In this blog, I will sum-up what is said and demonstrate how Gail is very wise in her words. She cleverly states the feelings of many in the fundraising industry, or who love to take part in the art of raising money for charity: "Don't we all want fundraising that provides reliable, consistent revenue? Money we can count on year after year?" However, as it is obvious to many in this industry, predictable success doesn't just happen; you need to work at, and even after much time and commitment, success isn't necessarily guaranteed!
In the article, Gail states there are five clues that your fundraising programme is set to disappoint:
1. Revolving door in the development office
"So what happens when the job is empty? No one is nurturing your donors or your fundraising infrastructure." Reliability and some sort of organised structure is essential to fundraising. The way to combat is supporting staff, and promoting staff loyalty. Make them feel appreciated, and make their job enjoyable. Don't let a vacancy stand for months on end, and therefore allow your fundraising targets to decrease.
2. Laying all the fundraising on one person
It isn't just the fundraising sector that leaves one person to do the majority of work, but here it can be an issue. Board members and non-profit staff members don't wish to get involved with donors, philanthropy or "asking for money", but they don't realise that this has a big impact on reaching their fundraising targets. This laziness or lack of wanting to get their "hands dirty" only hinders success. They need to realise that fundraising is a shared priority and shared task for all, whether they are board members, executive directors or any staff in the organisation.
3. Changing fundraising strategy too often
If an idea doesn't work straight away, do you give up OR do you support it over time, and put all your commitment into it? I would put my heart and soul into something; put my blood, sweat and tears into a project to really make it a success. However, a lot of people are too scared of starting with failure and risk, and never continue. They have a "why bother?" attitude. Organisations need to get their donors, family, friends, volunteers and supporters behind it too.
4. Lacking an internal culture of philanthropy
"A culture of philanthropy is a set of practices that nurtures and support fundraising in your organization." You need to build on important relationships with donors who wish to give, and give again.
"Wonderful, well-meaning organizations want to spend every penny helping people and saving the world. And they absolutely don't want to spend money on the staff, systems and data that create successful fundraising." Charities might feel that such investment is "wasted" if it doesn't go helping projects, or making "a difference". Some consider it "wasted" if it doesn't go to programming.
As you will note, I have the read this exciting and insightful article and tried to add my own knowledge, and vision of its meaning. Let me know what you think, and suggestions on what to post for my next blog are appreciated!
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