Whether you are in a campaign now or considering the next one, it’s essential to reflect on what has changed during the past year and what the best path forward is in the current climate. Here are some tips to help you plan for a campaign in today's environment taken from a recent webinar I conducted with my colleague John Keith.
It might feel like you are always in campaign mode, either planning for your first campaign, your next campaign, or currently in the middle of one. You aren’t alone here! As you think about your campaign, here are some recent trends we have noticed and best practices we have seen in our 25 years working with clients across multiple nonprofit sectors.
Trends in Campaigns
For starters, many more campaigns are taking place today. We are seeing larger campaign goals and more megacampaigns fueled by megagifts from the top tier of donors.
With this has come a greater focus on the top of the gift pyramid and heavy reliance on lead donors with less participation from mid-level donors. The challenge for non-profit organizations is to also build in opportunities to engage mid-level and annual fund level donors. Organizations are recognizing that if this opportunity is missed it can be detrimental to their efforts to develop major and lead gift donor pipelines for future campaigns. Relying on the same lead gift donors repeatedly can quickly lead to donor fatigue in the environment of continuous campaigns we find ourselves in today.
Do you have an updated development plan and do you use it? Creating a comprehensive development plan can guide your organization’s fundraising efforts and position you for future fundraising success. The plan can help you prioritize your fundraising activities for both short- and long-term growth, identify key constituent groups, and provide metrics and benchmarks by which to measure and evaluate success.
The foundation of a strong fundraising program is built on relationships. When your organization has a talented and dedicated staff, you have the key elements to form relationships with your donors. What can we do to ensure we’re attracting and retaining our most valuable asset – people – while growing a strong culture of philanthropy?
What does the data show us about the current landscape of hiring development staff?
Recent research shows that the fundraising profession has a high turnover in staff positions and a dearth of qualified candidates to fill the void. Working with our clients, we hear stories of vacancies, long searches, and short stays.
We now have 5 generations of donors, workers, and volunteers in the philanthropic marketplace:
- Gen Z (born after 1995)
- Millennials (1981 – 1995)
- Gen-X (1965 – 1980)
- Boomers (1946 – 1964)
- Silent/Greats (born before 1946)
Increased life expectancy, better healthcare, and delayed retirement all contribute to this unprecedented generational diversity.
Why should development professionals pay attention to generational diversity in the philanthropic marketplace? Each generation is influenced by their own economic, social, political, and environmental dynamics as well as collective experiences and different worldviews. These factors inform philanthropic behavior and generational giving preferences and have implications on how we as development professionals build relationships with donors.
In our work with nonprofit clients here at JGA, we frequently interview donors and volunteer leadership. One concern we often hear is that the charity needs to do a better job of telling its story so more donors will support this great organization that they have come to know and love. Storytelling can be a great place for nonprofits to start when it comes to demonstrating their impact in a way that puts a human face on the mission.
A feasibility study, in JGA’s view, is active campaigning and is an integral part of the cultivation and involvement process of major donors and prospects.
Undertaking a feasibility study is active capital campaigning and is an integral part of the cultivation and involvement process of major donors and prospects. Ensuring your feasibility study has the proper guidance and support from the top is key to success.