Strategies for Success During Transformation by Tiffany Edwards CFRE
Fundraising is a vital tool for nonprofit organizations, driving their ability to fulfill missions, enact systemic change, and deliver impactful services. As the landscape of philanthropy evolves, nonprofits are tasked with navigating technological advancements, shifting donor expectations, and pressing societal challenges. Among these organizations, the Ohio NAACP stands as a beacon of advocacy, particularly through its Freedom Fund initiatives, which have historically been a cornerstone of its fundraising and community engagement efforts. However, as the world becomes increasingly interconnected and complex, even time-tested approaches like the Freedom Fund must evolve to meet the demands of contemporary audiences.
Fundraising, the lifeblood of nonprofit organizations, is essentially the noble art of convincing people to part with their money for a good cause—preferably yours. Nonprofits are tasked with achieving the near-impossible: solving systemic problems with budgets that would make a shoestring blush. At the
heart of this Herculean effort lies the ability to raise funds effectively, ensuring missions are fulfilled, societal change is enacted, and impact metrics are presented with the appropriate number of pie charts.
In this ever-evolving philanthropic landscape—where donors have the attention span of a caffeinated squirrel and technology advances faster than your Wi-Fi connection—nonprofits face challenges akin to running an obstacle course blindfolded. For organizations like the Ohio NAACP, which has been steadfast in its advocacy efforts, these challenges manifest as an opportunity to innovate. Historically, their Freedom Fund initiatives have been the trusty workhorse of fundraising, reliably pulling in dollars and fostering community engagement. However, even the most beloved strategies must adapt—or risk being relegated to the metaphorical museum of outdated nonprofit tactics, right next to telethons and bake sales.
This paper examines the multifaceted strategies nonprofits can employ to remain relevant and impactful in a time of change. With a focus on corporate relations, foundation giving, individual contributions, cryptocurrency donations, and special events, the analysis highlights how artificial intelligence (AI) and innovative approaches can enhance these efforts. Using the NAACP’s work as a case study, it also explores the importance of adapting traditional models, such as the Freedom Fund, to attract new members and increase sustainability.
The Significance of the Ohio NAACP Freedom Fund
For decades, the Ohio NAACP Freedom Fund has served as a vital platform for mobilizing resources, raising awareness, and celebrating progress in the fight for racial justice. These events are often the financial lifeline for local Ohio NAACP chapters, providing funding for scholarships, advocacy efforts, and community programs. They serve as much more than fundraisers; they are celebrations of resilience and progress, bringing together community leaders, corporate partners, and activists to reflect on achievements and outline future goals.
However, while Freedom Fund events remain a powerful symbol of the NAACP’s legacy, relying solely on these traditional gatherings poses limitations in today’s dynamic environment. Changing demographics, economic shifts, and the increasing competition for philanthropic dollars necessitate a diversification of strategies.
Diversifying Fundraising: Strategies Beyond the Freedom Fund
As nonprofit organizations, including the NAACP, seek to expand their membership base and revenue streams, several key strategies emerge as critical components of a comprehensive approach. Each strategy contributes to the organization’s capacity to address systemic challenges and attract diverse supporters.
Corporate Relations: Expanding Partnerships
Corporate relations involve fostering mutually beneficial partnerships with businesses. Through sponsorships, in-kind donations, and employee engagement programs, organizations can tap into the resources and networks of corporate partners. For the NAACP, corporate partnerships can enhance the Freedom Fund by securing event sponsorships and encouraging employee participation in advocacy initiatives.
Membership Growth: The Lifeblood of the Ohio NAACP
Membership is the foundation of the Ohio NAACP, serving as both its lifeblood and the entry point for cultivating meaningful advocacy and community impact. Members provide more than financial stability—they are ambassadors for the organization’s mission, amplifying its voice in critical policy discussions, voter empowerment, and civil rights initiatives. To sustain and expand its advocacy work, the Ohio NAACP must implement a comprehensive membership growth strategy that integrates digital engagement, personalized communication, and targeted outreach to attract new members and deepen relationships with existing ones.
A Multi-Pronged Approach to Membership Growth
The Ohio NAACP’s membership strategy should embrace a multi-faceted approach designed to reach a diverse and ever-evolving audience. Digital engagement is paramount, as social media platforms and AI-powered tools allow for highly targeted outreach. By analyzing user behavior, interests, and online communities, AI can identify individuals likely to resonate with the NAACP’s mission. This data can inform the creation of personalized campaigns highlighting how membership supports initiatives like voter registration drives, youth mentorship programs, and racial equity advocacy. Platforms such as Facebook, Instagram, and TikTok offer opportunities to engage younger, tech-savvy audiences, while LinkedIn can be leveraged to connect with professionals interested in supporting civil rights.
