I love this article by Paul Loeb in that he demonstrates, from his personal experience, the power of matching grants in a fundraising offer. Typically, matching grants come from corporations, foundations, governments and major donors. However, the Democratic National Committee “has invited ordinary citizens to make modest online pledges, to be redeemed when new donors contributed.” Ok, I’m not endorsing the DNC. But this issue of finding and offering matching donation opportunities to infuse our fundraising appeals is critical. And this approach is innovative. The article goes on to state that this matching offer appeal became the organizations most effective direct mail campaign in the past two years.
Yes, nonprofit organizations are still “prospecting” for new donors and that’s how large donor files are created. But the fact is, the face of fundraising is changing. Our donors are finding new donors. In turn, we’re rediscovering the “new truth” that fundraising by word-of-mouth is the most effective acquisition strategy we can employ.
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