A look at 3 new fundraising strategies

August 22, 2014

No nonprofit organization is immune to change, not even the largest and most established groups. Smaller nonprofits can capture more attention and contributions through effective and innovative outreach, while bigger ones can maintain their presence by reacting to the tastes and preferences of potential donors. Appealing to traditionally strong contributors who curtailed giving during the Great Recession, is an important part of staying relevant, as is reaching out to groups who haven't traditionally been strong donors in the past.

Here's an overview of a few different fundraising techniques that are increasing in popularity in regard to the current economic climate and the preferences of potential donors:

Innovative outreach: This tactic isn't necessarily easy, but it is a chance to offer something unique that interests and attracts new contributors. The Chronicle of Philanthropy mentioned the examples of museums offering free admission one day a month and direct advertising to the general public from nonprofits that previously had more focused efforts. Although not every charitable organization is in the same position as an arts group to offer something of value as an enticement, they can still ramp up interactions with the public by focusing on social media campaigns and raising awareness of the good deeds they perform in local communities.
Give donors more choice: Although some gifts need to go to general operating expenses and the less-exciting, but necessary, parts of nonprofit operation, more contributions can be attracted by providing options to donors. Offering a selection of different projects can help catch the eye of new contributors, as they will have a concrete idea of where money will be going and how it will help further a nonprofit's mission. Offering follow-up information about the results of these efforts can help enhance this approach, as well.
Update scripts: A recent discussion by nonprofit fundraisers on Fundchat pointed to the effectiveness of old standbys, such as soliciting donations over the phone. The improvement of the economy and increased willingness of some potential contributors to provide a gift means the present is a good time to update scripts used to ask for gifts over the phone and in person. Making some changes can freshen up the calls made by staff members and possibly lead to better conversion rates.

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