Flexible membership models are critical for expanding the organization’s reach. By offering options such as monthly subscriptions, tiered benefits, and family memberships, the Ohio NAACP can attract a wider range of supporters. For example, entry-level membership tiers can provide access to digital resources and event discounts, while premium tiers could include exclusive benefits like invitations to Freedom Fund events, behind-the-scenes updates, and recognition in publications. Flexibility ensures that membership feels accessible to individuals across all income levels and stages of life.
Personalized Communication and Cultivation
Personalized communication lies at the heart of member retention and engagement. Utilizing email marketing tools, AI-driven segmentation, and member surveys, the Ohio NAACP can tailor messaging to specific demographics and interests. For instance, younger members might receive updates on volunteer opportunities or digital advocacy initiatives, while long-time supporters could be invited to exclusive strategy sessions or leadership events. By showing members the direct impact of their contributions—through compelling storytelling, videos, and reports—the organization fosters loyalty and inspires greater involvement.
Cultivating relationships with members doesn’t end at recruitment; ongoing engagement is essential to converting members into lifelong advocates. A robust moves management system can help track and deepen relationships with members, guiding them through a pipeline from basic membership to higher levels of involvement, including committee participation, major gifts, or leadership roles. Regular touchpoints, such as thank-you notes, anniversary recognitions, and calls to action, ensure members feel valued and connected to the organization’s mission.
Empowering Members to Be Advocates
The Ohio NAACP’s membership growth strategy must also empower members to be active advocates for change. Training programs, leadership opportunities, and community events can equip members with the skills and knowledge needed to amplify the NAACP’s work. By involving members in key initiatives—such as hosting voter registration drives, leading local advocacy campaigns, or mentoring youth—the Ohio NAACP not only builds capacity but also strengthens its grassroots foundation.
Membership as a Pillar of Sustainability
Membership is not just a revenue source; it is a dynamic force that drives the Ohio NAACP’s ability to create systemic change. By embracing digital innovation, flexible options, and personalized communication, the organization can attract, engage, and retain a diverse membership base. With a strong and growing membership, the Ohio NAACP can amplify its advocacy, expand its impact, and continue to lead the fight for racial and social justice across the state.
AI plays a crucial role in identifying potential corporate partners whose missions align with the NAACP’s goals. By analyzing data on corporate social responsibility (CSR) trends, AI tools can predict which companies are likely to support racial equity efforts. Moreover, platforms like Salesforce Nonprofit Cloud can automate outreach and engagement, allowing organizations to build stronger, more efficient relationships with corporate donors.
Foundation Relations: Unlocking Long-Term Funding
Foundations are a cornerstone of nonprofit funding, offering both unrestricted grants and program-specific support that enable organizations to sustain and expand their impact. For nonprofits like the NAACP, cultivating strong relationships with foundations provides access to critical resources for initiatives beyond traditional fundraising events like the Freedom Fund. For example, the Ohio NAACP could secure foundation funding for transformative programs such as voter registration drives, economic empowerment initiatives, and health equity campaigns, aligning these efforts with broader societal goals. Some foundations have a strong history of supporting racial justice, health equity, and economic inclusion, making them natural allies in advancing the NAACP’s mission; however, that does not always drill down into statewide support for state conferences.
The ability to identify and align with the right foundations is essential to building sustainable funding pipelines. AI-powered platforms have revolutionized how nonprofits discover funding opportunities. By analyzing data on foundation priorities, funding history, and geographic focus, these platforms help organizations pinpoint potential funders whose missions align with their work. Challenges still exist in accessing this data in formats that are easy to access and use; and monopolies and barriers to entry for organizations that are African American leaders still exist. Data-driven grant applications that clearly outline measurable goals and anticipated outcomes significantly improve the likelihood of securing funding, especially for high-impact projects; however, smaller nonprofit organizations should be able to partner with known entities like NAACPs and Urban Leagues. Unfortunately, gatekeeping sometimes still occurs from various sources, members and, in some cases, leadership.
