7 posts tagged “fundraising”

Michael Hoffman, CEO of See3 asked this question on the Nten elist this week: how [do] other organizations create a balance between the Communications and the Fundraising departments when it comes to online initiatives. How should Communications and Fundraising interact without having turf battles?

A fascinating discussion has resulted, which is nicely summarized by Nten.

What ideas do you have for improving collaboration between departments that have traditionally operated separately?

I joined over 2000 colleagues who help nonprofits raise money at Fundraising Day last week.  Some takeaways:

Mark Rovner offered these tips:

1. Ask When the Time is Right - when your organization / cause is in the news
2. Avoid the Constant Ask
3. Synchronize Your Channels - direct mail, email, web site
4. Avoid ‘Soft Asks’
5. Ask for Feedback - surveys, online focus groups
6. Finish the Story, Close the Loop - don’t ask again after donation before informing how past donation was used
7. Don’t Ask for the Wrong Amount – know what levels your donors have previously gave
8. Recognize Cross Channel Behavior - many will donate online after receiving direct mail
9. Make Sure You Thank More Than You Ask
10. Test – Find Out For Yourself

Tom Gaffny demonstrated the value of asking for a specific amount for a specific purpose, rather than simply requesting a 'general donation.'

A day later, I attended the ePhilanthropy Social Networking Symposium, where we debated the value of social networking tools to nonprofits.  Some highlights:

Steve MacLaughlin, Blackbaud's Director of Internet Solutions suggested that we 'experiment first, plan later' to make sure our organizations are represented in these new web environments.  He suggested a POST approach:

• People - who are you targeting?
• Objectives - what do you want to achieve?
• Strategy - what will it look like when you're done?
• Technology - what tools will you use?

Philip King of Artez Interactive suggested the value of recruiting fundraisers instead of donors, and suggested that the 'from' line in an email will often be more important than the 'subject' line;  i.e. people give because of their relationship with people, not necessarily because they support the cause.  He also discussed the 'game changing idea' of Kiva, where people can donate without going through a nonprofit organization;  Oxfam Direct has also used this technique successfully.

To keep up with latest trends, many speakers mentioned the value of following sites such as Beth Kanter's blog.

Last week my alma mater announced the creation of the Center for Nonprofit Strategy and Management, featuring monthly seminars focused on the nonprofit community.  The opening event was a one-day conference where leaders of about a dozen organizations offered their views on what has made them successful, focusing heavily on board relations, fundraising and overall management strategies:

• Theresa Bischoff, CEO of American Red Cross, Greater NY suggested "getting the best people - they will make you successful."  In addition, "learn from everyone in your organization - teachers are everywhere."
• Sister Paulette LoMonaco, Executive Director, Good Shepherd Services, also emphasized the importance of building a strong team, "don't be afraid to have people on your team that know more than you."  She also asked that any new programs be strictly evaluated to make sure they relate to the organization mission.
• Lillian Rodriguez-Lopez, President, Hispanic Federation, suggested asking good questions, but "at an appropriate time";  she also stressed the importance of public speaking and stretching your comfort zone.
• David Jones, President / CEO, Community Service Society, pointed out that the distinctions between for-profit and not-for-profit are starting to blur and described his efforts to reshape his organization's board
• Ruth Messinger, President, American Jewish World Service and former NYC mayoral candidate spoke despite having a horrible cold.  Following up on David's comments, she mentioned how many of us will move back and forth between for-profit and nonprofit, thus the importance of transferable skills.  In fundraising, she advised that we ask prospects for a specific amount of money based on our best judgment of what they can give, and then do not speak.  Finally, Ruth asked that board members understand their fiduciary responsibility, not simply joining because they are friends with the Executive Director.
• Lilliam Barrios-Paoli, CEO, Safe Space and past commissioner of several NYC agencies, said that sometimes it might be worthwhile to take a cut in pay to take a good opportunity
  
• Ronna Brown, President, NY Regional Association of Grantmakers, discussed how the board's role is to rock the boat;  usually the staff wants to keep things as they are.
• Lucy Cabrera, President / CEO, Food Bank for New York City: "Board members are your bosses, not your friends."  She advised getting to know your board personally ("take them to lunch individually") and added that changing one board person can dramatically change board dynamics and decisions
• Darwin Davis, President, NY Urban League, advised to 'give your best, no matter what job you have' and to establish relationships with other department heads (not just your boss).  He also got probably the biggest laugh of the day by reminding us that working for a 501(c)3 doesn't mean leaving at 5:01 PM.
• Linda Selvin, Executive Director, NY Branch of International Dyslexia, followed up on Ruth's comments, saying that the board's purpose is not primarily to agree with the ED.  She also suggested getting to know each board member individually to "understand what each if passionate about."  Interestingly, she pointed out how there may be more opportunity to shine by joining a struggling organization, as she did 8 years ago .

Congratulations to Jack Krauskopf, Director of the Center for Nonprofit Strategy and Mangement, for coordinating such an inspiring program.  Since there wasn't much mention at the conference of ephilanthropy or how nonprofits have successfully implemented online strategies, can I help with a follow up event on this topic?

