Donors need answers to some basic strategic questions

The entire fundraising landscape is evolving, as it has been for a while. During the Fundraising Day in New York 2011, Farra Trompeter of Big Duck, Lesley Hostetter of Lautman Maska Neill & Company and Liza Sock of the American Civil Liberties Union discussed integrated fundraising, the idea of reaching out to donors across a variety of channels.

They noted, for example, that online donors are typically younger, have higher incomes, give bigger gifts, are easier to get but harder to keep and likely to renew through mail or other channels.

Also, overall giving is declining but online giving is still growing, the average gift size is still bigger, but dropping, the biggest giving is still around disasters and in December, more organizations are asking donors to recruit support online and give social media and gifts above $1,000 are increasing.

With all that, however, there are still questions that donors want answered, and nonprofits will have to keep these answers in mind.  They are:

• What is your organization aiming to accomplish?

• What are your strategies for making this happen?

• What are your organization’s capabilities for doing this?

• How will your organization know if you’re making progress?

• What have/haven’t you accomplished so far?

How would you deliver these answers?  Brochure, Verbal, Appeal, Annual Report?


About Gary Coiro

Nonprofit & Church Leader Nonprofit Leader and Consultant since 2004, following 15 years as a pastor. Competencies include board development, fundraising, staff development and management, strategic planning, church work, Bible teaching, and capital campaigns. Currently consulting and serving on the Church Ministries Management Team for a large multi-cultural evangelical church.
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