Building long-term relationships with foundations requires more than just submitting applications; it involves fostering genuine partnerships based on trust and shared vision. Foundations increasingly value transparency, impact metrics, and innovative approaches to addressing systemic challenges.
By demonstrating a commitment to accountability and delivering results, the Ohio NAACP can position itself as a trusted partner in advancing social justice and equity. Additionally, inviting foundation representatives to Freedom Fund events or other key initiatives provides an opportunity to showcase the organization’s impact firsthand, further strengthening these relationships. As foundations continue to seek meaningful collaborations, strategic foundation relations remain a powerful tool for unlocking sustained funding and expanding the NAACP’s capacity to drive change.
Individual Giving: Cultivating Relationships
Individual donors represent the largest source of charitable giving, contributing 67% of total donations in the United States (Giving USA, 2023). For the Ohio NAACP, individual giving offers an opportunity to deepen relationships with current members and attract younger, more tech-savvy supporters. Storytelling plays a vital role in this effort, as donors are more likely to give when they see the tangible impact of their contributions. Moves management is a strategic process that guides potential donors through a series of actions, transforming them from prospects into long-term supporters.
For nonprofits like the Ohio NAACP, the moves management approach is invaluable in building meaningful relationships with current donors while sustaining financial growth. By systematically identifying, engaging, and stewarding donors, moves management ensures that fundraising efforts are intentional, data-driven, and relationship-centered. The process encompasses several key stages: identification, qualification, discovery, cultivation, solicitation, and stewardship. Each stage plays a critical role in securing long-term commitments and deepening donor loyalty.
The first step, identification, involves recognizing potential donors through various sources, such as peer referrals, event attendees, or social media engagement. Tools like CRM systems and fundraising intelligence platforms help development teams assess a prospect’s capacity and inclination to give. Once identified, the qualification stage evaluates whether the prospect aligns with the organization’s mission and funding priorities. This includes researching their philanthropic history, affiliations, and areas of interest to ensure a strong fit.
Discovery and cultivation are pivotal stages in moves management. During discovery, nonprofits gather deeper insights into the prospect’s motivations, interests, and preferred methods of engagement. Personalized touchpoints, such as one-on-one meetings, surveys, or personalized outreach, lay the groundwork for building a genuine connection. Cultivation focuses on nurturing this relationship through tailored communication and meaningful interactions, such as inviting prospects to exclusive events, sharing success stories, or highlighting programs aligned with their values. For the NAACP, this could include engaging donors in initiatives like voter registration campaigns, health equity projects, or scholarship programs for underserved communities.
Finally, solicitation and stewardship transform relationships into long-term partnerships. Solicitation is the ask — a carefully crafted proposal that aligns the donor’s passions with the organization’s needs. Whether through direct appeals, grant proposals, or major gift conversations, this stage is where prospects transition into active supporters. Stewardship ensures that donors feel valued and connected to the impact of their contributions. This includes personalized thank-you messages, updates on the outcomes of their support, and recognition in organizational communications. Effective stewardship not only secures recurring contributions but also fosters advocacy, turning donors into ambassadors for the cause.
By integrating moves management into its development strategy, the Ohio NAACP can cultivate deeper relationships with donors, increase retention rates, and build a sustainable pipeline for long-term funding. This process not only strengthens financial outcomes, but also enhances the organization’s ability to deliver on its mission of advancing racial justice and equity.
Cryptocurrency and NFTs: Transforming Fundraising for the Ohio NAACP
Cryptocurrency offers a transformative opportunity for the Ohio NAACP to diversify its revenue streams and engage a new generation of donors. By accepting cryptocurrencies such as Bitcoin and Ethereum, the organization can tap into a growing demographic of tech-savvy supporters who value innovation and transparency. Crypto donations are particularly appealing to high-net-worth individuals due to their tax efficiency; donors can avoid capital gains taxes and deduct the full market value of their contributions, making this a financially advantageous method of giving. Embracing cryptocurrency aligns with the Ohio NAACP’s mission of advancing racial and social justice while positioning the organization at the forefront of modern philanthropy.
For organizations like the Ohio NAACP, cryptocurrency donations also provide a direct pathway to connect with younger, digitally native donors who are passionate about equity and systemic change. Platforms simplify the process of accepting and managing cryptocurrency, ensuring compliance with legal and tax regulations while offering a secure, transparent experience for donors. By integrating cryptocurrency into its fundraising strategy, many nonprofit organizations can showcase its progressive thinking and ensure readiness to meet the needs of a changing philanthropic landscape. This step not only broadens the organization’s donor base but also enhances its appeal to global supporters who may want to contribute to the fight for racial justice.