As I've become more involved in development issues, I joined the Association of Fundraising Professionals this year.  I recently received their Advancing Philanthropy bimonthly magazine which featured an article on how fundraising and marketing staff can work together.  Quoting a recent study which examined the relationship of marketing to other NPO departments, not working together can "lead to conflicts that substantially affect a nonprofit's performance."  Yet when constituents interact with a nonprofit, "they're dealing with the organization as a whole."

Instead, it is suggested that brand can act as a common thread that unites separate departments.  "Brand is everything you do, everything you are, everything you say.  Making sure that they are all consistent across different functions is essential."  While I've never seen marketing and fundraising merged into a separate department, it does seem to make sense since "the roles that marketing and fundraising play in crafting a distinctive brand is complimentary," according to Network for Good's CEO Bill Strahmann.

Brand is also critical in differentiating your organization from others that represent the same cause.  Jo Sullivan, who manages both development and communications at the ASPCA, has done especially well in this area.  The ASPCA is also represented on Facebook and MySpace.  (Some organizations are still debating whether or not to devote resources to social networking sites.)

How do you get NPO departments to work together and not in different directions?  At my current organization, we've occasionally had lunch meeting where one department will highlight projects it is working on;  judging by comments from other attendees, it's clear that not everyone is on the same page.  Understanding the complementary objectives of fundraising and marketing is a vital step towards establishing a consistent image to our constituents.

P.S. Happy Thanksgiving.  Let's be grateful for what we have every day of our lives.

How to make sure readers pay attention to enewsletters?  Perhaps featuring articles with numbered lists helps;  Guidestar's recent enewsletter featured the '20 Biggest Fundraising Mistakes.'  Some highlights:

1. Thinking your organization will attract supporters because it's a good cause.  There are many good causes, and multiple nonprofits, some which promote a cause similar to your's
2. Thinking that people will give even if not asked.  When I participated in a pledge based event for my organization two years ago, I was a bit reluctant to ask my friends and family for help.  When I got over my reluctance, I raised almost $1000 despite fundraising for only a few weeks before the event.
3. Thinking that wealthy people are more likely to give.  Usually, "people make gifts, substantial gifts, that is, only after you've reached out, informed them of your work, and meaningfully involved them in your organization."

Interestingly, Guidestar only listed 10 mistakes, asking that you read the next enewsletter for the final 10. (another great technique to sustain interest).  One tip I would add to the list: thinking that online fundraising is not worthwhile.  More and more constituents are becoming comfortable with online giving and online gifts are almost always higher than offline gifts.  In addition, offering a way for constituents to give online doesn't take a lot of money or resources.  So why not take advantage?

While coming back from lunch today, I met a staff member from our finance department in the elevator.  Our office is setup in a way that finance and the president's office are on one side of the floor and everyone else is on the other side.  I asked her if she liked being apart from most of the other staff members.  At first she said no, but on second thought she said she enjoyed the privacy and being able to focus on her work.

About a year ago, my organization decided to invest in a new accounting package that would be more compatible with our fundraising software.  It was a difficult transition, but now we have data flowing from one system into the other.  Yet at most companies where I've worked, the fundraising and finance systems have been totally separate.

During a webinar today, I was reminded of the benefits of integrating traditional direct marketing and online fundraising.  Yet these functions are often handled by different departments that each have their own agenda.  'Dual channel' donors usually give more frequently than those who receive only offline or online marketing.  Yet few organizations have been successful in developing a truly coordinated strategy.

I used to think that doing my work well and pleasing my direct supervisor was enough to succeed.  Now I realize that it is just as important to play well with others.  While it's good to be friendly with co-workers, it's also important to work together with those in other departments, since most worthwhile projects require everyone's contribution.  So for my organization's finance department staff, being 'separate' may be a mixed blessing.

I joined over 1800 at last week's Fundraising Day, sponsored by the Association of Development Professionals.   I focused on sessions covering online fundraising;  highlights are below:

• Many nonprofits are clearly still struggling to coordinate offline and online strategies.  Per Sheeraz Haji, President of Convio, only a handful of their clients are doing this well.  Steve Birnbaum of Jacobson Consulting suggested that the challenges are often not technical but organizational, e.g. getting people to talk to each other.
  
  
• Online fundraising continues to increase dramatically, but overall it's still less than 1% of total fundraising revenues.  (Some large nonprofit organizations are doing much better than this, however.)
  
  
• Harry Lynch and Paul Habig of SankyNet offered a variety of techniques to accelerate online revenues - their presentation is available online.
  
  
• Tim Lash of International Rescue Committee offered tips on eadvocacy, and also suggested a simple three step approach currently in use by SaveDarfur.org
1. sign a petition
2. tell a friend
3. donate
• A panel with representatives of Convio, Beaconfire Consulting & Carnegie Hall reiterated the need for synchronization of offline / online efforts, as well as how to make a site visitor 'known' by offering multiple reasons to submit an email address.  ASPCA is particularly good at doing this.
  
  
• Using peer to peer fundraising was also suggested since supporters will often prefer to use their own web pages for fundraising rather than an organization's page created solely for an event or other fundraising initiative.