{"id":2465,"date":"2020-04-26T00:32:00","date_gmt":"2020-04-26T00:32:00","guid":{"rendered":"http:\/\/rubenssantana.com\/?p=2465"},"modified":"2020-04-26T00:32:00","modified_gmt":"2020-04-26T00:32:00","slug":"captacao-de-recursos-em-tempos-de-crise","status":"publish","type":"post","link":"https:\/\/ingesto.org.br\/en\/captacao-de-recursos-em-tempos-de-crise\/","title":{"rendered":"Fundraising in times of crisis"},"content":{"rendered":"<p class=\"wp-block-paragraph\">We live in difficult times because of <strong>Corona Virus Pandemic<\/strong>, in this tuning fork the <strong>Non-Profit Organizations <\/strong>They are going through, perhaps, one of their worst moments, and it seems to me that, at least for now, things are not going to get better. So, what can we do to improve our Fundraising, minimizing the negative impact of this difficult period and, at the same time, increasing our income?<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" src=\"http:\/\/rubenssantana.com\/wp-content\/uploads\/2020\/04\/coronavirus.jpg\" alt=\"\" class=\"wp-image-2467\" width=\"541\" height=\"289\"\/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Well, for starters, let&#039;s agree that panicking or burying your head in a hole is not a reasonable option. Nor can you pretend that the problem doesn&#039;t exist. I see a situation like this as <em><u>&quot;the oportunity&quot;<\/u><\/em> It is time to separate the wheat from the chaff. It&#039;s now, it&#039;s this time, it&#039;s this moment that we can know who is who, which are the best, which are the good ones, which ones make a difference. It is at this moment that you can take advantage and show your difference as a recruiter, it is in times of crisis where, in times of scarcity, creativity must abound, of course, with a certain amount of caution.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Therefore, it is essential to follow some strategies<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Reassess your entire perspectives: fundraising, marketing and communications<\/em><\/strong>, <em>I call this the 3 pillars of Fundraising<\/em>.O Terceiro Setor precisa empregar melhor os mecanismos de <strong><u>accountability<\/u><\/strong> It is <strong><u>systematic assessment<\/u><\/strong>, que s\u00e3o pr\u00e1ticas essenciais de gerenciamento e de uma gest\u00e3o eficiente.&nbsp;Infelizmente, o terceiro setor&nbsp;n\u00e3o os emprega sistematicamente.&nbsp;Mas a crise nos leva a avaliar minuciosamente tudo o que estamos fazendo.&nbsp;Agora \u00e9 a hora de implementar um processo regular que permita que nossos programas de capta\u00e7\u00e3o de recursos,&nbsp;marketing&nbsp;e comunica\u00e7\u00e3o funcionem com o mais alto grau de efici\u00eancia e efic\u00e1cia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Fortale\u00e7a seu argumento de doa\u00e7\u00e3o.&nbsp;<\/em><\/strong>Embora muitos de n\u00f3s que atuamos no terceiro setor acreditemos que o p\u00fablico nos deve a vida <em>\u2013 we nobly accept lower wages and longer working hours, after all \u2013<\/em> the money does not materialize. It has to be conquered. And there is nothing better than a crisis to make us rethink our <em>common sense<\/em>.&nbsp;Aproveite a crise para reexaminar seu processo de doa\u00e7\u00e3o.&nbsp;E certifique-se de que seus doadores entendem a necessidade mais urgente de seus servi\u00e7os durante tempos dif\u00edceis e as v\u00e1rias etapas concretas que voc\u00ea est\u00e1 tomando para aumentar sua efici\u00eancia e efic\u00e1cia.&nbsp;Apenas tome cuidado para n\u00e3o se preocupar muito com o seu sofrimento para angariar fundos para seus projetos.&nbsp;E aceite uma coisa, seus doadores n\u00e3o se importam necessariamente com sua institui\u00e7\u00e3o.&nbsp;Eles se preocupam com o desempenho, com o trabalho desenvolvido pela institui\u00e7\u00e3o e com o retorno para os benefici\u00e1rios.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Stick with what works.&nbsp;<\/em><\/strong>Many fundraising consultants and nonprofit managers are passionate about what is called <strong><em>&quot;creativity&quot;<\/em><\/strong>.&nbsp;Mas quando essa palavra n\u00e3o significa nada al\u00e9m de gr\u00e1ficos simples e respingos de tinta colorida em um projeto, todos perdem.&nbsp;Se h\u00e1 uma coisa a ensinar para os Captadores de Recursos com d\u00e9cadas de marketing \u00e9 que, <em>different<\/em>&nbsp;it is not always<em>&nbsp;better<\/em>. A crisis does not justify throwing away what worked in the past. Indeed, it is time for caution and cost reduction.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Reduce costs with a scalpel, not an axe.&nbsp;<\/em><\/strong>Existem muitas maneiras f\u00e1ceis de cortar custos de capta\u00e7\u00e3o de recursos.&nbsp;Voc\u00ea pode interromper a prospec\u00e7\u00e3o de novos doadores.&nbsp;Voc\u00ea pode eliminar agradecimentos aos doadores.&nbsp;Voc\u00ea pode reduzir os esfor\u00e7os de telemarketing, reduzir o or\u00e7amento de mala direta e reduzir a principalmente a equipe que retribui presentes.