Big Picture Fundraising

I was recently looking over some client figures from last year, and I found a very pleasant surprise. I wanted to see how well their fundraising program had done for the entire year — not just for one appeal. In truth, each one of the appeals we did for them did well. No single appeal raised a year’s worth of money, but each one had a strong, solid performance. This I knew.

But when I reviewed the numbers for the entire year, I was amazed. Since signing with TMG, the organization’s income had nearly doubled! This is not normal. But in this case, I am thrilled with not normal.

What happened? A lot of things. But the most important was that we focused on the big picture. We dedicated as many energies to building up donor relations and telling the story of the mission statement in action as we did to soliciting gifts. The end result left the dedicated donors fully committed to the organization, while increasing the number and amount of their gifts.

The most successful fundraising program will set individual appeals and campaigns aside to focus on the big picture: communicating your mission to donors and building lasting relationships with them. Then, when they give, they don’t give just because you asked them to. They don’t give just to one project that moves them. They give to you — to your mission — because they want to.

Need help with the big picture? You can drop us a line at info@tbullgroup.com and ask about our free consultation. We can also help with the details. You’re welcome to browse through our samples of successful fundraising letters.

Choosing a good list

The most traditional way to acquire new donors is to rent a list and send a letter. It’s traditional because it works. It also sounds deceptively simple.

Renting a list is simple — that’s true. But renting the right list requires a delicate balance of art and science.

I can’t tell you how often our clients say they are wary of a full-blown donor acquisition program because they think lists are too expensive and don’t work. In truth, lists are not very expensive. At least not when you think that they give you the ability to advertise directly to an individual who has expressed interest in what you do and all you pay is a few cents per name and address. The hidden cost-saving tip in that statement is “who has expressed interest.” And that’s where the blend of art and science come in to play.

Here are a few tips to help you select the right list.

1. Choose lists that feature donors who have given to similar causes or nonprofits.
2. Choose lists that offer donors who are demographically similar to your donors.
3. Choose lists that focus on potential donors who subscribe to magazines or journals that focus on causes you address.
4. Don’t go it alone. List brokers are out there for a reason. In the long run, their wisdom and experience will save you a lot of money.

That’s the science side. The art is knowing how to identify donors who are “similar.” Natural talent doesn’t hurt. But as most good artists will tell you, art is 95% perspiration and 5% inspiration (or something like that). So grab yourself a coffee and sit down with your friendly fundraising gurus (that’s us) to finally plan your dream acquisition program. You can reach us at 919.402.9074 or info@tbullgroup.com. Feel free to visit us online at http://www.tbullgroup.com. Oh, and I’d like a latte, please.