Some of us cringe when we hear that fundraising is referred to as a numbers game. I mean, that applies to sales, not relationship-based fundraising.
But… I have to admit that in many ways it’s a numbers game. We need to get in front of enough people so that we can find the right people. In fact, the standard donor pyramid and donation range chart refer to the numbers game. The donor pyramid starts with the total universe of people at the bottom of the table and reduces the number of people involved as you progress through each level. The gift rank chart also takes into account the fact that you need multiple prospects in each gift rank for each gift needed to successfully complete a campaign.
So yes, fundraising really is a numbers game. And one of the ways to reach the number of people you need is through an awareness campaign. But not just a general awareness campaign – you need to ask permission to keep in touch with people and let them know how their support is helping to change lives.
And then once you have that permission, you need to keep in touch. Perhaps this is where you start to feel uncomfortable. You don’t want to bother them by checking in too often (and for some of you reading this, too often means monthly or even quarterly). Email updates are a great way to stay in touch. Not to ask for money (every time), but a mechanism to help followers (and potential followers) feel like part of the family.
Here are three reasons why this is so important:
- Awareness builds community goodwill. As readers hear about the great things your organization is accomplishing, they feel better about you and what you’re doing. This is reinforced when they hear your message repeatedly. It’s hard to find anything cheaper and easier than email to stay in touch and stay in front of your potential followers.
- If they don’t know about you, they won’t give it to you. Seeing something in the newspaper once will not get the message across. Listening to just one presentation probably won’t do either. By inviting people to join your email list, you have a chance for readers to really get to know and trust you.
- Many potential supporters don’t understand the need your organization is addressing. I assure you that your lack of followers is not really due to people not caring. It really is that people just don’t know. Being in regular contact with these people (after they meet you at an in-person event, through the newspaper, or on your website) gives you time to provide that information (about your organization’s need) over time and in a respectful way.
Do you agree that fundraising is, in this sense at least, a numbers game? And if so, what are you doing to build the list of people you communicate with regularly?