Many organizations at this time of year are reviewing their holiday fundraisers. The silent auctions are over, the open house and the gala have been completed, the cookie dough and wrapping paper have been distributed and their calculations made.
It's tempting to forget all about it now -- but it's a good idea to resist that temptation. Taking a little time now to reflect on this year's efforts and get your ducks in a row for next year can be time very well spent.
What worked and what needs work?
Right now, when everyone clearly remembers how much trouble this year's fundraising was, is the time to decide what went well and what really needs to be changed for next year. Some of the most common pitfalls:
- Not starting soon enough. A fresh new committee can easily underestimate the amount of time needed to get together volunteers, research options, make decisions, and then actually do the work. Now, while the battle-scarred veterans are still around, work out what the timetable should have been and get some dates on next year's calendar.
- Choosing the wrong target audience. It's surprising how many non-profits consistently go only to their own members for fundraising. Your members will support you, assuming you're doing a good job of supporting the cause, so fundraisers are a great time to step outside the membership. Reaching new people with your message will not only provide new sources of revenue for the fundraising campaign, but can also lead to new members and supporters over the long term. Look now while someone still knows where the files are and see how many new people your campaign reached.
- Underestimating the costs. We've heard a lot of fundraising horror stories this season, and most of them had this theme. The meeting where someone says, "It shouldn't cost very much..." and the decision was made without firm figures or the group of volunteers who punked out at the last minute and had to be replaced by paid staff are particularly common complaints. Get a complete accounting of all the costs right now before people forget.
A good fundraiser reaches its financial goals without excessive costs. A great fundraiser does more than that:
- Increase community awareness of your organization and its work. A fundraising item with no tie-in to your organization and no place to add a message can bring in funds without making people more aware of the cause you support. In the current economy, a lavish event can actually make for negative press if people question whether the money could have better spent. Check press and online media (including social media like Twitter) to see community response. By decision-making time next year, it'll be too late.
- Bring volunteers together. A well-run fundraising event can be a boost for the members of your organization. Keeping it fun, dividing work well enough to avoid burnout among key workers, and communicating the success of the campaign can all serve to increase commitment.
- Bring ongoing benefits. Look for opportunities to partner with other organizations in the community, offer ongoing sales of the fundraiser items, or build on previous successes with advance sales or subscriptions.
Write down the answers to your questions. Having done this, you can end the fundraising season with a quiet conscience and enjoy the holidays.
