Successful nonprofits build and nurture a culture of fundraising. That sounds reasonable. But how does that happen? Do you just tell everyone to make a gift to the organization and to start fundraising? Is that it? We don’t think so but go ahead and try it and see what happens. If you would like to travel a more participatory – and ultimately successful – path, we suggest the following.
First, take your time. Culture develops and changes over time. As a leader, you can lean on a quote often attributed to Mahatma Gandhi, “be the change you want to see.” Demonstrate what fundraising looks like: it’s not just the ask; that’s the least of it. Fundraising is 90% preparation. That includes developing and defining the case for support, creating and sustaining awareness of your work, building networks and friendships, developing data management systems for measuring activities, processes, and outcomes; and more.
Share with team members how specific activities tie to fundraising. Importantly, actively engage staff, board members, volunteers, and current donors in the process of creating a case for support for your organization. That’s a document that communicates your uniqueness, qualifications, vision for the future, and how funding will make an impact. Yes, that takes time. It means sharing your vision and being open to questions and challenges. But that’s part of the process of building understanding and consensus. It could mean the case is different from what you – on your own – would want it to be, but when you invite others to help create it, they have an ownership stake. And they understand the content. They can answer questions such as: “what are you raising money for?” “Why?” “What will be the impact?” “Why should I give to your orgnaization?” That is so different from having a marketing firm create your case and then – at a staff meeting – you tell everyone, “This is what we’re raising money for. I need your help.”
Here are a few other suggestions for building a culture of fundraising. Talk with everyone – staff, board members, volunteers, donors, students, participants – to share your vision and gain their support and buy-in. Ask for their support. Consider inviting each to play a specific role based on your understanding of their talents and networks. Treat everyone as if they were a major donor. Ask each to make a gift and explore who they could ask or how they would feel comfortable introducing people to your nonprofit or encouraging them to make a gift. Ask them to advocate on behalf of your nonprofit by talking about the organization at family events, as part of a panel discussion, or on a podcast, radio show, or news program.
Be transparent and accountable: don’t keep secrets; do what you say you’re going to do. Others will take their cues from you. Consistently share information about fundraising progress and possibilities. Offer fundraising learning opportunities and training sessions: most people don’t know fundraising, and these sessions will build confidence. Most importantly, acknowledge and applaud the work of others.
Copyright 2024 – Mel and Pearl Shaw of Saad&Shaw – Comprehensive Fund Development Services. Let us help you plan for 2024! Video and phone conferencing services are always available. Call us at (901) 522-8727. www.saadandshaw.com
