Re-starting a campaign stuck in the mud: Part II of II

In my post last week I discussed three common problems that may cause your campaign to lose momentum: poor leadership, difficult timing, and donor fatigue.  While these are three of the most common problems your campaign may have to address, they are not the only stumbling blocks that may arise.  Three additional problems you could face during your campaign include: a weak case, a lack of volunteers, and poor public relations.  Know that early recognition is key to minimizing the effect any of these factors may pose.   

Weak Case
Your case is the backbone of your campaign and is the very reason for your fundraiser.  The case illustrates the campaign “story,” it provides the rationale for requests, it clearly defines where the funds are allotted, (i.e. the needs of the campaign), and it gets people enthused, involved, and motivated in your campaign.  A compelling case can make the difference in a campaign, and it is essential that your organization outline the most important needs.  Though you may have pressing needs, perhaps they are not as visible or noteworthy as some more cosmetic items.  If your campaign has already begun, and donor feedback indicates that individuals did not feel compelled to give as much to the needs outlined, you may want to consider redrafting your case.

Re-energizing your case may be a matter of identifying a few additional needs to include.  For a campaign seeking to raise general funds with no concrete items in the case, this can be a bit trickier.  In my experience, I have found that memorial opportunities can oftentimes rejuvenate a stalled campaign.  Memorial opportunities might also bring out a donor who might not have given as much, but who now wants to memorialize a family member or loved one.  Take the time to consider any potential opportunities, as they may be just what it will take to get your campaign moving again.

Lack of Volunteers
Having a strong volunteer base has obvious and significant advantages for any campaign.  If you lose a number of volunteers, or if you never had many to begin with, this can hinder your campaign’s progress.  At the outset, volunteers may be plentiful, as they are feeling the initial excitement of every campaign’s inauguration.  However, as time and other commitments arise, they may become less and less active with your organization.  Don’t let this stop you! 

A dwindling volunteer base is not necessarily a bad thing.  Donors and prospects can certainly be approached to give their time as well as their money.  When requesting a gift from a potential donor, be sure to mention that there are several volunteer opportunities for them if they are interested.  The advantage of working with a volunteer who has contributed is that they are already invested in the success of the campaign.  They believe in the cause enough to donate their funds; therefore they should also be approached for their time and energy.

Poor Public Relations
Perhaps it is a scandal or a negative article in the news regarding your organization or the cause which your campaign is supporting.  Maybe your organization has not publicly promoted your fundraising efforts and the reason for raising money is not widely known. While these factors may initially hinder your organization from breaking into the market, don’t let it distract you or your volunteers from the message and overall cause.  Regardless of the situation, whether it is bad press or a lack of public knowledge of your cause, if the needs outlined in the case are unrelated, make sure to keep your message focused on the specific needs.   This point can apply to almost any wrinkle in your campaign.  Be sure to always stay on message and speak positively of the good work that will be done with a donor’s gift.  Don’t let any negativity infect your organization or campaign, as that will certainly quell any momentum that was building internally.

John Carey is an Associate Director in the Fundraising Divison of Changing Our World, Inc. He can be reached at jcarey@changingourworld.com.