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Fundraising Tuesday: Having Second Thoughts about Giving Tuesday?

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Perhaps you’re one of the nonprofit organizations that has had great success raising funds on Giving Tuesday. You jumped on it early, got your donors to make it a habit, and kept the momentum going strong for the last decade.

Congratulations. This post is not for you!

But if your organization has put a lot of effort into Giving Tuesday and seen the returns decline, maybe you decided to give it a rest this year. Or maybe, you’re one of the many groups that never jumped on the Giving Tuesday bandwagon.

And right now, a couple of weeks out, you’re having second thoughts.

“What if I’m missing out? What if all the other people gearing up for the Tuesday after Thanksgiving are right and I’m wrong? Should I put something together in a rush before I head off to my holiday dinner?

NO. The answer is a big, fat NO.

If you're not already committed to Giving Tuesday, here are three reasons to take a deep breath and let it go. Click To Tweet
  1. Doing a good fundraising message takes time. Doing a bad fundraising message is a waste of time.
  2. When Giving Tuesday was new, it was easy to get donors’ attention that day. Now, every other email in their inbox says “It’s Giving Tuesday!” Don’t get lost in the crowd.
  3. There are many other things you can do right now, and before the end of the year, that will raise more money than a slapdash Giving Tuesday email.

How to Raise Money without Giving Tuesday

Take the time you would have spent on creating an effective appeal for the first Tuesday after Thanksgiving and put it into these steps instead:

Fundraising Tuesday: How a Capital Campaign Fuels Sustainable Nonprofit Growth

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When was the last time your organization conducted a capital campaign? Ten years ago? Twenty? Even longer? Many organizations undertake capital campaigns because of specific needs, or perhaps a crisis that has arisen.

You may complete a strategic planning process that points to the need for more space or new programs and systems, and bingo—that leads to a capital campaign. Or, perhaps you are losing your lease, or a flood or earthquake has destroyed your facilities. A crisis like that often jump-starts a campaign.

But you will be well-served to think more broadly about how a campaign can help your organization grow and develop in more than just these ways.

This post will review the many reasons that capital campaigns are good for an organization’s growth. The reasons fall into two categories: specific things a campaign can raise money for that will help an organization grow, and the ways in which the process of a campaign boosts an organization’s strength and growth.

Specific Projects or Initiatives that Can be Funded by a Capital Campaign

Keep in mind that capital campaigns occur only once every 10 or 15 years. They don’t replace annual fundraising but are rather special initiatives that raise funds that boost an organization’s productivity.

These funds typically fall into these categories:

  • Infrastructure and Facility Improvements: Campaigns are often used to expand existing facilities, renovate outdated spaces, or build brand-new facilities. These improvements to the infrastructure enable an organization to do more and to do it more effectively for a period of years.
  • Technology: Organizations often use campaigns to invest in new systems and technologies that will make them more effective and efficient. These might include development systems, website improvements, scheduling systems, information tracking, and data analytics. The nonprofit world often lags behind with these investments, but when made wisely, they can transform an organization’s ability to function efficiently.
  • New Programs and Service Expansion: While campaigns typically don’t fund general operations, they can be used for front-end expenditures for new programs or rapid program expansion. Those programs can start more quickly with an infusion of resources from a campaign and then gradually fund the ongoing expenses through an increase in annual operating funds.
  • Board Restricted Endowment: While campaigns are not the best approach to build an organization’s endowment, most campaigns include some endowment component which provides opportunities for donors to contribute to the campaign through planned gifts that will not be needed for immediate cash investments.

Capital campaigns are excellent catalysts for growth. But they also have powerful transformational effects on an organization’s fundraising and visibility.

Capital Campaigns Strengthen Organizations in Other Ways, Too

Aside from the direct investments that a capital campaign funds, consider the diverse other benefits that it can bring:

  • Strengthening Donor Relationships: Capital campaigns are not just about fundraising. Campaigns foster meaningful connections with donors, as they inspire people to invest deeply in the organization’s mission. Through personalized cultivation and stewardship efforts, nonprofits can engage donors on a more profound level, turning them into lifelong supporters. These strengthened donor relationships extend beyond the campaign, providing a sustainable base of ongoing support.
  • Raising Visibility and Awareness: Capital campaigns also present an excellent opportunity to raise awareness about an organization’s work. As the campaign gains momentum, it generates media coverage, public interest, and word-of-mouth endorsements. This heightened visibility attracts new donors and volunteers who may become long-term advocates for the organization’s cause.
  • Building a Culture of Philanthropy: Successful capital campaigns involve the entire organization, from the board and staff to volunteers and beneficiaries. This collective effort instills a culture of philanthropy, where everyone is invested in the fundraising process and understands its importance. Such a culture ensures that fundraising continues to be a priority even after the campaign ends, sustaining the organization’s growth trajectory.
  • Capacity-Building and Professional Development: As organizations prepare for capital campaigns, they often invest in capacity-building and professional development for their team. This can include training on fundraising strategies, donor stewardship, and financial management. These improvements make an organization better equipped to handle the challenges of growth in a sustainable manner.

Careful planning, adherence to capital campaign best practices, and a hands-on approach will set you up well to achieve these long-term benefits, especially if you work with a campaign coach or advisor who can guide you through each step of the process.

More Than Just Money

Capital campaigns offer more than just financial boosts; they serve as catalysts for sustainable growth by forging strong donor relationships, increasing visibility, and fostering a culture of philanthropy within the organization.

