Steps to Successful Fundraising

At a Nov. 1 fundraising seminar attended by Join Together at the National Leadership Forum VI in Washington, Butts noted that other reasons that people give money to charity include:

• public relations value, especially for companies and corporations
• guilt -- "buying their way into heaven"
• giving makes them feel good o the donor has a personal relationship with the group
• the donor has personal experience with the issues the group addresses
• tax write-offs
• they are making an investment in the future -- such as a company that donates to a group that will improve the workforce

Face-to-face meetings, with two charity representatives meeting a single potential donor, are the simplest but most effective to raise money, says Butts.

Many non-profit leaders, however, don't like to ask for money for a number of reasons, including:

• fear of rejection. Savvy fundraisers, says Butts, believe that "a no is an entree to a yes," but conventional wisdom says that three noes mean "no." o fear of failure. Butts says non-profit fundraisers have to learn not to take rejection personally.
• embarrassment. Butts says to think of the value of donating to the donors themselves. "We spend a lot of money insuring our valuables," she says. "Why not spend some to insure our values?" o feeling like you are begging. "You are asking the donor to become a partner in a successful, important program in their community," says Butts, "not for money to keep the lights on." o lack of confidence. Butts stresses the importance of fundraisers who truly believe in the mission of the program.
• lack of preparation. "One of the best ways to learn fundraising is to go with someone who knows what they are doing and is good at it," noted Bradenton, Fla., community prevention leader Leigh Holt.

Once non-profit groups overcome these stumbling blocks and are set to begin a serious fundraising campaign, they must identify those constituencies that will be most receptive to an appeal for donations. According to Butts, the fundraising "universe" centers on people who already have been major donors; members of the board; and organization management. The next most promising targets for fundraising include clients, employees, volunteers ("They are much more likely to give," says Butts. "Don't think it is asking too much."), existing general donors, and members. Still further out -- but still full of potential for fundraising -- are former participants and people with similar interests to your group, including:

• beneficiaries of your work
• businesspeople
• politicians
• other community activists
• churches o law enforcement
• people touched by drug and alcohol problems
• parents
• other related agencies
• youth
• seniors

"The best target for contributions"

• corporations and financial institutions
• civic groups
• vendors
• schools and universities

Butts advises groups to begin with a broad view of potential donors and then map out a plan to approach specific targets. "Make linkages," she says. "Set up the ideal situation to ask for support." Every person affiliated with the organization should be asked, "Who do you know" and "Who do you know that knows ....?" according to Butts.

Donna Butts, David G. Bauer Associates Inc.
Date: 11/8/95
Distributed by: Join Together