8 Fundraising Basics that Covid-19 Can’t Break

During good times and bad, some organizations raise a lot of money — and other organizations don’t.

The organizations raising the most money, generally speaking, rely on best practices, technology, and the latest tools and resources available.

Conversely, struggling organizations are stuck with well meaning, but fearful board and staff members whose hands are tied by lack of courage by those around them.

Of course, those are vast generalizations, but for the most part, they’re true. And this crisis has broken open any facade which may have been hiding weak fundraising practices.

Successful Fundraising Takes Creativity and Bravery

While the Coronavirus crisis has thrown the world upside down as we know it, there are some fundraising best practices which are helping organizations not only survive, but THRIVE.

And that’s good news!

Despite the multitude of crises we’re facing, many organizations are raising even more money than they ever had before. And it’s not just healthcare, hunger, and social justice organizations that are benefiting. It’s also land trusts, performing arts centers, zoos, and many others.

I know this from surveying and polling organizations on my list. I know this from stories and testimonials from fundraisers (just like you) who show up to my weekly townhall calls.

Not Even COVID Can Break These 8 Fundraising Basics

Organizations with strong fundraising practices and habits are faring well during Covid-19. Moreover, they are more likely to weather this combined health and economic storm. So what can your organization do to join them?

For starters, embrace these 8 fundraising basics that even Covid-19 can’t break.

1. Your mission matters most.

More than ever, people who care most about your organization are most likely to be your strongest supporters. Don’t waste time on people who only feel lukewarm about your cause.

2. Strong relationships reign supreme.

Fundraising is all about relationships. While this isn’t something you can do overnight, if you’ve built strong relationships with donors and supporters, they will be there for you — in good times and bad.

3. Good stories carry the day.

Clear, compelling communication about why your organization is critically important is essential. Tell stories about HOW you are making a difference and weathering the storm. Share these stories on your website, in your newsletters, through appeals, on social medial, and in-person (virtually, of course).

4. Generous people are generous.

My partner at the Capital Campaign Toolkit always says, “people are consistent.” While new donors are coming out of the woodwork, your most likely source of support are those who have supported you in the past, as well as others who are consistently philanthropic.

In other words, remember the old expression — “You can’t get water from a stone.”

5. Personal solicitation yields bigger results.

You may be more comfortable with grant writing and event planning, but there’s no substitute for personal solicitation. And that’s still true today, only virtually. Continue to solicit donors over the phone and on video chat. Right now, there’s no better way to solicit a gift.

6. Genuine stewardship leaves a lasting impression.

Good stewardship is a hallmark of a strong fundraising program. Donors who are thanked on a regular basis, in meaningful and memorable ways, are more likely to give in the future.

7. Monthly giving signals loyal support.

There’s no better way for an individual to indicate a long-term commitment to an organization than by giving throughout the year. Assuming monthly giving is an option on your website, start asking supporters to join your monthly giving “club” as a way to show their ongoing support.

8. Planned giving programs provide long term sustainability.

While your board members are arguing about whether now is the right time to ask donors for planned gifts, many people are thinking about their mortality. And, if you had started a planned giving program ten or even twenty years ago, your organization would have a stronger foundation than it has today.

Need the courage to ask for planned gifts today? Check out this post on the Agitator.

Habits (Both Good and Bad) are Hard to Break

Many of the fundraising basics above come down to fostering good habits. And habits (both good and bad) are formed through consistent action.

So what do you do on a consistent basis, even when you don’t feel like it?

• Do you reach out to donors on a regularly, working to build relationships every day?
• Are you constantly on the lookout for good stories to share? Are you sharing them in clear and compelling ways?
• Are you soliciting people in-person through virtual channels? Don’t rely on bulk mail and online solicitations. Reach out and touch someone today!
• Do you thank people right away? Do you let them know how their gift was used, before soliciting them for another gift? Genuine stewardship is key to raising more money.
• Is it easy to make a monthly gift to your organization? Are you inviting supporters to invest in your programs all year long?

None of this is new. None of this should be surprising. These are the basics.

And it’s these fundraising basics that are helping organizations to stay stable and solvent through these challenging times.

While it’s important to be flexible and adapt to our current socially-distanced reality, it’s even more important that we not lose sight of the basics that have driven the most successful fundraising operations for decades.