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Monday, August 23, 2010

Diversify Donors

"You make a living by what you get. You make a life by what you give."
- Winston Churchill


Donors come in all shapes and sizes. This is also true of their donations. In an era where worthy causes may get lost in the plethora of natural disasters like Hurricane Katrina, Haiti's earthquakes and tsunamis and floods, it would prove beneficial for organizations seeking donations for their local causes to diversify their donors as well as their donation drives and donor campaigns. When disaster strikes, you can bet that donations are pouring out towards such causes rapidly and your efforts to raise funds for your own programs or special events may be impacted drastically.
  • Diversify the size of your donors. Consider approaching donors across a wide spectrum of sizes. Look at community groups and trade associations as well as corporate giving programs through your local United Way and Gifts In Kind International. You may also want to share you needs with your local chamber of commerce or business association, even an ecumenical network of churches and faith-based organizations. The key is to diversify your donors by size and communicate your needs for your worthy cause.
  • Diversify the size of donations. Your goal may be a certain target amount, but you have to keep in mind that it all adds up. That gift of $1,000 may be a major boost, but don't neglect those who can raise $100 from 100 people as well. Even the smallest gift serves as a contribution to help you reach your goal. Keep in mind that it all adds up.
  • Diversify the season of your donor campaigns. Timing is key. Some people are more apt to give going into the Christmas season, while others may be ready to donate around tax season. Some businesses will try to get their donations out just prior to the shift for their fiscal year. Look at the giving patterns of those you are trying to seek contributions from and develop your "season" of giving and donation accordingly.

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