5 Ideas to Get the Dollars That Really Count

In the classic television show, “Saturday Night Live,” Gilda Radner, in the guise of Rosanne Rosanadana, would often say to Weekend Update anchor, Jane Curtain: “It just goes to show, if it’s not one thing, it’s another.”

It’s very doubtful that Rosanadana ever worked for a nonprofit, but those who do can easily understand the feeling, especially when it comes to fundraising. Most people are happy to give to a good cause, but when it comes to being asked to give not only repeatedly, but for ever-increasing amounts, even the most generous givers get tired of being asked — particularly when the approach is the same each time.

Making this situation even worse, most nonprofits are already seriously underfunded. Further, conditions that are often far beyond the control of the nonprofit can cause significant cuts in donations. A sour economy and the recent pandemic are good examples of what can seriously undercut donations.

1. Target Your Donations

Immediately out of college, I went to work for the Boy Scouts of America, which has a professional staff training program that is considered one of the best among charities anywhere. Following a short period of on-the-job training, every professional scouter attends a month-long training program at the national headquarters in Irving, Texas. 

There, each professional receives a thorough course of instruction, including program, recruiting and membership, volunteer training, and, of course, fundraising. Befitting its importance, fundraising is given considerable emphasis. The course gives professionals the framework they need to conduct an effective fundraising program, including how to run a simple drive. 

The instructor gave us a problem to solve in the framework of a hypothetical situation. For a small-scale program, the instructor suggested a three- to five-month timeline, depending on complexity of the drive, manpower available and other issues. This, according to his theory, gave enough time to approach a reasonable number of prospective donors.

During a lull in the discussion, I blurted out, “Why not find the people who can afford to donate larger amounts and cut the timetable of the drive to practically nothing?” The other professionals gave me an absurd glance.

2. Make an Event Fun

It goes without saying that people like to have fun, so events are a good way to attract donors. Those with larger dollars in their pockets can also often be counted on to underwrite event planning costs. This is the case because these donors are being asked to be involved instead of giving money.

Many organizations that, for example, sponsor 5K or 10K runs as part of their fundraising program. Make no mistake about it, these events take considerable time and effort to stage, but they are often very profitable. Novice runners, for example, will often pay small amounts to take part in a charity run, but any organization that wants to put on a run for more competitive runners needs to have the International Association of Athletics Federations or another group verify their courses and distances. Otherwise, many runners will not take part. 

The good news in this is that these chartered events attract runners from almost everywhere. And once these runs gain a reputation, they can also gain a huge following — and dollars — from not only participants but also sponsors.

Charity auctions can also be highly profitable, especially when items are donated and attendees include company representatives who pledge business donations, as opposed to their personal donations.

Several years ago, I ran a golf event at a resort. Many members of the organization I worked for were avid golfers, though not wealthy. They were, however, employed by very wealthy business people in the area. After enrolling, the organization asked these golfers to request their employers participate in or become sponsors of the event.

3. Change Verbs to Nouns to Recruit Volunteers

Several years ago, a group of teachers gave students an opportunity to lend their support to clean an area of a school. The tasks that needed to be completed included straightening up chairs, emptying trash, organizing books and other simple chores. One group of the students was asked to “help” with the project. Another group was asked to be “helpers” in the task. It’s all about word choice. People often tire of being asked to “help,” but few will turn down an opportunity to be a “helper” in a cause. 

This method can be used to successfully raise funds or complete practically any program. For example, being asked to give to an event is one thing, but more donors will respond to being asked to be a giver or take an active part in an event.

This methodology is at work when events such as jail-a-thons take place. Not only does an event like this give the media a good photo-op, but practically anyone can be asked to take part. Eventually someone who knows someone who is prominent in the community will be willing to lend their name and position to an event. And who doesn’t like their name and photo in the press as being a good guy?

4. Appeal to ‘You’

Have you ever noticed how many effective promotional campaigns use the word “You.” 

• U.S. Forest Service. “Only you can prevent forest fires.” 
• U.S. Army. “I want you.”

Why? Because it works. It reaches out to those to whom the appeal is written And once you have that appeal, you have their attention. Notice the way that was written? The word “you” was used twice, and you probably read it more than once because it got your attention.

5. Research Your Ask

Returning to my experience with the Boy Scouts, I learned a very important lesson early on: Ask but be sure of what you ask for.

I knew a businessman who was a very wealthy farmer in my district. He was known as a good donor to his church, but not much further beyond that. I was determined to get a donation from him, so I called his office and asked for an appointment. Upon my arrival, we had a nice chat, but our attention soon turned to a donation. 

He asked, “How much do you want?” So, I responded, “How about $5,000?” 

He wrote a check, and I left his office.

About a week later, I read in the news that he had just given to another charity almost three times the amount he had given to me. I called him to ask why, and he said, “I gave you what you asked for.” I spent considerable time after that thinking of new ways to kick myself.

From that point forward, any donor I carefully researched any donor I planned to ask for funds in order to determine their giving capacity. Asking people to make donations to your charity isn’t easy. It never was, and never will be. That’s what makes it such a challenge, but with a decent amount of creativity in any campaign, you can attract new money and new donors.

Even Rosanne Rosanadana could have told you that.

The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.