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Last week, one of my clients emailed me an
article released in March by the Association for Fundraising
Professionals. The article begins by stating, "Less than half of
charities raised more money in 2008 than in 2007, and
fundraising dropped significantly across the board." The rest of
the article
was equally discouraging. But as I am still hearing dread-and-fear questions, I have decided to address this topic again. This time, I'm coming out of the trenches to approach the topic from a higher level. Here are three points to consider. 1. Don't believe everything you read. Or look at this another way. If you ARE going to believe everything you read, at least be more particular about what you read. It's easy to become complacent or depressed if you fill your mind with negative news. A friend recently joked with me, "Do you know what CNN stands for?" she asked. "Constant Negative News." Instead, look for the success stories. Seek out the positive. Read those instead. Need some help? On February 15 while waiting for the barista to make my chai tea in Miami, I noticed the front page of the Miami Herald. The headline read: "When Leonard Abess Jr. sold his Miami bank, he gave away $60 MILLION - out of his own pocket -- to employees. A tale of loyalty repaid." This guy even tracked down former employees to present them with a check. Some received tens of thousands of dollars. Keep in mind that this story was in Miami, one of the cities hardest hit in the recession. When asked why he did it, he said he'd longed dreamed of a way to reward employees for helping him in his business. I bought that paper. It was the first time I'd purchased one in several years. Here's another gem: In 2008, the majority of the auctions our firm has conducted outperformed 2007 auction numbers. At this point in 2009, 50% of our auctions are outperforming 2008 auction numbers. Is this our luck, skill, hard work, or a combo of all three? 2. Their experience doesn't need to be your experience A few years ago, I participated in a weight reduction program. Part of that process was to share stories of day-to-day challenges. I remember feeling frustrated that one woman was able to follow the plan so easily, whereas I was struggling. After I'd had some time to reflect on this, I realized how ridiculous I was being. Her experience had nothing whatsoever to do with me. In time, I found a different program that resonated more clearly with me ... and I experienced the same success! I just needed to march to my own drum. People are different, just as organizations are different. You can buck conventional wisdom which suggests your fundraising year is going to tank. Your experience in fundraising can be entirely different from the non-profit operating down the street. Decide what type of year you want to have, and keep focused on that goal. Tell the unique story of your organization. Share your mission. Stay on course. Don't be sidetracked by others negativity. 3. Is it the economy, or your (lack of) efforts? Ouch! This can be a tough pill to swallow, but it's true. Sometimes it's easy to blame external forces for our problems, when the reality is we haven't put forth any effort. How many phone calls have you made to recruit volunteers? How regularly is your solicitations committee out looking for donors? How many new ideas have you vetted? How much are you investing in your auction to make it better? Year-after-year, some events do run like a well-oiled auction machine. That's great, but don't rest on your laurels! You might be surprised that the machine doesn't as effortlessly move this year. You might want to spend some additional care to ensure all runs smoothly. This is a good year to figure out budget priorities. Here are a few hints about what WON'T make you money. . A killer local band will not help you make more money. . Elaborate centerpieces will not help you make more money. . Beautiful decor will not help you make more money. . An expensive venue will not help make you more money. What will help you make more money? Investing in a well-rounded benefit auctioneer who is not only talented on stage, but can explain the psychological techniques behind the auction. Secure someone who can provide expertise on improving auction yields, advice on structuring a timeline which encourages guests to give, and ideas on how to inspire traditional non-givers into donating. The personality behind the podium will only take your auction so far ... it's the tools applied prior to the event which will ensure you are maxing out possible donations. (c) Sherry Truhlar, CMP, BAS For more complementary ideas focused on benefit auctions, sign-up for award-winning auctioneer Sherry Truhlar's eZine. As a FREE BONUS, you'll receive her Auction Item Guide listing over 100 top-selling items. The Guide is stuffed with ready-made ideas you can use in your own event. Sign up at http://www.RedAppleAuctions.com.
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