A global perspective series: fundraising in South Africa

Dear Diary,

Today, we find ourselves on a journey to the most southern tip of Africa – Cape Town, South Africa. Jessica Perrins is the Head of Fundraising and Communications at Animal Welfare Society Stellenbosch in Cape Town, and is sharing her experiences with us.

Q: When you think of fundraising in Cape Town, South Africa, what comes to mind? How would you describe the sector and individual giving trends?

Jessica: Fundraising is constantly evolving throughout South Africa. With the increased use of technology and impact of the internet, online fundraising has had to become a key component for most NPO’s.

Donors expect personalized interactions and it is no longer possible to rely on one generic mass mailer for an organization’s entire database. When making an ask it is imperative that you have done your donor research and understand their giving culture. This has resulted in having to increase and expand marketing and PR strategies as well as develop more than one fundraising strategy.

At Animal Welfare Society Stellenbosch, I have invested time and resources into securing monthly donations from individual donors. Corporations and Foundations are constantly changing the sectors they support and this has resulted in a loss of major donations. When recruiting individual donors, storytelling and connecting on an emotional level is a huge contributing factor and is often the reason an individual gives.

Monitoring and Evaluation has become mandatory when submitting proposals to trusts and foundations. They want to see impact reports and how they have made a contribution. A well-thought-out and executed sustainability plan is also imperative for the success of grant fundraising.

Q: What are some lessons that you have learned during your career that you believe translate globally to all fundraisers? Also, what is one piece of advice you would give a new fundraiser around the world (or specifically in Cape Town)?

Jessica: Don’t overlook the ‘basics’ of fundraising, different isn’t always better. Engage with and get to know your donors. Be attentive, make them feel a part of your organization and the reason for its successes.

Do due diligence, it gives donors confidence and builds trust. With the current economic situation, donors do question where their money is being spent and whether it is benefitting the cause they are supporting.

Q: What resources do you use for professional development?

Jessica: I attend local workshops and courses. I keep up to date on fundraising trends by signing up to various fundraising resources and organizations; and I attend the International Fundraising Congress, Netherlands annually, which has been an asset and the brains behind many new fundraising campaigns. Resource Alliance International Fundraising Congress (IFC), during this pandemic, has gone virtual for 2020, and they have launched a Global Community where fundraisers and organizations are able to become members, it unlocks a wealth of knowledge, webinars and networking opportunities.

Q: What are your thoughts on prospect research, and is it incorporated into your fundraising strategies? If not, why?

Jessica: Yes, I make use of local and international donor directories and visit resource centers that offer funding finders. It is a valuable tool for fundraisers, allows you to get to know your donors on a greater level and in turn saves valuable time as most directories include funding sectors, how and when to apply and what is expected.

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Many thanks to Jessica for sharing a wealth of knowledge with us on fundraising trends and experiences in South Africa. 

Readers, stay tuned for our next trip abroad.

Until next time, November 15th!