First, DON'T PANIC! Well, actually a little panic probably won't hurt. I met with a friend today who just started a new development job. In her first two weeks on the job, two major donors to the organization have said they will be reducing their gifts next year by a total of $400,000! Interestingly, neither one of them cited the economy or the stock market as the reason. That said, finding a new $400,000 in the current economy probably won't be easy. So what do you do?
I would suggest sticking to fundamentals. Remember that development is about building relationships, and that people make gifts (especially major gifts) to the organizations they feel closest to. So now is the time to turn to your organization's current friends for renewed, increased, and new gifts. Don't make the case that you are in trouble because of the economy; rather, make the case that their help will help you keep your programs strong and ride out the storm.
Now is also the time to make new friends. Ask your board members and other volunteers to think about people they may know who could become interested and involved with your mission. Look for people with some connection to what you do. Then ask them to join you! Ask for their advice and involvement first; then ask for their gift. Remember, the more involved the person becomes, the more likely it is that you'll get a major gift for your organization.
These tactics may not increase your fundraising results immediately, but they will build your base for the long haul. And your current friends might surprise you by stepping up with the gifts you need! Don't fall into the trap of thinking you shouldn't ask people for gifts right now because of the economy. Remember, the number one predictor that someone won't make a gift to your organization is that they weren't asked. So ask, and ask often. It is our job to ask, and the donor's job to decide on the answer! Turbulent economic times require us to ask more than ever. The answer won't always be the one we hope for, but often it will be, and the more you ask, the more you'll get!
If you need some ideas for strategies for building stronger relationships with your organization's friends - old or new - or asking for support from them, let me know.
