Back by popular demand - Holly Lillis, out of our new Sarasota, FL office, gives us part two of her post, Fundraising in a Small Town. The first part was one of our most popular posts in recent memory, so we decided not to wait too long before bringing you Part II!
Nonprofit development in a small town has remarkable advantages. The neighborly camaraderie, the often gentler pace, and yet the capacity to stay current with knowledge and trends are all part of the allure that keeps me in my hometown. Were it not for that mix of accessibility and charm, I would already have my bags packed and waiting for the next flight to New York City.
But we all know that clouds aren’t entirely composed of silver lining. Fundraising professionals in quieter areas don’t just spend their days whistling the Andy Griffith theme song. There are some definite obstacles that must be overcome if you want to succeed at fundraising, and there is also the occasional pitfall to beware of in the pursuit of inspiring philanthropy in your area. Though the challenges listed below are very real (and often the source of some very real headaches), there is a way to resolve or prevent each one of them.
1) Reputations last. We’ve all heard of the New York minute. It’s faster than a heartbeat and jam-packed with all the hectic happenings of a big city. In comparison, those of us in smaller towns know that we are more likely to measure time in something akin to New York Centuries. That is to say, little is lost in the hustle and bustle of a quieter locale. How can this be a problem? Well, collective memory is measured in the same amounts. So when your organization comes to the forefront of local news, everyone remembers why for a very long time.
This means that when your organization’s best laid plans go awry, your population of prospective donors is not going to forget about it anytime soon. Luckily, there are plenty of ways to resolve that situation before it even happens. Make sure your board members know that they are constant representatives of your organization. Word of mouth travels fast in a small town, so they need to avoid airing disputes from a board meeting with the general public. It’s also important to maintain a good working relationship with the media. This gives you a better chance to have your organization represented fairly in the midst of disaster or scandal.
Most of all, dealing appropriately with uncomfortable situations is the best way to stop a molehill from growing into a mountain. When a donor is unhappy with your organization for whatever reason, handle the situation with delicacy and diplomacy. A calm, honest and sensitive demeanor can unruffle even the prickliest donors before they decide to spread their discontent far and wide.
2) Smaller population, smaller local donor pool. This challenge is felt most keenly by nonprofits whose goal is very locally-oriented. After all, it can be difficult to generate global donations to an effort to improve a situation within your own community. Why should someone thousands of miles away donate to your cause when they will never see its impact?
Your first step is to broadcast your efforts as widely as possible. Next, it’s your responsibility to find the most creative, effective means possible to answer the aforementioned question. After all, what tugs at the human heart are sentiments felt throughout the world, and what tugs at our interest works in much the same way. Create a website, an innovative means of fundraising, and show people everywhere the benefits of giving to your organization.
Still, don’t discount the fact that your local community of prospective donors will always be a viable source of funds and engagement. Offer ways for neighbors to become involved with what you do, either through volunteering or updating them on your successes. Then hone your skills at prospect research. More likely than not, your area has fewer millionaires than in a metropolitan hotspot. So when you come across a wealthy resident that shows interest in your organization, you need to do your homework on their giving history and capacity before making the all-important ask.
3) Events must be geared accordingly. Events are a great way for your local population to become aware of your organization, have fun, and feel like they contributed to a worthy cause all at the same time. However, a smaller number of residents often translates into less diversity of demographics. So it’s important that your event is targeted to the likes and dislikes of your general community. Example? If your town is composed mostly of young families, you will get a better turnout for a carnival-themed festival held on the weekend than a wine-and-cheese gallery-opening benefit held during prime babysitting hours on a school night.
Depending on the makeup of your town, it may be more effective to hold either a come one, come all-style event for a low entry cost, or a more exclusive, elegant soiree for a higher ticket price. Either way, this is yet another example of when media can be your best friend. Announcements prior to your event, as well as photo coverage during it, will get those who didn’t attend to change their minds for the next year, and those who did attend will feel like they were part of something even more central to the community.
4) This town isn’t big enough for the two of us. It’s a phrase that immediately conjures the image of two larger than life cowboys having a showdown in a tiny pioneer town. In some cases, your small town simply can’t support donating to two separate organizations whose goals are too similar. This kind of situation brings all sorts of sticky challenges along with it, ranging from brand confusion to the never-flattering image of charitable organizations mired in a not-so-charitable competition. Collaboration is nearly always the solution in those moments.
Somewhere deep inside everyone echoes the question “Can’t we all just get along?”, and donating to a nonprofit is often a means for them to affirm that hope. When your community sees two charities working together toward the same goal, it not only reinforces your case for support, but fuels potential donors with the excitement that something bigger than any one group is happening.
Small towns don’t equal out to small potential for the nonprofits supported by them. Any city of any size will bring its own specific challenges, but they are far from insurmountable. With a keen eye out for these potential pitfalls, you are well on your way for success larger than any metropolis.
Thank you for the post! As someone who lived a an extremely small town (pop. 2,500), I was able to see first-hand your point about reputation. Not only do people remember what your organization has done and your board members, but staff as well. Small towns love to gossip! You want people to remember and talk about the good work you do, not what one of your staff or board members was doing last Friday night.
-Kristen
www.nonprofitsos.com
Posted by: Kristen | August 15, 2008 at 11:17 AM