Philanthropy can play a significant role in advancing your association’s vital mission. But how to leverage the generosity of dedicated members, industry partners, and others is often a mystery to association leaders.

Whether your association is a 501(c)(3) entity or you have a separate 501(c)(3), there are several “must dos” and “should dos” that will help build a strong base of support for your strategic goals.

The Case for Support

The case for support outlines the rationale and core messaging for your association's fundraising efforts. It answers the fundamental question for a potential donor:“Why should I give?”

An effective case for support contains:

• Mission and values
• Vision and goals
• Current and proposed program impact data
• Beneficiary testimonials and success stories

Volunteer Leadership

Your board members are respected individuals who can play significant roles in amplifying fundraising campaigns. They have both the extensive networks and the influence necessary to inspire people to support your association.

To provide fundraising momentum and credibility, the board should establish a culture of philanthropy, setting clear expectations for leading by personal philanthropic example and for engaging others in their sphere of influence to support the effort.

The Building Block: Annual Giving

An annual giving program serves as an entry point for donors who are interested in supporting the initiatives outlined in your case for support. An annual giving program engages all constituents to provide sustainable, renewable program revenue from year to year.

Key tips include:

• Leadership-level recognition programs for donors who give $1,000 or more annually, to engage the most committed and involved members of your community.
• Segmented appeals during the year, based on career stage, professional affinity/special interest, and past giving history.
• Challenge or matching gifts, which create urgency among prospective donors.
• Convenient “add on” giving options through the membership dues renewal and conference registration processes.
• Calendar-year alignment (regardless of your fiscal year) to “keep it simple” for donors.
• Making it easy to give by leveraging online and mobile platforms.

Prioritizing Major and Planned Gift Development

With a clear case for support, committed volunteers, and capable development staff, your association can create strong, lasting relationships with those who have the capacity to make transformational gifts, both in the near term and through their estate plan.

Regularly orient and enhance the skills of volunteer leaders through training and coaching on the top prospect development process:

Identification ➜ Cultivation ➜ Solicitation ➜ Stewardship ➜ (Repeat)

With proper guidance, any board member can be effective at most of these stages.

Branding Philanthropy

While it is easier if you have a separate foundation, making sure that every program or initiative supported by philanthropy is clearly labeled as such is a key step to helping potential donors connect the dots as to why they should give.

Marketing the fundraising effort in a variety of ways—with regular impact reports and beneficiary stories—prepares potential donors to take action when presented with subsequent invitations to give.

Channels include:

• Email Podium promotion at key association events
• Association and foundation websites
• The association’s member communications (with a clearly branded section) and/or a separate foundation e-newsletter
• The association’s annual meeting (and communications eading up to, during, and after the event)
• Social media posts
•  A digital annual report, showing what philanthropy has achieved and thanking the donors who made it possible

Saying Thank You

An effective, systemized program to thank and honor donors sets the stage for future support. Conversely, the lack of one will likely prevent it.

Ways of expressing appreciation include:

• Thank-you emails
• Handwritten notes
• Phone calls from board members
• Recognition in association publications
• Website spotlights
• Signage at events or meetings
• The annual report

Invest in Fundraising

To achieve fundraising success, you need one or more staff members who are dedicated to implementation and partnered with enthusiastic volunteers. Taking a “fundraising light” approach will generally yield limited results.

Other key cost areas include fundraising software, prospect research, cultivation activities, and marketing/communications. Many of these areas can be provided on an in-kind basis by the association to the foundation.