In the last couple of tips, we’ve focused on how your board can help raise money during the economic recovery. This week’s tip, our fifth in the series, is all about donors.
To remain a philanthropic priority during the recovery, you have to keep your current donors close to you. Some nonprofits mistakenly believe that challenging times demand another fundraising event or direct-mail pitch, but we’ve seen more success simply by keeping donors informed and engaged. You might consider a visit just to update them and share your latest news, rather than asking for a gift.
On the other hand, don’t assume they won’t be able to give this year. Maybe some can’t give quite as much as they have in the past, but if they don’t know what you need, they may not give at all. So it’s critical that you talk to your best donors, the top 10 to 20 percent, about their funding interests. Philanthropists are aware that demand has risen for some charities, and many are stepping up to help.