We all know what the last two years have been like in fundraising. It’s been tough out there. But it hasn’t just been tough for us nonprofit professionals. It’s been tough for our donors, too.
In this post-recession era, it’s time we started to take into account our donors needs in order to create long-term partnerships and stronger institutions.
Post-recession fundraising requires us as nonprofit professionals to take bold steps, while at the same respecting our donors’ wishes and needs.
First, take into consideration what donors are looking for now. The expect that their investment in your organization is just that, an investment. You need to speak their language. What does this mean? It means that when they are considering a donation to your organization, they are using business metrics to make their decisions. You need to present an ask using metrics. It boils down to the impact a gift can have, the accountability of your organization in putting that gift to work, and the stewardship you provide to your donors post-gift. Outcomes and return are investment (ROI) is critically important when you communicate your ask, and when you steward donors to the next level.
Donors are looking for your organization to position itself in the larger context of the world and your organization’s mission. Campaigns, bricks and mortar projects that build buildings aren’t about the buildings. They are about how the building can transform lives, and how the organization can make an impact for the greater good of the community.
Donors are also looking to be more involved in their giving, in an almost entrepreneurial way. Restricted giving is more popular now because donors can have some control over a particular aspect of doing good in the world. They don’t want to be pushed into something that is not meaningful to them, and want to be comfortable with their “investment” in your organization. Keep this in mind when working with donors to create a win-win situation for your organization and them.
For more information about post-recession fundraising and seminars that can help your organization succeed, please contact MVP Seminars.