International Fundraising: Is It Worth It?
Published in Marketing Advents, DMA of Washington

This fundraising pro tells what it takes to move your program beyond the U.S.

Every now and then, organizations are intrigued and consider raising funds internationally, mainly, because they're investigating other ways to grow. International fundraising can certainly be worth it! But... it requires a big and long-term investment. It's not something that can be set up in a few months.

Typically an organization wants to raise funds beyond the U.S. because:

1. It expands the mission of the organization ( e.g., there may be potential in expanding programs into Australia and it may be reasonable to actually raise some money and build awareness there at the same time.
2. If the organization is already working abroad, it may make sense to expand its fundraising in those countries.
3. It offers growth potential, especially if the type of cause has not yet penetrated other markets.
4. Sometimes, the board likes the idea and would like to be represented in a number of countries.

Before anything, conduct extensive research. Be prepared to spend some money upfront, but it's worth every penny--especially when considering a few different countries. Before you start, though, consider this:

• The organization needs to be well established at home, with money to invest, not just in the first year, but for a number of years.
• Acquiring new donors costs money and it will take awhile to break even.
• Take a good look at the exchange rates and see how the current accounting system is set up to ensure that adding another country to the mix is not a problem.
• Ensure that organization personnel are available to deal with issues that may come up.

1. Pick a target country and provide reasons why.
2. Visit that country, online and in person.
3. Read, visit conferences, talk to other organizations and local people.
4. Review which other organizations are active. How are they doing? What are they doing?
5. Review the "giving" culture in that country. Do they give small gifts often (e.g. in the Netherlands) or do they give big gifts less often?
6. Evaluate the options and expenses of a local office presence.
7. Decide how to direct the fundraising. Will it be handled from that local office or from the U.S. headquarters?
8. Decide which media to use for fundraising. Is direct mail an option or are other approaches better?
9. Ensure that there is PR support.
10. Obtain the best legal advice on how to register and organize the organization.
11. Obtain the best tax and accounting advice available.
12. Review such items as:
    • Lists, are exchanges allowed?
    • Response devices, postal forms or checks?
    • Data entry options
    • Privacy standards
    • Regulatory standards
    • Payment types
    • Ask amounts
    • Donor services standards and guidelines
    • Postal guidelines and delivery reliability
    • Production options
    • Translations/space needed for text (e.g. German needs 20% more than English)
13. Get expert advice from an agency or consultant who has done it before and knows the pitfalls and opportunities.
14. Prepare a budget based upon a test and rollout options.
15. Keep asking lots of questions.

The great news is that asking for money is universally accepted. It's just a matter of how and how often. Above all, international fundraising requires: communication between offices; IT support/database; sticking to the rules and requirements; willingness to be challenged; commitment.

Now, let the test begin!