Identify New Supporters: A  Tool

Almost every nonprofit can use more supporters to help it fulfill its mission. “We need to get the word out so more people will help us,” mentions a new board member. At staff gatherings, your special event planner pipes up, “If only we had more corporate support.” The good news is that you can grow your supporters. The first step is planning how you will do it. Using a chart like the one below will help.

When you are ready to take action about growing your supporters, gather a small group of creative thinkers to fill the chart. You will start your thinking about organization needs and from them identify potential supporters. Filling out this chart can help you to move your organization forward by identifying new partners, and to obtain the items and resources you need.

Definitions and Instructions:

Activity/Needs: This is the most important section of the chart.Clearly identifying your activities and needs provides you with the best opportunity to fulfill them. Write a description of the resource you need. What is needed to move your mission forward? To run more effectively? To create more outcomes? What barriers stop you from creating more? Move beyond money to what money buys.  Be specific. For example, rather than “more public recognition,” write “more public recognition in the Alta Vista school district.” The latter helps you to focus on district resources.

Why Needed: List the results you plan to obtain.

Priority: Rank the item 1, 2 and 3 depending on its high, medium or low priority. One is higher.

Who Benefits: This is about who receive value when you succeed. Who does your work help? What  benefits do you anticipate? Besides individuals, list groups or organizations that suceed when you benefit. For example, if your goal is for youth to read more, potential benefits groups include children, parents, teachers, book stores, and libraries, but also backpack sellers, second-hand book stores, newspapers, magazine publishers, and colleges.

Potential Support: List potential supporters. Again, be specific. Name names. This list may include new groups, even if they were not listed in the previous column.

Must It Be Cash? This is a yes-no question.  Finding ways to fulfill needs by accepting non-cash resources provides new possibilities. For instance, you work with a bookstore that sells new and second-hand books. They exchange a used book for free when a child younger than twelve brings in a book with a one-page illustrated book review. The store posts these reviews in their children’s area. The store benefits because parents browse the “reviews.” You can also help them obtain publicity. Resource you gain a new partner.

Yes, you can have more supporters. Use the chart below to get started.

For more answers, check out this Nonprofit  CEO Library.

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