To honor donors’ generosity and sustain the giving tradition, organizations have a duty to demonstrate gratitude. But it’s not as simple as sending a note or printing names in a newsletter. There are pitfalls and opportunities. Here are a few of the principles we’ve learned.
Looking for just the right words for a thank you note? Need concise information about your organization for a grant proposal? Want the message to position your group in new fundraising materials? Your case for support is the place to look. It is one of your most important – and useful – tools.
Peer-to-peer fundraising can work for any organization. It can create significant funding and brand awareness. It activates social networks, both online and offline. For example, the recently released Peer-to-Peer 30 indicates nearly $1.6 billion were raised by just the 30 largest such programs in 2014. Collectively, they engaged more than 11.6 million volunteers in thousands of events. Relative results can be found from small to large organizations.
cap•i•tal (n): a measure of the assets available to build a business. In general, companies with access to working capital will be more successful since they can expand and improve their operations.
Talk with your donors, leaders, and prospects—either informally or through a formal “mid- campaign assessment” to determine their perception of the campaign
Willy Sutton was a depression-era bank robber. He was wanted for robberies in New York, New Orleans, and Miami. After his capture on March 9, 1950, a reporter asked him why he robbed banks. “Because that’s where the money is,” he replied. Aside from his lack of moral justification, his reasoning was sound. Go were the money is.
When using written communication, always use a structured, sequential approach to all cultivation and solicitation. To the extent possible, solicit from the “inside out” and “top down”—i.e. begin by soliciting “insiders” such as board, and “top” prospects considered capable of the largest gifts, gradually working toward the solicitation of the least-engaged constituencies and the donors with the least financial capacity. (At times, the sequential approach may be relaxed to take advantage of the timing of special events, as appropriate). Use the commitment of early donors as motivation in soliciting subsequent groups.
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