A mission is a terrible thing to waste. However worthwhile an organization’s mission, without funds a non-profit can’t operate. In this post Leah Lamb shares four (4) fundraising mistakes a non-profit should strive not to make.
Effective, successful fundraisers understand the mistake-prone areas she cites and generally avoid falling into the traps they present.
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Leah Lamb
I’ve shared, in my last two posts, the key to thriving as a fundraiser. In this post I thought I’d address the success-blocking mistakes that I’ve observed in my 25+ years working in the non-profit sector. If you make these four (4) mistakes regularly, you’ll likely be surviving – not thriving.
The first mistake: Insufficient fundraising resources. Not investing in the fundraising process will not serve you and your organization well. Having the right resources at your fingertips will fuel your fundraising success.
The second mistake: Poor resource utilization. To have sufficient resources, but to fail to use them well is a mistake too. Some non-profits have all the resources they need, but drop the ball in the way they choose to use them. Unlike lacking sufficient resources, poor resource utilization isn’t as easy to see. This makes correcting this mistake somewhat tougher than the first one. It’s hard to fix something that hasn’t yet been acknowledged as broken.
The third mistake I’ve seen: Insufficient training. Not providing the appropriate training, for all who need it, isn’t a strategy to get beyond merely surviving. At least once a year, access the critical capabilities of all those in your organization with significant fundraising responsibilities. Based on your periodic assessment, strive to provide training for those who need it. It goes without saying that you need to know what these people need to know and, potentially, be trained in. To avoid making this mistake, make sure these members of your team get sufficient training in the acknowledged, need-to-know areas.
The fourth mistake: Poor communications. All communications with current and prospective donors should be clear, concise, and compelling. I’ve observed a lot of non-profits who get in the habit of using their own language to communicate with others. Telling a story in a clinical, technical way to donors is unwise and uncompelling.
- Good communicators make sure that even a poignant, powerful story can be backed (if necessary) with supporting facts, figures, and statistics.
- Fluff isn’t going to cut it! While some donors will want to know just the facts, many others will want you to paint a richer, figure-supported picture of the great work your organization is doing. My advice: Be well prepared to talk to both types of people. A good cause, poorly-communicated will not reach its fundraising potential. Tell the right stories the right way. Again, please skip the fluff.
LEARN
- Not investing in the fundraising process (Resources)
- The resources are available, but you’re not using them wisely.
- If the people don’t have the requisite skills to facilitate fundraising, things will not work out well (Training)
- How you convey your message to your donors: Are you clear, concise, and compelling?
- Different donors warrant different messages; be prepared.
GROW
Your Outcomes Well Team
Operating a non-profit organization is hard work. I say that as an outsider. My background is in the business world, specifically in the Information Technology and banking industries. As my two brothers and I watched our sister, an Executive Director for a Non-profit, we realized that starting and sustaining a non-profit wasn’t easy! As stated on this blog’s About Us page:
“We saw her triumphs, but we also knew of the areas of her [organization] where she struggled to be more efficient and productive. What gradually evolved next was a melding of each of us: An IT/Software professional, a Financial Analyst, and a Supply Logistics specialist [outside of the non-profit space] with the passion” of an Executive Director we knew well – our sister.
Along with knowing our sister’s journey, we’ve spent over a year interviewing, collaborating, and working with many non-profit professionals. Each Series featured on Your Outcomes Well showcases the journey of someone in the non-profit sector who has a compelling story.
After reading Leah Lamb’s four fundraising mistakes, a thought immediately came to mind:
If you’re the chief fundraiser for an organization, an honest assessment of your fundraising will likely point to a mission-critical issue. It relates to ANY organization or business seeking to be successful. Be responsive, not just reactive, to the situations you face.
- “It’s not the situation, but whether we react negatively or respond positively to the situation that is important” (Zig Ziglar)
Be Responsive: The best way to avoid making mistakes as a Fundraiser
One of Zig Ziglar’s stories illustrates the point made in the quote above.
Imagine going to the doctor for medication and returning for a follow-up visit. In one case the doctor says you are reacting to the medication, in the other case the doctor says you are responding to the treatment
- As you can quickly see, the two are not the same.
- A response is thoughtful. A reaction is immediate. Whether working for a non-profit or a business, it’s often not enough to just be a knee-jerk Reactor. Be a thoughtful Responder instead.
So I have a question for every fundraiser reading this blog post:
IF you find yourself regularly making any of the four mistakes Lamb shared above, you may be a reactor not a responder.
Lamb identified the mistakes to avoid above. Let me share a philosophy of strategically responding as you raise funds. The four pillars of this approach to fundraising are, namely:
- Think Big Picture – Fundraising is a big deal in every non-profit organization, so make sure every move strategically fits into your overall goals and objectives.
- Put the situation in the proper context – Fundraising has always been important, yet its’ criticality becomes more important each year. If you see each situation this way, your organization will likely steer clear of the mistakes that Lamb refers to above.
- Blend logic and emotion – The best decisions are informed by facts and infused with emotion.
- Recognize Choices – Reacting comes when you don’t know or think you don’t have any other options. Responding requires additional thought, While it requires additional time, you’ll often see that you have options. You’ll also recognize the consequences that a poor choice may trigger.
Lamb outlined the mistakes to avoid making in the Share section. In this section I hope we’ve given you a Blueprint which allows you to avoid these mistakes. Happy Fundraising!
Knowing and avoiding the mistakes Leah Lamb shared in this post will allow a fundraiser to more easily achieve their goals. Can a non-profit organization which regularly makes these mistakes achieve it’s full fundraising potential? We feel the answer is No. Feel free to share, in the comments section, an aspect of fundraising you’ve observed or experienced to be problematic.
Your Outcomes Well
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