Start 2017 Out Right with These 7 Fundraising Strategies

December 15, 2016

Hopefully, 2016 was a great year for you. However, whether it was or wasn’t, 2017 is coming and you have to be ready. To that end we offer the following seven strategies that can greatly improve your fundraising:

Bolster your board – Nonprofit organizations often talk about doing this, but very few actually do it. First, as Baby Boomers retire from your board, it will be important to replace them with younger members. That starts with Generation X but also should include Millennials. And you probably can’t change overnight. In fact, it is helpful if you stage it over several years, so the older members can help advise the younger members before they rotate off the board. Another way to bolster your board is to provide training from outside sources. This is particularly true in areas such as public relations, advocacy, marketing and fundraising.
Communicate with everyone using every vehicle, and be strategic about it – The web site is not a static vehicle. Use it to convey messages, announcements and set it up to include your Twitter activity. In addition, everything that goes out to the public is an opportunity to reinforce a message. Do some strategic planning in deciding what messages you want delivered and then repeat them in your direct mail, Facebook, newsletters, Twitter and Instagram. Finally, the best kind of visibility comes from word of mouth, so consider having board members host peer-to-peer receptions in their homes.
Create new events – Golf tournaments and road races have just about run out of steam. Every few years you need new and exciting events. For example, one of our clients organized an annual “Lobster Fest”, a feast of all of the lobster you care to eat. The event has a live auction and other fun highlights. Whatever the event is, announce it and get after it with enthusiasm.
Build your annual case around specific projects. Ditch the “annual fund” – We understand that organizations need unrestricted funds annually to support their ongoing operations, but donors see the “annual fund” as a dark hole. There are specific items that the annual fund supports each year, so as fundraising consultants we advise our clients to raise funds for those specific projects. People get a lot more out of paying for microscopes or helping kids with tuition than giving to something unknown. It helps to be transparent.
Tell donors what you’ve been able to do with their support – Just like trying to avoid general “annual fund” asks, you also need to avoid general thanks. If someone gives you $10,000 for school uniforms, make sure you visit them after the season and tell them who they helped and how they’re doing. Sure it takes time and effort, but that’s how some organizations distinguish themselves from others.
Create a monthly or sustained giving program – I wrote about this extensively in two previous blogs, but suffice it to say that if you can build a successful program of sustained givers, your organization will enhance donor retention and keep itself going for many years to come.
Donor retention is the lifeblood of any organization-One of our higher education clients had a 70% donor attrition rate and an annual fund goal of over $4 million. Our work with them involved raising that retention rate from 30% to over 60%. How did we do that? First, we improved their communication, so alumni heard from the college at times other than when they wanted money. Second, we helped organize a monthly giving program, which greatly improves retention. We used other strategies as well, but mainly we helped them understand that it’s less expensive and easier to keep donors you already have than recruit new ones.

“I really support The Covenant Group’s strategic planning process because their approach encourages staff-based support with board buy-in, and I felt that was important given what we were trying to achieve. The outcome is an effective plan that builds consensus and provides a clear sense of direction.”
- Jennifer Scott, Director of Development - The Cabbage Patch Settlement House

“The Covenant Group is highly competent, very experienced and knowledgeable. They provided a broad perspective by equipping us with useful data…and best practices in the field. All in all, they are excellent.”
- Dan Jones, CEO - 21st Century Parks

“The campaign has truly been a miracle. People were committed from the beginning, but…even raising $650,000 seemed like a stretch. To nearly double that amount is incredible! When the plan they developed allows you to hit a goal like that, it builds such a sense of community. The momentum built by the campaign is spilling outside the walls of our church and benefiting others in the process.”
-Father John Hollowell - Annunciation of the Blessed Virgin Mary Catholic Church

“For those of us who don’t do this everyday, The Covenant Group instilled confidence in us. They helped us get through the fear and apprehension by providing us with a process, training and motivation. They taught us and helped us plan in a way that was for the better. We have built lasting relationships with donors and we will continue to steward these relationships long into the future.”
- Sue Finke, Director of Institutional Advancement - Covington Catholic High School

“No one anticipated we could raise this amount. Even the Archdiocese is surprised. The funds raised represent about 15 times our annual giving. But it’s not just the financial results. People stand around talking more than they did before the campaign. There is also a renewed and energized spirit among the parishioners. It’s the most exciting thing to happen in our parish in the last 100 years.”
- Gary Libs, Campaign Co-Chair - St. Mary of the Knobs Catholic Church

“The Covenant Group’s process involved a lot of people in our congregation doing small tasks … that built ownership. They took our vision and put it into a concrete plan. They helped us understand the importance of making our vision clear and laid out the steps to make the vision a reality. Their process built consensus and showed people how they could help. Their methods are based on a solid theological foundation that includes key documents, prayer support, and requisite training … all of which were invaluable.”
- Daniel Montgomery, Pastor - Sojourn Community Church

“Everything The Covenant Group did to help us…in the initial stages was helpful…the development of the case statement; our materials; the training of our Board members; strategies; all these steps laid the foundation for eventual success. They brought such a high level of professionalism, a wealth of experience and a strong track record of integrity and success… just being associated with The Covenant Group helped us.”
- Nancy Doctor, Development Director - Wellspring

“The structure The Covenant Group provided was excellent. It allowed our members to use their God-given talents to benefit the church community They helped us develop a plan and identify key leadership candidates to chair the effort, as well as engaging between 80 to 100 people to carry out the work of the campaign. It was truly a whole congregation effort and The Covenant Group helped facilitate that. They helped us reach our full potential as a congregation.”
- Ron Poisel, Pastor - Christ Lutheran Church

Start 2017 Out Right with These 7 Fundraising Strategies

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