One of the biggest reasons donors don’t give or don’t give a second time is because they were never asked to give-or to give again. That’s why “ask” is such a critical part of resource mobilization and fundraising.
All organizations require resources to flourish. Often, resource mobilization and fundraising are an organization’s most pressing concern in terms of their organizational success. Having the capacity to identify resources required as well as potential strategies to meet these needs is crucial for an organization’s sustainability.
As fundraisers, we often come across the term “resource mobilization”- although technical, it merely means mobilizing resources- and this doesn’t just mean money for an organization. Organizations also mobilize support from volunteers, material donation or other forms of in-kind contribution from the communities they operate in-collectively, all these is referred as “ resource mobilization”.
Therefore, resource mobilization is a process of raising different types of support for an organization. As said above, it can include both cash and in-kind support.
Forms of resource mobilization
Some forms of resource mobilization for fundraising include; submitting of proposals to donor agencies-this is the most conventional way of sourcing for support-fundraising events, donation boxes, collection of in-kind contribution, volunteer support-volunteers give their time and resources to support the organization whose causes they believe in-as well as generation of resources through income from business oriented projects and related investment.
Whereas, an organization’s fundraising strategy will consider the above, grants and contracts from donors and income generated through effective business plans to develop and launch new products and services may provide sufficient funds for some organizations, many others will require alternate sources of funds.
Fortunately, numerous resources are available to assist organizations with the process of fundraising so as to meet their organizations’ project, programs and or related activity funding. These resources are found easily-online, on paper, in associations and with colleagues. Many of these resources are free and can provide an ongoing community support globally including to nonprofit development in remote areas. For most of this, reasonable internet access is the road to self-education as a means to making effective asks.
Asking effectively
To make an effective ask, a fundraiser has to clearly establish the reason why a donor should give them and not any other organization-asking for funding isn’t enough. Organizations have to clearly illustrate how the “gift” will make a difference and the impact the project/program and/ or activity the grant will make, make the donors understand that the resources have meaning and great impact to the organization and the target audience. Such as the number of families that will be fed, the number of patients treated e.t.c.
Organizations have to focus on asks that: illustrate the problem to the potential donors, show how their giving will be part of a solution and are specific on the target audience and intended social impact.
Ask. Thank. Report. Repeat…That’s all. The formula is simple but “simple” doesn’t mean “easy”.