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Finding Needles in Haystacks
Donors, supplicants share stage to discuss non-profit fundraising in the new economy
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Business New Haven
4/16/2001
By: Linda Mele
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Most company field multiple requests each year asking for money, services, time or products. Most are for worthy causes, but accommodating every request is impossible.
As part of its “Healthy Communities 2001” initiative, Anthem Blue Cross & Blue Shield recently held a forum attended by more than 100 representatives from non-profit organizations and area businesses. The subject was how to forge effective partnerships in order to raise the millions of dollars needed each year by the state's non-profit sector.
The panel, led by BC/BS Regional Public Relations Manager Carol Pompano, included Lucy Sirico, development officer for the Saint Raphael Foundation; Hart Caparulo, president and chief professional officer for the United Way of Greater New Haven; Mitchell Etess, executive vice president for the Mohegan Sun; Chris Reynolds, director of external affairs for SNET; and Elizabeth Gambardella, executive director of the Farnham Neighborhood House.
Gambardella said forming strategic alliances with a variety of businesses in the community is critical and success in the new economy will depend on an organization's ability to change and adapt to those changes.
These alliances should not be regarded “as one-shot deals,” Gambardella said, “because forging them is a process not just an event.”
In addition to forging such alliances, organizations must use an array of ways to raise money, including direct solicitations, barter, resource pooling, volunteer recruitment, grants and special events, according to Gambardella.
Etess said the biggest mistake most organizations make is not doing sufficient homework. “A letter addressed to 'Dear Friend' probably won't get the same treatment as one directed to a real person,” he said.
Because the Mohegan Sun was interested in supporting the community, it formed a committee that meets monthly to deal with as many as 100 requests it receives over the same period.
Like many companies, Etess said Mohegan Sun will not give to United Way organizations because it supports them separately. “We also don't give to animal organizations, sporting events, building funds or beauty pageants,” he added, “and we give no more than $15,000 to any one organization in one year.”
Etess and others said that how professional looking the marketing materials is also important.
“Something that looks too professional might raise questions about an organization's priorities,” he explained, “and an 18-page request is unnecessary.”
Sirico, with 23 years of experience raising funds - she's the brains behind the successful annual UI Fantasy of Lights that benefits Easter Seals/Goodwill Industries and the American Cancer Society's spring daffodil sale - said that since special events generally take time and effort to organize, getting a multi-year commitment from a sponsor is key.
“It's also a small world,” Sirico said, “so building relationships is very important.”
Also critical is how an organization promotes and publicizes special events and how it recruits, trains and utilizes volunteers. “You have to look at every publicity venue, including Web sites,” Sirico said.
Since Mohegan Sun and SNET don't target children in their marketing efforts, events that focus on juvenile participation probably won't get more than a cursory review, but partnering with other companies to sponsor events will get a second glance.
Etess and Reynolds said that if an event or program doesn't quite fit their companies' requirements for support, requests might fit into their marketing strategies.
Timing is also important, according to the area's largest companies. All say that finding out when a company decides who will get its donation dollars can make a big difference.
“To lock in our support for large events or those that may become part of our marketing, you should probably get to us at least 18 months in advance,” Etess said. “The earlier, the better.”
Said the United Way's Caparulo, “You can't ignore the number of non-profits in the state, and the scope of need far exceeds the available money.”
Still, it's not always about money, Pompano said. Sometimes organizations can be helped by an increase in volunteers or in-kind services.
“Marketing and fundraising strategies must change with the times,” Caparulo said. “We must adapt and work together even if there is no money involved.”
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