Taking the time to get a substantial jump on the new year is a privilege all nonprofits can take advantage of! Not only does it position you for success going forward, but it also allows you to gain insight into how every level of your nonprofit has performed in the past. The best part of it all is that it only takes some teamwork and a little dedication, something nonprofits have in spades!
The very first thing is to set an audacious (love that word) goal for the new year! Otherwise, you are starting it with the same pattern as last year. Break the pattern by setting a goal that seems unrealistic and then go for it. Now you must consider how to achieve the goal, and this is what you need to do early in the new year:
Event Strategy
Use your donor management system to analyze attendance at your nonprofit’s fundraising events over the past few years. Note who is attending what. Develop an event strategy to engage more of your stakeholders. Consider if your regular events are scheduled during a workday, are too costly for some, are at night when many do not want to be out, and the list to consider goes on. Ask your stakeholders who do not attend events what would be of interest to them – a quick electronic survey could yield great insight.
Tax Donation Receipts
You are sending out tax donation receipts to all your donors this month. That is an expense that you can turn into a fundraising opportunity. Get creative – include a compelling letter about the new year, include a match or tie it to a local community day of giving (often sponsored by a community foundation). Along with the letter include a donation card and return envelope. Ask volunteers to come to your nonprofit office to “stuff” envelopes and spread the enthusiasm.
National Awareness Day/Month
Leverage a national awareness day/month related to the clients your nonprofit serves. For example, April 2 is National and World Autism Acceptance Day, National Developmental Disabilities Awareness month is in March, National Foster Care Day is the first Tuesday in May, etc. Get your local media involved in promoting the special day and your fundraising goal. Be sure to share clients’ stories. Host an event on the awareness day that promotes the nonprofit mission and client needs.
Board of Directors
Consider your Board of Directors involvement in fundraising. Are they active in your nonprofit’s events? Are they connecting the nonprofit to their networks? If your answer is a less than enthusiastic “yes,” create a strategy to energize them and present them with your audacious goal asking them to help. Ideas on ways they can help: host a friend-raiser in their community, host a golf event, host a volunteer thank you reception at their place of business, work an invitation for you to speak at a professional event (rotary, Chamber of Commerce, United Way).
Major Gifts Campaign
Major gifts campaign should be a strong consideration in your plans for the new year. Identify your top donors and learn more about their:
- Propensity: Has this person given to nonprofit causes before?
- Affinity: Is this person passionate about your cause and nonprofit?
- Capacity: How much wealth can this person afford to donate?
Also, ask the same questions of stakeholders who you believe could be major donors. Software tools are available to measure these philanthropic qualities.
To make a bigger impact in the new year, it is important to meet early with your team to discuss setting goals, an event strategy, fundraising campaigns, and the best way to include your Board. These are just a few ideas that hopefully can ignite a fire in your mind, we hope they serve as a useful resource for your organization and mission. Keep in mind that goal-setting theory (Locke & Latham, 1984) is based on the premise that conscious goals affect action (Ryan, 1970). Use your passion for your audacious goal to affect the actions of others.
