Here are practical tips on pitching donors and applying for grants in a pandemic
“Fundraising is a series of habits. It’s not something you can do occasionally,” says Bridget Gallagher. “It needs to be the first thing on your mind when you wake up and last thing when you go to bed to have any success.”
Takeaways
Reaching out to someone for help is not weakness. Changing mindset is crucial. You are giving donors an opportunity to be part of something that is making a difference.
With the pandemic, Bridget Gallagher says she’s seeing more donor fatigue earlier in the year than ever in her career.
Cold-calling is like a lottery and not a strategy. Use your networks to find potential donors.
Due to Covid, your pitch will mostly be a two-page organizational overview with supporting documents or a 5-slide pitch deck.
As an introduction to the donor, try to convey the urgency, relevance, and uniqueness of your work.
Make a plan to set yourself up to succeed.
Context
For the past two decades, Bridget Gallagher, founder of Gallagher Group has worked as a fundraiser helping profits and not-for-profit funds. Gallagher has worked with International Center for Journalists, Organized Crime and Corruption Reporting Team and U.S.-based news organizations.
The basic fundamentals of fundraising still remain the same during Covid and focus heavily on rigor, discipline and commitment to think about it every day. But the competition is fiercer as donors have less money, Gallagher says.
In a conversation with Global Investigative Journalists Network’s Caroline Jarboe, Gallagher offered some practical tips on how to hone your pitching strategies.
Fundamentals
People give to people they know. Don't be anxious about asking for money or fund-raising. People and firms are soliciting funds all the time.
People give because they are asked. It’s your job to go and make the case.
If you ask, you may get. No magic tricks in fundraising.
If you don’t ask, you won’t get. The best fundraising relationships are based on mutual benefit for donors and platforms.
“If you want advice, ask for money. If you want money, ask for advice.” — Bridget Gallagher
Best practices
Be in their inbox every 4-6 weeks even with something as standard as a newsletter and top it off with a personal note.
Make a case for donation and occupy headspace but with humility and tact as people are dealing with a lot during the pandemic.
Find email addresses for the most senior staffers who handle a specific portfolio or look for communications team leads.
Don’t doubt yourself. Journalists are first-responders, and quality news and information is needed.
Create a mechanism for tracking and prioritizing prospects using spreadsheets or calendar reminders.
Good journalism advances focus on gender equality, peace, security, and climate change. Hence, one way to pitch is to ask donors to support journalism that supports their core issues.
Email subject lines could mention the firm and include a call to action.
Engage donors in conversations on how to rebuild after the pandemic. Ask for their inputs and advice.
Understand the process
Spend more time listening than talking. This helps customize your responses and find what donors care about.
Impact, budget, donors, staff size. Get your credentials charted out.
Challenge and opportunities. What is this? Why is this? Break down the concept paper that will be part of a full proposal.
Urgency. Why now and why you? Answer the fundamental questions.
How will you address the problem? Respond to the opportunity? How will you know if you’re succeeding? Describe key metrics as part of a concept paper.
How does the donor benefit? Explain how donors can see themselves as a part of your organization.
Know your donors. Research due diligence, find out what makes them tick philanthropically.