EMILY: I have many years of fundraising experience and to me it's the urgent case pleas that really gain the most ground. Where I currently work, the most difficult ask are the month long fundraisers competing against other groups. Our donors prefer to give to specific animal cases as they like to see the bills "PAID" as that transparency gives them immediate gratification. We are fortunate to have longstanding donors and they want to give in the way that feels good to them. Three years ago, we began developing our low-cost veterinary program and it was hard to receive donations because people were used to one type of mission directly pulling senior shelter animals (mostly dogs). Over time, donors have seen the importance of providing low-cost, high-quality veterinary care to under-resourced families in Southern California. They will give to the certain cases that require full or partial support from our rescue side.
I think listening to your donors and following their lead as to how they like to give–what part of your mission speaks to them–is where you will receive your donations the easiest and quickest. It may be through a video you share on social media or send directly to specific donors with a follow up call to discuss. Sometimes e-blasts are just not opened, but a direct email with a follow up call can be a winner. Also, a four page, front and back, printed (on your printer) urgent case plea can elicit nice gifts. Select perhaps your top 100 donors and give that specific need, put a few photos in the two page letter and double spaced like you would a true direct mail piece. Ask them to please help an animal or that project as you need the funds in a more urgent timeframe. Put in a return envelope that you also type or handwrite. Have your Founder or volunteers even sign with ink so it shows that time went into this process. I raised $20,000 in two weeks with a letter to 200 top donors for urgent cases in kitten season at another NPO. The donors may not have followed up with a call to my voice mail, but checks and donations with the note they were responding to that letter appeared quickly. Having been a major gifts officer for four years taught me the real importance of the personal touch and also your product does not have to look "slick" it just needs the right story and ask.
Another fun project for volunteers is to have them call your major donors and have your Board members call your $25-$100 donors and tell them how they are appreciated. Making calls not so much as a fundraiser, but as a THANK YOU, can make huge strides in people giving. After they receive more thank yous they will respond to your please via social media, direct mail or events. Some volunteers may be scared to call major donors, but you would be surprised how excited a donor will be to hear from the volunteer why they give their TIME to such a worthy cause. It will make them feel so good. And it's great for Board members to call the smaller donors as that makes them feel so incredibly specially. At least three times in my career when someone passed and left homes or large sums of money they had only donated $25 or $10 in their donor lifespan. This is really amazing. These calls can have amazing impact. Make them a bi-annual (or even monthly) event depending on the size of your donor base. Happy fundraising!
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Missy Woodward
Leave No Paws Behind, Inc.
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Original Message:
Sent: 02-14-2023 09:53 AM
From: Emily Madsen
Subject: Fundraising Flops
I have been working on fundraising ideas for our non - profit. I'd like to know what kind of fundraisers were most and least successful. I would like to do something that will help the other workers and volunteers get excited and want to come up with their own ideas. Any and all suggestions welcome. Thanks in advance.
#FundraisingandDevelopment
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Emily Madsen
Office Staff/ Veterinary Technician
New Vision
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