Creative Fundraising in Today’s Economy
By: Krystal Weaver

Today's economy doesn't mean that people don't want to support great causes. It does mean, however, that people are looking to get the very most out of every dollar. They want to be sure that what they donate is going to make a difference. How do you balance people's need to be frugal with your school's needs?  The answer is a recipe that calls for creativity, transparency, and a call to action.

Call to Action
Even those who have been staunch supporters for years may hesitate before writing their regular checks. After all, they're worried about their retirements, their kids' college, and maybe just the idea of adding to their nest eggs now that they've seen what the economy can do. You may need to make a point to remind your regular supporters of your need. 

Communication between you and donors is extremely important. Whether you send a quarterly newsletter, a weekly e-mail update, or even the occasional thank-you phone call, keeping in contact is essential. In these communications, don't be afraid to come right out and explain that you need help more than ever.

 You can potentially augment this call to action by offering supporters the opportunity to contribute via credit or debit card. While this method is sometimes overlooked, it actually offers several benefits. For example, donors are able to respond to your call to action immediately, simply by making a quick donation through your website. Electronic payments also allow for the possibility of automated recurring gifts. Donors simply set up an amount and frequency, and the donations are automatically deducted from their accounts and are never missed or forgotten.

Transparency
The term "transparency" has been applied to the government a lot lately, but it's nothing new for others. While many corporations make it as difficult as possible to decipher their finances, Christian schools are busy justifying the expenditure of every penny.

This can be a real blessing in the current economic atmosphere. Donors, volunteers, and clients are all able to see that you are acting as a good steward for the funds and man-hours contributed to your cause. You have the ability to leverage your transparency even further, though.

As times have gotten tougher, your school has likely tightened its own belt.  Perhaps you've cut programs that weren't performing up to expectations. Maybe you've implemented a raise and/or hiring freeze. Hopefully, you've succeeded in finding new, innovative ways to make every dollar go just a bit further than it did a few years ago. If so, then these are the things that are going to make an impression on your supporters. If they recognize that you are adjusting and being as frugal as possible, they will not only identify, but their respect and esteem for you will grow.  This aspect of transparency gives them the opportunity to justify their support of your projects and programs.

If you follow the example above and choose to accept credit and debit card donations, you might even go so far as to ask donors to change to EFT. Some will choose not to, but others will see how you are attempting to make every penny count and will make a conscious choice to give just a bit more.

Creativity
While making a call to action and practicing transparency are both practical ways to protect and possibly increase donations during difficult economic times, there's something to be said for simply showing your supporters a good time. Money is tight for them, just like it is for you, so it's important to come up with creative ways to collect the funds you need to run your programs. There's no doubt that fundraising events are time-consuming and take up a lot of your resources, whether in the form of the budget or in staff time and energy. Fundraisers that take fewer resources obviously have the potential for a higher return on investment. 

Conducting an online fundraiser may be one way to circumvent some of the costs associated with planning and producing an event. We're a very web-savvy society, and the idea of an online store may just spark the interest of your supporters. You can use your site to provide unique products with sales benefiting various programs. Choose a credit card processor that supports your vision, and you will likely pay less in fees, too. Your donors don't even have to leave home to get involved, and you don't have to go to the trouble of renting a venue, coordinating food and drinks, cleaning up, etc.

Another way to leverage your supporters' preference for online shopping is to set up an online "shopping mall." Rather than only being able to choose from predetermined products on your school's site, shoppers can browse through any number of different stores and buy just what they want. The only difference between this and the typical online shopping experience is that a portion of their purchase price is donated back to your organization.

You also don't want to overlook the simple power of adding a donation button to your website.  Without the need to fill out and mail in a check, donors are often more likely to just make a donation on the spot. Not coincidentally, credit and debit card donations tend to be larger amounts than those given through cash or checks. 

Of course, there's something to be said for the in-person, live fundraising event. As families' budgets get tighter, they allocate less money for everything. That means less for charity and less for entertainment. By creating an event that allows them a fun night out in addition to supporting a great cause, you can help them get the very most from both of these budget items. 

Krystal Weaver is with The CashLINQ Group, a merchant services provider, www.thecashlinqgroup.com.