 

Andrea Kihlstedt, Capital Campaign ProAndrea Kihlstedt | CEO & Co-Founder of Capital Campaign Pro

Andrea is the author of Capital Campaigns: Strategies that Work, now in its 4th edition, as well as How to Raise $1 Million (or More) in 10 Bite Sized Steps, in addition to other books. Andrea has been leading successful capital campaigns for more than 30 years. To learn how Capital Campaign Pro can support you through a capital campaign, visit capitalcampaignpro.com.

Understanding Nonprofit Membership Programs: An FAQ Guide

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A guest post by Marleena Moore for Wild Apricot 

We live in a subscription economy. From video streaming services like Netflix to monthly coffee clubs, membership models are a common way to engage with consumers.

Nonprofits of all sizes can leverage this same approach to catapult into a new stage of growth and long-term success. By tapping into nonprofit membership programs, organizations have the potential to expand their supporter base and develop a reliable source of revenue to support their mission.

New to the nonprofit membership realm? No worries! In this guide, we’ll answer some frequently asked questions about membership programs for nonprofits so you can make the most of this impactful opportunity. You’ll learn what makes a successful nonprofit membership program, how to set yours up, and ways to promote it. Let’s dive in!

What is a nonprofit membership program?

Membership programs for nonprofits involve providing incentives to supporters in exchange for ongoing charitable contributions. For example, a supporter may donate a $30 monthly membership fee to your nonprofit, which gives them special access to benefits like discounted event tickets, a members-only newsletter, and quarterly networking meet-ups.

A number of different groups can create membership programs, including:

  • Professional associations
  • Trade associations
  • Clubs
  • Parks and recreation agencies

Your nonprofit membership program fee structure and corresponding membership benefits will be unique to your organization and program goals.

What are the benefits of a membership program?

A nonprofit membership program provides tangible benefits to your supporters, but it also comes with several bonuses for your organization. Membership programs for nonprofits can allow your organization to:

  • Generate steady, predictable revenue: Membership dues are paid in consistent intervals. Whether your members pay monthly, quarterly, or annually, a membership program lets your nonprofit better estimate its budget at any point during the year.
  • Build a stream of unrestricted funds: Many grants or donations to nonprofits come with strings attached. You have to spend them on specific programs or activities. While a portion of your nonprofit membership program fees will go back into the program, you can use the remainder toward whatever your nonprofit most needs.
  • Attract new supporters: In a world where people are inundated with advertisements and donation requests, a nonprofit membership program can stand out from the crowd. It offers a fun way for new supporters to get to know your work, find belonging within a like-minded community, and give back in a meaningful way.
  • Strengthen existing supporter relationships: Retaining donors is far more cost-effective than recruiting new ones. A nonprofit membership program can lead to increased engagement from your current supporters that encourages their continued support and lowers your recruitment costs.

How do I create a nonprofit membership program?

Nonprofit membership programs have several key components. Below, we’ll walk through the three key elements to consider when getting yours started.

Membership Pricing

Determine how much and how frequently you’ll charge membership fees based on your understanding of existing supporters. For example, if your main audience is recent graduates, your membership fees should be lower than if you’re targeting CEO-level professionals.

Consider adding tiers to your membership program to add more flexibility for members. An easy way to think of this is having bronze, silver, and gold plans; bronze being the cheapest but most limited benefit-wise, and gold with the highest cost but also the most benefits. A tiered membership model can help boost engagement by meeting supporters at their current giving abilities while also offering opportunities for future upsells. Employing an online payment service will help you collect these dues with ease while also being convenient for your members.

Member Benefits

To encourage supporters to sign up for your nonprofit membership program, you need to provide benefits that make the membership cost worth it. Some common member benefits include:

  • Online membership discussion boards
  • Members-only newsletters and other updates
  • Special branded membership merchandise
  • Discounts to your events or at partner businesses
  • Networking events and conferences

Use your event software to make providing these virtual and in-person membership benefits like webinars, galas, and mixers a breeze.

Membership Management Software

Comprehensive membership management software empowers nonprofits to manage their membership programs with ease and efficiency. When selecting the right membership software for your nonprofit, look for these essential features:

  • Membership database: This helps you keep track of members’ engagement levels and improve membership recruitment and retention rates.
  • Dues processing: Aim to make membership payments as easy as possible with automatic processing and online management.
  • Website builder: A strong membership website builder helps prospective members learn about your program and current members connect with one another.
  • Data analytics and reporting: Be able to pull quick reports to gauge your program’s growth, see what’s working, and identify areas for improvement.

How can I promote my nonprofit membership program?

Once you’re ready to launch your nonprofit membership program, hit the ground running by promoting it on social media and in your email newsletter. You can even tease it a few weeks before your official announcement to build momentum for new membership sign-ups.

Additionally, it’s essential to create a nonprofit membership website so that prospective members can learn more about the program, sign up, and pay their membership dues online. New and current members can also use it to:

  • Learn about your upcoming events
  • Access exclusive member resources and benefits
  • Network with each other
  • Update their membership information

Using a Membership Program to Increase Engagement

Nonprofit membership programs are an excellent way to build a strong community of support that keeps your budget resilient despite the inevitable ebbs and flows of the industry. Remember that, to develop a long-lasting and successful membership program, it’s critical to prioritize the member experience. Plan to communicate regularly with members, show appreciation for their support, and refine your program to best fit their needs and interests.

Marleena MooreMarleena Moore

Marleena Moore is the Marketing Manager at Personify for the WildApricot brand. Her goal is to create impactful content to empower nonprofits and associations in their mission-driven work.

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