Traditional Non-Profit Fundraising Campaigns Lose Their Edge

Relationships Help Non-Profit Fundraisers Succeed Now and For Years to Come…

A classic, timely example of a non-profit fundraising campaign is the T.V. infomercial filmed in a poverty-stricken neighborhood, thousands of miles away from the intended audience.  Children mill around gazing from the camera to the dirt floor of their thatched huts.  Distended bellies cry out for food.

Anyone with a pulse is going to react to a scene like that.  That is the intention of the video – emotional response.  And they are driving is to get the potential donor on the phone and pledge a donation.

T.V. infomercials have been effective campaigns for decades for non-profit fundraisers.  They employ a marketing technique known as direct-response marketing.  But, the realities the 21^st century are changing the way successful non-profits do business.

2008 brought a collapse of the world economy.  Because of the collapse many people who had donated in the past were simply unable to afford the discretionary spending required to support their favorite cause.  Non-profit fundraising efforts lost out big time.  Just like everyone else suffering through harsh economic times.

Non-profit fundraising infomercials continued pulling on the heartstrings of donors, but those donors were preoccupied with more pressing matters; feeding their own families.

The success of non-profit fundraisers is not measured solely by the amount of money you raise.  Bringing people in to donate their time volunteering or connecting with people and building relationships to promote advocacy are great ways to advance your cause without convincing someone to open up their checkbook.
When people donate their time in support non-profit fundraising efforts they are helping drive the cost of doing business down.  Volunteers can perform a myriad of tasks that might otherwise be staffed with paid employees.

The reality is unemployment rates are high and the economy is recovering at a snails pace.  For individuals who are unemployed – many highly skilled – volunteering keeps them active and participating in the world around them.  It is also a good chance to network.

In this ever-evolving ‘connected’ world decisions are driven more and more by who you know.   The more people you meet the greater the chance of meeting a decision maker and possibly landing a job.

When donors become involved in supporting their favorite causes through volunteerism they participate in a much more intimate way than strictly donating. This intimate involvement helps build trust, credibility and personal connection. Now the experience is a two-way street.  Both parties benefit from the relationship. Advocacy on behalf of your cause develops as a natural progression of these deepening relationships.

The amount of money raised is not the sole metric when judging the effectiveness of a non-profit fundraiser.  Developing relationships with your donors beyond a simple money transaction builds trust, credibility and personal connection: fundamental elements that will serve your non-profit efforts for years to come.