The latest trend: best practice fundraising
The new year has started some time ago. Although it seems as if 2020 has been extended and we are now in month 15 ... But we are looking ahead. What should we do in the new year? I have a few suggestions.
Last year mainly showed that we need to get our things in order. Who included a pandemic in their risk register? Nobody, of course. But you immediately see the charities who can adapt more quickly. In general they have a better organized and functioning fundraising program.
As far as I am concerned, the opportunities are mainly hidden in what I call best practice fundraising.
Fundraising is not an exact science. And there are quite a few different opinions and ideas about the best approach. And that approach also differs per organization, because every organization is in a different situation, with different capacity and investment opportunities, with different experience, culture, leadership, institutional memory, etc. But nevertheless there are valuable similarities that result in best practice fundraising.
donor-focused. This is not only about thank you campaigns. It's about an inclusive respect for donors that results in better experiences, longer relationships and more income.
data-driven. We must make the most efficient choices when it comes to our investments. The right insights can lead to exponential growth.
authenticity. Fundraising is not slick marketing. The best fundraising puts the finger on the sore spot in combination with a healthy portion of goosebumps. The mission, the dream, the story touches you. And therefore donors want to (continue to) give.
distinctive. With limited resources, we have to do everything in our power to stand out. That is certainly not easy. But we do far too much the same in our industry. We have to keep innovating to stay relevant.
leadership. Experienced leadership is crucial for the right vision of the future and the right choices. The right leaders appoint the right people, ask the right questions, set ambitious goals, and take on the hardest challenges.
expertise. No fundraising without a fundraiser obviously. But do you want great fundraising results? Then you also need great fundraisers. And I can assure you that they generally do not come naturally. You have to invest to get the best fundraisers.
As with innovation, trends are often the things we are already surrounded by. We just have to zoom out every now and then to see them. A trend is nothing more than a development. And the developments of the past two decades have led us to best practice fundraising.