Often, I get asked, “What is the magic behind a successful fundraising campaign?”
Well, it is not all magic. There is some science. And, with over twenty years of experience, I am going to share the top tips that have made it all “seem” like magic so that you can too.
How to ensure a successful fundraising campaign
I am going to share with you step-by-step the formula that I use with all of my clients to ensure that fundraising campaigns are as successful as can be.
#1 – Ensure that you have the best fundraising team possible. Be selective in whom you choose, develop expectations and responsibilities in advance, and seek the chair of your fundraising effort first.
#2 – Once the Chair is in place, then have them assist you in the search for the rest of your fundraising team. Be sure that you only select folks who do what they say they are going to do. Test them with small tasks first. Be sure to select high-performing people to have a high-performing team. And, don’t be afraid to say “no” to someone who just can’t meet the expectations or pass the “test!” Never recruit as a group – always person to person. Ensure you have a good mix of influential and effective candidates.
#3 – Divide up your fundraising team into different divisions i.e. events, mail, personal solicitation, phone, prospect rating, etc.
#4 – Create a fundraising goal that includes the costs of the campaign in the total. It costs money to raise money so be sure that you calculate those costs into the overall campaign goal. You can estimate campaign costs at 10% of the fundraising goal i.e. materials, staff, events, donor recognition, etc.
# 6 – Develop a prospective donor list from both your current donors as well as by conducting overall research to find new ones. Once you have your prospective donor list, then you will need to rate and rank them. Get a committee together who will focus on rating prospects according to capacity, affinity, and interest.
#7 – Once you have rated your prospects, then you can tier them into an “A List,” “B List,” etc. This ranking will allow you to focus your efforts on those who have the greatest capacity and interest in your cause.
#8 – Modify the gift chart as your campaign progresses depending on the level of gifts that come in. If you have fewer major donors than expected than you need to adjust your lower tier of donors, etc.
# 9 – Employ a sequential model of fundraising. Classify prospects according to assessed giving potential and start solicitation with the Top Giving Levels and move down.
#10 – Start with your “Family/Nucleus” gifts first. Your Board, staff, and volunteers must demonstrate a commitment to the mission before you begin asking anyone else. If they are not committed, how can you expect anyone else to be committed? You should conduct all Top Giving and Family/Nucleus levels by personal solicitation.
#11 – Develop strategies to solicit the lower level donors i.e. direct mail, events, telephone, etc.
#12 – Be sure to develop a realistic month-by-month timeline to ensure that you keep the momentum of the campaign fresh and have key benchmarks to meet.
#13 – Develop ways to recognize donors of all giving levels to the campaign. Donor recognition levels can inspire donors to give more than they may usually give.
Sequential fundraising is THAT important. Once you violate the “Top Gift” solicitation sequence, your entire fundraising campaign is in jeopardy. Failure to follow this approach lowers giving standards across the Board.
If I could choose the number one reason why most campaigns fail, it would be that they did not follow this sequential model of fundraising including asking their “family” first. In fact, I have seen campaigns languish for years never reaching their goal.