Virtually every nonprofit needs to fundraise.  It is the right of every qualified nonprofit to do so, and while most need the funds to sustain their programs and achieve their mission, there are other very good reasons to raise funds.  Fundraising can produce at least five key results beyond the much needed funds that are provided:

Increased Awareness: Regardless of the type of fundraising, there is a tremendous opportunity to create and increase community awareness of the nonprofit’s presence, programs, mission, and impact among the organization’s stakeholders and the community at large.  Each fundraising program should be sure to include plans to maximize opportunities to inform constituents and the community of its role in the community.

Board Engagement:  It could be argued that nearly every board of directors should be engaged in fundraising for their organization.  While some boards at very large and prominent not-for-profits can write big checks, much is lost if members of any board are not encouraged or perhaps expected to Give AND Get.  When a board of directors is engaged in fundraising, anything from special events to major donors, they become true advocates for their organization’s cause.  As a result, they must know enough about the organization to speak about it and appear knowledgeable (bringing along a senior staff person to help with details and answer specific questions is usually recommended).  There is also a great sense of pride and accomplishment with individual board members when they are successful in an ask, and for the entire board when the goal is met or exceeded.  These feelings go a long way in helping deepen the commitment to the organization, increasing the feelings of comradery among the board members, and improving overall team spirit among and between the board and the staff.

Current Donor Appreciation:  Recognizing the organization’s current donor base should occur in nearly any fundraising plan.  Whether the fundraising plans call for a special event, online fundraising, major donor cultivation, or an annual campaign, current donors can be used as examples of community supporters that have partnered with the organization.  Most donors love to see their names listed on promotional material as having supported the organization, and that is definitely one form of thanking them (unless of course they wish to remain anonymous!).  Furthermore, some passionate donors would speak to individuals or groups about their commitment if asked.

New Donor Recruitment:  Nearly any type of fundraising offers an opportunity to gather new donors.  If the organization plans to maximize their marketing efforts, individuals currently outside the organization may be exposed to those efforts and begin to inquire about the organization, or make their first gift.  Additionally, in fundraising opportunities such as special events, the organization should always plan to increase involvement and expand their list of prospects for the next event as well as develop plans to actively engage new donors recruited during such events quickly.

Volunteer Recruitment:  Most fundraising options offer opportunities for volunteers.  Community-minded individuals have many different reasons for wanting to give their time to local organizations, and including a request for volunteers in the promotional material, or including the request in actual appeals will result in bringing new blood to the organization.  And of course, we know that volunteers have a likelihood of becoming donors.  An additional source of volunteers can also be the organization’s donor base.  Donors who volunteer become more engaged and have a better understanding of the organization’s programs and mission.

See the blogs on Thanking Donors and feel free to contact Doug Linder at Doug@Linder-Associates.com for help with your organization’s fundraising.