Recently, I had an interview with the former Governor of Pennsylvania, who is now in his 90s. We had a number of topics to cover, but the Governor wanted to talk about one thing: the economy. At the end of our conversation, he left to call the Red Cross to see how he could help augment the cost of heating oil for struggling families.
What I learned from the Governor is that donors often have a preconception of what need exists, and their philanthropy is guided toward large, established organizations. Younger donors are more prone to respond to organizations that serve the youth, but they generally don’t seek out philanthropic opportunities. Overall, these two groups have one thing in common: they can’t get involved with your organization if they don’t know about you. So, here are a few basic strategies to help your organization thrive in a weak economy by meeting, sustaining, and informing donors:
1. Build your Network for Free
Here’s some good news: the most popular social networking sites are free, and so are a lot of new media. If you have a team of staff, volunteers and board members who are passionate about your organization, consider asking them to include your NPO in their existing social networks. This might mean creating a Facebook page for your organization, or asking your staff to join a professional networking site like Linkedin. If they’re passionate about your cause, it’s just a matter of time before their network becomes your network.
Another fabulous—and free—way to increase your network is by creating an interactive blog that lets everyone know what a huge difference you’re making. As I’ve mentioned, updating web content about your organization’s work is a key strategy to maintaining a relevant online presence, and publishing online will help your organization appear in searches with relevant keywords, exposing your NPO to a wide audience of possible collaborators and donors. And for your existing donors, a blog gives them the immediate gratification of knowing what your NPO is doing right now to help the greater good.
2. Stay Current
If you’re a non-profit that provides a service to the unemployed or disadvantaged, like Dress for Success, demand for your programs might have increased a great deal. So make sure your donors know that. Give them the opportunity to empathize with those who have been even harder hit by the economic downturn.
If you think that your mission doesn’t relate to the economy—think again. Maybe the after school program your NPO runs offers stability for kids who were forced to move because of foreclosures. The point is, everyone is affected by a bad economy, and your donors deserve to know how you’re responding to that.
3. Find Collaborators
Say your organization provides cello lessons for urban youth. As part of your mission, you hold concerts to give kids performance experience, expose a wider audience to music, and earn revenue. Even though you serve a demographic hard-hit by inflation and unemployment, you might have trouble attracting people to your organization and events. So, look for an opportunity to collaborate.
Maybe there’s a local NPO that collects donations of winter clothing. Partner with them to create a collection area at your next event—maybe with a discounted entrance fee—and tack them onto your advertising. You’ve created a direct association between your organization and an immediate need, and you’re establishing a mutually beneficial partnership.
If you’re thinking about extending your organization’s services instead, consider that collaboration allows you to work with the other NPO’s infrastructure, which already has a system in place for dealing with those extra donations. In addition, collaborating organizations have a constituency of donors and volunteers that will be introduced to your organization—increasing your network.
4. Learn from Wall Street, but don’t Look for a Bailout
Things will get better eventually, and now is your opportunity to create sustainable partnerships that will last beyond this financial crisis. If you divert all of your energy into landing a few big sponsorships or grants, you’ll be ignoring the most dependable and largest philanthropic group in the US—private individuals.
Adjusting your strategy to connect with a larger group rather than targeted individuals or offices gives you a better shot at finding lifelong collaborators, donors, and volunteers. So harness the power of new media to make everyone aware of your great work. And did I mention that most new and collaborative media are free?
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