Recently while gathering data from sources such as Board Source and National Council of Nonprofits, and publications released by Forbes and Plante Moran, the topic of post-covid challenges for nonprofits was a central theme. Most reported a rise in staff turnover and difficulties finding replacement staff, which was also an issue pre-covid. However, what continued to remain as top problem areas were marketing and fundraising. I have always contended that marketing and fundraising go hand in hand, and to be effective there should be a series of items used collectively.
Here’s four items that impact your marketing and fundraising efforts and tips on how they are related to effectiveness and success.
No. 1: Establishing A Clear Message (MARKETING)
A clear, consistent message which explains the vision and mission, is where it all starts. The vision is the ‘why’ and the mission explains ‘what’ you do, ‘who’ you do it for, ‘how’ you do it. For example, The Philantrepreneur Foundation’s mission statement is Building Nonprofit Capacity (what and who) through Education. Awareness, and Resources (how). Our vision is a world of nonprofits that thrive not just survive. Most nonprofits put too much content into the vision and mission statements, and it becomes hard to remember or understand. Can you easily convey your organization’s message in one sentence? Is it consistent across all your channels, internally and externally? If donors don’t have a clear idea of what you stand for and why they should care, it is harder to get their support.
Quick Tip: Do a quick assessment of your mission statement, does it include what, who, and how.
No. 2: Getting Noticed (MARKETING)
The ‘build it and they will come’ philosophy does not work. It’s time to spread awareness of the organization’s impact. Unfortunately, marketing is often only used when it’s time to ask for something – attend an event, support a program, or come volunteer. Getting noticed is most successful when multiple forms of content (marketing strategies) are used. Tell a story, show some pictures, post a testimonial, show appreciation.
The best way to get noticed is to have people start talking about you or be engaged. That is the major difference between a loyal fan and an ambassador – ambassadors talk about the organization at every opportunity. Build ambassadors.
Quick Tip: Start with social media, it is free and grounded in community engagement. Ask a question, communicate, and show appreciation.
No. 3: Build A Culture of Philanthropy (FUNDRAISING)
A Philanthropic Culture is not just a trendy buzzword, but a legitimate goal for nonprofits to strive for. It’s about emphasizing culture instead of just strategy because the mission likely won’t achieve its full potential if your organization’s culture is underdeveloped. One core component of a culture of philanthropy is that there is a shared responsibility for its development.
- Everyone sees themselves as an integral part of fundraising efforts and is committed to a single vision.
- Where giving is natural, and fundraising isn’t a chore. It’s a gift, and gifts are given cheerfully. This can help set you up for success because everyone is pitching in.
- Where donors are valued not just for how much they give but for the relationships they establish with your organization.
Quick Tip: No matter what position a person serves in the organization, SHOW them how their role is important within your Philanthropic Culture.
No. 4: Attracting and Retaining Donors (FUNDRAISING)
Initially most donors give because they connect with the cause. That means they understood and connected with your mission. If you connect with them only when you need money, it’s time to update your mindset because they cannot be treated like an ATM machine. Based on the low retention rates, 40% first year and less than 10% after 5 years, building donor relations needs work. Donor’s top 3 complaints include lack of appreciation, lack of communication, and a lack of recognition. If you’re up to speed on fostering a culture of philanthropy, then you already know that attracting and retaining donors is all about building relationships.
Question – How many times do you communicate throughout the year and NOT ask for money?
Whether you’re already established or just starting out, remember that you should send out communications on a regular basis.
Quick Tip: The point isn’t to drum up cash but to deepen already existing relationships and make your supporters feel important.
Need training? Attend TPF’s SuperDonor Challenge – August 28th through September 1st. Learn a framework that maximizes your impact and provides a roadmap for short and long-term success. You can attend free or as a VIP.
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