Fundraising is taking more creativity and effort this year.
Excerpt from the Retriever Development Counsel, LLC: For 2009, most organizational fundraising goals are projected to increase (42%) or not change (35%); a relatively small group of respondents (12%) will decrease fundraising goals, and 11% don’t know.
Most projected increases are fairly modest (3-15%); however, a significant number are projected to be more substantial: from 20% to 50% to 100%. Projected decreases are less reported and more modest; the greatest projected decrease is -40%.
For their strategies to achieve revenue goals, respondents ranked outreach to existing donors/stewardship as a top priority 1 (62%); other top-ranked strategies are foundation grants (48%) and major gifts (44%). While these top three are clear winners, other priorities are corporate grants/ sponsorship/support (31%) and outreach to new donors (30%). The lowest priority 2 by a large margin is telemarketing (78%). Other low priorities are online/social networking (44%), earned income (39%), bequests & planned giving (35%), and direct mail (23%). It is interesting to note that the importance of bequests and planned giving was ranked fairly evenly across the scale, but weighted more towards the least important (61% ranked it 7 or lower on scale of 1-12). 1 Items ranked #1, 2, and 3 in a 12-point scale, where 1= most important and 12= least important. 2 Items ranked #10, 11 and 12 in the 12-point scale.
For sources of income that they will focus and rely upon, the general trend is towards MORE or THE SAME. Respondents are increasing their reliance on:
Major gifts (59%)
Online (52%)
Email marketing (48%)
Foundation grants (47%)
Special (33%)
Earned income and direct mail (tied at 30%)
While not as dramatic as the figures for increased reliance, more than a quarter of respondents have no plans to rely on planned gifts (36%), government contracts/support (31%), bequests (28%), and earned income (26%). Two observations:
On a related note, some respondents identified a particular type of funding as the reason that their fundraising was down for 2008, and yet they identified the same type of funding as a high priority for 2009.
Communication with donors
This is a clear priority for 2009: respondents said communication with donors will increase (81%) or not change (15%). In keeping with this trend, the numbers/percentages are much higher in the MORE and SAME columns for the methods of communication.
Communication with donors
This is a clear priority for 2009: respondents said communication with donors will increase (81%) or not change (15%). In keeping with this trend, the numbers/percentages are much higher in the MORE and SAME columns for the methods of communication.
This is a clear priority for 2009: respondents said communication with donors will increase (81%) or not change (15%). In keeping with this trend, the numbers/percentages are much higher in the MORE and SAME columns for the methods of communication.
Top responses for methods of communication. More of the same, not at all:
- W
- ebsite marketing (65%)
- Direct mail (56%)
- Telephone solicitations (50%)
- E-mail marketing (62%)
- Printed communications (newsletters) (51%)
- Advertising (28%)
- Social networking (54%)
- Advertising (42%)
- Social networking (23%)
- Media relations (49%)
- Media relations (42%)
- E-mail marketing (13%)
When asked about social networking, there were two ways that the concept was interpreted:
1. 31% see it as “old school”/conventional social networking, comprised of:
face-to-face interactions, networking, and relationship building; attending
events; civic and community participation; and
2. 53% see it as web-based social networking. Social networking platforms
are mentioned the most: Facebook is the overall winner (46%), but other
platforms are also mentioned (MySpace, LinkedIn, Blackbaud’s NetCommunity). For information dissemination and sharing, respondents mentioned YouTube, Twitter, e-mail marketing (Constant Contact), blogs, and websites. It may be inferred that the 11% of respondents who said they have no plan or a plan is in progress also interpret social networking as web-based. – end of survey excerpt
To increase donations consider the wide range of donor incentives, people want to stretch their money, receiving added value.
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Virtual credit cards that provide an online shopping mall for their choice of incentive.
- Practical incentives such as grocery, gasoline and entertainment rewards at good discounts.
- Cruise, air and spa rewards that can include the entire family.
- Bio-degradable gift cards that are good for the earth and give a portion back to a charity of their choice.
Creativity and hard work for great causes.
