Fundraising Ladder of Effectiveness

by William J. Moran, J.D., M.S.Ed.

What are the most productive ways to raise funds for your nonprofit?  Today, the fundraising landscape is in transition.  Are emails more effective than direct mail?  Many people do not open either.  What about social media?  What about texting?  The verdict is out on these new fundraising methods.  We will know more in a few years after we have a base of experience.

However, we do know some things.  We know that a face to face personal visit beats “hands down” any other form of communication.  We know that a “multi-channel” approach such as a telephone call followed up with a letter (or email or texting) is more effective than either a phone call or letter alone.  We know that a friend approaching a friend (peer to peer) is the best way to solicit.  So in many ways the time tested fundraising principles still hold true.

Following is a “ladder” listing fundraising methods from most effective to least effective:

1. Personal visit
2. Telephone from peer followed by personal letter (or e-mail or text message)
3. Phonathon
4. Personal letter (or e-mail or text message)
5. House List – (mailing or emailing) to current supporters
6. Benefit (Some special events can be effective although often they are better at “friend raising” than fund raising)
7. Door to Door – cold calls
8. Mailing from cold list
9. Traditional advertising media

Bill Moran, The Moran Company, specializes in nonprofit executive searches
for executive directors, fundraising staff and other top nonprofit leadership.
www.morancompany.com

© 2008 The Moran Company
“We find great nonprofit executives”