Board Cafe: Raising Money in 30 Days

Board Cafe

Raising Money in 30 Days

By Jan Masaoka

Sometimes an organization needs to raise funds in a hurry. It's easy to say, "You should have established a fundraising plan earlier!" That's probably true, but it doesn't help now. Here are some ways to raise modest funds in a pinch. Because institutions (like foundations, government, service clubs) take longer to make decisions than individuals, raising money in 30 days usually involves asking individuals for donations.

Each of these techniques can raise a lot or a little depending on who is doing the organizing. For example, a house party in one organization can raise $1,000 in one evening, while in a few others it can raise $100,000. In either case, the amount raised is likely to be a significant help towards whatever financial situation you are facing. Every technique is one I have seen first-hand be effective.

Have a phone-a-thon four days in a row, Monday through Thursday of one week. Get all the board members to gather at the organization's office (or one of your offices) at 5 pm. Practice how you're going to ask for donations on the phone and order pizza. Divide up the lists of members, donors, clients, patrons, neighbors, or whatever other lists you have. Call them.
With your executive director, ask government, foundation, and corporate funders to renegotiate your grant agreements. Everyone knows the economy is sliding-it won't be a surprise to your funders if your grants, contracts, and donations are down. Ask for a meeting, for example, with a county funder, and see whether they would be willing to have you provide fewer shelter nights or fewer senior meals, without reducing your contract payment. Tell a foundation funder that the grant they gave you to hire a second librarian needs to be spent just to KEEP the first librarian. Many funders appreciate the significance of board leadership on these matters, and remember: obtaining an agreement for a lower amount of services for the same money is often as good as getting more money.
Send out a 2-page letter to your members, volunteers, and donors. Explain that you are on a 60-day fundraising campaign and ask for a donation. If you can, follow up with phone calls.
Give yourself a birthday party, half-birthday party, or anniversary party, and tell people that it is a fundraiser for the organization where you volunteer as a board member. Have a donations box at the door or food table and have a volunteer sit there and ask people (in a friendly way!) for contributions. You don't have to make a "pitch" . . . just thank people for coming and making a donation to something that's important to you.
For the next meeting, get a list of the 30 biggest donors and at the meeting, divide them up among the board members. Call to get an in-person appointment with each donor to explain the organization's situation and to ask for a donation. At the appointment, ask for a donation that is twice as large as the previous donation. "We really appreciate the $500 you donated last year. Would you consider doubling that gift-and making a $1,000 gift this year?"
In today's economic climate, ask people who are working. Some of those people with big houses have been out of work for a while and may be short of cash. Focus your attention on people who have jobs.
If you have lots of members and volunteers, have a garage sale. Get a huge amount of stuff together, sell it on both days of a weekend. Have a couple of great organizers do a barbecue there, too-perhaps with foods related to your organization's work.
Go to your biggest donor and ask her or him to make a challenge grant. "We need your help to raise some special money right away. Would you consider making a gift of, say, $20,000, contingent on our raising $20,000 within 60 days? That would help motivate us on the board as well as the people we ask."

And now for some "don'ts"

DON'T say you need donations because you're in a financial crisis. Say, "We are determined to get through this economic time, and we need your help."
DON'T promise that you won't ask for another donation. Instead, say, "We know we are asking you to stretch to help our clients right now. This is an unusual situation for us-we do raise money every year, but this is an especially important year."
DON'T ask for a loan instead of a donation. If someone offers you a loan instead of a donation, say, "Your offer of a $2,000 loan means a lot to me. But I can't accept a loan on behalf of our organization. Could we ask you instead for a donation of $100 per month for 20 months?"

Thanks to San Francisco fundraising consultant Burke Keegan for help on this article.

Original publication date: 6/19/2003