Persistence Pays

If donations play a critical role in sustaining your not-for-profit organization, then finding ways to maximize your fundraising efforts is an ongoing process. A strong follow-up program can help.

In a perfect world, every one of your supporters would respond to each of your fundraising appeals the very first time. Unfortunately, that doesn’t happen. Donors who give to more than one organization, as many do, often alternate their gifts. Many of your donors may have cut back on donation amounts during the recession. And, with so many not-for-profits vying for attention, meeting fundraising goals by finding new donors can be challenging.

Follow Up
These are just a few of the reasons why you may need to contact donors and prospects several times. No matter how effective your initial outreach is, accomplishing your goal will often depend on how effectively you follow up.

While there is no such thing as a perfect follow-up, these strategies may help improve your response rate.

  • Make it as easy as possible for people to respond by including a contribution form and return envelope in your snail mail solicitations and a link to your donation page in e-mail appeals.
  • Emphasize the things that make your organization different and include information about recent accomplishments or developments.

An Efficient System
Lack of donor response isn’t always a matter of willingness or ability to donate. There may be an internal problem. For example, if potential donors request information but have to wait a long time to receive it, they could lose interest (or respect). The same thing can happen with donors and prospects who promise to donate in the future but never hear from you. One way to correct these problems is to use a tracking system to log in new prospects and schedule follow-up reminders.

You also may want to consider offering a recurring gift program that allows donors to give a set amount at regular intervals (monthly, bimonthly, quarterly, etc.). The idea of donating a small amount on a recurring basis may encourage some donors to increase their giving. And the program can provide a welcome source of ongoing contributions.

Count the Ways and Make Them Count
In many ways, technology has made it easier to communicate. You can reach out to current donors via e-mail and garner support from new donors all over the world via the Internet. However, having multiple communication channels can complicate follow-up efforts.

Instead of soliciting donors from one master list via snail mail, you might now have people who prefer to communicate via e-mail and don’t respond to paper appeals. You might also have donors who found your organization on a social networking site. Unless you have a foolproof follow-up system, online prospects and supporters could slip through the cracks.

Thinking Outside the U.S.
It really is a small world these days. Not surprisingly, the number of not-for-profit organizations looking for fundraising opportunities outside the U.S. is expanding. If you’re thinking of reaching out to international communities for support, consider these points:

  • Make sure your message will resonate. Not all charitable missions have the potential to generate interest outside of the U.S.
  • Find the right “market” for your cause. Identify countries with shared values or where your organization (or a similar one) has already established a presence.
  • Study the culture. It’s very important to research the values, etiquette, general religious tenets, and business practices of the countries you’re considering.
  • Ask for help. Finding a local representative or existing agency to assist you in your efforts can be very beneficial. Seek out native professionals (lawyers, accountants, IT experts, etc.) to help you navigate legal, financial, and technology channels.
  • Translate your message. Make sure the true meaning and emotion of your solicitation comes through. Even if you’re communicating in English, it’s a good idea to have someone who knows the culture review your materials.
  • Be patient. It may take a while to make significant inroads in a foreign country.