geographical area and don’t see the benefit
They don’t like your CEO/Board President/whoever. Or they don’t know them and might give if only…
The way you asked didn’t appeal. Or it rankled. Or they paid it no attention.
You asked for too much money. Or, conversely—and in my experience, this is more common—you asked for too little and they cannot fathom what that small amount could impact or why you think they would be interested in such a small gift.
So many reasons. And if you don’t take the time to find out why—and then make the effort to change that no into a yes—you are causing harm to your clients, your cause, your organization.
To avoid that harm consider what success looks like when you are fundraising. What are the elements that work? Then, think how you infuse those elements into whatever fundraising technique you are using or planning to use, or tried once and it didn’t go so well.
As you consider what success looks like, don’t look lightly. If you think your gala is the best way to raise money, think deeply about why that is. Do you really think it is because you offer good food? A wonderful venue? An opportunity to dress up? Or are the people who come to your gala already committed to your cause? Aren’t most of them ongoing donors? Who may love the social aspect of the gala but who love you and what you do more. If only you would take the time to talk with them and find out why they are coming to the gala. Do they really love it or would be happier if you scraped that and simply had a series of smaller events—or personal visits? Perhaps they would like a little of it all.
But, and I get this, you are the only person in your organization who is responsible for fundraising. You just don’t have time to reach out to each and every donor and prospective donor. Or do you?
As. you reach out, do so on many different platforms. Research who responds to what. Send out short surveys and note who answers and what they say. Craft different messages to different audiences or segments of audiences. For example, if a donor has given before, make sure your message includes an acknowledgement of their generosity. If they haven’t, do invite them to become part of the family who makes a difference.
Consistency is critical for fundraising, so don’t try something once, then bounce off to try something else. Pick one, two, twelve—however many ways to raise money that fit your organizational bandwidth—and keep at it, tweaking when necessary. If, after a lot of tries (and that means more than two), what you are doing isn’t working, consider your delivery platform, your message, and your target audience. If possible, make small changes and see if that makes a difference. Only if that doesn’t should you think about moving on to something else.
With patience, persistence, and perseverance, you will start to see fundraising that is profitable!