| Do you want the good news? Or the bad news? | | | | Usually fundraisers' feelings aren't hurt if they're |
| Well fortunately, the good news and the bad news | | | | turned down for a grant from an institution. But, if an |
| are the same in this case. Thanks to good old | | | | individual prospect says "no," the solicitor is mortified! |
| American generosity, and the extra hard work of | | | | Calling on people for support is scary because their |
| nonprofit fundraisers, 2008 can lay claim to gifts and | | | | giving guidelines are not as clear as institutional and |
| pledges of $307.65 billion. Yes, it's a decrease of 5.7% | | | | government grantors. Also, it's harder to feel "it's just |
| on an inflation-adjusted basis over the $314 billion | | | | business" when you're speaking, one-on-one, with an |
| given in 2007. But this is still incredible. In fact, I think | | | | individual. Yet, if you use some research and your |
| it's amazing - more than $300 billion given to charity in | | | | own common sense, you may find the pathway to |
| a time when there is a pervasive feeling of insecurity | | | | success is clearer, more gratifying, and not nearly as |
| due to lost homes, businesses, jobs, wages, | | | | scary. |
| retirement assets, benefits and some personal | | | | - Ask your board members and ED to help you find |
| dreams. Yet, according to Giving USA's 2009 report, | | | | prospects. |
| contributions from individuals were approximately | | | | - Don't assume because someone has money they |
| 75% of the total gifting in 2008 and bequests were | | | | will give it to you. Find out what your prospect cares |
| about 7%. As I've often said, individuals ("heartfelt" | | | | about and highlight your nonprofit's work in this area. |
| donors as I like to call them) as opposed to | | | | If they don't care about what your organization is |
| institutional givers are the ones who come through | | | | doing, don't ask them for money. So much for |
| with donations in good times and bad. | | | | rejection counseling. |
| Therefore, I encourage charities that do not currently | | | | - Instead, find someone who cares about what you |
| make a concerted effort to cultivate and solicit gifts | | | | do and tell them why your organization is special in |
| from individuals to look at their reasons for not | | | | this area. |
| pursuing this avenue. To me, it seems a "lopsided" | | | | - Utilize prospect research resources. |
| way to fundraise. There's absolutely nothing wrong | | | | - Look through the donor recognition sections of |
| with seeking grants from the government or | | | | annual reports for organizations with missions similar |
| grant-making foundations. Available funding should | | | | to yours, to see if you or your board members have |
| always be sought when the parameters fit. But I | | | | any relationships with these people. |
| think asking for assistance from one sector should | | | | - See what they have given to missions similar to |
| not preclude seeking help from all the others that | | | | yours, and when. |
| may be available, even if one seems a little scarier | | | | - See what you can learn about family matters that |
| than another. | | | | may be relevant to a gift. |
| Building individual donor generosity and loyalty can | | | | - Try to get a person the prospect respects and |
| take more time, but people are there for the long | | | | likes to make an appointment on your behalf or |
| haul and they can help to grow a solid base for | | | | accompany you on a presentation or solicitation. Your |
| ongoing outreach. Plus, I don't have to tell you the | | | | board member, maybe? |
| only way a planned gift will come through is if a | | | | - Find out if there are volunteer opportunities in your |
| person makes your organization a part of their | | | | organization for prospects who might like to start out |
| estate plan. | | | | with this method of helping. |
| It's still a painful time for so many nonprofits, having | | | | - Cultivate, cultivate, cultivate! Special notes, pictures, |
| cut programs, salaries, benefits, staff and more in an | | | | articles, etc.. |
| effort to quickly balance expenses, which seem to | | | | Building leadership will strengthen your fundraising now |
| steadily increase despite these cuts. Nevertheless, | | | | and later. Remember, since recessions seem to be a |
| $307.65 billion is a very serious number and it tells us | | | | time when people are re-evaluating their priorities, |
| we must be doing something right because even | | | | don't forget you may eventually secure their planned |
| though donors gave up so much in these tough | | | | gifts to soften the next economic downturn. |
| times, they tried very hard not to give up on the | | | | ADDITIONAL RESOURCES |
| charities they love. | | | | "Where's Your Planned Giving Plan" by Lorri M. Greif. |
| BREAKTHROUGH TIPS | | | | CFRE |
| One thing I know for sure: zero "heartfelt" individual | | | | "Keeping Your Supporters In-The-Know" by Lorri M. |
| donors equals few, if any, planned gifts! | | | | |