CONTEXT
Any organization today relying on fundraising to remain active and solvent knows the struggle involved in reaching (never mind exceeding) their funding requirements. This task is not getting easier…quite the contrary. The months and years ahead will be daunting if a weak global economy leaves everyone – from government and corporations, to foundations and philanthropists, even the general public – with less money for charitable giving.
Organizations need to become more creative and crafty about how to separate people from their cash. But if stop to think about that phrase for a minute: doesn’t it seem wrong headed?
CHALLENGE
Fundraising-dependent organizations try to undo each other, tweaking standard formulae and tactics, satisfied in thinking that they are innovating. But you can’t differentiate with sameness, and yet tactics never seem to change. How many walks, runs, or bike rides do people want to go on, how many galas and dinners can they attend, how many ribbons can they wear on one coat? How many mass mailings can people get – and throw away – or phone calls that people hang-up on before fundraisers get the message?
Advances in technology and social media aren’t improving the odds of marketing in a fragmented marketplace. The reality is that most lack the imagination to improve the way they “ask” for money. Left to their own devices, they’ll continue relying on the same-old tired tactics. Consequently, the current system of fundraising is no longer effective, and without an injection of new ideas, the sector can’t change for the better.
It is no secret that the people who contribute to the funding of social organizations are seldom its end-users. This conundrum means that organizations constantly rely on drawing attention to the worthiness of their mission and keeping their hand outstretched in front of often tapped-out donors.
Organizations overlook the fact that fundraising isn’t just about separating people from their cash. It should be an identity project. How you ask for money can say more about your brand than your mission. This gets forgotten because the “snatch and run” style of fundraising looks so appealing and easy. Mostly, people don’t care as much as you think they do. Not to be cynical, but they may be more motivated by the tax write-offs than by being invested in your mission. “People understand us, how important our mission and cause is” is the common belief among fundraising-dependant organizations. Alas, too many don’t, and prevailing standard fundraising tactics – those not directly connected to the cause – aren’t helping build strong and sustainable brands for organizations – in fact, they virtually assure fundraising organizations are seen as continuously cap-in-hand…“another fundraiser!”
SOLUTION
What is needed is a new way of thinking about fundraising; not as an exercise in playing on the already burdened heartstrings of a well-heeled public to induce them in loosening-up their purse strings but, instead to think of the role of communication and thought leadership. By ensuring engaging content is at the core of your outreach, your organization conveys depth and meaning, builds audience share and amasses earned revenue. That’s what knowledge marketing can do.
