| Raising money from the general community can | | | | exactly as you can. An animal shelter may identify its |
| seem like the logical thing to do for many small | | | | target audience as pet owners, veterinarians, and |
| nonprofits, but where do you start? | | | | people who care about animal welfare issues. |
| If most of your revenue comes from a single grant | | | | 2. Next, decide on the key messages you want |
| or funding source, I think the smartest thing you can | | | | these folks to hear from you. This will be important in |
| do is to diversify your revenue streams. Ideally, you | | | | drawing new donors to you. An example of a key |
| want funding coming into your organization from a | | | | message from a food bank is "We won't let our |
| variety of sources. Community support, particularly | | | | neighbors go hungry." |
| from individual donors, is one of the most stable | | | | 3. Develop a strategy for communicating with your |
| funding sources you can develop. | | | | target audience. Will you send direct mail? Connect |
| There are three basic steps to starting this kind of | | | | through the internet? Get clear about your plans and |
| fundraising effort. | | | | lay them out in as much detail as possible. This will |
| 1. First decide who your target audience is. You won't | | | | help you get the greatest benefit as you begin |
| get the entire community to support you (some | | | | working your plan. |
| people don't support charity and some who do | | | | If you create a timeline and some realistic, |
| already have their favorite causes and just won't | | | | measurable goals, you'll be well on your way to |
| support yours). Identify this group as clearly and | | | | getting the support you want. |