Money doesn’t grow on trees, but a diversified fundraising strategy can make it seem like it does

As we approach year end, our thoughts turn to annual appeals, holiday events, and whether or not we will meet our budget expectations. That makes this a good time to consider new fund-raising ideas for next year. And while money doesn’t grow on trees, a diversified fundraising strategy can help your reap greater rewards.

By Ben Delaney  © 2023 ImmersivEdge Advisors
AI Illustration by NightCafe.Studio

Just as you want an investment portfolio to be diversified, so should your organization’s funding sources be varied, and for the same reasons. Diversifying funding sources is a key strategy for nonprofit organizations, ensuring their financial health and sustainability.

The rationale behind diversification is multifaceted. First, it guards against overreliance on any single source, reducing vulnerability to fluctuations in donor behavior or economic conditions. This greatly improves the chance for long-term sustainability.

Second, it facilitates long-term planning and enables investment in the organization's mission, allowing nonprofits to focus on strategic goals rather than short-term financial concerns.

Third, diversification exposes the organization to more funders, and more opportunities. Feedback from funders often provides inspiration for new programs and new ways to increase the impact of the organization. Additionally, funders may introduce your organization to others in their networks, which may enable interesting new collaborations.

Finally, diversification enhances an organization's ability to scale its impact, reach a wider audience, and tackle complex social issues with the resources and stability required.

Let's delve deeper into this imperative and explore several potential sources of funding in greater detail. Consider which sources you are currently targeting, and which new funding sources may work for your organization.

High-Value and other Personal Donors

Individual donors are the lifeblood of nonprofit organizations. High-value personal donors, including major philanthropists, can be transformational for nonprofits, creating the financial structure that enables significant initiatives. However, these people are often difficult to reach, as they know they are popular targets for many organizations. They are worth the effort, and can be extremely helpful by providing introductions in their own networks.

But don’t disregard your other personal donors, who while contributing smaller amounts individually, form a consistent and dependable stream of support. As you build this base, some will become high-value donors, and many will become evangelists for your organization.

Potential:

• Flexibility: Personal donors typically provide unrestricted funds, allowing nonprofits to allocate resources where they are most needed.

• Relationship Building: Building strong connections with donors can lead to long-term, consistent support.

Challenges:

• Dependence: Relying too heavily on a few personal donors can create financial vulnerability if their support wanes.

• Donor Preferences: Personal donors may have specific preferences that influence the nonprofit's priorities.

Corporate Funding

Collaborating with corporations can bring both financial support and increased visibility. Businesses are increasingly seeking to align their brand with social responsibility, offering nonprofits funds through sponsorships, cause-marketing partnerships, and employee engagement initiatives. This benefits the corporations through tax breaks and great PR opportunities, as well as the opportunity to help the communities in which they do business. Corporate leaders can become valuable advocates, and often talk among themselves about the nonprofits they support. This networking can help your organization develop a broad network of corporate support including not just financial support, but also presentation opportunities at corporate events, volunteers and in-kind donations.

Potential:

• Financial Resources: Corporate partnerships can provide significant financial resources and in-kind support.

• Brand Exposure: Collaborating with corporations can boost the nonprofit's visibility and reach.

Challenges:

• Alignment Challenges: Ensuring alignment between the nonprofit's mission and the corporation's goals can be complex.

• Reputation Risks: Controversies or ethical issues associated with corporate partners can affect the nonprofit's image.

Government Grants

Government grants can be the bedrock of a nonprofit's funding strategy. Federal, state, and local grants offer stability and substantial funding opportunities. Diversifying across various government levels ensures that the organization remains resilient, even in the face of budget fluctuations and political changes.

However, government grants typically come with highly detailed grant applications, and extensive reporting requirements. In addition, especially in fee-for-service grants, payments may lag the provision of services significantly, creating cash-flow issues. When you prepare your government grant applications, look carefully at compliance costs, which may even include head-count increases for large or complex programs.

Potential:

• Reliability: Government grants offer a stable source of funding with predetermined timelines.

• Scope: Grants can support large-scale projects or initiatives, making them invaluable for impactful work.

