Four Tips to Raising Money for Your Preservation Project in Challenging Times

In COVID-19 times, fundraising challenges are magnified. Non-profits need money to continue their operations, especially if they have new costs or have closed for a time.  And if they’re in the midst of fundraising to revive or re-use a historic building, those bricks and mortar dollars can seem difficult to come by. 

Here are four tips from Betsy McNamara of Full Circle Consulting and Jennifer Goodman of the N.H. Preservation Alliance, who recently held a Zoom gathering to help people with these challenges.

1. Update your fundraising plan

Get your team together and assess your opportunities and challenges.  Look at the list of your current and past givers. What motivates them to give?  Will they continue to do so?  Then consider what your recovery might look like. Do you expect to continue on the same path, see a decline and then bounce right back, or experience a relatively slow rebuilding curve?  Evaluate your options. You could continue fundraising, perhaps with a timelier message, pause operations for a while, or continue campaign solicitations but extend your timeframe. To make a solid decision, talk to your closest advisors and current donors before you finalize your revised plan. 

2.  Don’t go dark

Keep your mission and activities in the public eye. “The worst thing you can do right now is to stop communicating about your project and your work,” said McNamara. Pick up the phone and update your donors and supporters.  Send a letter to members, donors and volunteers updating them on how the pandemic has changed your operations. Submit general-content media releases to local papers. Offer upbeat social media posts.  Be aware that situations vary: as we know, some people are really hurting, some people are altering their charitable giving, and some people may not give but might offer to volunteer.

3. Remember that fundraising is about people and relationships

People give to people, and people give more than businesses and foundations. Giving USA 2019 tells us that in the previous year, 82% to 85% of all direct philanthropic gifts came from individuals—a good indicator of where your focus should be.  You likely have a small number of individual donors that can have a large impact on your fundraising success. Corporations give just 5% and foundations approximately 1% to 13%.  McNamara and Goodman predict that these percentages will remain true for the next couple of years, although some foundations and businesses are stepping up to do more in light of the current crisis. But be prepared to see human services attracting the largest share.

4. Articulate the benefits of historic preservation in the new normal

People have always felt special connections to historic places.  Goodman notes that “We are now hearing even stronger messages of hope and comfort related to older buildings. They transcend a specific time and remind us of permanence and continuity. They also link us to our communities and the jobs and relationships that they create for our friends and neighbors.” In fact, investment in old buildings, village centers, and downtowns are important ingredients in economic recovery and vitality. Many contractors report that business is good for them during COVID-19. “Spending your philanthropic dollars on employment is about as timely a message as you could share,” Goodman observes.

You can watch the virtual gathering here or check out upcoming programs. Send your questions and suggestions to projects@nhpreservation.org.

More on how to get started with community preservation projects? Lots of resources here.

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