As part of our #OpenForGood campaign, we’re featuring stories of resilience from nonprofits around the country. What does reopening look like for your organization? Share with us on social media using #OpenForGood for a chance to be featured on Network for Good’s blog and social media.
When the pandemic struck, eleven:28 had been in a groove with fundraising. As a Texas-headquartered, faith-based organization committed to supporting pastors, women, and individual spiritual development, they were getting the word out about their services in a crowded market and experimenting with Subscription Giving in order to stand out. Though covid created an expanded demand for their services, it also necessitated that they reimagine how they engage their individual donors as support from business partners decreased.
That’s what makes 2021 maybe even a more crucial year for Trey Finley, eleven:28’s Executive Director, than 2020 was. With once-dependable business support a less predictable quantity, Trey has found himself spending more time both making larger asks from some donors and cultivating a robust Subscription Giving program for others. With competition like Netflix, Hulu, and Substack, eleven:28’s Subscription Giving program is offering regular donors access to video interviews and written materials that allow them to deepen their interests and relationships with the organization’s work.
As eleven:28 looks forward to reopening, the shift is more one of mindset than one of practice. Most of their programs had been conducted virtually before the pandemic, but the fundraising objectives continue to be about cultivating donors that engage with the organization’s thought leadership as well as coming up with meaningful ways to steward donors across the country that found eleven:28 during the pandemic’s virtual engagement peak. Additionally, Trey comes to this reopening phase with a new understanding of himself as a fundraiser – through listening to himself, managing the projects and stresses that come with being a small nonprofit, and responding accordingly, being #OpenForGood at eleven:28 means using technology to foster sustainability for both fundraisers and donors.