Create a culture of giving


There is nothing worse than walking into an organisation as their newly appointed fundraiser and realising that EVERYONE thinks your job is a nuisance! People don’t understand why you can’t get on with it over in your fundraising corner and they don’t see why they need to provide you with information about current projects or outcomes. When there is no culture of giving, there is poor fundraising and often low-morale.

By all means, you can try and get on with it flying solo as much as you can, and you may even get a few small wins that might catch some brief attention, but if you do not create a culture of giving and an understanding of why fundraising is important you are going to struggle.

Step 1. Everyone in your organisation should be funding aware.

Everyone should know what the current fundraising projects are and they should all understand the need behind raising funds for these things. (For example, if you have a service helpline and it doesn’t have enough funding for the year, all staff should know that unless funding is secured the helpline will close and beneficiaries will lose out.)  By asking for positive outcome stories and for stats on numbers of calls, you are not being a pest; you are ensuring you have a really strong case for support and improving the potential outcome of your fundraising efforts. Make sure staff know this and understand why you are asking them for things and your life should be a little easier!

Step 2. Get other members of staff on board

Getting other members of staff on board can be a struggle and if there is real resistance to fundraising, training is key. Sometimes staff are simply unaware of the financial need for fundraising and the reality if funding is not secured. Many staff working in non-profits care very deeply about the cause and would hate to see it suffer. Therefore, educating staff on how fundraising can make a difference, advising them on your aims for the coming year and what you expect from them in advance will make a big difference. Busy staff don’t like to be bombarded by unexpected work but if they know in advance and understand why you need it and what you hope to achieve, they are likely to be much warmer to you and your fundraising efforts.

Step 3. Keep them updated!

Keeping everyone in the loop on how things are going and praising those who’ve been helpful in achieving certain outcomes will keep people interested and energised. Feeling like part of the solution for an organisation that needs funding will really help staff take ownership and even be proactive around the things you are hoping to do. After a while, they might start coming to you with great stories they’ve heard or reports on how your organisation is making a difference. Feeling valued and appreciated will really encourage other staff to want to help you! Keeping staff updated can be really simple – it doesn’t have to be complicated! An email to all staff every few weeks with information and an update is enough and then a 10 minute cake break all together to report something really fantastic!

Following these three steps will help you create a culture of giving and funding awareness in your organisation, bringing people on board to your aims and overall benefitting your cause!

Have you had any experience in creating a culture of giving? Or is your organisation already great at this? Have you got any other tips on creating a culture of giving? I’d love to hear from you so please do comment and share!

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