A little care and feeding

No one wants or needs me to describe how the economy has beaten the stuffing out of some charities’ revenue streams. Not being a novel topic of conversation any more, its just not that interesting.

But what is interesting is watching how grassroots fundraising is once again on the rise, thanks to technology and the “new connectedness.” In vast numbers, regular, ordinary everyday folk like you and I can make (modest) donations instantly, and reach out to our networks of friends to follow our lead.

Charities are scrambling to find a way to access these legions of friends and potential supporters in the wired world. The question is not, “can we?” but rather “how can we?”

There are lots of ways to attract financial support, and boost public awareness of a charity’s work, through social networking. The key? It all boils down to care and feeding (which is probably not what you want to hear if you are looking for a quick fix).

Regardless of whether you are looking for a quick fix or long term solutions, build some common sense principles into your stakeholder communications and you will inevitably yield increased financial returns in fundraising. Here are some things to keep in mind:

• Including people in a genuine two-way conversation about your organization’s worthwhile work is the most effective way to engage their long term (and financial) involvement;
• Donors want to hear from you more frequently than when its time to ask for another gift;
• Donors really never get tired of hearing you say “thank you” for their support (and advocacy);
• People want to know, specifically, how they can help. Large monetary contributions may not be what they have in mind;
• People expect to be able to tell you how, and through what channels, and with what information, you should communicate with them;
• You need to make that act of helping (giving, volunteering, advocating) a swift and simple process that provides them with instant gratification.
  

Keep those principles in mind as you move ahead in stakeholder engagement and you can’t lose.

Charity Co-ops?

In Ontario, the Youth Services Bureau of Ottawa provides a vast range of services to young people with the objective of helping youth move toward independence and self-sufficiency.

From a drop-in centre for street youth, emergency and transitional housing, and mental health services, through to long term housing and employment resources - YSB provides a continuum of services to young people in the Ottawa area to help and encourage them to become productive members of their community and attain their full personal potential.

But not all charitable organizations have the capacity - whether it be financial, physical or professional-skills related - to deliver such a broad range of services. What is often the case, is that one organization will provide emergency shelter, another will provide mental health services, and yet another will provide employment resources or job training. All are contributing vital ingredients for healthy, productive communities - and all are necessary.

But as a "client", who is helping to guide me to the many resources and through the full range of services I need so that I might achieve my own personal potential?

Is your charitable organization working co-operatively with others in order to ensure your "clients" are aware of, and have access to, the many resources available to help them move forward in life? Are you working co-operatively with other non-charitable organizations, such as business and government? Do you see these types of "partnerships" as being appealing and valuable to funders and grantors?

Collaborative partnerships and co-operative arrangements have benefits in addition to improving client service. These types of arrangements will often allow organizations to access resources, goods and services that may otherwise be out of financial reach. Most charitable organizations cannot afford to employ a full-time web development professional - but a job-sharing arrangement between several organizations can help provide a service that is quickly becoming essential for success.

Are you embracing partnerships, co-operatives, collaborations, and innovative solutions? Are you job-sharing, cost-sharing, or co-habitating? Have you formed partnerships/buying-groups with others to provide your organization with essential professional services, such as graphic design, website creation, IT support or event planning?