Focus on Individuals if You Want to Reach Your Year-End Fundraising Goals

I missed yesterday’s blog post because I was heading to Harrisburg, PA to deliver the keynote speech for today’s Central Pennsylvania AFP Conference. (What a great crowd of fundraisers they are in south-central Pennsylvania!)  So now I’m going to catch up!

After my keynote and two workshop sessions, I got Kim Klein on the phone for the last interview in the 09 Year-End Strategies Telesummit. As usual, Kim was on target with some eye-opening comments that will help us all.

Who’s going to pull us out of the recession?

Kim wants to remind us that it is really going to be individuals (not corporations, foundations or the government) who will stick by us this fall.  She reminded us that the bulk of contributions comes from individual donors, anyway – somewhere over 80% of all contributions.

And most people give out of their current income. And most people are still employed.  So. . . .that means that there is still plenty of money “still in play” as Kim aptly puts it.

Who’s in trouble now?

The organizations who are in trouble now are those who did not build a diversified base of donors. They who relied too much on support from one sector. They either over-relied on foundation funding, or corporate support, or government grants.

Who’s OK now?

It’s the groups who have a broad base of individual donors who are doing just fine right now, thank you very much.  Kim said it was the individuals who are giving from $50 to $2500 annually who are keeping lots of nonprofit organizations in business.

So as you plan your year-end strategy, focus down on your wonderful donors who give as individuals.  They are the ones who still have the money to give. And they are the ones who will stick with you when the people you serve really need your help.