Why Non-Profits Need to Jump on the Bandwagon Now to Capture 2019 Fundraising Dollars

How to Capture Fundraising Dollars

Your company might be small yet it can still be mighty when it comes to creating opportunities to capture fundraising monies and this is Why Non-Profits need to Jump on the Bandwagon Now to Capture 2019 Fundraising Dollars. The larger charities, 50 million and up, have their name recognition and reputations that aid them in netting the greatest increases in dollars in their pockets. They reported a healthy first half of last year with a 69% increase over the year before. To keep up, companies with lesser budgets for marketing have to be more aggressive and work harder and be resourceful to eat a larger slice of the pie.

Make your Plan

If you are struggling to know what is next, get going. Now is the time to plan your events. Most money is given in the last four months of the year. Hosting creative events such as gala’s, golf tournaments, or gambling are taking in larger numbers hosting regional events that are quite profitable. 

We are still waiting for the final results yet it appears that nearly 6 in 10 non-profits saw an increase in contributions in 2018 and close to three quarters of them expect to hit their goals. This is according to NRC, a non-profit research collaborative to study trends in the industry that shares it’s finding with the public.  https://www.npresearch.org/

Here are some ideas to get moving on your fundraising efforts.

Plan Your Calendar Now

Since most money for charitable contributions is given in the last four months of the year, spring is the perfect time to get the calendar out and plan events. Don’t hesitate to have summer events yet still focus on capturing the last four months of the year. Planning starts now. Remember, most profitable results are born out of hard work and preplanning. None of the events need to be huge or elaborate. The best ideas are simple, imaginative, and fun. 

Keep it Simple

Start with a fun runs or walks which are best done in warm weather and are one the easiest to organize and have a nice return on effort. Other ideas that work: competitions, art exhibits, or anything to do with A-thons. It comes down to any event that gets people together, or moving especially when done in teams. If you fall under the two categories that capture the most income from their donors, Environment and Animals, be sure to capitalize on the human aspect of giving. The younger generation has a soft spot for the climate, land, and the universe. 

Measure the Return on Investment

According to the research, some types of events are not only easier to plan, you get more bang for your buck. When planning any event, be sure to pay attention to the message you want to convey to help build the support from the community. Once you have that done, be sure to measure the results. Know what it cost to put on the event including employee costs and then calculate how much ended up going to the purpose. Donors care about how much of the money they give goes to the bottom line. 

Be Consistent

The central aspect of fundraising is to keep on doing it. The key is to never rest on the laurels of the past. It has been proven that the bigger your company becomes and the more your donors hear from your or see you, the more likely they are to continue to support your cause. Donors also want to be appreciated yet in different ways. Some want a hand written note while others want their names in lights. It is essential to know your clients and keep files on each and how they want to be recognized.

Know Your Audience

Many times charities are not clear on who their target audience is and how to capture that market. You might be laughing right now saying, uh, duh, rich people. But that is not always the case. There are plenty of other ways to bring in cash from every day folks like you and me. Once you got that figured out, make a list of your very best patrons and let them know you appreciate their support; whatever it takes to let them know your care. Most of the time it is the simple gestures that get notice: a birthday card, a baby gift for their first grandchild, a note when they lost a relative. Be human and be alert, pay attention. It all pays off. 

Understanding Generational Donation Gaps

GenerationalGap Influence the Cause

Generational Donation Gaps

Most everyone is familiar with the term, or idea, of “generation gaps” which are technically defined as differences in philosophies between generations.  Most generations are named for the time period or global event they were born during or after, as demonstrated by the most popular group, the Baby Boomers.  Born after World War II, the Baby Boomer generation was named because of the high number of new births recorded nine months or so after the soldiers returned from the World War.  Baby Boomers were raised by parents who grew up during the Great Depression and who endured the second World War, and were likely to have been impacted by both, thereby developing more traditional values.  By comparison, Millenials (children born in the 1990’s) are children who were born into a technological explosion within society, and as a result have been termed the most self-absorbed generation. 

