Our “jobless recovery” and endless congressional bantering and stalemates (sequestration, anyone?) have left us with a very real sense that the recession isn’t over. And that makes people hesitant to maintain or increase their charitable giving.
So how should you adjust your fundraising strategy? Check out these six tips:
1. Don’t apologize or sound desperate when you’re asking
When you sound pleading, supporters will doubt your stability and your confidence, making them even less likely to donate. Emphasize your clients and their ongoing needs, and remain confident in your ability to meet them. Be honest about where you’re at, but don’t lose your enthusiasm.
2. Keep old donors close, but don’t overload them
In tough times, it’s important to stick with people you’ve built a relationship with. Remind them of their history with your cause, and invite them to continue participating. It’s also a good time to reconnect with donors who
have donated in the past but not recently. However, you don’t want to pressure them too much, or it’s a turn-off.
3. Demonstrate financial responsibility
Now more than ever is the time to be transparent about your finances and your practices. Donors are wary to trust these days – bolster their faith by showing you have nothing to hide. You also need to show that you’re being
efficient with your resources. Take a close look at how you use your assets and what kind of return you’ve gotten in the past. If the time and investment you put into it aren’t paying off, divert those resources elsewhere.
4. Maintain corporate sponsorships
Individual giving may decrease, so make sure to maintain your contacts within businesses that sponsor you. Remind them that their connection with you is beneficial for them as well – cause marketing can increase loyalty
among their audiences.
5. Monitor your campaigns closely
You need systems and metrics in place for you to know exactly what’s effective and what isn’t. Track the progress of your current campaigns so that you can make informed, strategic opinions along the way. Evaluate past campaigns to see what worked well and where you can improve.
6. Don’t skip out on marketing and PR
While this might seem like the first thing to go, it’s important to keep the buzz up about your organization so that you will stay top of mind with supporters. Get PR and marketing consults on your campaigns so that they
can be more effective. This kind of advice is invaluable.
How has your organization had to adjust to the recession? Are things different now? Do these same principles apply?
