Top 10 for Nonprofit Fundraisers
Decades of experience have led me to 10 things that will help you develop a really successful fundraising program. In the coming weeks I’ll tackle each of these individually.
Describe your vision in a compelling way. Ladder it up so it represents big change. That’s what big money (all money, in fact) wants to effect.
Define your strategic positioning. What’s the hole in the market that you will uniquely fill? Live there.
Research. Find the insight that distinguishes your organization. An insight is actionable truth. Find that truth. As David Ogilvy put it “Truth Well Told.”
Operationalize your brand. Get the entire organization bought in and involved; living and breathing the great work you do and why you do it.
Write a master case for support. That’s the blueprint for all of your fundraising: the great work you do, proof points and why you deserve support. Engage your board in this effort. Use them as fundraising ambassadors. If they won’t help, lose them and find someone who will.
Put together a fundraising plan. The plan should be derived from your case for support and consistently deliver your message and proof points. Projects serve as reasons to give now.
Cultivate your brand. Your brand is jet fuel for donor acquisition.
Know your donor intimately. Yes, demographics are important but the mindset is even more important. Develop a donor persona(s).
Understand the LTV (Lifetime Value) of your donor and use this as the basis for measuring the success of your acquisition efforts.
Segment your donor file to identify specific interest areas. Also, understand who is a single, consecutive and multiple consecutive donor.
Stay tuned for a discussion of each individually in the coming weeks.