Generational Clashes

Generational gaps occur when different generations must, whether by choice or not, interact with one another, and – no surprise – clash.  Take, for example, something as simple as music.  Music has always evolved as its generational influences, as Ragtime was hugely popular in the 1920’s, Swing in the 1930’s, Jazz & Big Band in the 40’s, and then came the Rock n Roll generation in the 50’s.  Beatlemania was an utter phenomenon in the 60’s, then artists such as Prince, Michael Jackson and Madonna became iconic in the 90’s.  Suffice it to say, an “old timer” born in the 1940’s would likely not “appreciate” the artistic prowess of Eminem.

Generations simply understand and do things completely different.  Certainly some of the differences may come from various cultural norms, but those differences are there.  And they affect how each individual reacts to the world around him or her. Understanding generational donation gaps it is important to understand the values of the different generations, as each will respond differently to requests for donations.   Let’s look at each of today’s generations, and see if each may give us a better understanding of how to approach fundraising. 

Matures (Born before 1945)

68 years or older, these are our elders, our ‘oldie but goodie’ generation, also referred to as the “Greatest Generation.”  Most will be retired, or semi-retired,  and can be a solid part of a fundraising community (making up about 26%), and because they may have extra free time available, can oftentimes assist in many forms of fundraising.   Traditionally they may make smaller donations if they are living on a limited income and tend to use ‘snail mail’ for communication.  However, online activity and contributions have been increasing, as they are being taught to use E-mail and the Internet by their children or grandchildren.  Matures are old school, their inclinations are to support religious and spiritual causes, volunteering their time to the same.

Baby Boomers (1946 to 1964)

The Baby Boomers make up the largest donation base (41% – 46%) for fundraising as a whole.  My parents’ generation, most have well-established careers, financial portfolios and may be close to retirement.  Donation patterns are very similar to those their parents choose, the majority going to religious and spiritual causes.  Understanding generational donation Gaps with Baby Boomers who do their homework and want to know more about the non-profits finances before they donate.  Statistics also show that Boomers tend to donate online and will actively enroll in monthly giving programs.  Therefore, it may be advantageous to ask them for a recurring donation.

also show that Boomers tend to donate online and will actively enroll in monthly giving programs.  Therefore, it may be advantageous to ask them for a recurring donation.

Generation X  (1965 to 1980)

With skepticism, because I’m not sure how I got this far, I have to say I’m part of Generation X.  “We” Gen X’ers are a vivacious cross section of individuals who consist of the third largest demographic of donors.  Gen X’ers are motivated somewhat by what their parents donate to, but tend to develop more passion in their choices for donating.  Thus, more giving to health services, animal rights & welfare and environmental causes.  In terms of fundraising efforts, focusing on the cause, and the reason for your cause, will likely be most beneficial to you.

Millennials (Generation Y) (1981 to 1995)

Understanding generational donation Gaps with the ‘Me’ Generation, commonly labeled as the most self-absorbed generation and even, on extreme accounts, a smidgeon narcissistic.  OK, folks.  Stop.  Take a breath.  Before the Millenials reading this start slamming me for having the audacity to say that, let me say this – I READ IT.  I don’t necessarily believe it!  I’m just writing it because this is what others think, and because it does bear consideration.  Let me clarify.  Generation Y has a great deal to contribute to any cause.  These folks represent the penultimate in terms of savvy techies –    they have grown up in a world with the explosion of technology, and their world revolves around Social Media, connectivity, and instant communication.  They may not have a well-established financial base as do earlier generations, but are very liberal in passionately giving of their time.   A prime example comes in terms of a natural disaster, where Millenials are likely to be first on scene to assist with whatever help might be necessary.  They are passionate in living a carefree lifestyle, but most are quick to respond to times or causes in need of assistance. Millennials should be embraced, they have their own style, certainly to be considered as a tremendously valuable resource to the world of non-profit sector. 

Generation Z  (1996 to Present)

Theoretically, we could term this group as the ‘next generation.’  Because they are so young, however, there isn’t much data available to offer much discussion or comparison to other generations.  Much like Millennials, they have a tremendous grasp of technology, and all of what it encompasses.  They do not have large bank accounts, and if they have chosen to pursue a college education may be weighed down by Student Loan debt.   However, they make up a vast majority of customer ratio, want to volunteer, change the world (of course), most want to make our planet ‘green’ and even have thought about starting their own charity.   

Generational gaps should be recognized and embraced, as it is clear that everyone can contribute in their own way.