As the end of 2020 nears, and 2021 stands before us, development professionals and all nonprofit leaders have the opportunity to begin a new chapter in their organization’s story. It’s the year for you to rethink your individual giving program.
For many nonprofits, transactional events have been a routine mainstay of their fundraising plan. Each year, countless hours and staff resources are arguably squandered hosting galas, golf tournaments, fun runs, breakfasts and/or cocktail parties. Often these events are proclaimed as great revenue successes. In reality, most yield low net revenue and an even lower retention of donors.
TheCovid-19 Pandemic changed our fundraising world. When stay-at-home orders spread across the country. it became clear that many nonprofits were counting on too much from their big annual fundraising events rather than from individual giving.
Now,2021 presents you with a reason to deeply get to know and understand the philanthropic motivations of the people who are already giving generously to your organization. It’s time to find out why they chose your organization when there are so many worthy nonprofits? It’s time to enjoy a cup of coffee and conversation with them socially distant or virtually. It’s time to find out what they enjoy doing, and what they and their family are passionate about. It’s time for you to focus on helping them find joy in giving to your programs by showing them how you are changing the world. In other words, it’s time to shift from fundraising to philanthropy!
Start now in early January and make a personal call to people who gave to you this holiday season. Thank them graciously. Ask them for a few minutes of their time. Ask them for their opinion on what you can do to better serve your community? Ask them why they chose you? Stay focused on each relationship – one at a time. Each call will energize you! Each call will make you aware of how excited your donors are about the work you do! It’s an amazing, inspiring experience.
This year, recommit to your success. Write a new chapter on how YOU can best serve the people generously giving to you. Make individual giving – mid, major, and planned gifts – your top priority. Giving trends since the Great Depression have shown that the one area of philanthropy that holds steady during an economic downturn is individual giving. It is the only strategy that is truly reliable.
Best wishes to you and yours for a happy, safe, and peaceful 2021. If you have questions or would like additional information on starting or enhancing your individual giving program, schedule a no fee phone call with me now by clicking here. I am waiting and eager to get to know you
Happy New Year!