Photo by Ivan-balvan, courtesy iStockphoto
As federal funding is squeezed, many public health nonprofit organizations and schools are looking for other ways to manage budgets. Fundraising might be the path.
A new APHA Press series offers practical, real-world strategies for schools and organizations to equip officials with tools for successful fundraising. The first title, “Fundraising 101: Effective Strategies to Sustain Organizations,” is available now.
The book answers questions “for someone who's rising in leadership or just starting in a position and has never fundraised before,” Jessica Janssen Wolford, MBA, author and executive director of Academic Health Sciences at University of Nebraska Foundation, told The Nation's Health.
Public health advocates are passionate about their work, but translating that passion into fundraising can be a challenge. The fundraising guide works to change attitudes about fundraising and demystify strategies behind it, she said.
“It's taking that practical application and providing a roadmap for individuals to take their passion and put it into action, leading to funding and support,” Wolford, who is also editor of the fundraising series, said.
While there are some differences, fundraising strategies for nonprofits and schools have a lot of overlap on who they target, Wolford said. Both might approach individuals, private foundations, corporate partners and engage in event fundraising. A nonprofit calling on board members for donations and a public health school tapping into alumni are obvious avenues, she said. But a broader strategy can reap bigger benefits.
“I challenge schools of public health or individuals in the science space to think about where and why their work matters for industry, for the community,” Wolford said.
Broaching the money topic, though, can be hard for public health advocates.
Wolford said sitting down with potential donors needs to be approached as if meeting with a financial advisor or tax accountant: A discussion of money is expected to be on the table.
“Part of this process is getting comfortable and having everybody who's in the room know we're going to talk about money,” Wolford said. “It's not a surprise.”
Inviting someone to consider a gift to a nonprofit or school that could impact public health initiatives and change lives is a different approach than hemming and hawing about a donation number, Wolford said.
“This book also addresses and takes people through the language that we use to make that a more comfortable conversation,” she said.
But Wolford also warns of mission creep — of losing values and goals for dollar signs. She sees this most often in academia when officials focus on securing big donations and compromise programs to suit donors' expectations.
“Chasing money or trying to sculpt or change a program to fit what you think a funding partner wants — and which may not even be what they're directly saying they want — is always a mistake,” Wolford said. “Be who you are and be best at who you are. Don't try and change yourself for a funding partner.”
For more information on “A Practical Guide to Fundraising" series or to purchase “Fundraising 101,” visit www.aphabookstore.org. APHA members receive a discount on APHA Press purchases.
- Copyright The Nation’s Health, American Public Health Association
