Nonprofit Strategy
Chester Eastside, Inc. Fundraising Growth
- SponsorChester Eastside, Inc.
- RoleProject Analyst
- Timeline5 Weeks
How do nonprofits increase fundraising efforts using different
communication strategies?
Problem Statement
In order to better understand nonprofits, we researched nonprofits’ fundraising habits, interviewed local successful nonprofits, and surveyed nonprofits within the area on gaining donors.
Process
Phase 01
Secondary Research
How Other Nonprofits Fundraise
Research nonprofits to see others’ fundraising habits and approaches.
St. James SchoolGood SamaritanParkesburg POINT
What We Looked For
- How they fundraise.
- How they segment their donor base: who is the ideal donor?
- How they personalize communication and keep donors informed.
- How they promote opportunities for ongoing financial support.
Moral Identity Discrepancy
People donate to align who they are with who they want to be morally. Framing donations as a way to live out one’s values motivates action, especially when messaging is emotionally grounded and identity-affirming.
Phase 02
Interviews
Interviews
Conduct interviews with Good Samaritan and St. James School.
Good SamaritanSt. James School
What We Asked
- What does a successful fundraising campaign look like?
- How does communication vary among different donors / levels of donation?
- How to retain existing donors?
- How often to send out communication?
Overall Takeaways
- Community-centric approach: church, word-of-mouth and local events.
- Storytelling with impact: real stories with visuals and a clear, compelling ask.
- Email marketing: the most effective tool (weekly to monthly).
- Social media: builds visibility and brings in new supporters.
- Desire for a structured sponsorship plan.
Phase 03
Survey
Sample Survey
Send out survey, focused on gaining donor and fundraising information. Completely anonymous, and used to find different target groups and strategies.
What We Learned
- Most donors are 65+.
- Donation frequency: typically 2–3 times per year.
- Preferred contact: email and word of mouth.
- Retention strategy: consistent communication is key.
- Event preference: social and community-based events.
- Responses
- 3
- Recipients
- Nonprofits doing a good job at fundraising, and Chester-area nonprofits who have collaborated with the Philadelphia Union
- Format
- Completely anonymous
Phase 04
Recommendations
Use Storytelling to Drive Engagement
Center all marketing and fundraising on real stories that show impact.
Maximize Email as a Fundraising Tool
Prioritize email over other channels for donor retention and fundraising, on a consistent schedule (weekly during campaigns, monthly otherwise).
Strengthen Social Media for Awareness
Post regular, mission-focused content to attract and engage new audiences.
Expand Sponsorship & Partner Engagement
Create a structured sponsorship program with defined tiers and benefits.
Deepen Local Community Outreach
Continue attending events (Rotary, Chamber, and Church) to build relationships.
Key Findings
Story Telling Approach
Interviews with marketing heads of nonprofits explained the importance of developing a storytelling approach. When telling stories to illustrate how donations have changed lives, it encourages people to act.
Partnership Approach
There was also an emphasis on how to treat donors. For a nonprofit a donor is a client; treating them as a partner, or like a valuable contributor to the nonprofit’s mission, helps encourage returning donors.
Word of Mouth
A key tool to use is through communities talking to other communities. As Chester Eastside already has a church connection, encouraging people to talk about their organization can encourage donors.
Takeaways
Catering to Target Audience
Chester Eastside has an established audience within their community. As many nonprofits suggested the use of social media as a medium for reaching out to more people, this project taught me to cater suggestions with the target audience in mind. For Chester Eastside, the majority of their audience did not regularly use social media, so although the use of social media could be valuable, we needed to learn to expand our findings to suit their target audience.
Showing Impact
A key finding on this project was the emphasis on qualitative data. There is an importance on the use of quantitative data showing the amount of meals served or volunteer hours; however, one key idea that is repeatedly mentioned is the use of stories. Instead of showing success, being able to hear stories and view impact is more encouraging for people to hear about.
Keep exploring
