The Multi Dimensional Fundraising Program

 by: Janet Wermuth

 

A fundraising program that sees annual growth in both the number of donors and dollars raised is a program that is multi-dimensional in both constituent groups and fundraising programs.  When assessing the strength of a fundraising program one element you consider is the dimensions of the program. You look at the breadth and depth of the constituent base and the diversity of giving programs. 

Constituents

A well established fundraising program has multiple constituent groups. There are individuals, companies, local organizations, foundations and sometimes government entities supporting the organization. And, within each of the different constituent groups you have various levels of donors - some are prospects in an active cultivation process others are longstanding supporters.  A strong program has processes in place to engage and demonstrate your appreciation to each level and type of donor.   

In most cases it is a concern when an organization relies on just one group. For example, if 70% of your philanthropic support were coming through corporate sponsorships you are facing significant challenges in today’s economy. An organization with a diverse constituent group will weather economic downturns more easily than those with a limited pool.

Programs

Fundraising programs that recognize constituent groups want to be engaged in different ways and then put in place flexible programs and systems to meet those differences will have a growing and successful program. You must make provisions for your donors that: prefer to give electronically, wish to give through a family foundation, like to support programs versus operations, must receive request for support in July of each year, will not attend fundraising events, the list is endless. 

As your donors move up the “giving ladder” you want to have programs in place to engage them. Starting a donor as a direct mail or online donor will be effective for a time, but as their commitment grows engaging them in on site visits and one-on-one contacts will help in the cultivation process.  Establishing programs that meet donors along the continuum of giving is essential for success.

The key is to know your constituents and then respond to their needs –at least those that are reasonable!