5 Fundraising Focus Sharpeners: Continuing the Conversation—A Guest Post by Roxie Jerde

What a pleasure it was to see representatives from so many local nonprofit agencies at the May AFP meeting. I enjoyed the opportunity to share some of what I’ve learned about donors in my time at the Greater Kansas City Community Foundation and now at my new home here at the Community Foundation of Sarasota County. Thank you for welcoming me with such warmth and enthusiasm.


As a follow up to our conversation, I wanted to pose a few thoughts that may help guide you in building and sustaining funding for your nonprofit’s mission. Consider using these questions as a reference in your evolving development plan, or feel free to post your thoughts and comments right here on the AFP blog:

1. Do our development efforts align with the breakdown of the $303.75 billion in charitable giving? More than 80% of all charitable giving comes from individual donors and bequests, and this is where the lion’s share of your time should be focused.
2. Is our organization addressing what high net worth households—representing 2/3 of all individual giving—want in charitable giving? They need to believe their gift will make a difference and that your organization is efficient in its use of donations. Being over-solicited is a leading reason high net worth households stop giving. 
3. If/ when special events are part of our development plan, are we capitalizing on this time to cultivate major gift prospects and truly convey the purpose and impact of our mission? Following up with your guests, using board members as ambassadors at your event and driving your mission home with a mix of compelling stories and facts are integral.
4. Do we know each of our donor’s motivations for giving and are we using this to build our relationship with them? Hope Neighbor, Money for Good researcher, classifies the motivations for giving into six categories—repayer, seeking to “give back” to a cause close to the heart; casual giver, giving to well-known nonprofits because it’s simple; high impact, supporting nonprofits the donor believes are doing the most good; faith based, giving to support religious institutions and/or beliefs; see the difference, giving to small and/or local organizations where the donor feels they are making a difference; and personal ties, giving when the donor has connections to the organization’s leaders.
5. Are you a “Double E”—effective and efficient—nonprofit? Answer this question by taking a look at your program effectiveness, operating budget, financial transparency and board engagement. Consider your administrative and fundraising expenses—ideally less than 25% of your budget—and the retention rate of senior leadership, which is considered favorable if it’s more than 75%.

I’m impressed with the caliber of professionals in the Southwest Florida chapter of AFP and know that you have strong resources right in front of you. You’ll also find continuing support for professional development and knowledge through the Community Foundation of Sarasota County’s Nonprofit Resource Center and online in national studies, blogs and philanthropic publications.

Here are a few of my favorites we talked about at the meeting:

• Bank of America 2010 Study of High Net Worth Philanthropy 
• Hope Consulting’s Money for Good Report, May 2010 
• Sean Stannard-Stockton’s Tactical Philanthropy Blog

I’ll look forward to seeing you out in the community and onsite at your nonprofit over the coming months and year.

 

 

 

Roxie Jerde became the president and CEO of the Community Foundation of Sarasota County on March 1, 2011. Learn more online at www.CFSarasota.org.