With the economy still very uncertain, this year is proving to be a tougher fundraising year. Whether you are new to fundraising or a seasoned veteran, here are some great ideas to help you improve your results.
Unpaid pledges
I once worked for a charity that had run a $6M capital campaign. There had been a lot of turnover in the role of lead staff for this effort. When it landed in my lap, I found that there was $1M in unpaid pledge payments outstanding. It took some careful phone calls and letters but I was able to collect it all within a few months.
It is very common that charities forget to remind donors about their pledges. While some organized donors can keep to a pledge schedule, others will need a bit more attention.
If you are looking for extra revenue, running a list of unpaid pledges on your database should be a great place to start.
Lapsed donors
Past behaviour is a great predictor of future behaviour. It's been a topsy turvy time over the last year and a half and you likely have lapsed donors. This is a great time to reach out to them and give them an update on your work and encourage them to give again. They believed in you before and with your help, they can give again.
Lapsed monthly donors
Many people cut back on their personal budgets in the spring of 2020. Monthly gifts may be an area your donors cut back on. It is timely now to check in with your lapsed monthly donors to see if they are ready return to giving.
Donor research
Years ago, I had a small contract with a charity. They insisted they had no major donor prospects. When I did some donor research, it turned out that one of the richest men in Canada was giving them $500 a year. It would not take much to increase that gift to $5000.
One of the best ways to raise more money is to research your donors. If you are short of time, research just the 10 or 20 donors who have given you the most money. That way, when you approach them for a gift, you have more information about what is an appropriate amount to request.
Keep going
It is a tough time. By following these ideas, you can be sure that you are able to make the most of your fundraising this year.
Ann Rosenfield is a working fundraiser as well as the editor of Hilborn Charity eNews.
