In recent weeks, I have spoken to over 30 foundations. They only have volunteers or a maximum of 2 FTEs in service. If they grow, they can help more people and roll out more projects. But how do you increase your support base? How do you get more donations? And more volunteers? In 2021, I founded Maxim Nyansa Foundation Sierra Leone with my husband, and within six months, we were able to carry out six projects. Based on my experience and discussions with many foundations, I have identified 3 reasons why your foundation is small. Based on my experience, I answer the question ‘Why are these foundations small?’ and I give suggestions on how to get out of your own ‘poverty trap’.
Reason 1: You’ve been doing the same thing for 10 (or 20) years.
Your foundation is good at what it does. Only you’ve been doing it for 10 or 20 years. You only address your own friends and family. Many foundations I speak to mainly reach the older generation. Not surprising when you consider that the average age of board members is very high. It’s time for a change!
This does not apply to starting foundations, of course. However, as a starting foundation, you have the challenge of creating a large support base. The following reasons do apply to you.
Reason 2: You don’t have clear storytelling.
You are good at what you do. But the way you tell your story doesn’t seem to appeal to people other than your own friends and family. Your storytelling starts with knowing the needs of the participants in your programs and your target group for donations and/or volunteer work.
If you feel connected to the participants and know what you are doing it for, you can start talking to individuals, companies and funds to help the participants. Your challenge is to find a match between the participants and givers.
Reason 3: You don’t dare to take risks.
Your foundation is missing the professionalization step. As soon as foundations start employing a few FTEs, you see them grow quickly. Funds are more inclined to give because they see that serious work is being done. Your impact grows and the benefits follow the costs.
The underlying reason why many foundations miss this step is because they are afraid to invest. Will I earn the money back? Can I invest with money that others have given? Do I dare to take that risk? It is good to consider what your goal is. Most foundations have a mission to help people. If you consider that you can help more people with an investment, it is not so strange anymore.
For larger foundations such as Natuurmonumenten, Maag Lever Darm Stichting, War Child Nederland, International Justice Mission, Kerk in Actie and World Vision, this is the most normal thing to do. They talk in terms of ‘roi’ and payback period. For telephone fundraising, for example, it is very good if you have earned back your investment within 6 to 12 months. The rest is ‘profit’. Do you also dare to invest in fundraising if you earn your money back within 6 to 12 months?
Read on below the photo how you can scale up to get out of the ‘poverty trap’.
How do you get out of your own ‘poverty trap’?
The short answer is: Dare to take action! It’s time for a change. If you continue as you were, you will continue to see the same results. You can go through the following steps to scale up your foundation and help more people.
SET UP YOUR FOUNDATION WELL TO BE ABLE TO SCALE UP
- Involve your (potential) participants in your foundation from the start. So you know what will work! And have a better story to tell.
- Know your (potential) donor, volunteer and funds! Who contributes to your foundation? What drives them? Where do their doubts lie? Get to know interested people.
- Match the needs of the participants with interested parties. For example, in a conversation with a donor, always bring up the problem, the urgency and your solution, and dare to ask for money.
Example of asking for money for War Child during a telephone conversation: “For €8 per month you help 1 child with psychosocial help for a year. For €16 2 children, for €24 3 children. What is possible for you?”
DARE TO INVEST AND SCALE UP
- Employ or hire people where possible. Professionalization and quality delivers results! Please note that you employ or hire people who understand foundations. Storytelling for a foundation is different than for a company, for example.
- Invest in your online visibility. Although face-to-face fundraising works well, the combination with online fundraising is crucial to remain future-oriented. Online you have the opportunity to share a lot of information inexpensively at a time when the visitor has time for it. In the mass of messages, it is important to stand out! Use your creativity!
How can I invest in my online visibility?
- Create a professional website. With good storytelling and an attractive design, where funds say ‘they do good work there!’. The importance of a first impression cannot be denied!
- Get in touch with your supporters on social media. Social media is ideal for interacting with your supporters. Share what you are doing, your vision, what impact you are making, and dare to ask for a (monthly) contribution.
- Make use of the 10,000 USD budget from Google Grants. With this budget you can advertise for free on Google. You can easily request this. You can read more about this in my article about Google Grants.
Want to know more? Send an email to laura@jouwdigitalethuis.nl or contact us via our contact page.
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Olivia Martin
