Do you ever find yourself comparing your organization or your fundraising to others? Have you ever had thoughts like:
“We should be doing what they’re doing!”
“Why are they raising so much more money than us?”
“I feel like I’m competing with other organizations for the same pool of money.”
“It sure must be easy when you have lots of cute cats.”
“I saw another organization go viral on social media … we need to come up with our own viral video or challenge!”
If so, you’re definitely not alone, and it's understandable! Especially with the rise of social media, it’s easy for us to fall into the habit of comparing ourselves with others and thinking that the grass is always greener on the other side. But you are exactly where you need to be—fundraising for a cause that will impact more lives because of the work you do.
We’ve compiled a shortlist of tips to help boost your confidence in your own authentic fundraising, and keep it meaningful and right-sized for your organization.
- Use your own benchmarks
The most helpful metrics you can measure against are your own. There are industry benchmarks to help understand nationwide trends (ie, 49% annual retention rate for returning donors) but these national benchmarks are just one data point. When looking at broad data reports, remember that the organizations included in the studies may have had large budgets, multiple fundraising staff, offices across the country, and lots of investment going into their development departments. If you’re working at a nonprofit whose annual budget is less than $100,000, then those benchmarks may not be as helpful for you!
Instead, consider looking at your past results to measure your progress. Maybe last year you retained 30% of your donors, but this year you retained 40%. That’s a huge amount of growth for your organization, regardless of what national trends say! - Define your own success
Similar to using your own benchmarks, it’s important to define what success means to your organization. Success can look like raising one more dollar than last year, adding new supporters to your audience, starting a donor communication plan, getting out an email on Give to the Max Day, and so much more!
What one organization might define as success for them doesn’t mean it will translate to success for you. It’s important to consider the culture of your organization and your relationships with your donors as you determine what a successful fall fundraising season feels like to you. - Keep your values at the forefront
It can be easy for us to get caught up in the qualitative metrics—dollars raised, number of donors, number of transactions, conversion rate, etc. But don’t forget about how your fundraising activities and communications make both your colleagues and your audience feel.
Taking a moment to be intentional about the tone, voice, theme, and authenticity of your fundraising communications. That can make a huge difference in how your audience perceives
your message. Especially in a time when many organizations are asking for support, we don’t want to make our donors feel like they’re merely a transaction or a means to an end. Their support is an important investment in our work!
Consider building your message around the relationship you want to cultivate with your audience. When we let our values guide our fundraising, the financial support will follow.
Whether you mail out a glossy mail appeal, send one email, or something in between, know that your fundraising is valid and important. By centering your values and relationships with donors, defining your own success, and using your own benchmarks, you’re sure to have a season of meaningful fundraising!
P.S. If you want assistance in developing your benchmarks, measures of success, or storytelling, consider working with one of GiveMN’s coaches! Reach out to raisemn@givemn.org to learn how our one-on-one coaching approach can help move your fundraising forward in a way that's meaningful to you.