Successful Fundraising During a Recession

5) Start a Sustaining Gift Program – If you don’t already allow your donors to give on a monthly basis, start today. A $250 annual donor may no longer be able to give that much this year; however, that donor likely still wants to support your organization. Allow that donor to give $25 a month instead. Yes, you’ll have to wait longer for the full donation, but it is better than receiving a smaller donation or no donation at all.

6) Move Online – You probably already raise money online (If you aren’t then start today). But if you are currently sending an appeal via mail but are not sending a corresponding appeal online, then you are wasting a valuable opportunity. Don’t underestimate your email list’s tolerance for email. Now is the time to emphasize to your donors that email saves you money and means more of your donors’ dollars go toward the cause they support.

7) Clean House – Don’t wait until your numbers fall short to start making cuts. Look hard at your organization’s expenses and tighten up where you can. Taking preventative action can bring your organizational budget more in line with changing realities.

Keep Prospecting – The long term health of your organization depends on the continuous acquisition of new donors. Many organizations spend up to $20 to acquire a new donor and don’t see a return on their investment until the second or third renewal cycle. This can look like an attractive place to cut in times of need, but it will make next year, and the year after that even more dire. Don’t get caught in a cycle that will lead your organization to failure.

9) Fight for your Budget – Some organizations scale back their development budgets when times get tough. This is a huge mistake. Your fundraising efforts need the proper funding to operate effectively at anytime, but especially during a recession.

10) Be a Winner – Intuition might lead us to believe that donors give to those most in need. That is simply not true. Donors want to give to a winner. Donors want to give to organizations doing the most important and vital work in their communities, and they want to give to those who are doing it the best. If your organization is seen as struggling to keep its doors open, your donors will move onto an organization that is thriving. Speak to your successes as they are your donors’ successes. Feel free to speak honestly about the challenges your organization faces, but never lead your donors to believe that your doors are closing, unless they truly are.

Recessions are part of a natural cycle that economies go through. They tend to weed out the weakest organizations while the strongest ones usually survive, and some times even thrive during these periods. Using these tips, you will be more able to navigate this challenging fundraising environment and be among those organizations that continue to thrive despite the general economy. Good luck on your fundraising efforts.