Non-Fungible Tokens (NFTs) represent another innovative avenue for fundraising and engagement. The Ohio NAACP and other nonprofit organizations can partner with their youth and talented adults, local artists, historians, and cultural leaders to create NFT collections that celebrate milestones in Ohio’s civil rights history or highlight significant achievements of African Americans in the state. These digital assets can be sold to collectors and advocates, with proceeds funding initiatives such as voter registration drives, educational scholarships, and health equity programs. For instance, an NFT series could commemorate pivotal events, such as the role of Ohio activists in national movements, or feature artistic interpretations of the organization’s impact over the decades. NFTs not only generate funds but also amplify the organization’s cultural significance, connecting with audiences in innovative and meaningful ways. This could be revolutionary as a part of ACT-SO.
AI-powered tools can further enhance the Ohio NAACP’s ability to maximize the potential of cryptocurrency and NFTs. These tools enable the organization to segment its donor base, identifying and targeting key audiences with personalized outreach. Younger donors might be engaged through social media campaigns that highlight the use of crypto and NFTs to support the NAACP’s mission, while established donors can be introduced to the benefits and impact of these emerging technologies through tailored messaging. By leveraging AI, nonprofit organizations can optimize its fundraising strategies, foster loyalty among supporters, and encourage recurring contributions.
By integrating cryptocurrency and NFTs into its fundraising approach, progressive thinking nonprofits can become positioned as a leader in digital philanthropy, reaching new audiences and unlocking additional support for its critical work. These technologies provide not only new streams of funding but also platforms to elevate the organization.
Reimagining Special Events: Beyond Tradition
Special events are a cornerstone of nonprofit fundraising, offering a platform to engage donors, build community, and showcase impact. While the Freedom Fund remains a powerful symbol of the NAACP’s work, there is an opportunity to reimagine these events to attract broader audiences and increase capacity.
Virtual and hybrid event formats can expand the reach of the Freedom Fund, allowing supporters from across the globe to participate. Incorporating interactive elements, such as live Q&A sessions with thought leaders or virtual networking opportunities, can enhance engagement. Additionally, events tailored to specific demographics, such as young professionals or tech entrepreneurs, can help the Ohio NAACP target new supporters while maintaining its core mission.
AI can enhance event planning by predicting attendance trends, personalizing invitations, and analyzing post-event feedback. For example, platforms like Eventbrite and Hopin use machine learning to optimize event logistics, ensuring that resources are allocated effectively.
Conclusion
Fundraising in a time of change requires a balance between tradition and innovation. While the NAACP’s Freedom Fund remains a cornerstone of its fundraising efforts, adapting to new technologies and diversifying strategies are essential for long-term success. By integrating corporate relations, foundation giving, individual donations, cryptocurrency, and reimagined special events, the Ohio NAACP can not only sustain its legacy but also expand its reach and impact.
Artificial intelligence emerges as a transformative tool, enabling the Ohio NAACP to optimize fundraising strategies, engage new audiences, and build stronger partnerships. As the organization moves forward, it must embrace these innovations while staying true to its mission of racial equity and social justice. In doing so, the Ohio NAACP can continue to lead the fight for systemic change, ensuring a brighter and more equitable future for all.
Glossary of Nonprofit Fundraising Terms
501(c)(3)
A nonprofit organization recognized by the IRS as tax-exempt, primarily for charitable, educational, religious, or scientific purposes. Contributions to 501(c)(3) organizations are tax-deductible, making them a common structure for nonprofits like the Ohio NAACP’s charitable arm.
501(c)(4)
A nonprofit organization recognized by the IRS as tax-exempt for social welfare purposes. While donations are not tax-deductible, 501(c)(4) organizations, such as the NAACP’s advocacy arm, can engage in unlimited lobbying and political activities related to their mission.
Advocacy
The active support and promotion of a cause, policy, or issue to influence public opinion and drive systemic change. Advocacy is a cornerstone of the Ohio NAACP’s work, encompassing civil rights, voter empowerment, and racial justice initiatives.
AI-Powered Fundraising
The use of artificial intelligence to analyze data, predict donor behavior, and personalize outreach, enhancing efficiency and impact.
