Promote a Culture of Fundraising at Your Organization: 3 Key Steps
Nonprofits serve so many different functions for donors, employees, and constituents alike—services like supporting underserved communities, improving quality of life, educating the public, and raising awareness on important issues. With that in mind, each organization’s mission can guide its approach to fostering a culture of fundraising in all the work that it does. Having a strong fundraising culture means that everyone, from volunteers to staff to board members understand the role that fundraising plays in sustaining your work. Keeping everyone engaged to participate in fundraising on behalf of the organization will make the organization stronger in the end. A strong fundraising culture encourages an understanding that donations are essential to support a nonprofit mission and core values, and that donors are key partners and stakeholders in your success.
A culture of fundraising at your nonprofit encourages fulfillment of your mission by utilizing what structure is already established, like the organization’s core values. The desire to promote the welfare of others will ultimately bring the right people together for the greater good. Building up the community through shared values and an effective fundraising culture will increase your nonprofit’s capacity and overall impact.
Let us review how to develop the culture of fundraising at your organization:
Recognize the need for this perspective
Identify the status of your organization’s culture
Promote a fundraising culture
The importance of growing a fundraising culture at your nonprofit
No matter what your organization has to offer the community, prioritizing fundraising should not feel forced. While it is important to acknowledge that money can be a taboo subject, regular conversation about it will normalize fundraising as an integral part of the work being done. When fundraising is embedded in everyday work it will become easier and easier to approach as a topic of conversation.
Key reasons to support a strong fundraising culture:
Shared responsibility for fundraising means shared achievement when goals are met. Teamwork brings people together—you will have a greater impact on the community you serve, and it’s more fun to celebrate with other people who have the same passion for your mission.
Transparency improves donor engagement. A straightforward approach is refreshing. Honest communication about what needs to happen for goals to be met is realistic and admirable from an outsider’s perspective.
When fundraising does not feel forced the work can be done more effectively. Part of developing a fundraising culture is integrating the conversations about fundraising into daily life. The more comfortable the team is with the culture, the quicker the rest of the community will catch on to the notion.
Ultimately it leads to an incredible impact on the community overall. Stronger fundraising culture helps everyone by developing a mutually beneficial relationship between your organization and the community at large.
Defining fundraising culture for your nonprofit
Try not to be overwhelmed with the prospect of “introducing or creating" a culture of fundraising. Know that it already exists in some form, and your effort can help to elevate it to the next level. Refer to your nonprofit’s mission or core values to guide your plan of attack.
Figuring out what it means for your organization to embrace a fundraising culture will be unique to the work that you do. Your perspective will help determine the best approach. Take some time to consider the current culture: is it perfect, evolving, or does it need improvement? What is your working environment like? And how does your team communicate and work together?
A great strategic planning technique is the SWOT analysis to identify how a fundraising culture fits into your nonprofit’s identity. This assessment of your organization will inform your next steps.
Strengths
What does your nonprofit do well?
Which are your most successful programs?
What kind of outreach do community members respond well to?
What type of work are you known for?
Weaknesses
Which programs could be improved?
Do they need more funds, a bigger platform, or new audience? Brainstorm!
Perceived weaknesses from an outside party?
Consider common questions that come from someone who knows nothing about your organization
Opportunities
What opportunities have you yet to tap into?
Think virtual events, telefunding, or grassroots fundraising
Are there any trends to take advantage of to make the work more personal?
Social media engagement, handwritten notes, phone outreach
How could resources be better allocated?
Threats
Who is your competition and what are they doing differently?
What could hinder your capacity?
Anticipate challenges
The development team is the optimal place to start! These conversations around money happen every day and at all levels, but it takes effort to create meaning around them. With the development team on board, it will be important to get the support of senior staff to have long-lasting and meaningful change.
In developing your fundraising culture, reflect on the different forms of communication that your community has been responsive to. We are not trying to reinvent the wheel here, just trying to enhance the culture surrounding philanthropy at your organization by encouraging conversation.
For example, if your community is accustomed to being engaged through town-hall style meetings, add fundraising as a topic to your agenda. Find out what that word means to other people. Try to get a sense of understanding for the perspectives of people outside of your work colleagues. Or even offer “fast facts” about fundraising in an email to get people thinking about it more casually. For example: Did you know that the Fundraising Effectiveness Project’s 2020 3rd Quarter report indicates that general donors giving less than $250 have come out in a huge way during the pandemic? Although they are the group most impacted by the economic instability, these donors outperformed those who are giving $1,000 or more. Something to get people thinking!
What it looks like to have an effective fundraising culture
Wouldn’t we all like to know?! There are metrics that we can all strive to maintain that will support a culture of fundraising throughout the organization.
An effective fundraising culture is intentional, proactive, and supported by leadership.
The intention of your work should be well defined and understood by all—to cultivate a normalcy around fundraising. Try to remain transparent regarding the need for money to fulfill the mission and core values of the nonprofit you work with. People tend to be more understanding of a radically honest organization. Commit to delivering your work to a larger audience through planning and forethought.
Be proactive with maintaining internal conversations and external interactions related to philanthropy. Share stories of success for inspiration—this simple task serves to humanize donors and offers an opportunity to celebrate! Try not to shy away from virtual events, which can help to get your names and faces out to the world. Virtual events are a viable way to relate to the public.
Support from leadership will ensure that the work is sustainable. Sustainable development goals are ones that can be measured and appreciated to further support the longevity of your work. Examples of such goals would be increasing the amount of people served, raising specific funds for programs, and increasing the number of meaningful conversations being held about fundraising. Achieving such goals will support the need for a fundraising culture.
Remember that fundraising tasks do not always have to involve asking for money. Thank you notes or calls, having a donor cultivation meeting to talk about a specific program, and leading conversations around where your nonprofit stands currently and where it wants to go, are all possible ways to encourage fundraising culture.
Conclusion
Making meaningful time to develop your nonprofit’s approach to fundraising will strengthen the institution overall. Not only is it a necessary aspect of the work you do, but its role in donor cultivation can help to set you apart from the rest. A well-rounded organization is one that prioritizes the needs of the community served by acknowledging the inputs that make the work possible.
Culture supports the mission of your organization and creates purpose with a passion. Building community is an essential component of such a culture. When staff and donors agree about clearly identified core values, a fundraising culture being one of them, they will be empowered to support the nonprofit in a greater capacity.
For more information on fostering a culture of fundraising at your nonprofit, check out these supporting resources:
Donorly Fundraising Plan Template: Use this template to cover all the essentials, including goal-setting, budgeting, and more.
How to Hire a Fundraising Consultant: Hiring a fundraising consultant can be a game-changer for growing nonprofits. Learn how to find the perfect partner for your mission with this crash course.
Capital Campaign: Crash Course: Learn the essentials and what to expect from these major projects with this complete guide.