Five Fundraising Resolutions for the New Year
And so, a new year has ticked it's way into existence once more. As we look forward to the year ahead, there's no doubting we're all operating in a time of great uncertainty and challenge. Rather than become overwhelmed by the big picture however, the new year is actually an ideal time to take some swift and practical action to put you on the good foot for the year ahead.
Here's some suggestions to get the ball rollling...
1. Update Your Website
We're all working harder, longer and more effectively these days - what choice do we have? The same tasks need completing, even if it is with less resources and for more people than ever. And so, yes, inevitably a couple of less pressing items will inevitably slide in the process. But can you really afford your website to go any longer without being updated?
Remember, your website is often the very first glimpse of your organisation that a member of the public (and potential donor) may get. So, use that real estate to full effect by placing the latest campaign news and fundraising success stories front and centre on your website (and a donate button wouldn't go amiss either of course!) - and what better time to do this than at the start of a brand new year?!
2. Refresh your fundraising plan
While you're at it, why not take a fresh pair of eyes to your fundraising plan? Did it work for you in 2011? Was the plan as well structured and scheduled as it could have been? Did you achieve the income target you set yourself - and can that same target be equalled or surpassed for 2012? What is it about last year's plan that irks you and needs revising for the year ahead? Or, perhaps you don't yet have a plan in place?
Now is the time to sit down and consider the fundraising road ahead...
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3. Think about how you are marketing your cause / message.
While you're busy going about the heady business of revising and updating your fundraising plan, now is also an opportune time to take a gander at the marketing campaigns you devised to accompany and support your various fundraising campaigns in 2011. Did they achieve the goals that you set them? Did you fully utilise every aspect of your communication channels (email, website, social media, print media and perhaps advertising)? Did you meet all deadlines that you set yourself for each campaign? Did you reach your targets for driving traffic to your website and for generating 'likes' and followers on your Facebook page and Twitter account? And did you manage to get that minimum number of newspaper stories sorted in the end? If so, take a bow and step boldly into the new year.
If not however, then, like the rest of us, you might want to think about where these goals and targets fell down (too much to do? not enough people doing it? not enough technical expertise?), and consider how you might triumph over them in 2012.
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4. Engage more effectively with social media
We're all on Facebook and Twitter now, right? (Well, most of us anyway). And we're all eager to harness the power of these innovative technical loudspeakers to inspire and rally our supporters to action, as and when we need them.
That's all incredibly positive and long may it continue.
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5. Resolve to be more daring!
Finally, a simple suggestion here: be different in 2012. Where you had resounding success in 2011, follow that trail wherever it leads in this year and beyond. But, where the results were less fruitful in 2011, consider how you might do things differently in 2012. Shake it up and try new things out. If the success of your signature fundraiser event is declining year on year, think perhaps about changing your signature. If your website donate button doesn't generate any donations, take a look at the way it is laid out and the language that you employ. Yes, we're all operating in this mega recession - but there is still always action we can take to improve the situation as best we can.
The new year is a time for building on existing strengths and for finding new ones.
Carpe diem and Happy New Year.
