Canadians may still be keening over the recent recession, but if a high level of dedication to fundraising is any indication that the economic slump is coming to an end, well then we’re off to a good start.
Perhaps nowhere is this dedication more apparent than in the health care sector, where the Association for Healthcare Philanthropy’s (AHP) FY 2012 Report on Giving Canada reveals that Canadian organizations raised $1.421 billion in 2012. According to the report, this was an increase of 4.9 per cent compared to the previous fiscal year; due in large part to the efforts of high-performing organizations.
So what distinguishes high-performing organizations from the rest of the pack?
“The extent of the investment in fundraising is much higher, with better investment in people leading to more balanced programs,” says Bill McGinly, President and CEO of AHP. He went on to add that high performing organizations are in a position to provide better compensation to fundraisers, resulting in less turnover.
The report reveals, among other things, that high performers are able to raise more of their total production from Corporate and Foundation Gifts as well as Major Gifts. “High performers typically have corporate sponsorship skills in-house,” says McGinly. “They use these skills to appeal to corporations and foundations.”
Fundraising efforts in the U.S.
Canadian health care organizations fared better than their southern counterparts over the same reporting period.
“Our Canadian donors have more confidence in their health care system,” says McGinly. He adds that “4.9 per cent is a healthy increase, all things considered. For the same year, the level of fundraising remained flat in the U.S.”
McGinly went on to site several reasons why the U.S. did not fare as well, including how the U.S. economy was hit much harder during the recession. In addition, recent health care reforms in the U.S. have left many with a negative impression of the overall system.
How to become a high performer?
McGinly says it’s all about taking a risk in making that initial investment, “If you focus just on cost, you lose sight of your responsibilities.” He adds that, “when people tell me they can’t afford to make an investment, my response to them is that they can’t afford not to.”
He pointed out the importance of dedicating resources to relationship building. While most high-performers can dedicate a team of full-time staff to direct fundraising (with even more involved indirectly), it’s a step in the right direction to focus one person exclusively on the all-important relationship management component.
McGinly leaves this thought with those looking to improve their fundraising efforts: “Take a risk. What’s the worst that can happen? Take just one small step towards strengthening your programs.”
Michelle Jondreau is a communications professional with an avid interest in all things HR. On top of that, she hails from the non-profit world and as such has a keen understanding of sector trends and issues. Follow her @majondreau.