&nbsp;O \u00fanico problema com essa abordagem desatenta, \u00e9 que ela \u00e9 uma receita de fal\u00eancia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Business continues, whatever the economic and social conditions. You can&#039;t just stop raising funds. You can&#039;t treat loyal, responsive donors like statistics. And you can&#039;t stop building your donor database. If you do these things, your donor list will shrink through attrition and your income will drop. The only defensible and professional way to respond to a crisis is to recognize that fundraising requires ongoing investment and ongoing care. If the choice arises between scaling back programs a bit or reducing your fundraising budget, you may be shooting yourself in the foot if you opt for the latter. It won&#039;t take long to destroy an effective fundraising operation <em>\u2013 and then where will your programs be?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Fish where the big fish are.&nbsp;<\/em><\/strong>\u00c9 \u00f3bvio para qualquer profissional envolvido na capta\u00e7\u00e3o de recursos, \u00e9 melhor arrecadar dinheiro em grandes quantidades do que em pequenas.&nbsp;Uma doa\u00e7\u00e3o de um financiador institucional, ou uma doa\u00e7\u00e3o significativa de um doador importante individual, raramente acarreta um alto custo de capta\u00e7\u00e3o de recursos.&nbsp;E qualquer pessoa que tenha participado de uma confer\u00eancia ou workshop de capta\u00e7\u00e3o de recursos certamente se familiarizou com o <em>Pareto Principle<\/em>, or <strong>80\/20 Rule<\/strong>, which teaches us that a relatively small number of the most generous donors represent the majority of the net philanthropic income our organizations receive. All of this points to the wisdom of focusing more time, effort, and money on generous, receptive donors and less effort on less productive donors.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No entanto, quantas organiza\u00e7\u00f5es sem fins lucrativos realmente fazem uso das ferramentas simples de computador que nos permitem tirar proveito dessas verdades evidentes, agrupando doadores em segmentos distintos, com base em suas hist\u00f3rias de doa\u00e7\u00f5es?&nbsp;Se sua organiza\u00e7\u00e3o tem o h\u00e1bito de tratar todos os seus doadores da mesma maneira, \u00e9 hora de examinar como voc\u00ea pode ajustar seu programa com um plano de segmenta\u00e7\u00e3o bem considerado.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you already know segmentation well, it&#039;s time to think about focusing more on mid-level and main donors and excluding your less generous supporters where greater investment is required from your team, such as mail or phone calls.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Be attentive to your donors.&nbsp;<\/em><\/strong>A study of high-net-worth American donors, carried out some time ago by <em>Centro de Filantropia da Universidade de Indiana<\/em> for the <strong><em>Bank of America<\/em><\/strong>, revelou que o principal motivo pelo qual os doadores pararam de doar para uma institui\u00e7\u00e3o de caridade em particular <strong><em>\u201cI no longer felt connected to the organization\u201d<\/em><\/strong>.&nbsp;Isso n\u00e3o \u00e9 surpresa.&nbsp;Todos os doadores precisam se sentir apreciados.&nbsp;Eles precisam se sentir informados.&nbsp;Sua confian\u00e7a na doa\u00e7\u00e3o precisa ser constantemente refor\u00e7ada.&nbsp;Em nenhum momento uma organiza\u00e7\u00e3o sem fins lucrativos pode operar como se seus doadores continuassem doando, independentemente de como s\u00e3o tratados.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Be diligent. <\/em><\/strong>No self-respecting Great Fundraiser would dream of paying a potential client a visit without trying to find out as much information as possible about that client&#039;s background and personal interests. <strong><em>(among many other things)<\/em><\/strong>. Unfortunately, most Fundraisers take a generic approach as if it were the most natural thing in the world, and worse, wanting to obtain the biggest and best results possible. We work with basic databases. Generic strategies predominate. We write to our potential donor: <em>&quot;Dear friend&quot;<\/em> or ours <em>\u201cDear Donor\u201d<\/em> with no idea what might interest or motivate that person. Of course, we all understand that such an impersonal approach may be necessary in new donor acquisition efforts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Se tivermos mais informa\u00e7\u00f5es al\u00e9m do mais rudimentar banco de dados, saberemos quanto nossos doadores deram e com que frequ\u00eancia.&nbsp;Sabemos quanto tempo eles est\u00e3o doando.&nbsp;E saberemos que tipo de trabalho desencadeou essa primeira parceria, seja uma carta, um telefonema, e-mail, uma visita ao nosso site ou uma conversa com um amigo.&nbsp;Mesmo que essa seja toda a informa\u00e7\u00e3o que integramos aos nossos apelos, certamente garantir\u00e1 um suporte melhor do que uma carta grosseira de <em>\u201cDear Donor\u201d!<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Step up your online efforts.&nbsp;<\/em><\/strong>Billions of dollars have been raised online. But most of that money went into the coffers of aid organizations like the <strong><em>American Red Cross<\/em><\/strong>, O <strong><em>Salvation Army<\/em><\/strong> and the <strong><em>UNICEF<\/em><\/strong>; and, to a lesser extent, major defense organizations such as the <strong><em>Human Rights Campaign<\/em><\/strong>, The <strong><em>Amnesty International<\/em><\/strong> and the <strong><em>Greenpeace<\/em><\/strong>.