Fundraising in Tough Times: How to Survive in a Challenging Economy
Fundraising is a particularly difficult task in a challenging economy, however author Mal Warwick makes nine recommendations for non-profits to follow when fundraising during tough financial times. Of particular note, Warwick recommends ongoing evaluation of your efforts.
A “cautious middle course” is recommended for non-profit fundraising opportunities during challenging economic times. Author and fundraising expert Mal Warwick makes the following recommendations:
- Reassess the whole ball of wax: fundraising, marketing, and communications. Establish a regular procedure to maximize the efficiency and effectiveness of all programs.
- Strengthen your case for giving. Communicate to donors the need for your services and emphasize the steps you are taking to increase your efficiency and effectiveness.
- Stick with what works. Efficiency is more important than creativity.
- Cut costs with a scalpel, not an axe. Recognize that fundraising requires continued investment and ongoing care.
- Fish where the big fish are. Focus more time, effort and money on generous, responsive givers than on those who are less likely to contribute.
- Be attentive to your donors. Stay connected to reinforce the relationship.
- Do due diligence. Personalized, specific efforts will make greater impressions than generic appeals.
- Step up your efforts online. Consider investments in online communications as another avenue of potential fundraising.
- Break down the silos. Centralize scheduling among competitive offices or organizations to reduce competing traffic, which can lead to decreased donor attention.