“My intention when it comes to the audience is for people who work in fundraising offices to know when they are not raising as much money as they could or should,” explained Rescigno, vice president of Rescigno Fundraising Professionals at Bridgeview (Illinois). “I am hopeful that by implementing certain changes, nonprofits will raise more money and have an even greater impact.”
A 2022 NonProfitPRO article cited a statistic from the National Center for Charitable Statistics: “About 30% of nonprofits cease to exist after 10 years.” There are many reasons for fundraising failures, but a major factor is lack of communication with donors. Rescigno identified some problems that began with global events such as the 2008-2009 recession and the COVID-19 pandemic in March 2020.
“When the recession hit, there were a lot of nonprofits that looked to cut their budgets, and the first thing they cut was how much they spent on fundraising,” he said. “So the more they cut, the less they got. This is because they didn’t communicate regularly with their donors. Nonprofits back then suffered a lot from doing that. When the pandemic hit, one of the first things we did was to emphasize to our nonprofit clients that the most important thing they could do was not to cut their budgets but to continue communicating with donors. This meant explaining how donor support was vital to continuing to meet needs that did not stop because there was a need. pandemic”.
Those who followed Rescigno’s advice to communicate with their donors did well in fundraising. Part of the communication is not just about updates but also about showing gratitude. Nonprofits that don’t consistently thank their donors in impactful ways may lose them. That also severely impacts building a strong donor base, where building relationships is the most important thing to ensure charities survive and continue their missions.
“There are organizations that decide that the only time they send something to their constituents is when they ask them for money,” he said. “And we strongly believe (we teach) that there should be a regular mix of communications for every request made. In other words, after receiving a gift, you should thank the giver and then report on the impact of the gift before asking again. “
Some solutions Rescigno advises include hiring experienced staff and investing in the right technology tools, implementing message segmentation to different donors, and having multichannel, integrated communication that includes social media and a proven method: direct mail.
Citing a Giving statistic USA“46% of consumers were more interested in direct mail now than before the pandemic, and a third spent more time reading it than before.”
“So-called experts have been predicting for 20 years that direct mail is dead,” he said. “It’s not dead; it’s just not the only way to communicate anymore. It’s the primary portal through which donors make their first donations. Direct mail is still the number one way people find new donors. That ranges from donors who start donating in 20 years to those who are 80.”
In Rescigno’s eyes, nonprofits should focus “on creating and building strong relationships with donors. That goes for donors who start by giving.” $25 to those who give once, two or three times a year. Because a nonprofit has fostered a relationship with a donor over the years, that person may be interested in leaving a legacy as a gift.”
“Fatal Flaws in Fundraising” is available on Amazon.
About the book:
In “Fatal Flaws in Fundraising,” the author Ron Rescigno delves into the intricate world of nonprofit fundraising, uncovering the widespread mistakes that prevent organizations from reaching their full revenue potential. Drawing from his extensive experience as a renowned fundraising expert, Ron offers invaluable insights and practical strategies to rectify these common mistakes.
With a deep understanding of the nuances of fundraising, Ron guides readers through the complexities of various initiatives, from annual fundraising campaigns to comprehensive capital campaigns. His experience extends beyond mere guidance as he actively engages with clients and provides personalized support in board training, coaching and mentoring.
Through insightful anecdotes and real-world examples, “Fatal Fundraising Flaws” equips nonprofit leaders with the tools they need to overcome obstacles and unlock their organizations’ full philanthropic potential. Whether you are a seasoned fundraiser or a newcomer to the field, Ron’s relatable voice and comprehensive approach make this book an indispensable resource for anyone looking to elevate their fundraising efforts and make a lasting impact in the sector. non profit. More information can be found in the book’s press kit.
Media contact
Maria LazzaraJJR Marketing, 630-400-3361, (email protected)https://jjrmarketing.com/
SOURCE JJR Marketing
