Fundraising is the Easy Part
One of the most frequent things I hear from people when I tell them I am in the fundraising field is this, “fundraising, isn’t that hard?” My honest answer has been and always will be that raising money is the easy part. For me, the hard part is the work that is done, or should be done, before successful fundraising can begin. I like to think of them as “Organizational Prerequisites” for fundraising success. And, while the development staff or a fundraising consultant can assist with them, because of their organization wide impact they are best accomplished by senior staff in close collaboration with the organization’s board of directors.
So, here’s my list of 7 successful fundraising prerequisites:
- Mission – the mission of the organization must be clear and the absolute focus of the organization. All programs must be seen to have a clear relationship to it and the mission statement must be written in a way that is understandable to the general public.
- Vision – The vision must be compelling and offer a realistic view of the world where the problems addressed by the mission are greatly minimized or altogether eliminated. Together with the mission, these statement should provide a compass to aide decision making for the organization and to help determine fundraising priorities.
- Recruit Leaders – Recruit and hire experienced executive leadership staff either with fundraising experience or who demonstrate a willingness to learn. Do the same on your board, make sure every board member understands that they play an important role in fundraising. If they are passionate, but haven’t helped raise money before, then provide them with adequate training and preparation.
- All legal ducks in a row – All applicable federal, state and local government regulations must be adhered to. Minimally, registration with the Secretary of State in all states in which it operates as well as original copies of its 501 (c)3 letter of determination from the IRS needs to be on hand. Then, depending on the organization, there can be any number of other licensing or government reporting requirements.
- Demonstrate financial stability and transparency. To me this requires more than just filing your annual 990 with the IRS. An annual audit is a tool for the board of directors, but should also be available to the public if requested. Annual budgets should be realistic and responsible and not overly rely on donated funds for the continuation of the organizations mission. And, in the internet age, all these documents should find a home on your website. Though once thought of as confidential, things like compensation for top executives and/or any of the organization’s dealings with businesses of board members should be freely disclosed.
- Documented Goals and Progress Measurement – if asked an organization should be able to clearly state their short term and long term goals for the organization and its programs. Minimally, internal progress assessments should be conducted frequently; but ideally, external assessments of the organization and its programs and outcomes should be conducted from time to time as well. The outcomes, good and not so good, need to be transparent and available to any potential donors. Depending on the type of organization, accreditation may be available and if so, should be sought. From year to year, it should be evident that organizational and program assessment results feed the strategic planning and continuous improvement efforts.
- Value Personal Relationships – understand that donors don’t give to an organization, they give to the people who run them. Make time to build personal relationships, provide in person and online avenues to communicate with your constituents and try with all your might to understand the passion that brings someone to your cause and help them express it through your organization.
By all means, these aren’t the only steps that must be taken on the road to fundraising nirvana, However, progress in all these areas will provide a strong foundation upon which development staff or your consultants can build a comprehensive and successful fundraising program. Yes, it may only be a beginning, but once its done the most difficult tasks will be over…fundraising, after all, is the easy part.
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