Many thanks to all who listened and participated in our webinar, The Fundraising Report: What Leadership and Board Members Need to Know, on September 24^th. Zannie and I were delighted that so many of you wanted to discuss SMU DataArts’ findings related to fundraising. Clearly, this is a crucial and complicated topic that impacts every not-for-profit arts organization across the nation.

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Get key insights into the latest findings on fundraising to help maximize efforts and diversify your donor profile. Listen Now

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Many of you wrote to me after the webinar asking for some tips regarding strategies to (i) increase individual giving; (ii) reach young audiences; and (iii) generate more prospects for smaller organizations. Here are some thoughts:

Individual Giving

Younger generations are very busy these days and many organizations are vying for their attention. From participating in a range of social obligations to keeping up with the endless news cycle, these kids are swamped. In order to break through the clutter, you need to identify “hosts” in your database who will reach out to their friends and bring them into the fold. Finding a great “host” is, however, only the first step. You need to help with every step of the process:

1. Plan an event that your host believes would be fun and engaging for her peers;
2. Work together on prepping the invite lists;
3. Discuss and plan the pitch and follow-up;
4. Make your host feel great about being involved. Even if you feel “desperate” about securing new gifts and new friends, don’t load your anxiety on your host. If you just expect her to bring her rich friends and hand out the money, you will probably be deeply disappointed;
5. Don’t take on more events than you can handle. Donors feel it when you are stressed;
6. Be creative and imaginative. Not every event should be the same. Think about it.  You want the whole gang to share and discuss their experience for weeks after the event… on their social media, of course!

Final words on this, ask the young people on your staff for ideas. They know more about this than you do. At BAM, we had a youth marketing committee consisting of our young staff for our 150^th anniversary. They had great ideas including TAKEOVER, an all-night celebration featuring a variety of shows and beverage options in all of our venues. The performances were great and the $3.00 drinks kept the crowds coming all night long!

Sometimes it can feel overwhelming to compete with large organizations who have substantial resources, powerful board members, and large sophisticated venues and administrative staff, but today the world often favors the small, scrappier player. Small organizations are more flexible, often more original, and can tackle the toughest, most controversial issues through their programs. 

Use your size to your advantage. Let the public know (through all the free social media messaging options at your disposal) that, while the “Bigs” may be easier to find, coming to your show or exhibit is an adventure and a discovery. We used to say to our audience members in the earlier days of BAM’s evolution from Brooklyn outpost to larger and more powerful multi-venue organization, “your friends will find their way to Lincoln Center by themselves, but they need you to bring them to BAM.” Make it a matter of pride, and then, of course, you must deliver the best experience.

Final words on this, think about partnering with the best, most respected large organizations in your community on a visionary project. Funders today want small organizations to succeed, so don’t underestimate what you bring to such a partnership. Make sure you iron out the terms in advance so you get visibility and respect. The large partner has resources, so working with them on behalf of a great idea will benefit both institutions. But you must hold up your end in the delivery of goods, meeting deadlines and carrying your share of the load. That’s what equal partners do.