Annual Fund
A yearly fundraising campaign aimed at supporting a nonprofit’s operational expenses, programs, and initiatives. The annual fund provides a consistent source of unrestricted income.
Campaign
A targeted fundraising initiative with a defined goal and timeline, focused on raising funds for specific purposes such as a new program, endowment, or building project.
Capital Campaign
A large-scale, multi-year fundraising initiative designed to raise substantial funds for significant projects, such as constructing a building, purchasing property, or endowing programs.
Corporate Relations
Developing mutually beneficial partnerships with businesses through sponsorships, in-kind donations, and employee engagement initiatives.
Cryptocurrency Donations
Digital currency contributions such as Bitcoin or Ethereum that provide tax advantages, including avoidance of capital gains taxes, while allowing donors to deduct the market value of the donation.
Donor Cultivation
The process of building relationships with potential donors to align their philanthropic goals with the organization’s mission. Cultivation involves personalized engagement strategies to deepen their interest and commitment.
Endowment
A permanent fund established to provide long-term financial stability. Contributions to an endowment are typically invested, and only the earnings are used to support the nonprofit’s programs or operations.
Environmental, Social, and Governance (ESG)
A framework for assessing an organization’s impact on environmental sustainability, social equity, and governance practices. ESG considerations are increasingly used by businesses and nonprofits to guide strategy and partnerships.
Event Sponsorships
Financial or in-kind support from businesses for specific events, often in exchange for branding or recognition opportunities. Sponsorships are a vital resource for the Ohio NAACP, particularly in funding events like the Freedom Fund.
Flexible Membership Models
Membership structures offering varying levels of engagement and benefits, such as monthly subscriptions, tiered options, or family memberships.
Foundation Relations
Building partnerships with philanthropic organizations to secure grants and funding for specific programs or unrestricted support.
Freedom Fund
A signature fundraising initiative of the Ohio NAACP, celebrating achievements in civil rights and raising funds for scholarships, community programs, and advocacy efforts.
Grassroots Advocacy
Community-driven campaigns to influence public opinion and policy, often a key element of the Ohio NAACP’s work.
Grant Reporting
The process of providing detailed updates to funders on the use of grant funds, including financial expenditures, program outcomes, and impact metrics. Accurate and timely grant reporting is essential for maintaining credibility and securing future funding.
Grants
Funds provided by foundations, corporations, or government agencies to support specific programs or initiatives. Grants are often awarded through a competitive application process and may require detailed proposals and reporting.
Hybrid Events
Fundraising events that combine in-person and virtual components, expanding accessibility and participation.
Impact Metrics
Data used to measure and communicate the tangible outcomes of a nonprofit’s work, often essential for securing funding and maintaining transparency.
Individual Giving
Contributions made by individuals, often the largest source of nonprofit funding, comprising 67% of all charitable donations in the U.S. (Giving USA, 2023).
Major Gifts
Significant contributions from individuals, foundations, or corporations, often used to fund transformative projects or initiatives. Major gifts typically require personalized cultivation and solicitation strategies.
Membership
The foundational base of nonprofit organizations like the Ohio NAACP, providing financial support, volunteer power, and a platform for cultivating advocacy and community engagement.
Membership Conversion
The process of transforming members into donors or higher-level supporters by engaging them in additional opportunities to contribute financially or participate in the organization’s initiatives.
Moves Management
A strategic process for cultivating donor relationships, guiding prospects through stages of identification, qualification, discovery, cultivation, solicitation, and stewardship to become long-term supporters.
Non-Fungible Tokens (NFTs)
Unique digital assets verified on a blockchain that can be sold to generate funds for nonprofit initiatives, often tied to art, history, or other creative works.
Partnerships
Collaborative relationships between nonprofits, businesses, or other organizations to achieve mutual goals, share resources, or expand impact. Partnerships can involve financial support, co-branded initiatives, or in-kind contributions.
Philanthropic History
Researching a donor or foundation’s past giving patterns to align funding requests with their priorities and interests.
Sponsorship
A form of partnership where businesses provide financial or in-kind support for nonprofit initiatives or events in exchange for branding, recognition, or other benefits. Sponsorships are a critical revenue source for the Ohio NAACP.
Stewardship
Activities aimed at maintaining donor relationships post-donation, including personalized thank-yous, impact reporting, and ongoing engagement.
Voter Registration Drives
Organized efforts to register individuals to vote, often a focus for advocacy organizations like the Ohio NAACP.
References