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Electronic publishing
Corporate Profile
Article 1: Income Generation
for Non-Profit Organisations
Article 2: Is your Yellow Pages
advert earning its keep?
Article 3: Hints on how to edit
your own copy
Article 4: Stop the World...
I want to get off!
Article 5: What is a SWOT
Analysis?
Article 6: Uno Momento
(3 short articles)
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| Fundamental Principles: Income generation for non-profit organisations |
Let’s face reality...the general public aren’t likely to donate funds to an unknown cause or organisation – nor are they likely to continue to contribute unless they know how their donations are being spent. Non-profit organisations, just like their profit-making counterparts, need to have a planned an ongoing public relations program – if they are to continue to raise the funds they need to survive. And the creation of an environment, which is conducive to raising funds – should be recognised as the key objective for any non-profit organisation seeking to boost their coffers. There are many potential sources non-profit organisations can approach for funds. Consider any, or all of the following: THE CORPORATE SECTOR (for donations and sponsorships)... Large corporations generally have the budget, and are amenable to supporting the majority of 'worthwhile' causes. Funds can either be in the form of a gift i.e. donation, or via sponsorships. Corporations generally consider the latter, as an alternative to advertising. Do your homework and ensure, amongst other things, that the event you are seeking sponsorship for is in line with the corporate philosophy of the organisation you intend on approaching. Firstly, consider the relevance of the event that you wish to have sponsored – from the eyes of the organisation you are targeting. And secondly – whether or not your event has the potential to deliver 'value' for the amount you are requesting as an investment. The last point is the key to using sponsorship as a marketing tool – because at the end of the day, the organisation that is investing the dollars will be calculating whether or not the exposure from your activity or event will translate into dollar benefits. LOCAL and FEDERAL GOVERNMENT (for grants)... While this option can be a lengthy and time-consuming process, governments at both state and federal level do allocate funds to support non-profit organisations. Recognise there will be various administrative procedures your organisation will need to satisfy, and make sure that the government department you approach is relevant to your type of organisation. FOUNDATIONS and TRUSTS (for donations)... Various philanthropic organisations are another source of potential funding. It is important, as with all applications for financial assistance, to know what specific information is required. Contact the trust administrators for this information. LETTERBOX DROPPING and DIRECT MAIL (pamphlets)... The goal is to add new donors to your database – this is essential for the long-term growth of your organisation and coincidentally – income. With approximately one quarter(1) of an organisation's donors dropping out annually, it is worthwhile instigating a program to increase the donor base. This is followed up at a later stage through a direct mail campaign to donors who respond to the initial letterbox drop – think along the lines of 'new donor to solid supporter'. Of course, letterbox campaigns should complement your other fundraising activities. BEQUESTS... Don’t overlook these and other forms of delayed/deferred giving, as a potential source of funds. Excellent results can be achieved through well-planned and executed promotional and advertising campaigns. ORGANISING SPECIAL EVENTS... Gala occasions, dinners, and other events can attract people who may not otherwise be aware of your organisation. Costs can be offset by obtaining sponsorship and by organising other fund-raising activities during the event – such as raffles. A FINAL THOUGHT... Any fundraising program requires careful planning and consideration. And to the uninitiated/inexperienced – this can be a daunting and very costly exercise. With an increasing demand on the finite resources of non-profit organisations and fierce competition for the limited funds available externally, many non-profit organisations are turning to the services of fundraising specialists for skilled advice. Should you require information or advice with any facet of your fundraising needs remember that Par Excellence can assist. Interested in reading other PR and Marketing-type articles? Then click here to see our 'new' site, which reflects our changed name, and upgraded articles. P.S. Don't forget to bookmark us when you arrive, as this will be our primary site. 1 Derived from data accumulated by PaR Excellence |
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