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Fake nuns, donkeys and
your strategy for 2010...
| Which one of these is a
phony non-profit organization? |
“Sisters of Perpetual Indulgence,” cross-dressing
“nuns” who raise money for AIDS treatment with
a live S&M show?
“Save Your Ass Long-Ear Rescue,” a Vermont refuge
for donkeys and mules living on borrowed time?
“The Red Nose Institute,” raising money for postage
to send clown noses to cheer up US troops abroad?
I’m sure you guessed it’s a trick question - they
are all new 501(c)3 charities OK’d by the IRS to raise
tax-deductible contributions. They join 1.1 million other
US charities, up 60% in just a decade in case you were wondering.
(Check
out a study of charity growth by Stanford students entitled
“Anything Goes: Approval of Nonprofit Status by the
I.R.S.”)
It must pain Congress and the IRS to give up $50 billion in
lost tax revenue from the $300 billion given annually to charity,
but no one in Washington is about to tell people not to work
for whatever causes they choose. Americans can knock themselves
out raising money for legitimate projects no matter how duplicative,
obscure or seemingly misguided. The most foolish will never
be heard from again, buried in the dust bin of good intentions.
Others, like post-2000 creations KIVA and DonorsChoose, will
rocket to fame and become charitable behemoths.
Of course each new group is composed of men and women willing
to call or write their friends, send e-mail, give parties,
visit businesses, apply for grants and in short put themselves
on the line for their passions. This charitable growth offers
three lessons for you for 2010… |
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1. Success lies in approaching your fundraising (and ticket
sales, event invitations, merchandise, etc.) as a relentless
battle for market share. Because it is. If you’ve been
applying the brakes to your fundraising, it’s time to
accelerate. There is a demand for ways to make a difference.
And don’t worry about competition from political candidates.
(Yes, there’s another election coming in 2010.) Keep
your foot on the gas.
2. Review and refresh ALL your basic fundraising tools. This
is no time to get sloppy with dull or delayed mailings, antique
e-mail templates, donor renewals on cruise-control, web pages
frozen in time, or phone scripts that would annoy even your
sainted mother.
3. Resolve to adopt one entirely new donor strategy in 2010
and pursue it with all your heart. A new constituency or geography.
A neglected programmatic area. Online volunteer committees.
Twitter. Something. But do it well, fully, patiently and with
the same trial-and-error, school of hard knocks approach you
apply to every other fundraising activity. The Red Nose people,
nun imitators and donkey rescuers aren’t afraid to be
bold, and people like that. |
Best of times, worst of times, for sure.
|
As usual, Charles Dickens had it right - the best and worst
seem to exist side by side, commanding our attention equally…
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• Millions of people are donating,
yet 1 in 8 Americans now receive food stamps.
• Technology has given people free and creative
ways to speak out, but civic debate is too often hateful
or simplistic.
• Government and businesses take charities more
seriously than ever, but the nonprofit sector seems crowded
and overwhelmed.
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| To compete successfully,
maybe even beyond your wildest dreams, try to imagine your
program through the eyes of start-up. Certainly recognize
the competition and climate - but be bold and creative in
2010. And keep your foot on the gas. |
Other Recent Articles:
April 2010
You snooze, you lose.
Why bother
with social networks?
January 2010
Where are all the new donors?
Nov/Dec 2009
Make then an offer they can't
refuse...
November 2009 Conference Wrap-Up
October
2009
Content vs. Usability
Think inside the box
We said surprise us - They did.
About McPherson
Associates
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