Are Traditional Fundraising Methods Still Relevant?

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​There has been a massive shift in the way we fundraise as new technology continues to take over. There are so many new tools and vehicles available to reach out to prospective and current donors that many fundraising professionals have thrown out the traditional ways of fundraising altogether. While keeping up with the new methods is important, not utilizing some of the “tried-and-true” methods can be a big mistake for your organization.
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So don’t leave donations on the table- find out which traditional fundraising methods are still effective today and which ones you can leave in the past.

Traditional Fundraising Methods
When we talk about traditional fundraising methods, it can sound like we are talking about antiquated ideas from 50+ years ago. In reality, with how fast technology has changed, when we say “traditional”- we are really only talking about 10-15 years ago.

Examples of traditional fundraising tactics include:

• Direct mail: Any kind of physical mailing (aka “snail mail”). Many direct mailings include organization information/update, a request for donation, and a small gift, like address labels or a branded item
• Events: This includes golf outings, galas, banquets, etc. (Most organizations still do at least one in-person fundraising event of some kind every year)
• Phone Solicitations: Any donation request done over the phone, ranging from one employee making calls to a large telemarketing campaign (So we can also stick telathons into this category)
• Face-to-Face Meetings: Meeting a current or prospective donor for coffee, or any other one-on-one or small group physical encounters 

Modern Fundraising Methods

• Online Fundraising: Social media, emails, and donations that come through your website, among other internet-based platforms
• Crowdfunding: A type of microfunding, this technique uses platforms like GoFundMe to raise a large number of small donations from individuals, mostly online
• Text/Mobile Donations: Supporters can donate to organizations directly from their smart phones through text messages and other mobile platforms

Which Methods are Still Effective?
Many of the traditional fundraising have higher costs than the modern fundraising techniques. But the most important aspect to look at with any fundraising method is ROI (return on investment). The higher costs may be worth it for the revenue they are bringing in. So before you jump completely on the modern fundraising bandwagon, take note that some traditional methods are still relevant today.

Direct mail can be a highly effective fundraising tool with a good return on investment. This method still tends to be a favorite amongst older generations, so depending on your donors, this is not a tool that your organization should abandon. Even though some believe this method has been replaced by email, statistics show that direct mail is still highly effective when paired with other modern fundraising tools (see more about that here).

Events, too, should not be easily disregarded. Although they can be high cost and demanding of time and effort, events help to create a culture for your organization and donors. Beyond the funds raised, a special event can increase community with your organization and its donors and board members- so keep that in mind before disregarding this fundraising method.

And let’s face it, face-to-face meetings should never be totally omitted from an organization’s fundraising strategy. Although more and more can be done online and through other technologies, meeting and being present with your donors is good stewardship and will create a better long-term bond between your donors and your organization.

So, Which Methods Should I Use? 
Good question. Here are the main takeaways:

1. The best case scenario for almost any organization is to use both traditional and modern fundraising methods in a complementary way. Engage your donors and prospects with multiple forms of communication and through a variety of channels.
2. Remember, fundraise to your audience; do not worry as much about the current trends or fads. If your donor base is older, stick to more traditional methods. If you donors are mostly younger, try to engage with them using modern fundraising techniques. Let your donors be your guide.
3. Keep looking at statistics and market research and do your own research to see which fundraising methods work best for your organization. Don't underestimate the "guess and check" method- be willing to try different methods and see which ones are the best for your donors and your organization. 

What traditional fundraising methods does your organization use? Or have you completely moved to modern fundraising techniques? Let us know what has and has not worked for your organization in the comments!