Fundraising: Stack the stats in your favor

By the time summer rolls around, reflecting on what happened last year may feel like cognitive whiplash. That's not the case, though, with the statistics from the annual Giving USA report that are released every June for the prior year.

You're likely aware that the recently released Giving USA report for 2023 reveals that while charitable giving in the U.S. increased to $557.16 billion, the increase failed to keep pace with inflation. When adjusted for inflation, total giving declined by 2.1 percent year-over-year. 

While the news is disappointing in some ways, it presents a terrific opportunity to communicate a positive set of messages to your donors. Here's an example of a four-point messaging platform that might be a fit for your outreach strategy: 

Acknowledge that fundraising has been tough for organizations across the board, and that's why you're so grateful for their continued support. Cite the Giving USA statistics to show donors that you're on top of the issues. (You can also reference another recent study showing that trust in nonprofits has increased!)
Let your donors know that the drop in giving is no match for the passion and commitment of your organization's staff and board to ensure that the mission stays strong through best-in-class fundraising and stewardship strategies.
Remind donors that it's been a great year so far for many stocks. Encourage your donors to review their portfolios to identify highly appreciated positions, and ask them to consider making a stock gift to your organization's endowment fund at the community foundation, avoiding capital gains tax in the process.
Suggest that your donors consider a planned gift to your endowment fund at the community foundation so that your organization is better prepared to weather the inevitable ups and downs of giving in the years ahead. Remember, a planned gift, such as a bequest or a beneficiary designation on an IRA, does not impact a donor's wallet today. 

This newsletter is provided for informational purposes only. It is not intended as legal, accounting, or financial planning advice.