by Craig Clemons

It is difficult to limit today’s successful TOP FUNDRAISING TIPS to under 100 tactics, techniques and best practices, but this was the outcome of a ‘stream of consciousness’ exercise after serving 27 clients and helping organizations raise more than $700 million dollars. As these are not sorted by priority, consider if your organizations are adopting some of these effective tools.

1. Have a written project plan
Run your fundraiser like a small business. Have a written project plan that spells out all goals, processes, roles and responsibilities. Slot motivated individuals (staff, volunteers, vendors…) into those roles and equip them with the tools, resources they need to do a great job.

2.  Build a Campaign

Donors appreciate that your team has created and polished a formal CAMPAIGN (capital, endowment, annual, project or program…) surrounding your organizational needs and serving your mission. Use simple and straightforward elements in your campaign so that sophisticated philanthropists as well as grass roots donors will a) get your message; b) be inspired to give.

3. Use Images

77% of individuals consume/interpret information visually. You’ll raise more if people can ‘see’ and ‘relate’, so be sure to have a campaign BRAND IDENTITY and representative images. It is always a good idea to show benefitted constituents (patients, youth, students, etc.) being blessed by donor charity.

4. Use Visual Renderings

While we are on the subject of tantalizing your prospective donors with visuals, go ahead and commission your architect, a designer or a knowledgeable graphic designer to create and deliver your visual renderings. In our opinion, these are ‘mission critical’ in a capital campaign as prospective (and often sophisticated) donors will ask questions about space, utilization, cost per square foot, access, availability, proximity to key personnel, constituent benefits, etc.

 5. Tie it all Together

Once the Board, Staff and Committee volunteers have decided on a brand identity, logo and look & feel of your campaign, tie all elements together visually for a comprehensive, professional and seamless presentation. Your final graphics could be applied to many elements including presentations, pledge cards, business case collateral, websites, blogs, thank you cards, event invitations, event banners and signage, lapel pins and recognition pieces. 

6. Convey the ‘Why?’

Tell your story behind the reason you’re fundraising. You’ve heard about the importance of a Business Case but if you are crowd-funding or making an annual appeal, try to get your case (cause) down to 90 words or less. Give people a reason to care and a platform to give.

7. Set a Target

Setting a target tends to encourage people to donate more if they recognize that your goal is within reach – but be prepared to increase it as you get closer. Use all available and strategic communication tools and share your target with the world.

8. Make a Promise

Convey to your prospective donors that their gift WILL make a difference. Whether the charitable gift drills a water well in Kenya or sponsors a youth for a camp, be specific about quantity, quality and positive impact (outcomes) with regard to contribution.  Humanize the philanthropic activity at every opportunity.

9. Actively recruit and thank volunteers

Capital, Project or Endowment Campaign Fundraising:
Have your Board, Staff and/or Campaign Committee consider to names in the community to participate as: Chairperson, Co-Chairperson, Committee Members, Area Captains, Alumni Captains, Corporate Captains, Foundation Captains, etc. Give each committed volunteer recognition on your campaign collateral, micro site, blogs, e-newsletters, etc. Have them stand at your special events or gala and be recognized.

Grass Roots Fundraising:
If you have an event, go after great volunteers and ask them to ‘join your cause’. Don’t wait for them to come to you. Use a calling tree to root out prospects. Ask for dads, siblings, sponsors and grandparents to get involved. Advertise for specific help via e-news, social media, announcements and word of mouth. Send an e-blasted communique to your dedicated volunteers for their time, talent, energy and advocacy.

