Four helpful lessons I’ve learned about nonprofit fundraising and communications

March 24, 2011 · by ajlovesya · in

As some of you may know, my day job is in fundraising and marketing. I am regularly engaging a variety of people and making different “asks”: money, air time, in kind donations, volunteer support–you name it, I have had to ask for it and manage it :) While I am constantly learning and am excited by all of the movement both in my profession and my field (education), I’ve picked up some important lessons that are helping me grow professionally:

1. Don’t be afraid to ask: My concern was always “what if they say no?!” Well, if they say no, I still value the experience and keep in touch. Instead of looking at asking people for support as a sign of weakness or a burden, view it as one of many ways people want to contribute to the betterment of their communities. Your job is to make it easier for them and help them see the impact of their work.

2. Know what to ask for: You’ll also feel more confident about asking if you have done your homework. I usually think of three questions: What do you need? Be specific. No more mass “asks.” Who can help you? Narrow down your audience. Why would they/should they help you? Tailor your approach: how do they benefit?

3. Focus on building relationships: One strategy that has been successful when reaching out to reporters is to highlight an article they have written, why I find it compelling, and how my organization is doing similar work and so we should keep in touch. We’re not pitching a specific story, instead I’m finding common ground and gauging interest. This approach–focusing on the common ground–helps build trust, a crucial ingredient in any fundraising and marketing endeavors.

4. Connect regularly with your colleagues: I cannot stress how important it is to develop your network. It goes beyond “Oh, what if I need a job someday.” (networking has a dreadful reputation). Being able to share stories, resources, and ideas is incredibly valuable. Recently, I had a wonderful meet up with fellow young women in the education field. While we each work in charter schools, we have different roles at very different schools, which results in different lenses when examining challenges and opportunities. I have a richer understanding of my work because of those interactions.

In my short, sweet time in this field I have come away with a better understanding of relationships and the importance of support. If you are new to fundraising and communications, what lessons have you learned that are helping you become a stronger employee?

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