Amanda McLean explains why the time is right for fundraisers to galvanise and bring something new to the table
As fundraisers, we may be forgiven for entering 2011 with a degree of trepidation. Although other sectors may be starting to see a way through the recession, these remain challenging times for charities. However, many fundraisers can keep their heads held high. We are the crucial income source that ensures charities fulfill their duties to beneficiaries, so let’s embrace the opportunity for change that the new year presents.
At the end of last year we gathered the latest insights into the sector through our fourth piece of research on managing in a downturn, conducted with PricewaterhouseCoopers and Charity Finance Directors Group. The Comprehensive Spending Review has had a major part to play in the income that many charities might expect to receive in 2011 and we’re all aware of the public sector cuts. However, it seems that those fundraisers who see the recession as an opportunity to forge closer links with donors and push their needs higher up their charity’s agenda, will be most successful.
What steps should we all take to avoid facing further financial pressures or difficulties in the coming months? While our sector’s diversity means the impact of the economic situation varies from charity to charity, innovation and collaboration are recurring themes that can provide attractive returns. The opportunity for charities to work together on fundraising projects has never been greater. One of most simple, yet effective, examples of collaboration I have seen was when high-level supporters from one charity were invited to an event that was produced using specialist skills, resources and celebrity supporters from a completely different organisation. The result was an evening that generated significant sums for both charities which, on the face of it, had absolutely nothing in common.
Out with the old
Social networking, fundraising through newer technology, such as iPhone apps, and continuing to update and inspire existing donors using social media channels are all techniques that will become increasingly important. The new generation of givers that we are looking to target won’t necessarily be content with more traditional responses to their donations of time and money.
Let’s also consider the potential of fundraising as an exciting, fulfilling career choice for many professionals. On the one hand we hear press reports of many workers, including those in the public sector, being out of work. Yet on the other, sector commentators bemoan a lack of skilled fundraisers. With that in mind, we have launched the IoFAcademy, which will help to equip those looking to fundraise professionally with the right expertise, business skills and acumen.
In fact, there should be a greater natural fit between businesses and our sector. Charities should work harder to bring corporates to the table, whether this involves taking on staff with a commercial sector background, using the expertise of professionals from the business world as trustees, or considering secondments as a means of plugging skills gaps. It also makes sense for charities to pay attention to the corporate sector when soliciting donations and building relationships with potential supporters.
Fundraisers really do make the world a better place and if equipped with the right skills and market knowledge, our members have the potential to out-perform expectation to benefit those who most need our help. One question remains: are you up for the challenge?
Amanda McLean is chief executive at the Institute of Fundraising
This article first appeared in The Fundraiser, Issue 1, January 2011
