Local, Measurable, & In-Person

It has occured to me recently that the recession will require many industries to go back to basics. My conclusion is that anything else will be determined too expensive, too risky, too high-tech, etc. I suspect the wise fundraiser will agree with Penelope Burk who suggests a sort of high-touch approach to fundraising and even goes as far as to hint at the idea that we reinstate the door-to-door. It wasn’t long ego that I myself believed we should begin knocking on doors again and of course my colleagues thought me crazy, audacious, and crossing the line. Nonetheless,  Burk suggests donors will stay local, expect measurable results,  and expect an in-person. Whether you come knocking without an invitation is your own call.

There is a decided preference among donors to give to causes that benefit their local community.  There is a stepped-up requirement for a clear, limited case with evidence that measurable results can be achieved.  And, more than anything else, “being asked personally for the gift” tops the list of things that will keep donors giving in this very challenging time.

In my favored graduate paper, Core Fundraising, I entertained the idea that all our fundraising efforts should be focused soley on the individual and that our approach should always aim for a personal ask. It is my belief that fundraising should be as personal and as intimate as possible.