Essential Tips for Effective Fundraising
As support for animal welfare continues to grow in the U.S., it’s crucial for organizations to elevate their fundraising efforts to secure the resources needed for their lifesaving work. Here are some key tips from the ASPCA’s Philanthropy team to help maximize your fundraising strategies.
Create a Fundraising Plan
The foundation of successful fundraising is a well-crafted plan. Follow these five steps to build an annual plan that aligns with your strategic goals and budget:
- Define your mission, vision and priorities. Articulate the need your organization is addressing and outline your organization’s strategy and program goals. This clarity is not only valuable for program planning, but it is essential when communicating with donors and applying for grants.
- Determine your fundraising goal. Identify how much money needs to be raised, including anticipated expenses and timelines. Be realistic and tie your funding goals to specific deadlines throughout the year.
- Explain your funding needs. What specific expenses do you have to improve your organization? In addition to support for general operations, you can package an “ask” for things like a new foster program, subsidized spay/neuter services, or purchasing new equipment. Some donors, especially those who give large grants, prefer to restrict their contributions to specific purposes so they can see where their money is going.
- Maximize your internal capacity. Evaluate your organization’s capacity for fundraising and grant management. Do you have a qualified team member, or can you tap into the expertise of a board member or volunteer? Clearly communicate expectations and tasks to establish goals and track progress.
- Diversify revenue streams. As the saying goes, don’t put all your eggs in one basket. Explore different strategies and sources, like individual donors, grants, corporate sponsorships, merchandise sales, in-kind gifts, estate and planned giving, and events. Remember, your annual fundraising plan is a living document that should be regularly evaluated and adjusted as needed.
“Thank your donors, no matter the size of their gift, and keep the lines of communication open. Showing appreciation is vital for building relationships, and ensuring donors know that their contribution matters."
Cultivate Donors
Securing diverse donors is a powerful strategy for obtaining significant funding that can sustain and expand your organization’s operations. Here’s how to attract and maintain donor support:
- Make giving easy. For instance, incorporate QR codes in printed materials and add prominent donation buttons on your website and emails.
- Know your donors. Understand your supporters’ motivations and preferences to tailor your approach. Segment your communications based on factors like giving history and interests, and personalize outreach like emails, phone calls and meetings.
- Identify potential major donors. Curate your list with criteria such as wealth, philanthropic interests and past donations. Foster strong relationships with high-potential donors by building trust, transparency and personalized communication.
- Offer exclusive engagement opportunities. Engage major donors through tailored opportunities like events and site visits. When a donor gives a large gift, they should be given more attention and individualized cultivation, while other donors may respond to standard communications like end-of-year appeals.
- Show impact. Share compelling stories, photos and videos that demonstrate the impact of donations on the animals in your care. This not only reinforces the value of donor contributions but also strengthens their connection to your cause. It also will help you create a compelling case for support and a strong ask for donors.
- Express gratitude and continue stewardship. Thank your donors, no matter the size of their gift, and keep the lines of communication open. Showing appreciation is vital for building relationships, and ensuring donors know that their contribution matters. Learn these 5 Tips for Thanking Donors.
More Fundraising Resources
We have lots more on this subject: