As a new year begins, many organizations will embark on a large campaign, whether it be a capital campaign that will extend over multiple years, or a large campaign for results in 2017. Here are some questions and answers that can be applied to both campaign situations, which come from my experience fundraising for the 2016 Jimmy and Rosalynn Carter Work Project.
- What is the objective of the campaign? Will you be building a new facility, funding a once in a lifetime project, or sending your entire staff for additional training? Make your campaign as tangible as possible for your donors.
- Reach out to your current funders, both individuals and corporate, and ask them to upgrade their typical gift. These should be your first targets, as they know your organization already, and the impact you make in the community.
- Be ready to answer WHY donors should upgrade their gifts. This is when you should use your knowledge of your donors to offer incentives that will entice them to give more. Will one individual like a board room named after them, but not an offer to volunteer at an exclusive event? Would a corporate funder want to upgrade if they are allowed to include branded products in volunteer goodie bags?
- Next, move to your potential new donors. Let them know why this opportunity to give is atypical and is a unique way for them to contribute. Offer incentives. Adding a new lab on campus? Provide a sneak peek tour around the construction zone, and perhaps show them where they can place a brick with their names engraved on the building. Hosting a one week special event that requires more volunteers than ever? Make sure to offer a spot to your donors first. They funded the project, so let them participate.
- Don’t forget your repeat supporters. Let them have a bit extra for their continued support. Perhaps a seat at a high value fundraising dinner, or allow their company to be featured in news articles as a long time funder of your organization.
- Let your donors celebrate in your success, and see the fruits of their investment. Invite them to the opening of the new lab. Host a special donor/volunteer recognition cocktail party after the campaign is over. Include them, and they’ll know the value of their gift.
Big campaigns can be stressful, but bring huge rewards. With a good use for campaign funds and potential incentives, many donors will see the advantage of making a first gift, or increasing their typical gift. Most importantly, use this opportunity to get closer to your donors. Big campaigns will come and go, but by focusing on the donors, you will reap the rewards for years to come.
Contact a member of the DonorLynk team today to implement your simplified CRM to better manage donors and their gifts to your nonprofit.
Shanda Wicker is a Business Development Executive at DonorLynk, LLC. DonorLynk is focused on helping nonprofits increase effectiveness and efficiency.