A few weeks ago, I read fundraising legend Kim Klein’s book, Reliable Fundraising in Unreliable Times. The title alone reflects a common sentiment I’ve been hearing from organizations lately – how can we navigate this unpredictable time sustainably and without sacrificing our values? While the entire book thoughtfully addresses these questions, I wanted to share my top 3 takeaways here:
1. Lean on your people
Fundraising is not a solo sport. If the entirety of fundraising rests on one person’s shoulders, burnout is all but inevitable. So let’s build a fundraising team!
Start by making two lists: one that lists all of your fundraising tasks, being as specific as possible, like entering checks, researching event venues, running reports, etc., and one of everyone who could potentially help do one or more of those activities. In addition to board members, this second list should also include names of other volunteers and long-time supporters. We often forget to ask volunteers for help with fundraising, and you might be surprised by how willing they are to help when asked.
Once you’ve created these two lists, start reaching out to the people you’ve listed and ask for their support with activities that could be done by a volunteer. A few years ago at a previous job, I worked with one of our donors who came in every week to help me enter checks and send thank-you notes. Not only was this incredibly helpful, but having her around was one of the highlights of my day – and last I heard, she still comes in every week!
2. Build and deepen relationships
With so much uncertainty, it’s natural to want to close your door and get started on what may feel like a neverending fundraising to-do list. However, in tumultuous times, fundraisers and supporters alike need each other to continue doing good work and connecting with their communities. As the federal funding landscape continues to shift, building a strong individual giving program remains the most sustainable path forward.
Klein suggests making a list of the 50-100 most important people to your organization (donors, volunteers, board members, neighbors, mentors, allies, etc). Note that these people are not all necessarily financial donors, but rather support the organization in some way that is meaningful. Look at this list and make plans to contact each of them personally 2-3 times per year. If that sounds like too much work for one person, that’s because it is! Recruit board members and volunteers to lighten the load by assigning each person a list of names to keep in touch with.
3. Ask for money
Year after year, individuals remain the largest source of all private giving in the United States. What’s more, the #1 reason people report not giving is because they were not asked. As humans, we are hardwired to support each other in times of difficulty and change – and the present is no exception. People want to know how to best support your organization right now, so make sure that you are giving them opportunities to do so. If you’ve experienced a funding change and now need to raise an extra $1 million to fill the gap, tell your donors that and ask if they’d like to help close that gap. One of my favorite quotes from Klein’s book is this: “Your belief [in your organization] must be bigger than your anxiety about asking.” Fundraising is all about building relationships and inviting people to join your mission -- asking for money makes that possible! People give because they were asked and because it aligns with their own values. As fundraisers, it's our job to facilitate this generosity.
If you’re still wondering how to navigate this uncertain moment in time, I recommend checking out Kim Klein’s deeply resonant book and watching GiveMN’s free webinar, “Fundraising During Uncertainty,” where GiveMN’s coaching team shares more practical steps to manage risk, navigate uncertainty, and strengthen fundraising strategies.