Time-Tested Strategies for Fundraising and Communications

Two long-time fundraising and communications experts who understand volunteer efforts offered helpful advice at a recent Preservation Alliance Zoom session for members and friends. Here are some of the major take-aways from past and current Preservation Alliance board members Robert Wilson and Byron Champlin that can help make daunting tasks feel more manageable.

Make a Plan

Look around and learn from others’ successful projects. How did they organize and what and who helped them meet their goals?  Engage people with good business and organizational skills and passion to help with the cause. Who do they know?

  • Make sure they believe in the organization, believe in what you are doing, and be fearless. Not every solicitation is going to results in an immediate gift, but your effort will be appreciated by everyone who hears your message. I guarantee that you will hear that every time, regardless of the outcome.  Bob Wilson

  • What is the story that you’re telling? All communications should reiterate and underscore that story. Byron Champlin

Remember that individuals are the largest component of philanthropy, not businesses or foundations.

 Get Going

The biggest reason fundraising efforts fail is that people don’t ask people for money. It’s that simple. Another important thing to remember is that the actual “ask” should feel like 5% of your effort for that donor. 95% is cultivating them for a donation, and “stewarding” them (keeping them connected to the cause) and your results after they’ve given.

You need to frame your story with a clear case, helpful illustrations, solid budget numbers and an answer to “why now” and “why does it matter.” Figure out communications vehicles and schedule that work for you, your donors and your prospects. Formal, less formal? Traditional or social media? Maybe a mix.  We’ve seen groups tying themselves in knots trying to produce an expensive event or printed piece without a clear sense of why they were doing it. On the other hand, we’ve seen simple activities like hand-written notes or invitations have a big impact when part of a plan. 

Paul Lindemann, part of the effort to restore the historic Meetinghouse in East Derry, spoke at our session of how local social clubs filled with involved people often are looking for speakers. Also, share news with local media, pitch stories, distribute press releases. Make it easy for reporters or others in your networks to share your news.

Other Common Issues

Trying to secure the interest of someone who has made substantial contributions to another similar project? Use an intermediary: someone who knows them well. Invite them for a tour or visit. Multiple tries with no success? Move on and maybe try again later if you find a new connection or get a positive signal.

Been at the fundraising effort for a long time? In our experience, trying to plan in increments or phases and celebrating and communicating success along the way is important for momentum and morale. Maybe a new committee member, advisor or meeting schedule can help? Ask folks who have already donated for advice or aid?

Here are some other short overviews that may help:

About our experts: Byron Champlin had a career in communications, was regional director of foundation and community relations for a Fortune 250 corporation, and has been an effective board member on many arts, community development and culture boards. Retired oral surgeon Robert Wilson is a legend of non-profit fundraising. A Tom Brady or Yo-Yo Ma of volunteer fundraising in our sector – especially for Canterbury Shaker Village, N.H. Historical Society and the Capitol Center for the Arts. Both understand the demands on small volunteer organizations and what it’s like to juggle tasks as a busy volunteer.

Don’t forget to support our work with donation and follow us on social media!

Resources, PlanningRebecca HowlandStrategies, Fundraising, Communication