‘Tis the season of giving, but in these tough economic times, MK Partners understands the fundraising challenges your organization may be facing. Here are 10 important fundraising do’s and dont’s to keep in mind:

1. Do strengthen your case for giving. Your donors are more interested in how the economic troubles are directly impacting your beneficiaries, rather than your organization. Chances are, their needs are greater than ever, so your campaigns should emphasize this urgent need

2. Don’t apologize for asking. Even if times are tough, a request for donations to your cause is an opportunity for your donors to validate their values and beliefs. Instead, make sure you have a strong case for support, and that donors know where their money is going.

3. Do segment your donor file using the most sophisticated tools within your reach. Take advantage of salesforce.com’s tools to mail your donors more selectively, and focus more on those donors at the top of your giving pyramid.

4. Don’t cancel donor acquisition activities. Instead, budget-friendly ideas include list exchanges or networking events.

5. Do invest in personalized appeals – embed multiple data points from your database in each individual letter, refer to the number of years a donor has been contributing to your organization, whether they have been a volunteer, an event-attendee, a monthly donor, etc…

6. Don’t cut the cord. It’s crucial to stay in touch, especially with your most generous and responsive donors. Step up your online fundraising and communication efforts. Increase the frequency of your communication, and if you’re not using the telephone to stay in touch, now is the time to begin. The interactivity of telephone contact is important to maintaining personal contact. If possible, meet your donors in person. Face-time is more valuable than any number of emails you could send.

7. Do optimize online giving opportunities on your web site by making the process as easy as possible for donors, including a prominent “Donate” button on every page, and building a specific landing page for each electronic appeal to reinforce the case for giving. Make sure you are utilizing the capability of your online fundraising tools to track donor interests and behaviors, and be sure to use that information to personalize email offers.

8. Do emphasize your annual donor - those who give you a set amount each year are the people potentially wondering if they should give you the full $250 rather than just $150 this year. Large annual donations have the most flexibility and involve important, loyal donors who have been with you for several years. Focus on keeping such donors informed and motivated to maintain their support.

9. Do understand that corporate donations are the first to decline in a recession. Resist the temptation to go after “big gifts” from companies because they will make the largest difference, rather than lots of smaller gifts from individuals. The reality is that corporate giving is less reliable, and the time spent away from individual donors-who provide more than 83% of charitable donations, can be costly.

10. Do publicize your organization. Write a letter to your local newspaper or media outlet highlighting the value of your organization to the community. Now is not the time to cut back on marketing, instead redouble the effort. Make sure your mission statement is compelling and unique.

For an additional resource, here’s a link to an informative, recent NY Times article,

http://www.nytimes.com/2008/11/11/giving/11ARTS.html?scp=13&sq=nonprofit&st=cse

references:

http://www.afpnet.org