Even in one of the best of instances, fundraising may be difficult. Simply ask any of the over a million not-for-profit organizations, associations, and foundations that rely upon contributions to outlive.
For a few years Jerry Panas, fundraising consulting guru extraordinaire, has preached the advantages of designing, deploying, and sustaining a plan that targets those that are potential main reward contributors. Nobody can argue together with his success. He has led the pack for many years.
Fred Holzrichter, a prime degree fundraising govt for over thirty years and presently a Chicago-based fundraising marketing consultant, echoes Panas’ mantra and takes it a couple of steps farther. Holzrichter teaches that preparation, presentation and follow-up are important. Holzrichter labels Assets, Cause and Request because the 3-R’s of fundraising.
Very merely, with out the Assets – whether or not now or someday sooner or later reminiscent of a Deliberate Giving Program – if there’s not the potential to offer, the plain prevails and the chance to offer is just not current. Alternatively, if the means to offer are current, then the chance is there.
Holzrichter provides that the higher the belongings, then the higher the potential dimension of the reward. In different phrases, the primary “R” is actually a elementary fact.
Figuring out find out how to uncover the potential of a focused contributor is a problem of the primary “R”. Holzrichter states that there’s wealth and asset analysis software program out there to help the fundraiser on this effort.
The second “R”, the Cause to offer, can also be a elementary fact, however far more compelling. Why? If the prospect is with out a cause to offer, then it’s unlikely the reward will transpire.
Figuring out, figuring out, designing, or making a compelling cause to offer could originate with the prospect, the fundraiser, or from each. The prospect could want to fund a particular mission or service of the group. The fundraiser could provide the prospect the chance to fund a particular scholarship named for the prospect to help younger or new members of the affiliation or basis. The prospect and the fundraiser may match collectively to develop a brand new program or service utilizing the prospect’s reward and title to encourage different main reward prospects to take part.
As soon as the fundraiser finds prospects with the Assets to offer together with a powerful Cause or curiosity within the group’s trigger, then what stays is the Request. In different phrases, the fundraiser should ask for the reward.
One would suppose that the third “R” is just not solely probably the most elementary fact, but additionally the obvious. Sadly, fundraising statistics and analysis constantly present that failing to ask for the reward is usually the primary cause the reward doesn’t happen!
Just like the 3-R’s of Training, the 3-R’s of fundraising are the fundamental expertise.
There are many potential contributors with the sources to offer.
When a compelling cause is recognized or offered, then the potential contributor turns into a possible contributor.
However solely when the possible contributor hears the Request to offer and responds affirmatively does the possible contributor turn out to be a contributor.
Because the outdated saying goes: Ask and also you shall obtain.