AAW Focus on Fundraising in 2023 - Opportunities in Interesting Times (Part 1)

10th January 2023 by Imogen Ward

For some time now we seem to have been living by the fabled Chinese saying/curse of “May you live in interesting times.” Or as a friend put it recently – “I don’t want to live through history anymore: I just want to live.”

So, as we turn the page on 2022 and look blankly at the months ahead, are there really any opportunities out there for 2023? Is this the year when we can finally plough away, produce something pretty good and not have it completely wiped away by a plague or a war or a political implosion?

Because there are opportunities out there my friend. In fact, there are SO MANY that this is a two part blog.

So let’s make a start….

Opportunity 1: Engaging all Communities

Early on in 2022,  I was delighted to host a panel focused around the area of Faith in Fundraising exploring what modern Britain really looks like and how we as fundraisers can engage better.   Folks this was ALL OPPORTUNITY because there are very few not for profits out there really grasping something that is literally on our  doorsteps. Think your average Christian Brit is central casting Songs of Praise circa 1986? Think again. The biggest growing area of worship is in the cities. This is where you will see young people, often with African heritage at Pentecostal churches or young people from Eastern Europe attending Sunday mass in a country that they now consider their home.

Think that deciding in January that you should try and ‘do something for Ramadan’ with a plan to chuck out some Facebook ads in March with something vaguely Islamic on a landing page? NO. Actually take the time and resource to really understand and engage with your audiences that are from Islamic communities and then coming up with a proper strategy and plan? YES.

Faith and identity are complex areas and if I am honest, I think a lot of organisations rule out any engagement for fear of offence.  I get it. But talking to other human beings isn’t rocket science. We know this.  And really it starts from just being curious, respectful, and relevant. Go on. Make 2023 the year that you will try.

Opportunity 2: Making Recruitment Human

So if I had a pound for every Director of Fundraiser that sat in front of me in 2022 with head in hands, silently rocking and whimpering ‘Find me anyone, anyone… PLEASE’ Well. That gas bill would be paid for a start.  But the fact is, if recruitment agencies are telling you that you can fill all those unfillable roles without YOU putting in some effort… then I am afraid you will be very disappointed. C’mon you all know how tough it is out there and agencies can really help here, but it has to work as a partnership not some transactional, crap Alan Sugar imitation of “I am the boss. You deliver, I pay.”

So, boss. Tell me. Are you still insisting on direct sector experience and some sort of magical linear career in fundraising? Oh and a degree. Are you just chucking over a job description largely unchanged from version 5/draft/HR VERSION/2015 that you found on the drive? Is diversity of shortlist even mentioned?  Ruled out doing that quick, cheeky but oh so human piece to camera on LinkedIn selling you and your organisation because you’re too busy? Rejected the idea of perhaps pre sharing with candidates areas that you would like to explore at interview so that you can get the absolute best out of individuals on the day? Working with the agency on a communication plan to candidates beforehand, during and afterwards so individuals are informed at every stage? Nah.

Be prepared to remain with head in hands throughout 2023.

Opportunity 3: Putting Individuals at the Heart

Love them or loathe them but you have to admit that an organisation like Amazon is pretty into YOU as the customer. Using all the data they can possibly glean about you, they send you products and take you on journeys that largely suit your own materialistic desires.

Sadly, most not-for-profits seem to think that showing any interest in an individual supporter’s passions and desires to, you know, make the world better is below them. I mean how could they possibly have the time? They have silos to hammer away at, internal hierarches to nurture, clever ruses against colleagues to plot.  And anyway. Isn’t that new CRM going to sort this all out? 

Please God, let 2023 be the year when organisations actually start to think about how data can inform decision-making and actually spend some time thinking about their supporters as individuals. Not just segments. Not just numbers that are locked in the individual giving room or a service user room or the volunteer room.  But as warmly welcomed house guests that may like a bit of a wander.  Please God, let 2023 be the year when you set your supporters free. I dunno. Perhaps they will love you that little bit more.  Just a thought.

Next time we will explore opportunities in the areas of Digital, Philanthropy and Trustee leadership.  

If you’d like to find out about how AAW can help you in 2023, drop Imogen a line at imogen@aawpartnership.com.