While many non-profits focus on major gifts and consistent monthly gifts, you may be missing the ‘giving pocket’ of some prospective, and even current, donors.
Donors give to a cause because it has touched their life or stirred their heart in some way. While this type of loyalty from a giver is a great asset, some donors prefer to give to a specific project or campaign. Even current donors may increase their normal gift if you find a project they can get behind.
While a glance at almost any direct mail fundraising piece includes the phrase “Yes! I want to help with…”, most of these pieces fall flat because they aren’t actually asking the donor to fund anything specific. Donors are receiving these types of appeals month after month, year after year. At some point they become non-responsive.
Non-profit organizations do need to maintain a flow of unrestricted funds through general asks, however, we need to keep in mind that as fundraisers, it is our job to match a donor with an opportunity to give that will allow them to feel fulfilled in what they have financially supported.
Most non-profit organizations have a major item ‘wish list’ which includes larger ticket items that may not be supported by the annual budget. Why not publish the list for current and potential donors. Perhaps include the list in a newsletter or in monthly donor receipts. Some donors simply may not be aware that there are needs beyond the organizations budget and may see an item on the list that interests them. The Board of Directors should also be kept in the loop as to what the major wish list items are. As key fundraisers, the Board of Directors can also inform their contacts of the organization’s needs.
A great example of matching donors to giving opportunities is the Donorschoose.org website. This school specific site allows teachers from all across the country to post their classroom needs. Potential donors browse the site and choose to fund whichever project, classroom or school they wish. While your organization may not be able to fund an entire website to advertise your major wish list, the items can easily be posted on your organization’s website and shared through various social media channels such as facebook or twitter.
Of course, there’s also Geronimo Solutions that connects generous business owners (vacation providers, cruise lines, golf courses, etc) with thousands of charities. The non-profits can also have their own white labeled website that showcases these vacation rental opportunities for year round fundraising. Geronimo Solutions will easily and quickly build a non-profit a TravelPledge website and there’s no charge.
Another important piece to finding your donor’s giving pockets is simply getting to know your donors. As you interact with them and find out their interests you may find a natural connection between them and a major need of the organization.
It has been said that the number one reason a donor has not given to your organization is that they have not been asked. Don’t miss out on a great opportunity and a great donor simply because you didn’t ask!
References:
http://www.donorpowerblog.com/donor_power_blog/2008/12/do-donors-want-to-do-anything-specific.html
http://suite101.com/article/creating-a-development-plan-for-nonprofit-donors-a134309
http://www.donorschoose.org/about