&nbsp;E todos esses bilh\u00f5es, apesar de qu\u00e3o grandes os n\u00fameros possam parecer, representam uma pequena fra\u00e7\u00e3o da receita filantr\u00f3pica geral <em>(somewhere between 1 and 3%, depending on who you ask).<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Online fundraising alone is not the salvation of the nonprofit sector in a crisis. And yet, the online channel has several benefits for non-profit fundraising, most of them have nothing to do directly with money, but we have as an example: <em>attract younger supporters<\/em>, <em>provide participants with opportunities to participate in your work<\/em> It is <em>reinforce appeals from other channels<\/em>, to name just three. An improved investment in online communications will pay big dividends, bolstering near-term fundraising efforts and laying the foundation for a more prosperous future.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I hope the ideas above help you see the crisis with new eyes and a new perspective. In any case, we are available to guide you in whatever you need.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A hug and success<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:10px\"><em>Part of the text taken from Mal Warwick<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>We are living in difficult times because of the Corona Virus Pandemic, in this context Non-Profit Organizations are going through, perhaps, one of their worst moments, and it seems to me that, at least for now, things are not going to get better. So, what can we do to improve our Fundraising, minimizing the negative impact of this difficult period and, at the same time, increasing our income?<\/p>","protected":false},"author":1,"featured_media":2466,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"give_campaign_id":0,"_joinchat":[],"footnotes":""},"categories":[461,467],"tags":[927,885,928,89,929,930,130,474],"class_list":["post-2465","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artigo","category-captacao","tag-captacao","tag-corona-virus","tag-criatividade","tag-crise","tag-doacao","tag-estrategias","tag-marketing","tag-organizacoes-da-sociedade-civil"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Capta\u00e7\u00e3o de Recursos em tempos de crise - Ingesto<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ingesto.org.br\/en\/captacao-de-recursos-em-tempos-de-crise\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Capta\u00e7\u00e3o de Recursos em tempos de crise - Ingesto\" \/>\n<meta property=\"og:description\" content=\"Vivemos momentos dif\u00edceis por causa da Pandemia do Corona V\u00edrus, nesse diapas\u00e3o as Organiza\u00e7\u00f5es Sem Fins Lucrativos est\u00e3o passando, talvez, por um dos seus piores momentos, e, parece-me que, pelo menos por enquanto, as coisas n\u00e3o v\u00e3o melhorar. Ent\u00e3o, o que podemos fazer para melhorar nossa Capta\u00e7\u00e3o de Recursos minimizando o impacto negativo desse per\u00edodo dif\u00edcil e, ao mesmo tempo, aumentar nossa renda?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ingesto.org.br\/en\/captacao-de-recursos-em-tempos-de-crise\/\" \/>\n<meta property=\"og:site_name\" content=\"Ingesto\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/institutoingesto\" \/>\n<meta property=\"article:published_time\" content=\"2020-04-26T00:32:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ingesto.org.br\/wp-content\/uploads\/2020\/04\/captacao-em-tempos-de-crise.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1080\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Ingesto\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Ingestos\" \/>\n<meta name=\"twitter:site\" content=\"@Ingestos\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ingesto\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ingesto.org.br\\\/captacao-de-recursos-em-tempos-de-crise\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ingesto.org.br\\\/captacao-de-recursos-em-tempos-de-crise\\\/\"},\"author\":{\"name\":\"Ingesto\",\"@id\":\"http:\\\/\\\/ingesto.org.br\\\/en\\\/#\\\/schema\\\/person\\\/b6b24d64bb11f377f79f5f35b9c466dc\"},\"headline\":\"Capta\u00e7\u00e3o de Recursos em tempos de crise\",\"datePublished\":\"2020-04-26T00:32:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ingesto.org.br\\\/captacao-de-recursos-em-tempos-de-crise\\\/\"},\"wordCount\":1699,\"publisher\":{\"@id\":\"http:\\\/\\\/ingesto.org.br\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ingesto.org.br\\\/captacao-de-recursos-em-tempos-de-crise\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ingesto.org.br\\\/wp-content\\\/uploads\\\/2020\\\/04\\\/captacao-em-tempos-de-crise.png\",\"keywords\":[\"captacao\",\"corona v\u00edrus\",\"criatividade\",\"crise\",\"doa\u00e7\u00e3o\",\"estrat\u00e9gias\",\"marketing\",\"Organiza\u00e7\u00f5es da Sociedade Civil\"],\"articleSection\":[\"Artigo\",\"Capta\u00e7\u00e3o\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ingesto.org.br\\\/captacao-de-recursos-em-tempos-de-crise\\\/\",\"url\":\"https:\\\/\\\/ingesto.org.br\\\/captacao-de-recursos-em-tempos-de-crise\\\/\",\"name\":\"Capta\u00e7\u00e3o de Recursos em tempos de crise - 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