Challenges:

• Bureaucracy: The application and reporting process can be cumbersome, time-consuming and costly. This compliance cost needs to be included in budgets for government grants.

• Politics: Government grants can be subject to political shifts and budget cuts, impacting funding levels and program viability.

Foundations

Foundations can provide unique opportunities for nonprofits to secure substantial grants to pursue specific objectives. By seeking out foundations that align with their mission, nonprofits can access significant financial support and benefit from the foundation's expertise, connections, and knowledge in their area of focus. Foundations vary greatly in size, from one-person shops distributing family money to large organizations with huge endowments. Many large corporations run foundations, as do many wealthy individuals and families.

Many foundations take an active role in your organization, helping by providing technical advice, introducing your organization to potential collaborators, assisting with the development of new programs and refining existing efforts. This can be a significant value add for many organizations.

Potential:

• Substantial Support: Foundations often provide substantial funding for specific projects.

• Expertise: Foundations can offer valuable guidance and expertise in the nonprofit's area of focus.

Challenges:

• High Competition: Many nonprofits vie for foundation grants, making it highly competitive.

• Restricted Funding: Foundations may have specific requirements and restrictions on how the funds are used.

• Barriers to entry: Some foundations can be hard to find. Many small family foundations do not have websites, and those that do often note that they accept applications “only by invitation.”

Social Enterprise

The nonprofit sector's equivalent of a self-sustaining business model, social enterprises, such as Fair Trade organizations, thrift shops, custodial services, or artisan cooperatives, enable nonprofits to generate revenue while furthering their mission. This diversification offers financial stability by reducing dependence on donations, allowing organizations to invest in their long-term goals without constantly worrying about fundraising.

However, like any business, running a social enterprise can be a complex endeavor. You may need to hire new staff with expertise in running the business. Startup costs can be significant: don’t expect a social enterprise to provide immediate cash flow, in fact the opposite is more often the case. But social enterprises can be grant funded, and often can become the basis for workforce development programs. And as long as the social enterprise is closely connected to the nonprofit’s mission, profits are not subject to income taxes. (Note: Payroll, sales, and other taxes are still payable, as they are for the other operations of your organization.)

Potential:

Sustainability: Social enterprises can provide a steady stream of unrestricted income, reducing dependence on donations.

Alignment with Mission: These ventures often directly align with the nonprofit's mission, adding impact and visibility, creating a win-win situation.

Funding: As part of a nonprofit organization, Social Enterprises can be funded by grants (instead of loans), and are often popular with donors due to the demonstration of self-sufficiency they provide.

Challenges:

Resource-Intensive: Establishing and running a social enterprise can be resource-intensive and may require specific expertise.

Market Risks: Success in the marketplace is not guaranteed, and some social enterprises may struggle to generate significant income, or even break even.

Events

Fundraising events can become pivotal occasions for nonprofits. Galas, charity runs, and crowdfunding campaigns not only raise funds but also foster a sense of community among supporters. Diversifying the event portfolio provides opportunities for engagement and connection with the organization's mission by more people and diverse communities. Special events designed for sub-sets of your supporters can become valuable cultivation opportunities for your development team.

Potential:

• Engagement: Fundraising events engage the community and build a sense of belonging among supporters.

• Diverse Revenue Streams: Events can generate revenue through ticket sales, sponsorships, and auctions.

Challenges:

• Resource-Intensive: Organizing events requires time, effort, and resources.

• Cash Flow: Events can be expensive, and your event plan must take all costs into account, while realistically projecting income. Sometimes it makes sense to run an event as a loss leader, but you always need to plan carefully and manage your budget with care, especially for first-time events.

• Market Saturation: In some regions or niches, there may be too many nonprofit events, leading to donor fatigue.

Nonprofit organizations need to diversify their funding sources not just as a matter of prudence but as a strategic imperative. By doing so, they ensure their resilience, financial stability, and ability to drive long-lasting positive change in the world. Not all of these options will work for every organization, but take a look at the options you have not yet employed, and see if they offer you some new opportunities to increase your revenue and sustainability.

And enjoy the harvest!