When I was Director of Development for a nonprofit, I tried to convey to my teammates that everyone in the organization is a fundraiser. This can be as simple as passing on news about grant opportunities to being able to speak concisely and compellingly about the organization’s fundraising goals.
Camp Oochigeas, a 400-acre campsite for children with cancer, has really put this philosophy into practice. The organization went from raising $25,000 from their main fundraising event in 2006 to bringing in more than $275,000 in 2007!
How did they do it? Through the innovative use of technology and branding, their staff and volunteers reached out to more donors than ever.
So, how do you empower everyone on your team to be a fundraiser?
- Communicate: You need to get the message across repeatedly—in staff meetings, retreats, and internal newsletters—that everyone can and should contribute to helping the organization grow. The goal is to create a culture of fundraising.
- Clarify Expectations: Many people who aren’t professional fundraisers—and a few of us who are!—can be intimidated by asking for donations. Be sure to tell those on your team what you mean by “everyone is a fundraiser.” This could be as simple as having them direct friends and relatives to your website for information on a fundraising event to encouraging them to share fresh ideas with your development team.
- Provide Tools: Coach your teammates in how to ask for funds—explain the process, offer encouragement, engage in role playing. Be sure to thoroughly review promotional materials with them, so that they’re familiar with key sound bites and central messages. For example,
- Motivate: When a colleague or volunteer raises money for your organization, whether it’s a small or large amount, thank them personally and in front of the rest of the organization.
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4 comments:
The importance of communication can never be denied, right from the start of the campaign for fund raising, where you communicate with the prospective donors soliciting the funds for the cause.
The language of such communication is also very important, to bring out the best results. It should be polite, but convincing enough about the cause for which the funds are required.
The one issue I have with the 'everyone is a fundraiser' mentality is that chasing after money could cloud some people's judgments and perceptions of their role in the organization. For instance, the researchers, scientists, and doctors looking for cures for cancer should be focused on finding the cure. If they help with fundraising on the side, great, but it needs to be clear that it is not their main goal. Otherwise, all those raised funds go to waste if everyone is fundraising and not focusing on their end goal! In other words, we must keep in mind that fundraising is a means, not an end!
You raise a good point, Adam. Fundraising supports the ultimate goals of the organization. Having more people in an organization contribute to fundraising--in appropriate ways--can help it achieve those goals. Funding itself is a necessary tool. But one should never lose sight of the organization's mission.
The last company I worked for all donated to a certain charity. It was a fun way to connect with people you work for and help a great cause at the same time. Check out www.uPlej.com. Its the new way individuals, businesses and charities can donate through social networking.
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