Six tips on fundraising from top conservation donors and fundraisers
This week, the African Conservation Leadership Network convened an online session to share insights on fundraising strategy between several top conservation funders and a group of Africa’s conservation leaders. The guest speakers included:
Dr. JG Collomb, Executive Director, Wildlife Conservation Network
Cori Messinger, Africa Director of Development, The Nature Conservancy
Kent Wommack, Executive Director, Liz Claiborne & Art Ortenberg Foundation.
Dr. Leela Hazzah, Co-founder and Director of Lion Guardians, and a member of ACLN.
The session produced a range of great insider tips and expert advice on fundraising practices, with a focus on raising money during the uncertainties and pressures of the COVID-19 pandemic. Below are some highlights from the discussion, and links to the individual talks.
1. Fundraising is all about human relationships.
“Most of us make decisions based on some combination of head, intellect, and heart”
“It is important to connect with supporters at the basic human level- you don’t have to talk about wildlife or the work all the time.”
Individual donors and foundation staff are ultimately just people giving money and support to other people. Thus developing and maintaining relationships lies at the heart of all fundraising. During these unprecedented times, relationships and connections are more important and valued than ever before. Donors appreciate grantees who reach out to inquire how they are doing, as well as regular and frequent updates from the field.
“You can get information about organizations off their websites, etc. but what really matters are the personal relationships that build trust.”
2. Build strong relationships through effective communications.
“What foundation staff want to know is: Is this an organization that fits within our mission? Is this organization effective at what they do? Do I trust this organization to do what they say?”
“This is the time for authentic communications. Take some risk to be “raw” and personal with what you are sharing. Don’t worry about everything being polished or having big budgets for communications.”
As local conservation organizations, share small stories, challenges you are facing, and what you are doing in the field. Now is the time to communicate frequently and to try out new forms of technology to stay connected. The more you can bring the feel of your work, the vibrancy of it, the challenges and the successes to your funders and supporters, the better.
“Bring the front line to the donors as they want to see your work, the places you are working in.”
Donors are often used to visiting the places they invest in. During COVID this isn’t possible, yet people want to stay connected even while trapped in their homes during the restrictions of the pandemic. They’ve appreciated when organizations are creative in their communications, from a short video shared on WhatsApp to a quick story that “made you think of them.” These small communications efforts always go a long way, but they’ve become even more important during these difficult times, when donors want to feel connected, hopeful, and informed.
3. Donors need you.
“Look at it in the way that you are just as important as the donors - the donors have a mission to make impact, they can’t do that without the organizations working in the field.”
With fundraising there is a common feeling of a power imbalance: one person who holds the money and the other without it and asking for it. However, these power dynamics aren’t an accurate representation of the reality, which is that grantee organizations are just as important as the donor, because donors have a mission to make an impact and they can’t do that without effective organizations on the ground. As a local organization, meet your donor as an equal and recognize the great value you offer.
“The world feels like it is in crisis...so being able to hear about or feel like we’re a part of something good happening, something tangible and positive, is a really powerful desire right now.”
4. Be honest.
“Asking people to give more is absolutely fine right now - the important thing though is to be able to clearly articulate what your strategy is.”
Right now people want to help, they want to be part of a community of good, they want to fill gaps and make a difference. People want to know how they can help. Ask for help, but be clear how you will use it.
Don’t be afraid to ask your key supporters for more money during this time.
Some donors are willing to relax restrictions right now - if you can explain why you need them to do that, they’ll likely listen. Be prepared and make your case.
5. Be yourself.
“Be yourself and be comfortable - this allows others to then feel comfortable with you. You will have success if your fundraising approach is the same as if you are speaking to one of your good friends or family.”
Practice conversations with friends, family, and colleagues in order to gain confidence, receive feedback, and to help find your own personal style and communication ‘sweet spot.’ Donors aren’t looking for a one-size-fits-all communications style and relationship. Instead, they want real and genuine connections and in order for you to do that you must be yourself and be comfortable, which will allow others to feel more comfortable too.
6. Listen.
“Fundraising is about listening as much as talking.”
Fundraising is a little bit like dating, when you don’t know someone very well you want to understand common interests and values, and see if you are a good match. To do that, you must listen and understand what a donor’s interests are and determine if it’s a good fit for both of you.
The way you communicate and engage with one donor might not work with another because donors are people and people are different. Don’t be afraid to try out different ways of communicating, but make sure you listen and learn to figure out what resonates with that individual.
And finally...
“We’re only successful, each of us, if we’re successful together”
Read the full newsletter here: Maliasili Reader Issue 6
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