Leaders of communities with diverse backgrounds and economic means must manage the perception that some fundraising activities are being geared only toward those small groups that might be more apt to be able to give financially.
Cultural implications exist in an organization’s community when you do fundraising events. While not as big of an issue for independent organizations, when you are talking about a Christian school or ministry, and an experience is provided, how we do things together as a community impacts the culture being created.
Effect the fund.
No matter how they are done, fundraising events have cultural implications.
We recommend people limit fundraising events in any organization, but particularly in a school, to no more than two per year. Four per year would be the max.
Work your way out of even doing those two.
Fundraising events do not mean that you are growing a long-term giving culture.
They have the lowest effectiveness, and the lowest return on investment. This is especially true when you start talking about the culture being created as it relates to a community of giving over five years, 10 years, and 20 years.
I don’t know where that puts you, but our recommendation is to limit the number of fundraising events to two to four, preferably two or even less.
Manage the perception.
Events must be held to build community rather than as a holding tank for the next donation request.
For ‘fundraising,’ I encourage you to move toward a face-to-face and small group approach so that, over time, individuals are being engaged in the vision and the story of your school, asked to give, taught why you asked them to give, and learn how you ask people to make the decision. Then, follow up with them personally to ask them to give and make a decision.
The focus should be on the individuals rather than a broad-based approach to an event.
Events Aren’t Extinct.
Large group events should look more like a culmination or conclusion of the giving efforts that year, an effort that gets you to that next level of giving, or fund a specific project or need that is harder to fund through individual giving alone.
Events are a good strategy for recruiting new givers and identifying people ready to give, but the real work of development shows up in the personal follow-up.
I would love to hear how this resonates with you! Please text me personally to continue the conversation!