10. Top Sponsors First

When collecting sponsorships, targeting year-end giving or executing a capital campaign, make sure to approach your most generous friends, family members and donors first. Having an influential donor (or several key donors) committing generous gift(s) at the beginning of your campaign. This lends tremendous validity and advocacy. See sample Campaign Pyramid:

11. Naming Opportunities

Speaking of top donors, don’t pass up the chance to speak to Naming Opportunities with regards to five, six and seven figure gifts. While these are typically found in a Capital Campaign, we have seen creative applications in Annual Giving, Endowment Campaigns and Project-centered Fundraisers. And of course naming an activity, program or space of a donor (corporate, individual, foundation…) is simple and affordable by way of digital tools. In fact, have a Graphic Designer do some naming treatment on a special space BEFORE the ask. That way, the prospective donor can ‘see the naming treatment’ with their specific name or corporate logo being featured, honored and publically recognized. See sample Campaign Naming Opportunities:

12. Quiet vs. Public Phase

Your campaign should be nearing 75% to 85% funds raised (Lead Gifts, Corporate Gifts, Foundation Gifts, Matched Gifts…) before you launch your Public Phase. Notes: Never start with the smallest gifts first and hope the larger donors are ‘inspired’ by this commitment (we have never seen this work in reality). Be prepared to feature your star donors (with their permission) when you are ready to launch Public Phase. Their Photos, Videos, Quotes…can be shared via Blogs, Websites, e-Newsletters, PR announcements, etc. See sample Campaign Visual:

13. Customize!

There is often no such thing as over-customization…meaning you should ‘get personal’ with your message and solicitation. In a capital campaign, consider tweaking the Title Page to say ‘Developed for Mr. and Mrs. Johnson’. In e-campaign solicitation, use variable data within your system (e.g. Constant Contact, MailChimp) to specifically address your prospect by their name.

14. Keep your Supporters Up-to-Date

Let supporters know how you are doing by updating your page often. Whether you’ve smashed a micro-campaign goal or had a setback (e.g. campaign temporarily halted due to pandemic…), keeping your followers in-the-know will let them see how they are part of a difference-making cause. And of course, encourage them to donate more and tell their friends! Here’s an example of how share Campaign Update (on the web) via linear graph:

15. Encourage and Recognize Givers

Make the fundraising experience more ‘real’ by sharing a variety of inclusive constituents. Let others know that 100% of the Board of Directors has given; 100% of all Staff Associates have given; 100% of all Committee Volunteers have given; 100% of applicable students have given (even if it is a small donation…). Have fun communicating that your campaign is well-received and that many constituents have been inspired to give.

16. House Parties

Ask anyone who knows the Clemons & Associate fundraising methodologies and professional coaching and two words will come up: House Parties. Used to successful raise the first $108M in a $300M Capital Campaign, this tool can have a 70% close rate. Amazing! Be sure to work with your host on RSVP and registration and complement this effective tactic with a donor’s personalized Testimonial Story.

17. Fly-Through Videos

If you are in a Capital Campaign, we HIGHLY recommend a fly-through visual of your finished facility (new or remodeling project). This gives prospective donors a professional, polished and impactful glimpse of your completed facility and exactly what they are investing in philanthropically. Add some inspiration music and keep time between two and five minutes. See fly-through example we created for a $10M campaign to re-located a faith-based school in Western Oklahoma: https://www.cornbible.org/grow-cba-campaign

18. Show Smiling Examples of your Difference-making results

Whether your campaigns are annual, endowment, capital or project/program oriented, show your audience (through a variety of media) the smiles of impacted constituents. This could represent patients going through medical adversity, youth, artists, homeless individuals, tribal members celebrating new water wells in third-world countries, etc.

19. Matching Funds
Ask corporate or private sponsors for matching donation as a percentage match. Many large corporations are eager to place their brand on one of their favorite causes…and a private donor will enjoy the ‘leverage’ (inspiration) that his gift will have. You might even look for grants who find this dynamic attractive. See how we leveraged 1:1 giving in a $10 million Endowment Campaign:

