Recently, I received an email from a friend who serves on the board of a local nonprofit. She was looking for advice on how to boost fundraising efforts, as the small-scale initiatives they had relied on for years—like basket raffles and holiday greenery sales—weren’t generating enough revenue anymore.
This is a common challenge for many grassroots organizations. The nonprofit in question needed to raise an additional $12,000 in the coming year. Their six-person board is hands-on but doesn’t have dedicated fundraising staff. Like many small organizations, their director wears multiple hats, juggling operations and fundraising, which inevitably leads to a lack of focus and frustration as resources are stretched thin.
Here’s the advice I shared with my friend. These strategies don’t require a huge budget or large staff but can yield significant results. Whether you’re facing a shortfall or simply looking to scale your efforts, these approaches can help maximize your organization’s fundraising potential.
Move Beyond Event-Based Fundraising: For nonprofits with limited resources, events are often seen as a go-to for fundraising. However, the reality is that events are expensive and time-consuming, often yielding a poor return on investment. While community engagement is valuable, relying heavily on events to fund your mission can drain your already scarce resources.
Leverage Matching Gifts: Matching gifts are a simple yet powerful tool. Ask the board to provide or solicit matching funds from local businesses—whether it’s $2,000, $4,000, or $6,000. A matching gift not only doubles the impact of your donors’ contributions but also adds an element of urgency and excitement to your campaign. Pair this with an email or social media appeal, and make sure to ask frequently. Remember, donors can’t contribute if they don’t know the need exists!
Related Reading: Donor Advised Funds – A Trend Fundraisers Should Pay Attention To
Encourage Recurring Giving: One of the easiest ways to stabilize your fundraising income is to promote recurring giving. Add a PS to your annual appeal encouraging monthly donations, and share testimonials from loyal donors to highlight the impact of their support. Consider giving your recurring donors a fun, branded name to create a sense of community and make it easier to promote. Recurring gifts provide a steady income stream and increase donor retention, ensuring long-term support.
Shift Focus to Donor Appreciation: Instead of asking board members to organize events or raffles, encourage them to engage directly with your donors. Simple gestures like thank you calls or handwritten notes can go a long way toward building relationships. Create time during board meetings for members to make a few calls or send personal notes. This kind of donor stewardship not only strengthens bonds but also leads to increased giving over time.
Reconnect with Lapsed Donors: Lapsed donors are one of your best opportunities for giving. These individuals have given before, and with the right message, they’re more likely to give again. Send a targeted appeal thanking them for their past support and updating them on the impact of their contributions. Offering small incentives, like a behind-the-scenes tour or coffee with a board member, can be an added motivation to get them re-engaged.
Promote Planned Giving: Planned giving, while more of a long-term strategy, is essential for nonprofits of any size. Make sure your website has clear information about how to include your organization in wills or estate plans. It doesn’t need to be complicated—just a gentle reminder that making a legacy gift can be a meaningful way for donors to create a lasting impact while taking advantage of tax benefits.
Highlight the Tax Benefits of Stock Donations: As we approach the end of the year, remind donors of the option to give appreciated stock. This is a tax-wise option that many donors may not have considered. By donating stock, supporters can avoid capital gains taxes while supporting a cause they care about. Providing this option on your website, along with a simple guide, ensures that your donors can easily make these types of contributions. Additionally, consider asking a local attorney or financial advisor to host an estate planning or charitable giving seminar for free at your organization, or to write an article for your newsletter and post it on your website.
Focus on Existing Donors: The most important piece of advice I shared with my friend is this: focus on your current donors. Personalized communication—whether it’s through phone calls, emails, or handwritten notes—makes your supporters feel valued. Ask them for support more often, engage them in meaningful ways, and let them know the impact of their contributions. By nurturing your existing relationships, you’ll create a more engaged and supportive donor base.
Final Thoughts
As I shared with my friend who reached out asking for advice, when small-scale fundraising events like raffles and holiday sales no longer meet your needs, it’s time to shift gears. By focusing on strategies that strengthen relationships with your existing donors, promoting recurring and planned giving, and leveraging matching gifts, your organization can achieve sustainable growth without overwhelming your resources.
Use this as a checklist to ensure that your nonprofit is doing everything it can to maximize fundraising potential. With a little creativity and a strategic focus on donor engagement, you can go beyond the raffle and create meaningful, lasting support for your mission.
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Maureen Mahoney Hill, CFRE, is the founder and principal of Advancement Advisors, a consulting firm dedicated to helping nonprofits strengthen their fundraising efforts.
By Maureen Mahoney Hill, CFRE, Founder and Principal of Advancement Advisors