Understanding the history of fundraising is important to those of us who enjoy fundraising success. Fundraising has truly evolved and knowing and appreciating the evolution has the ability to lead us toward success.
Prior to the
“Great Recession” which is nearly equal to the “Great Depression”, money was
everywhere. This was the time that
companies and wealthy individuals were utilizing charities for tax
shelters. Sponsorship and large
financial donations were not that hard to find which created enormous and
powerful charities.
However,
when the Recession hit…it hit charities just as hard as the businesses across
the United States. Discretional spending
by donors shut completely off with businesses who normally donated now having
to stop donating in order to keep their lights on. Charities needed to begin to be creative in
regard to their fundraising efforts.
Unfortunately,
the successful charities across the U.S. needed to become “Dancing Monkey’s”
due to major donors requiring more information about the charity and its
mission before providing the funds through a substantial donation. They needed to be able to show their impact via their mission, they need to be able to show their financial efficiency and host fantastic fundraising events. During this time, various entities arose to
assist with this, namely Charity Navigator who provides a “Star” rating in
regard to the financially efficiency of charities.
During this time as well, the Association of Fundraising Professionals (AFP) was developed and began. Through the AFP, charity professionals are provided with valuable information and a "Networking" group of other charities. The successful charities began to seek out information and the means to become much more successful.
Charities
then sought after professionals whose sole focus was on fundraising – Charity
Fund Raising Experts (CFRE). Charity
Fundraising evolved to understanding the economy, identifying donors and
tactics to become much more successful.
Charities began to spend money on marketing via the various
telecommunication platforms – TV, Radio, Magazines etc. Branding became a big issue with some of the
most powerful and well known Marketing companies getting involved.
The most
significant negatives effecting charity fundraising came from this time,
however, many Non Profits did not take note.
They did not study this evolution but continued to act in the same
fashion. They continued to seek
donations as they were in the 1990’s.
Then, our current President Barack Obama and the IRS changed the rules
for tax deductions through charitable donations. This same ruling “Rocked” the Charity
Fundraising Industry (the professionals not the charities themselves). The new ruling says that donors are only
allowed to claim 30% of the total donation.
Taking into
account, especially the recession and the restrictions it set forth, Donors now
need more than just the “Ask.” The “Ask”
means just simply asking for a donation.
When asked,
businesses in the charities local area, would only be able to donate items
which were not selling in their stores.
What most charities failed to realize is, the same businesses they are
asking are also approached by 100’s of other charities in their area. To see just how many charities are in your
area, check out the website www.taxexemptworld.com. Charities must understand that they are all
fighting for the same dollar. The
community can only give so much while maintaining their lifestyles. Businesses are worried about keeping their doors
open and their lights on.
During the
same time, charities who began to evolve, realized through their financial
statements, that donations (financial & items donated for their events)
were very low. These charities studied
ways to recapture the donations while also asking their supporters what was
important to them.
This same
tactic also transcended into marketing their charity in order to spur
growth. Everything tied together when
they began to follow this trend. The
successful charities employed event planners, development executives and
manufacturers.
Through
these professionals, they studied the success of the items they were getting
donated for their fundraising events.
They tracked the donations and realized through study, the reality of
their effectiveness. That is when I
became involved in Charity Fundraising while involved in several Conservation
charities.
Charities
identified various companies who manufactured items which had items which had
high appeal to their charity fundraising event guests. When they made the switch to having items
which they had to purchase but the items had mass appeal, they regained success
and grew based on it. They also used
these items to market their charity as well as the events became “Membership
Machines.”
Fundraising
Success happens when charities step outside of their mission and realize the
reality of fundraising.
BW Unlimited Charity Fundraising is a leader in North America in regard to Charity
Fundraising. Our experts constantly
study Charity Fundraising trends across the United States – both Successful and
failed. BW Unlimited Charity Fundraising
would love to assist your charity by understanding the evolution of fundraising
while identifying a plan for success.
Contact us today at www.BWUnlimited.com
or call us at 410-658-8808.
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