Fundraising Success: Educate Your Donors

Author: Amy DeShane on 25 October 2011 | 0 Comments

Tags: breast cancer awareness, educate donors, fundraising

As you know, October is Breast Cancer Awareness month, and I'm sure you've seen some great awareness and fundraising campaigns related to the eradication of breast cancer. Everyone knows about the pink ribbon. In fact, 96 percent of people in a recent USA-Today/Gallup poll say Breast Cancer Awareness Month increases the visibility of the cause, and 84 percent of all Americans now “shop for a cure,” buying products associated with breast cancer organizations and research.

However, we’ve also seen some criticism from the media on how the money raised by breast cancer charities is spent, whether or not “awareness” is still an issue, that it draws attention away from other forms of cancer. Many critiques stem from the idea that simply going “pink” doesn’t mean that people are actually advocating for the cause at all.

Any kind of research dollars that come from these kinds of marketing efforts, however, do matter. This money raised continues to fuel new drug developments, studies and treatments that could save the lives of hundreds of men and women. Bridget Spence, an event fundraiser here at Event 360 who has been diagnosed with Stage IV breast cancer, has a strong opinion on the matter.

 

“I have been on dozens of drugs that are actively used to treat a plethora of solid tumor cancers like lung, prostate, pancreatic, GI, and liver. Dollars raised for cancer research - any kind of cancer research- are a good thing, period...Stop wasting your breath throwing stones at what is meant to be a positive effort, get off your soapbox, and start taking action for that cancer or cause that stirs your soul. People are dying while we debate the value of the color pink.”

This type of scrutiny is not limited to breast cancer charities. Virtually every nonprofit group faces judgment at some point, whether it comes from the media, the community or its own donors and volunteers. While it’s natural to react with a bevy of defenses on why your nonprofit is worthy of donations and respect, it’s more effective to proactively educate your constituents.

 

It’s true that simply being aware of an issue doesn’t mean you’ve made a commitment to the cause. But this is exactly why it’s so important for your organization to harness that awareness and support and turn it into action.

 

Explain to your donors and volunteers why the work you’re doing is important, and how their individual contribution makes a difference. Give them regular updates, and include specific examples of your mission in action along with any powerful statistics you have available.

 

If your donors and volunteers are well-informed, they can be your voice in the community. Rather than being turned off by external commentary, they will advocate for your cause and deflect criticism of your nonprofit.