Well, it is very difficult to become engaged in fund raising without having a passion for it. For some, fund raising is an end to a means. All the usual media become involved in order to raise more more for the cause. It is the cause that drives the engine of fund raising.
Surprisingly, many organization are very successful following the same old procedures month after month. They write the same letters to the same people and ask for money in the same way. While a few organizations are successful doing this many see decking results and wonder why people are simply not giving. Usually the economy is blamed, or perhaps the timing of the appeal letter was wrong or their was another major crisis to which people donated. Whatever the reason the truth is usually avoided and more importantly there is very little passion or excitement to the appeal.
So what is the truth? Perhaps the truth is that society is changing and the organizations are not keeping up. They rely on what worked ten years ago forgetting that the constituency they appealed to may be gone or moved on. People have short attention spans. University studies suggest that a graduate from a three year arts program has an attention span of 40 minutes. This of course begs the question…why have 3 hour lectures? I never understood that. Maybe it wasn’t true but what is true is the nonprofit organizations and churches and schools or colleges need to change with the times if they are going to stay relevant.
Test the market place and try something different. If it is successful then look at what is involved in rolling out a new fundraising campaign based of the results from your test market or markets. it is true that doing the same old thing will likely generate the same old results. Need more money? Do something different and let your passion rule the day.
That’s the way I see it!
Monty McKinnon
Master Financial Planning Services inc.
Fundraising specialists.