I am participating on this month’s Giving Carnival hosted by Gayle Roberts. The topic this month is “Predicting the Future of Fundraising”. Not so long ago, I was a fundraiser for a nonprofit, so this topic is near and dear to my heart.
If current trends continue, by 2017:
1) The only role of an executive director will be to raise the money needed to keep the doors of their respective nonprofit open. Gone will be the days of executive director as the nonprofits’ strategic visionary. Exponential growth in the number of nonprofits and slow growth in foundation and individual giving makes fundraising an (even more) time consuming task.
2) The 990 will be the main analytical tool used to select a nonprofit to fund. Increased governmental oversight makes the 990 a cumbersome tool for nonprofits (especially small ones) but gives donors and foundations a “magic effectiveness” number made up of overhead rate calculations, program expenses, and the executive director’s salary. This number is manipulated by savvy nonprofits and misunderstood by smaller nonprofits. Instead of relying on their intuition and common sense, funding decisions are now made by cold hard calculations.
3) Each nonprofit will consist of a wide variety of short-term programs that are developed to meet donor specifications. Online marketing will allow nonprofits to create very specific fundraising pitches to donors but they will become the victim of their own success, as donors want nonprofit programming tailored to their specific interests.
It feels a little bit “Wonderful Life” but I will say it anyway, fundraisers this doesn’t have to be your future. Spend time learning how to communicate your organization’s specific value to the nonprofit marketplace. What do you do better than anyone else? If you can learn how to do this effectively then the money will follow. If this is an impossibly hard assignment, then maybe you work for an organization that isn’t adding a significant value to the sector and competition may cause you to close. Develop programs that meet community needs and put an internal evaluation system in place to make sure that they are effective. Donors want to fund high quality programs that meet community needs. By developing your own internal evaluation systems, you have the information that you need to make the case that you are an important part of the sector.
10 years is not so far away, so think about what you can be doing today to improve the future of nonprofits.