20. Have a Stewardship Plan

Before you raise the first dollar, ensure all stakeholders understand the Stewardship Plan designed to successfully recognize, thank and steward your donors. Have a plan which is ‘tiered’ with regard to recognizing four, five, six and seven figure gifts. In fact, have a staff member dedicated to this important element as it is key for a) proper donor recognition; b) positive public relations and branding for your organization; and c) helps position the organization for the NEXT successful campaign. See website showing strong examples of Stewardship Plans https://www.clemons-associates.com/

21. Don’t Stop at the Finish Line

Almost a quarter of donations can come in after the gala, campaign or event window (and many Family Foundations wish to be ‘closers’ at the end of a campaign…) so send a final update packed full of achievements, milestone accomplishments and reminders to your target audience at each milestone including the FINISH! Donors may catch the momentum and donate once you’re done!

I have been a fundraising professional for 24 years. Whether I was writing grants, designing direct mail pieces for donors, helping to plan events for fundraising or stewardship, or giving tours of a nonprofit, I acted as a fundraising professional.

Being a fundraising professional certainly has its perks. I have taken a donor to church, then lunch, then shopping (but gave up a Sunday for that), helped another donor replace about 20 light bulbs in her apartment (she was “height challenged” and certainly appreciated the work I did on getting her place illuminated), made lots of airport runs with donors and board members, and most recently dropped off some lasagnas for a donor who broke her leg.

That’s what we do with our donors. We go above and beyond!

But there is a big difference between a fundraising professional and a “Development Director.” A fundraising professional takes care of our donor needs. They communicate. They serve. But a development director truly “directs.” A chief development officer is going to oversee all of the various components of a fundraising program at a nonprofit. This person will drive the strategy as well as the processes that must happen to be successful.

In short, this is my definition of development director:

Professional Thanker

Asker

Event Planner

Grant Writer

Grant Reader

Marketing Expert

Mental Health Expert

Bill Collector

Public Relations Spinner

Mess Cleaner

Board Member Wrangler

CEO Supporter, Dissenter, Best Friend and Greatest Critic

Bartender

Cheese Plate Creator

Negotiator

Closer

Contract Reviewer

And 1,000 more …

These are not qualities found in many people. I know that negotiation is a skill I have but bill collection can be tricky and challenging. I have delivered great news and bad news. I never avoid the bad news anymore because I usually get great advice followed by a check.

Unfortunately, I have a lot of friends who are CEOs looking for development directors, but many are getting resumes for young fundraising professionals. Now don’t get me wrong. Early in my career, I was aggressive. In fact, I remember interviewing for a director level position for a major health care provider in Kansas City when I was just 27. The CEO was so gracious and knew I was green. I caught up with her a few years ago when she retired. I sent her an email and thanked her for even giving my green self an interview. She sent the sweetest response and said, “I saw potential in you and I’m so glad you’ve realized it.”

For CEOs out there needing a “development director,” be honest about what you need. Strive to create a job description for the chief development officer that is really a partnership with you and the board. But if you’re looking for a fundraising professional, develop a description and plan for someone who may have a good skill set but has a ways to go. And be clear to set a path so that they may grow from grant specialist to development manager.

And to young development and fundraising professionals – I say “Be Bold.” If your job description only contains events, grants or stewardship, start asking for more work. Learn about donor cultivation. Observe a fundraising call. Ask to attend a board meeting to learn more about governance. To be a development director, you need a wide set of skills and lots of experience – good and bad.

And don’t ever hesitate to help a donor with something. The relationships I’ve made over the past 20 years have come from those less-than-formal interactions with board members and donors. I’ve carried a few purses, changed a few light bulbs, picked up candle holders at Pier 1, and every interaction has taught me something.

My friend, Randy Parsons, owns an antique store on Western Ave. It’s the store with the chicken in front. Randy raised money for decades and he will tell you the number one thing he learned. You have to love your donors and know what you’re doing. That comes with age, experience and wisdom.

Today, I wish that at 27 I would have had the wisdom and experience I have now. But I sure wish that now I had that same level of self-confidence or maybe self-annihilation that would make me apply for a major development position at 27.

Get out there and Be Bold!