Writing in the Sand
Bail out … rescue … recession … 7 trillion lost in retirement savings … economic crisis - no matter where you have been during the last 2 weeks, these have been the headlines. Not just here in the USA, but around the world.
While overseas recently, I was asked by an international nonprofit - “Which area of fundraising do you think is going to be most affected by the current economic crisis - individuals, foundations or corporations?”
My answer - “All of them.”
Every fundraising blog, periodical, and online publication has been talking about nothing else for weeks. And each has given advice on what they consider to be the areas that organizations should give top priority to in order to make revenue goals - including yours truly.
So what can you do? Ensure you do the essentials!
First, strengthen your relationship to your current donors. (These are the folks that will be there through good times and bad - so make sure they know how their gift has and will continue to make a difference.)
Second, continue to build a strong case for support. (Why is your organization the best in dealing with your cause or issue?)
Third, make sure that you are targeting the right message to the right audience. (This would be a “duh” if it weren’t for the numerous times I have seen the same message going out to everyone, in the hope that something sticks!)
Fourth, change strategies as warranted - do more of what is working and less of what isn’t. (Make certain that your senior management is on board with being able to make adjustments quickly.)
Finally, be sure that you make it as easy as possible for a donor to give. (Might sound simple - but you would be surprised how difficult it can be to give online or in the mail due to the convoluted systems and processes employed by some nonprofits.)
This has to be the toughest economic time I can remember in my 25 years as a fundraiser - right now we are all writing in the sand.
Regards,
Sue
