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:

1. Reassess the whole ball of wax: fundraising, marketing, and communications. Establish a regular procedure to maximize the efficiency and effectiveness of all programs.
2. 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.
3. Stick with what works. Efficiency is more important than creativity.
4. Cut costs with a scalpel, not an axe. Recognize that fundraising requires continued investment and ongoing care.
5. 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.
6. Be attentive to your donors. Stay connected to reinforce the relationship.
7. Do due diligence. Personalized, specific efforts will make greater impressions than generic appeals.
8. Step up your efforts online. Consider investments in online communications as another avenue of potential fundraising.
9. Break down the silos. Centralize scheduling among competitive offices or organizations to reduce competing traffic, which can lead to decreased donor attention.