Fundraising in Challenging Times

Published on Nov 09, 2016

In challenging times, people make tough decisions about where they spend their dollars. Some decide to give less to each organization they support. Others may choose to stop giving to certain organizations. How do they make these decisions? How do economic realities and personal perceptions affect your organization? In this interactive session, we'll address realities for charities nationwide and locally, strategies to minimize or avoid these pressures, what to do (and please DON'T do) when a donor says, "I can't contribute now," and practical strategies for successful fundraising regardless of conditions.

PRESENTATION OUTLINE

Fundraising

In Challenging Times
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You've been asked to triple your revenue. What do you do?

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What to do in tough times

  • Assess where you are
  • Gauge internal issues
  • Identify low-hanging fruit
  • Build and mobilize your team
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Where are we now?

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Giving USA 2017

Overall US Giving in 2015
$373.25 billion

Overall US Giving in 2016
$390.05 billion

Fundraising Effectiveness Project

Every $100 gained in 2015 was offset by $91 in losses through gift attrition

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What do we do?

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Internal assessment

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"Business is neither good nor bad 'out there.' It’s either good or bad between your own two ears." - Zig Ziglar

Short Term Response

  • Focus on what you can control (usually costs)
  • Clear and consistent messaging from leadership
  • Maintain pride in mission
  • Think about innovation
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"People start thinking our mission is to reduce cost. That's a tactic, that's not our mission." --Ellen Kullman, former CEO, DuPont

Donor challenges

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Key issues

  • Small donor base
  • High donor turnover
  • Low acquisition
  • Low average gift

Objections from Donors

  • Too much
  • Wrong time
  • Wrong ask
  • Basic issues
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It is a problem or a condition?

Donor Communication

  • Clear and consistent messaging
  • Transparency
  • Ask for advice
  • Focus on innovation
  • Don't say no for them

Questions to ask

  • Assess your donor base--can you grow with them?
  • What networks do they bring?
  • How committed are they to your mission, or is this transactional?
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Ways to Grow

even in tough times
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Annual Giving

  • Back to basics
  • Direct mail
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Revisit Major Gifts

  • Ask your existing donors: do we have a million dollar vision?
  • What inspires them?
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Review Government Funding

  • As priorities change, are there funding opportunities available?
  • Be cautious...

Review Foundations

  • Restricted funding
  • New initiatives
  • Not always geographically bound

Reposition Corporate Support

  • Marketing and sponsorships are sensitive to economy
  • Corporate foundations are not as much
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Refresh Events

  • Conduct a cost benefit analysis on existing events
  • Try some new things to attract new audiences

Consider Other Revenue

  • Fee for service
  • Product sales
  • Cause related marketing
  • Facility rentals
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Develop Partnerships

  • Back office efficiencies
  • Project collaboration
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Social and Online

  • Not a cash cow!
  • Evaluate existing network first
  • Visual storytelling
  • Perks are critical
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Summary

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Summary

  • Focus on what you can control
  • Be honest about your current donors and keep who you can
  • Test new strategies for acquisition
  • Maintain pride in mission
  • Use turmoil to inspire innovation
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GoalBusters Consulting

Free tools at goalbusters.net/free
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