UPBEAT NEWS FOR DOWNBEAT TIMES:
WHAT YOU CAN DO NOW TO INCREASE REVENUE

1. Financial contributions.
2. In-kind contributions, because some businesses get a better tax break by donating materials than donating money.
3. Sponsorships, which enable businesses to tell the world that they are "good corporate citizens."
4. Matching gifts.
5. Cause-related marketing, which simply means: How can a business make money through its involvement with a nonprofit? For example, a car wash may advertise that, if someone washes his/her car at the car wash during the month of June, 10 percent of the car wash's revenue during that month will be donated to the Leukemia Society. The car wash owner's assumption is that linking up with the Leukemia Society will be both a good thing to do and a money-maker, because folks will feel they're doing good by having their cars washed at a business that emphasizes philanthropy.
6. Venture philanthropy. Younger philanthropists, particularly from the high tech industry, are interested in both donating money and being active with nonprofits to make them more competitive. This might include serving on the board, offering expert business advice, or assisting in a formal review of the organization's operations. See for example the Kirsch Foundation that lists a number of venture philanthropy's websites and articles.

*Direct mail: A successful campaign requires a list of likely donors; a compelling letter, return card and other enclosures; and smooth and reliable mechanics (i.e. - hiring a mailing house to send the letter on time). Board members can help by appending notes to letters sent to their friends and colleagues.
*Memberships: Technically, in a membership organization, the members elect the board of directors. Most nonprofits, however, use "membership" as a marketing device. That is, if someone becomes a "member" of a nonprofit (rather than simply a donor), he or she will receive certain "perks."
*Special events: Creative events can raise money and raise the profile of your organization. The most effective events are those that afford the opportunity for the organization's board president and/or executive director to address the audience. Luncheons, dinners and cocktail parties offer this opportunity. These are, however, the most labor-intensive kinds of events to plan and execute. See ZimNotes article Special Events: A Recipe for Success.
*Telephone solicitations: While frowned on by many, telephone solicitation does work. The trick is to make sure that the people making the calls know what they're talking about (and are committed to the organization), and the folks being called have an investment in the organization. For example, a K-8 private school might ask a group of current parents to call other parents, grandparents and alum families to ask for donations. The people calling care about the school, as do the people being called.
*Online solicitations: More and more people are spending their lives staring at computer screens, and this has a profound impact on philanthropy. Every nonprofit must build the capacity for folks to give via a "donate" page, and it is equally important to devise a strategy to drive people to the website through e-mail blasts, letters, press releases, and other promotional materials.
*Solicitation of major donors: A "major donor" means two things: someone who makes a donation significantly larger than the average individual gift to a particular nonprofit and someone who is solicited face to face. The most effective way to raise funds for a nonprofit is to sit across the table from someone who has a lot of money and ask for some. Sadly, most nonprofit board and staff members are terrified of face-to-face asking. No time like the present to look into this: every nonprofit organization has major gift potential, but too few are taking advantage of that potential. See former ZimNotes article Major Donors: Now More Than Ever.
*Planned gift solicitation: A "planned gift" is a gift for which plans are made now that will mature in the future. The most common kind of a planned gift is a bequest in a will. Every nonprofit should publish an online or hard-copy newsletter, and every edition of the newsletter should include a box that says: "When preparing your will, please consider a bequest to (name of organization)." This is a start, but the end game is to have a planned giving program that includes such things as charitable trusts, annuities and pooled income funds. See ZimNotes article "Get Wild With Planned Giving."

*Last but certainly not least are fee-generating activities: Many nonprofits supplement their philanthropic income with fee-generating efforts and have done so for years. Some, such as private schools, hospitals and performing arts organizations, secure the majority of their funding from such activities. Venture philanthropists (see above) like to give seed money for these types of activities. So don't sit around and moan; start planning today!