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One of the most common roadblocks to reaching your financial goals is misalignment with the current priorities in your community or in the world. How can you remove misalignment to ensure you’re shaping your campaigns and your requests in ways that will drive action and increase donations?
One easy step is to understand and leverage Sustainable Development Goals (SDGs). Developed and adopted in 2015, the SDGs are a collection of 17 global goals set by the United Nations. Underneath the 17 goals are 169 targets that relate to each goal’s success. The SDGs cover a broad range of social and economic development issues including poverty, hunger, health, education, climate change, gender equality, water, sanitation, energy, the environment and social justice.
So what does this mean for you?
Partner to Power Your Success
The seventeenth goal of the SDG is “Partnerships for the Goals.” Consider seeking out companies that have articulated positions on supporting goals within the SDG and use that as an entry point for discussion and partnership. By researching businesses and their organizational goals, you can understand what’s top of mind for your targets and make ongoing adjustments as necessary for your business. As you start your research, consider working with a research partner who can not only aggregate and organize the data, but also automate updates through custom alerts and regular reporting. Features like these take your research from inconsistent and time consuming to ongoing and effective.
Let’s Talk Trends
Once you’ve identified your curated list of potential partners, be sure you understand which SDG topics are trending. LexisNexis has developed the SDG News Tracker that monitors issues related to the goals and their share of media mentions. For instance, by using the tracker, you can see that gender equality and quality education are the two issues top of mind as of a few weeks ago. You can even click into the articles behind the trends to understand specific news stories. This can be valuable insight as you engage prospective donors about the issues your communities care about the most.
Focus on the Pillars that Matter Most to You and Your Donors
Seventeen goals can be a lot for a potential donor to digest. By prioritizing the SDGs that have the most impact on your cause, you can simplify conversations and help potential donors understand how their objectives connect with the wider SDG and impact the future of the world as we know it. For instance, topics like education, the environment and poverty may be too broad. Instead, focus in on one, like education, to craft specific and engaging stories. Determine the pillars that best align to your organization’s cause, and research news and corporate social responsibility programs for companies that support them. If “child poverty” receives more support and attention than “poverty,” you might choose to have a stricter definition for your efforts so that you achieve lasting impact. With 17 goals, there are nearly endless combinations for how to support SDGs, so take your time and find your organization’s fit, providing a clear and unique path for support.
Understanding and integrating Sustainable Development Goals is one way to stand out from the pack and improve the outcome of your donation requests. The SDGs connect you to issues of global significance and also give you freedom to localize in the ways that make the most sense for your objectives.
Check out these resources developed to help you maximize your research and development efforts:
Development Professional blog posts: https://www.lexisnexis.com/Communities/lexisnexis_biz/b/bizblog/archive/tags/Fundraising/default.aspx
Nexis landing page and materials: https://www.lexisnexis.com/en-us/products/lexisnexis-for-development-professionals.page