Why It’s Still a Great Time to be a Fundraiser

By Melanie J. Norton, CFRE, MBA
Founder and CEO
Norton Philanthropic Counsel

Strategy Will Always Drive Fundraising Success, Even After COVID-19

This decade started in a way no one would have imagined.  2020 was positioned to be a year where the opportunities for raising funds and donor commitments had arguably never been greater.

The stock market was strong, fundraising was at an all-time high, and donors were generally dialed into our missions and messages with their support.  Only the noise of the upcoming election threatened to muddy the waters and draw attention away.

As I’ve been saying for several years and in dozens of presentations, “it’s a good time to be a fundraiser.” 

Then the reality of a worldwide pandemic changed everything…

Or so it seemed.  COVID-19 threw our best-laid plans right out the door.  Our traditional modes of operations – the things that had worked for us for so many years – were suddenly upset, and this caused us to rethink our strategies and actions.

For organizations heavily focused on event fundraising and the necessity of “social closeness” to make ends meet, it was a very tough year.

Others were able to pivot more quickly, and some even realized that they could raise more.

Every cloud has a silver lining.

A return to fundraising normalcy?

We all turned the calendar to 2021 with high hopes for a sunnier forecast and a return to fundraising “normal.”  While it’s not clear when “normal” will return, it is likely that fundraising will never look exactly like it did before 2020.

 We’ve discovered, for instance, that it is possible to raise money virtually and from afar (albeit harder, I think).  We’ve also discovered that our “offices” can look a little different, might include a furry pet, and still allow us to be productive and get the job done.

I believe it’s STILL a good time to be a fundraiser.

2020 didn’t change everything

Relationships – the magic upon which fundraising success is built – will always be paramount.  And the need to embrace comprehensive, focused strategies for your fundraising efforts is perhaps more important now than ever before.

Many managers will be forced to adjust to our “new normal” with a backdrop of increasingly competitive donor interests, fewer program resources, and greater demands on time.

If you’re interested in my thoughts on the research, tools, and strategies that point to short- and long-term fundraising and fundraiser success, check out this webinar.

The concepts aren’t likely to be new, but the way in which they are presented will help organizations better understand the return on investment for their precious time and resources.  Get grounded in strong, research-based data and practical tips to help ensure your program has the strategic foundation and database tools needed for fundraising success.