A fundraising plan contains the fundraising activities your organization will implement over a set period of time. These activities will have specific, measurable goals. The end result will be a sustainable fundraising program that provides the necessary funds to fulfill the nonprofit organization’s mission. The fundraising plan is a powerful tool for any nonprofit. Before proceeding to Part 10 in our Writing a Fundraising Plan series, please review Part 1: Planning to Plan , Part 2: Reaching Out Into the Community, Part 3: Engaging Your Board in Fundraising, Part 4: Individual Donors, Part 5: Lapsed Donors , Part 6: Non Donors and Prospective Donors, Part 7: Donor Acquisition, Part 8: Tribute and Corporate Matching Gifts, and Part 9: Implementing a Membership Program.
It is no secret that there is a difference in how the generational groups make charitable donations. The two groups that receive the most attention are matures and millennials. Matures have the most wealth and give overall the largest donations to nonprofits and millennials are this enormous group that everyone is wondering how to reach out to. Matures give without question and the millennials question everything. The following two aspects of fundraising strike a special chord with each group.
When a donor makes a charitable gift to a nonprofit, the gift is an outlay of cash in the present. A deferred gift or planned gift is made when an individual decides to make a gift at some future date, either a number of years from the present or at death. A planned gift is a current decision to make a future gift, evidenced by a legal document such as a will or a trust.
Planned gifts often require more planning, negotiation and counsel than many other gifts; therefore, the term planned giving. Because of the current or future charitable benefits, a number of state and/or federal income tax, capital gains, and estate and gift benefits are associated with giving planned gifts.
The vast majority of nonprofits do not have staff trained to implement a planned giving program. However, every nonprofit can receive planned gifts. The most common planned gift is a simple bequest wherein a donor provides a charitable gift to a nonprofit in their will or trust. All nonprofits can encourage their donors to list the nonprofit as a beneficiary of a will or trust.
Communications with donors regarding planned gifts is paramount. Through mailings, newsletters, social media or even workshops, the nonprofit can educate the donor regarding how to give to the nonprofit by way of a bequest. The communications should provide awareness and helpful ideas as to how to make such a gift happen. Donors do not always think to leave a nonprofit in their estate planning. Provide the donor with gentle reminders that they can support the mission after they are gone and what a difference their donation will make.
Create a simple brochure that discusses planned giving opportunities and mail the brochure to a targeted donor list. The mailing might include an invitation for coffee and dessert at someone’s home to discuss planned giving.
Provide special recognition in the nonprofit’s newsletter or annual report for planned giving donors. If you have a donor recognition wall, have a separate section of the wall just for planned giving donors. The more awareness you create regarding planned giving donors to your organization, the more planned giving donors you will.
Online and Mobile Fundraising
Online and mobile fundraising strategies are a part of today’s fundraising and need to be integrated into the fundraising plan. Donors will go to the organization’s web site and make donations at will. If the organization wants them to specifically go to the website, then emails with links to the web site or online newsletters with links to the web site have to be purposefully created.
When driving donors to the organization’s web site, the donation pages need to gather all the appropriate donor information and must be very clear as to how to make a donation and what the donation is for. Web pages need to be uncluttered and provide a sense of security for the donor.
The organization’s web site should appear on all marketing materials and business cards. Web site content should be interesting and kept up-to-date. The content should also be accurate.
In considering mobile giving, an organization needs to research the options. In addition, an organization needs to look at its donor pool and decide if this is an appropriate method for them. If trying to reach a younger audience, then mobile giving can have a better return considering staff time and cost.
Again, having very specific strategies will make a huge difference as you approach matures and millennials.