Feature articles.
The Future of Fundraising: What to Watch For
In the years to come, charities will need to focus more than ever—not just in a fund-raising capacity—but as 'philanthropically-oriented entities,' with a more diverse donor population at the centre of their efforts. Our interviewees identified 10 key developments that Canadian fundraising organizations should bear in mind.
The need for a philanthropic organizational culture
In the future, nurturing and sustaining an organizational "culture of philanthropy" will be a prerequisite to fundraising success." As our organizations grow, true internal partnerships and the development of a philanthropic mindset will allow us to have more impact," commented Bill Bean, Executive Director, QEII Health Sciences Centre Foundation in Halifax.
Higher expectations for leaders— both volunteer and professional
As financial goals grew, the fundraising competence of organizational leaders and managers were considered first priority, with management and leadership skills given less emphasis. "Given the environment of the future, with more complex organizations to lead, effective management skills will be pivotal," noted Nicholas Offord, President, Mount Sinai Hospital Foundation.
Increased focus on ethics and governance
The intensified scrutiny that has led Canadian fundraisers to examine the ways in which they communicate with their constituents will continue to drive emphasis on good governance. Many of the professionals interviewed noted that good governance is at the root of ethics and accountability. Dale Godsoe, Vice President, External Relations, Dalhousie University noted, "Boards will need to be highly strategic in their approach, with less emphasis on 'quick fixes' and more emphasis on long term strategy." In addition, it will behoove boards to communicate their organizations' fundraising costs more directly and effectively.
The need for stability in the profession
The supply of experienced fundraisers in the Canadian marketplace has been far outstripped by demand in recent years. This shortage combined with a vast array of new opportunities for advancement has led to a degree of churn in the profession. Many observers believe that it will be critical to reverse this trend, in part by providing more effective professional development. "In order to stabilize the profession we must nurture and mentor growth in our professionals," said Monica Patten, President & CEO, Community Foundations of Canada.
A stronger voice for the nonprofit sector
Interviewees expect the sector's more prominent place in Canadian society to continue to grow. Government's participation in this growth by creating a conducive policy environment as well as by continuing to be a funding partner is seen to be critical. Others note that the sector has a role to play by continuing to build networking infrastructure and by forging innovative partnerships to rationalize and maximize organizational impact.
Generational shift
Just as Baby Boomers had an enormous impact on the trend toward the "donor as expert," the next cohort will bring its own paradigm, which is expected to have an impact both on how charities engage volunteers and secure donors. Donors and volunteers alike will have different expectations. We'll all have to be innovative in securing their support," said Myrna Fyfe, President, University Hospital Foundation in Edmonton.
Diversity
Recent census data underlined the increasing diversity of the Canadian population, a development that has already begun to have an impact on the nonprofit sector. "We may need to reach out to different cultures in distinct ways and with sensitivity," commented Paul Marcus, President and CEO, York University Foundation in Toronto. "The right approaches will be required to attract and engage a more diverse population of supporters, and to motivate donations."
New ways of giving
The emerging impact of donor-advised funds, philanthropic advising by financial institutions and venture philanthropy will continue to be a factor as donors seek new forms of involvement.
More, more, more!
If the past few years have taught fundraisers one lesson, it would be that despite economic circumstances and destabilizing events on the world stage, philanthropy still flourishes. The expectation of those interviewed is that giving in Canada will continue to grow, in part due to a new awareness of the impact that individual giving can have. "We'll see more charities competing for funds, more wealth generated, more options for giving and more dramatic gifts being made," said philanthropist James Pitblado.
Resilience among Canadians
Despite the reverberations of events such as the war on terrorism and SARS, Ketchum's National Advisory Board remains particularly optimistic about the resilience of the Canadian mindset. This sentiment was repeated by many of those interviewed by Ketchum, who are observing a genuine desire on the part of Canadians to invest in their communities. "Canadians are beginning to see that they have a hand in the creation of the future," said Michael Weil, Chief Executive Officer, YMCA of Canada. "We are beginning to see Canadians embrace that opportunity."
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