How to Raise New Funds in 2020

This year is anything but traditional in terms of fundraising. All too often, it can feel like you are creating or changing another strategy to secure the lifeblood of nonprofits: unrestricted funds. But there is good news to raise your spirits as The Giving Institute releases their 2020 edition of Giving USA: The Annual Report on Philanthropy.

Last year, charitable giving in the United States surpassed previous records to reach $449 billion in reported contributions from individuals, foundations, corporations and charitable bequests. This is a 4.2% growth over 2018 (a year in which there was a negative growth).

And what’s even better news for the land trust community? Giving to environment and animal welfare nonprofits saw double-digit growth of 11.3% of total giving, accounting for more than $14.16 billion in gifts. So coming into 2020, charitable giving was reaching new heights. Donors are on your side.

And despite the upheavals the world has faced this year amid the COVID-19 pandemic, donors are still there for you.

As of May 7, U.S. giving toward the COVID-19 crisis surpassed an estimated $6 billion according to Candid. Recent surveys by Fidelity Charitable and Gallup both show that more than half of those who regularly give will maintain their giving in 2020, and both surveys show 25% of donors and funders will increase their giving this year.

During a period between April 20 and June 1, CCS Fundraising surveyed individuals form 1,183 nonprofit organizations across sectors to understand the immediate philanthropic impact of COVID-19. Within the environment sector, anticipated changes closely mirror the surveys conducted by Fidelity Charitable and Gallup: 27% of environmental nonprofits anticipate an increase in giving this year.

As we head into the end of year giving season, these truly are strong indications that donors will be there, ready to support your important mission.

Through it all, one thing remains the same: charitable giving is built upon relationships. How we approach these relationships may look different now, but your focus on the donor remains the same.

As you plan for the remainder of the year and into the next, here are ways you can succeed:

Focus on planned giving

Across the last five years, bequests and estate gifts have grown 3.9%. The current economic and health crises have created an exponential rise in estate planning. As the virus spread in March, there was a 143% increase in will planning according to Boston-based Gentreo. 

In 2019, bequests, retirement plans, insurance beneficiary policies and charitable trusts were the top four avenues donors used to make gifts to a nonprofit. If you do not already have information on your website or in your printed materials to educate donors about leaving a gift to your land trust, invest in those updates. Work with your staff to identify potential planned gift prospects and create a way forward. The Learning Center has resources available to better assist you.

Make your donation page mobile friendly

The percent of donors who give online continues to increase annually. Presently, 26% of all online gifts are coming through a mobile device (according to Blackbaud’s 2019 Charitable Giving Report). Do a quick check today to see how your donation form looks from a mobile phone. Does it inspire giving? Is there a clear ask? Can you simplify the form? These questions are far better asked today than in December.

Empowering your supporters to solicit friends

Peer-to-peer fundraising has seen an surge since the domestic onset of COVID-19. With limitations placed on social gatherings, many non-profit organizations have postponed their live fundraising events or pivoted to virtual events and peer-to-peer campaigns directed by volunteers. Moreover, some organizations have changed their programs to directly address the most urgent needs of their communities during the health crises to be as responsive as possible within their mission scope.

For virtual galas or do-it-yourself campaigns, consider removing minimum gift requirements and creating a pathway for more people to participate on a “give what you can” basis. This allows for the normally exorbitant expense of hosting a live event to be removed and for the focus to be centered solely on your organization’s mission and impact. It’s important to remember that many families continue to struggle financially, so if you can remove from your volunteer peer fundraisers the potentially awkward ask of support at a specific amount, you lower the risk of prospective donors not believing they have the capacity to participate this year.

Meet your donors online

Amidst social isolation, people are craving connection with others and using social media and video conference platforms more than ever to join with people and causes that are close to their hearts. As you leverage social media as a fundraising tool, it’s important to message regularly, concisely, clearly, effectively and truthfully to your digital audience. And don’t make your messages self-involved. Rather, pay close attention to your donors and beneficiaries in all communication by placing them as your highest messaging priorities. In the midst of a crisis, your supporters want to be updated often, even if it’s to assure them that nothing has changed, that you’re still carrying out your programs seamlessly and that their donations are making a big difference during these challenges times.

By thinking creatively now about your year-end efforts, you can find success in a year where success is essential.