- October 17, 2012 3:00 pm
- October 17, 2012 4:00 pm
We live in the midst of a “new normal.” The current, unprecedented global economic roller-coaster and political uncertainty impact personal philanthropy. This new normal has led to many donors’ anxiety about the future.
As a result, people are not making new, first time gifts and are cutting their giving to some of their former charities—if not eliminating them altogether. Then, where are you to find the donors and the money to achieve your goals?
Research shows that it requires 4.5 times the effort, staff, and dollars to acquire a new donor as it does to keep one. Yet some nonprofits seem to spend more time and energy pursuing a new giver than making the effort to keep the old friend happy and engaged.
We know that with proper planning you can retain your donors. It has been demonstrated that with effective development and stewardship, you can be certain of an enthusiastic donor base and high retention. If you follow systematic procedures, the annual fund program is virtually failsafe. Securing donors is obviously the first step. But then you must acknowledge promptly and effectively, show appreciation regularly and sincerely, and give priority to winning the donor’s heart and mind to the cause.
Following this plan will help to create a culture of giving at your organization.
- How to segment your donor database
- Engaging your board
- Create Gateway event to reengage with past donors
- How to follow-up to ensure a positive outcome
- Creating individualized “campaigns of One”
|David A. Mersky is the Founder and Managing Director of Mersky, Jaffe & Associates, a firm specializing in financial and human resource development solutions for nonprofits worldwide. Founded in 1991, Mersky, Jaffe & Associates has served cultural organizations, educational institutions, medical and health related enterprises, advocacy and social service organizations, and Jewish communal enterprises on a local, regional, national and international basis.
Dr. Mersky was the chief development officer for the Combined Jewish Philanthropies of Greater Boston—Boston’s Jewish Federation where he was responsible for planning and implementing all the fundraising and marketing of the nation’s sixth largest Jewish community. Prior to serving in Boston, he was the President of Ampal Securities Corporation, an investment-banking firm that raised capital in Europe as well as North and South America for private enterprise in Israel.
Mersky, who is a Reform rabbi, served on the national staff of the then Union of American Hebrew Congregations as the Reform movement’s chief development officer. He was responsible for all resource development and created the Conference of Presidents of Major Congregations.
Now a successful consultant to nonprofits and family-controlled enterprises, David is also a faculty member in the Graduate School at Brandeis University and is director of fundraising management at The Hornstein Program in Jewish Professional Leadership as well as Director of Education and Professional Development of the Fisher-Bernstein Institute for Jewish Philanthropy and Leadership at Brandeis. Formerly an adjunct professor in the Simmons College Graduate Program in Communications Management, where he taught strategic marketing planning, Mersky has been a member of the faculty of the Institute for Charitable Giving and a contributing writer to a number of publications, notably the New England Nonprofit Quarterly where he wrote a regular column on major gifts as “The Artful Solicitor.”
During his forty year career, he has trained thousands of professionals and volunteers who have raised hundreds of millions of dollars. In private business, he has counseled management on issues ranging from strategic marketing planning to sales force training and development. He advises families on the creative use of philanthropy for business and estate planning as well as transmitting enduring values from one generation to the next.
|At Mersky, Jaffe & Associates, we create the most effective resource development solutions for nonprofit organizations. Working faster, simpler and in partnership with our clients, we provide quality planning and fundraising consultation, executive recruitment, volunteer training and professional development services. In all our work, we strive to inform and inspire as well as empower people and organizations to be their best – both personally and professionally.
At Mersky, Jaffe & Associates, we:
•invest in the success of our clients;