Raising funds to run a not for profit organization is a challenge. Sounds pretty obvious? Okay – maybe if you are an expert fundraiser you may disagree, but that applies to experts. Who may have fundraising abilities in their blood , or developed them over years.
Over the years, my colleague and I have learnt several things about how to fundraise – thanks to inputs from several people including those from other NGOs, and people like Dhaval Udani , Noshir Dadrawala and more. We implemented many of these great strategies – including softer aspects like how to stay in touch with donors.
Internationally, we raise funds through GlobalGiving – a platform where donors from the US and UK can get tax exemption with their donations and others at least find it easy to donate to us. GlobalGiving has occasions in the year where we can get bonuses for the funds we raised. Recently they had a “July Bonus Day” where they matched funds raised by every NGO (there were rules in place about the match).
Now with all these options, you may wonder – what are the challenges? Let me share both generic and specific ones. Specific – for the “July Bonus Day” where if a donor gave during a specific 24 hour timeframe, his/her donation would be matched by GlobalGiving
Challenges – generic
1. Donors seem inundated with too many requests today from several sources
2. They are not always sure how much they can give
3. They may/may not know enough about the NGO to plan what to give
4. And more
Challenges – specific for events like Bonus Days
These are based on what we observed after the July Bonus Day
1. If we send our requests with details to donors using mass mailers – most people seem to ignore them! While it makes things easy for us – (sending a single email to many) – we probably are losing donors
2. If we send emails too early – people may forget the dates (unless meticulous enough to note / set an alarm)
3. If we send closer to the date – they maybe too busy then / travelling … have several hurdles
4. If they miss the time slot (24 hours in this case) – we lose the bonus. We really don’t mind – because we at least get the money. But many donors feel that there is no point sending money if there is no bonus!
5. If we do not send reminder emails – they may forget. If we do send them – we worry if they feel that it is an overload!
What we would love to tell everyone – current donors and potential donors:
– If you know that an NGO is credible – do give. Missing a bonus – does not matter
– NGOs need funds all the time. They need to pay bills / salaries etc – irrespective of whether there is a project or not
– They need to spend time and money on brainstorming / awareness promotions and more
– They have all the needs that ANY organization has – minus the huge profits.
Takeaway – Once you know an NGO is credible and doing good work – do consider supporting the organization. How many you will support or how often or with how much – is your choice. It is worth making annual and monthly plans towards such support.
I would also like to recall what my grandfather believed in. He grew up in near poverty. And managed to get higher education thanks to an aunt who gave him her gold chain and said “Do what you can with this”. Later in life, he always instantly pulled out his wallet – when anyone asked him for money to study further. Once my grandmother asked him “How do you know that the person is using your money right?” And my grandfather’s answer was “If one out of hundred people I support, use the money correctly, I will consider all 100 as well spent. I do not have the time to follow up and verify”!
What a thought! Salute to the person who rose to be an Economist who worked in the United Nations!
