Nonprofit Adviser

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Last week, a development officer at a nonprofit offering after-school STEM programs reached out to me on LinkedIn asking for advice on how to secure more corporate sponsorships. I responded that the solution varies by organization, but it almost always begins with building more meaningful, human relationships — advice Allison Fine confirms in Stop Treating Donors Like ATMs: Here’s How.

Whether you are approaching a corporation, foundation, or individual, the choice to give is a human one, typically triggered by emotions on some level and based on a strong personal connection. Therefore, Fine suggests that it’s time to discard the archaic “barrage-of-asks” approach to fundraising. She calls it “the leaky bucket problem,” and warns that it’s sending “one-time donors flying out of the bucket at a head-spinning rate.”

“This leaky bucket creates an annual cycle of panic,” Fine says, which in turn, justifies the transactional approach to fundraising centered on asking, asking, asking . . . and asking, again.” Donors are increasingly selective, so it’s important you assess how your donors feel about their contributions.

A key question to ask, Fine says, is: “Where and how are you engaging your donors as smart, creative, problem-solving people who can help advance your mission?” Read Fine’s article to learn a variety of creative ways to do this effectively. To go deeper, check out these related articles:

• How to Engage Donors of All Generations
• Why — and How — Nonprofits Should Build Ties With Startups

Best,
Elaine Gantz Wright
Senior Editor, Products

Tip of the Week

Be creative about keeping donors close. Recognizing significant dates is a great start. Birthdays or anniversaries are always important, but often-overlooked dates can create even more meaningful connections, such as profound personal losses, births, or the anniversary of the donor’s first visit or gift to your organization. Let them hear from various staff members, such as a new costume designer at a theater or a faculty member at a university. Aristide Collins, vice president, chief of staff and secretary at George Washington University says, “Keeping in touch costs you nothing but means everything.” Read How to Thank Donors – and Bring Them Closer to Your Cause to learn more.

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Community engagement: Community Heart & Soul is a resident-driven process that engages the entire population of a town in identifying what they love most about their community, what future they want for it, and how to achieve it. The Community Heart & Soul Seed Grant Program provides $10,000 in funding for resident-driven groups in small cities and towns with populations under 30,000 throughout the United States to start the Community Heart & Soul model. Applications are reviewed monthly.

Grass-roots Organizing: The National Grassroots Organizing Grant Program offers two-year unrestricted, general operating support grants to small, constituent-led grassroots organizations throughout the United States and its territories. Support is provided to organizations that are led by people working to help themselves and their communities create progressive change through organizing campaigns and movement building efforts aimed at dismantling systems of oppression and the legacies of white supremacy culture. Applications are accepted on a rolling basis through October 2024.