Face to Face Fund Raising is the Most Effective
Todd Cohen, at his Inside Philanthropy blog, notes a study (based on a national sample of 8,300 donors) the Center on Philanthropy at Indiana University conducted for Campbell and Company, illustrating how important relationships are in fund raising.
The conclusion that individuals give more when they are asked in person by someone they know is hardly ground-breaking news. But it is a lesson that many nonprofit organizations fail to take to heart.
Sending a letter is easier than sitting next to someone and asking for a gift. It is quicker to send a letter. Setting up a meeting is difficult. There is so much else for an executive director or board member to do. Besides, you can hardly ask someone for a significant gift unless you have a strong relationship with them. And it takes time and attention to build a relationship.
But, when push comes to shove, nonprofits cannot afford to neglect those relationships. As Mr. Cohen puts it, “Instead looking for quick-fix solutions for the financial crisis looming over the giving sector, nonprofits need to get back to basics and invest the time and effort needed to understand, cultivate and engage their givers and personally ask them for support.”
H/t: Give & Take.
