It is getting harder to raise money... It’s time to try a more commercial approach, particularly when speaking to CSR departments.
The other day I bumped into a very well-known charity fundraising director who surprised me when they announced that they were seriously looking for a job outside of fundraising. The explanation given was that it was getting more and more difficult to raise money.
This is right of course, it is difficult, and the problem is exacerbated by huge competition between charities to generate income from corporates, events, trusts and individual donors, which is taking place against the backdrop of austerity. No doubt they are also spending more money to stand still.
Perhaps something is to be learnt from CSR departments. Some of them are disenchanted with corporate fundraising, where the emphasis lies with big pitches and novelty ideas that don’t have much to do with charitable mission.
It is often very difficult for them to distinguish between proposals for Charity of the Year when all the combatants are basically adopting the same approach. It is time to show more imagination, courage and commercial savvy.