Nonprofit fundraising is a story of haves and have-nots. The haves are disproportionately larger nonprofits such as universities, teaching hospitals, museums, and national charities. They have sophisticated fundraising approaches, large development staffs (including specialists in annual giving, capital campaigns, major gifts, etc.), and longer time horizons and often use national and international reach to complement local and regional efforts. These larger organizations often spend years getting to know prospective donors and are accustomed to the complex issues involved in raising both restricted and unrestricted gifts, such as tax law, gifting vehicles, trust and estate law, and more. Moreover, they can capture the full scope of fundraising costs and make them explicit both internally and externally.
Although larger organizations do have some advantages over their smaller counterparts, they still face challenges. Let’s take a look at some of the most common ones.
Size
Institutional behavior
Getting the donors and gifts you want
What is the difference between your existing profile of donors and your ideal? Would you like more regular donations versus onetime gifts? Do you want more unrestricted gifts? Do you wish to develop new donors? No firm has unlimited resources, so where do you want to focus your efforts and what methods best fit the profile of your donors? There are good reasons Harvard doesn’t run radio ads encouraging listeners to “donate your car, working or not” and why your local food bank doesn’t have a staff of 20 looking for major gifts with naming rights.
Are you striking the right balance among donor types (small, medium, and large) and solicitation frequency? Do smaller donors believe they are being solicited too frequently? Or do they feel ignored because the organization is pursuing larger gifts?
It’s important to know your donor constituency. Have you done as good a job as possible in both educating and building loyalty among your donor base? Even organizations that have a good sense of existing givers can improve their understanding of nondonors, such as former givers or people who give to similar institutions. Beware unintended consequences. If the development office favors major gift officers, it won’t take long to demotivate other fundraisers, which can affect turnover, efficiency metrics, and the balance of gifts.
Major gifts gone wrong
Polarization
Economic cycles and shifting donor preferences
In the past, donors gave more during good economic times but didn’t reduce giving significantly during downturns. Giving rose at a compound rate of 3.3% per year in the 65 years ending 2019, but the recession years of 2001 and 2002 saw small declines of 1.72% and 1.29%, respectively. That pattern broke down during the Great Recession, with declines of 7.2% in 2008 and 8% in 2009.4
However, even in the Great Recession, giving to food banks and homeless shelters rose by 10%.4 Early reports suggest this shift has also taken place during the pandemic, with donations to social service charities up and giving to arts and cultural institutions down. Even the largest museums and performing arts organizations have been severely impacted by shutdowns and lost revenues.
New generations of givers and new methods of giving
1 Emma Whitford, “Endowments Post Highest Returns Since 1986”, Inside Higher Ed, August 4, 2021.
2 Michael Moody and Michael Pratt, “Tainted Money and Tainted Donors: A Growing Crisis?”Dorothy A. Johnson Center for Philanthropy (blog), December 22, 2020.
3 Drew Lindsay, “Donations in the Balance: Fundraising in the Age of Polarization”, The Chronicle of Philanthropy, January 25, 2022.
4 Patrick Rooney and Jon Bergdoll, “What Happens to Charitable Giving When the Economy Falters?” The Conversation, March 23, 2020.
5 Elizabeth McDonough, “Five Fundraising Trends to Capitalize on in 2022”, Candid (blog), January 11, 2022.
6 “Fidelity Charitable Study Shows Millennial Women Are Changing the Giving Landscape, Baby Boomer Women More Satisfied”, Fidelity Charitable, May 9, 2017.