​Times are changing, and if you’re a leader in a non-profit senior living facility, you’ve probably felt the pinch. Costs are climbing, donors have more choices than ever and keeping up can feel like a full-time job. In today’s dynamic economy, fundraising really is a full-time job.

That’s why more and more non-profit facilities are bringing on full-time professional fundraisers called development officers. Whether your facility is going full-time or if you as a leader have taken on the role yourself, here are five tried-and-true fundraising strategies that you should be adopting now to help keep the lights on and the care top-notch for your seniors.

1. Make Donors Feel Like Family

Nobody likes to feel like just another name on a mailing list. People give when they feel connected, so treat your donors like family. Here’s how:

• Send heartfelt thank-you notes, not just receipts. It’s what I call the long-lost art of the handwritten note. And it goes a long way.
• Host casual get-togethers, like coffee with the director, so donors can see firsthand the impact of their support. Don’t ask for money at these gatherings, just dote on your supporters.
• Make note of and acknowledge donor birthdays, their spouse, and/or kids’ birthdays, anniversaries, and other significant events. There are innovative CRMs that will track that for you.

A little warmth and personal touch will often turn one-time donors into lifelong champions of your mission.

2. Knock on Every Grant Door You Can Find

With government grants disappearing or shrinking, it’s time to do the hard digging. You just have to know where to look. Here’s how to make sure you don’t leave money on the table:

• Partner with businesses for sponsorships—many companies love to give back to their communities. And large corporations are often required to support local non-profits.
• Look into cause-marketing campaigns where a percentage of sales from a business benefits your facility.
• Encourage matching gift programs so donors can double their impact with help from their employers.
• And keep applying for local, state, and federal grants that support senior services. There may be less of them, but they’re still out there.

Grants and corporate partnerships can help ease financial stress and open up new opportunities for your facility.

3. Get Tech-Savvy with Fundraising

If your fundraising efforts are still stuck in the past, it’s time for an upgrade. Online giving is bigger than ever, and it’s easier than you think.

• Host virtual or hybrid events to reach more people while cutting costs.
• Start a crowdfunding campaign—people love to give when they see others chipping in too.
• Use donor management software to track giving trends and personalize outreach.
• Accept non-traditional donations like cryptocurrency and stocks to appeal to younger donors.

By embracing technology, you’ll make giving easier, more accessible, and you’ll come off looking “in the know” with younger generations of donors.

4. Get the Community Involved

Your town is full of people who want to help—you just have to give them a reason to show up. Here’s how to rally the troops:

• Consider a membership program where supporters get exclusive perks for a yearly donation.
• Offer hands-on volunteer opportunities so people can see the impact of their efforts up close.
• Work with churches, civic groups, and local businesses to co-host fundraising events.
• Tap into your biggest fans and turn them into ambassadors who spread the word and bring in new donors.
• And give back! Support other causes in your community. Don’t just be a taker—be a giver. You will attract new supporters that way.

When the community feels invested, they’ll go the extra mile to support your mission.

5. Make Giving Easy and Automatic

People love to give, but they also love convenience. Setting up automatic giving options makes it easy for donors to support you without having to think about it each month. Here’s how:

• Launch a “Friends of [Your Facility]” monthly giving club.
• Partner with local stores and restaurants for round-up donation programs.
• Encourage payroll deductions through workplace giving programs.
• Sign up for passive fundraising programs like AmazonSmile and credit card donation programs.

By making giving effortless, you’ll create a steady stream of income to keep things running smoothly.

Running a non-profit senior living facility isn’t for the faint of heart, but with the right fundraising strategies, we can weather any unconventional turns in the economy storm. Focus on relationships, seek out every grant opportunity, embrace digital giving, engage your community, and make donating easy. When you put in the effort, your donors will too—ensuring your seniors continue to receive the care and dignity they deserve.

Robert Hahn is the chief advancement officer for Birmingham Green Senior Living Facility in Manassas, Virginia. His role encompasses community engagement, mission/brand awareness, marketing, and development. Prior to serving at Birmingham, Hahn’s professional concentration was on developing non-profits that focused on rural hunger in America and poverty in Central America.