Back to Basics: 8 Fundraising Essentials to Live By During a Pandemic

We’re coming up on one year since the WHO declared COVID-19 a worldwide pandemic. This past year has shown us, in an outsized way, that the basics of fundraising are still essential for success.

Therefore, below is a list of my best “essential” reminders of what you should be doing to raise money right now — pandemic or not.

Back to Basics: 8 Fundraising Essentials

Many of these essentials you know already. But so many of them get lost in the hustle and bustle of everyday nonprofit chaos. So a back-to-basics list like this is warranted (and hopefully welcome).

1. Reach Out

Just because we can’t meet “in-person” doesn’t mean you should resort to mass communications and hiding behind the computer.

Pick up the phone, Zoom, and reach out one-on-one. Make a plan to call at least one donor per day. Find out how they are doing during this very challenging year, thank them for their past giving, learn at least one new thing about them, and provide a brief update about your organization. Finally, invite them to volunteer in any possible way.

If you prefer email, make it personal. Don’t send the same note to every one of your donors. Make sure they know you are speaking to them. Say something about their family, business, or volunteer work.

2. Ask for Gifts

I wish this went without saying, but it needs to be said. You must ask for gifts in order to raise more money.

I led two webinars this week and asked attendees how often they were asking donors for a specific gift (one-on-one) virtually or in-person. The vast majority of participants reported asking individuals for specific gifts less than five times per year. In other words, they are doing mass solicitations including bulk mail and email, social media asks, etc. But most development directors aren’t asking individuals for gifts.

There’s no better way to raise more money this year (or any year) than to ask for specific amounts from individual donors who care about your organization/mission.

3. Ensure Donors Feel Thanked

You’ll notice I didn’t say “thank your donors.”

I assume you are sending some sort of thank you letter/tax receipt. That doesn’t mean your donors feel thanked. Start by asking your biggest donors how they like to be thanked and acknowledged.

Remember — the more personal you can make your follow-up, the more memorable and meaningful it will be.

And, although fundraising experts have been recommending having board members make thank you calls for over a decade, a shockingly small number of organizations actually use this effective strategy.

4. Plan a Campaign

Capital campaign strategy is the most effective form of fundraising. If you’re not currently in a campaign, it’s time to plan one. You don’t need to be building a building to plan a campaign. You can always plan a mini-campaign or a capacity campaign.

5. Convey Urgency, But Not Desperation

It’s important to be thoughtful about why donors should give now, but no one wants to save your organization. In other words, no one wants to be in a position of saving your sinking ship. If you need donors to make gifts so you can make payroll, or pay this month’s utility bills, you’re in a desperate situation.

On the other hand, doing something urgent is very motivating to donors. For example, it’s urgent to find a cure for cancer, so no one else dies. It’s urgent to expand after-care programs so no child has to go home to an empty house. It’s urgent to provide food to needy families. Make it about the community you serve.

6. Learn About Donors

In order to build the support you need, it’s important to learn about your donors. The best way to do this is to ask open-ended questions. It’s important to learn about your donors before asking them for increased levels of support.

Ask donors key questions like:

1. Why did you give to this organization in the first place?
2. What would encourage you to consider giving more?

7. Keep the Donors You Have

Donor retention is as critical as ever. In other words, it’s important to keep the donors you have.

Ask yourself what you’re doing to ensure the donors you have to continue to give year after year:

• Are thank you notes prompt?
• Is stewardship personal?
• Are you making a special effort with first-time donors (to give again)?
• What are you doing with donors who give major and planned gifts?
• How are you engaging your most loyal donors?

8. Major Donors Are Under Your Nose

Don’t spin your wheels looking for donors “out there.” Your best prospective major gift donors are already in your sphere of donors.

Overwhelmed? Pick One and Go!

If any of the above have you exclaiming in exasperation — so many things you know you should be doing, but can’t seem to get around to — my advice is to pick one “basic” to focus on improving this quarter (or this year).

I’m a big believer in progress, not perfection. Onward and upward.

There’s no reason to look back and berate yourself or your team for not doing better. There’s nothing you can do to change the past, but you can most definitely work to improve the future. And there’s no time like NOW to begin. So go for it!