The Ordinary People Society – Building a Small-Dollar Donor Program

The Ordinary People Society (TOPS) is a grassroots organization dedicated to supporting justice-impacted individuals and historically marginalized communities. Through direct services, advocacy, and leadership development, TOPS empowers communities to take action for systemic change. Their work is rooted in community engagement, addressing immediate needs while also building long-term solutions for justice and equity.

Project Overview 

TOPS recognized the need to establish a sustainable, independent revenue stream to reduce reliance on grants and foundation funding. The organization set out to build a small-dollar donor program, investing in digital infrastructure, list-building efforts, and fundraising events. Their goal was to engage their community members as financial supporters, strengthening their ability to fund their advocacy and direct services.

Key Strategies and Successes

TOPS implemented a multi-faceted fundraising strategy that combined digital engagement, community partnerships, and event-based fundraising.

• Investing in Digital Infrastructure: TOPS lacked a technical system for fundraising, so they purchased a CRM (Givebutter) and integrated their contact lists.
• List Building: They acquired a prospect list of 25,000 potential donors, including 7,319 email addresses, expanding their reach beyond their existing supporters.
• Email and SMS Fundraising: Initially, they sent weekly donor appeals but later refined their strategy to twice-monthly communications to improve engagement.
• Community-Based List Growth: They leveraged partnerships and community outreach efforts, growing their prospect list to 20,000 constituents.
• Social Media Engagement: Increased their digital presence, adding 3,000 new followers across social platforms.
• Tiered Membership Program Development: Researched and structured a membership program to encourage recurring giving.
• Event-Based Fundraising: Hosted seven fundraising events, integrating direct solicitations and ticket sales to engage supporters in person.

Lessons Learned

Building capacity before soliciting donations was crucial, as LNAF’s C4 arm lacked dedicated fundraising staff, and time was spent formalizing a cost-sharing agreement with the C3. The transition to a new CRM system resulted in the loss of 40% of their contact list, which required considerable effort to rebuild and underscored the importance of maintaining data integrity during system changes.

To establish a solid fundraising infrastructure, they hired staff for phone banking, secured EveryAction for donor management, and developed key communication tools like a one-pager, a board give/get policy, and a fundraising calendar. They also grew their email list from 3,000 to 5,000 names through consistent engagement and community outreach. The key takeaway from this experience was that as they focused more on fundraising, they realized they needed more dedicated staff time. Now, with two dedicated organizers and additional development staff, they expect their fundraising capacity to continue growing exponentially.

The deliberate investment in foundational capacities has set LNAF on a trajectory of sustainable growth and amplified impact. By:

• Building Infrastructure: The acquisition of a CRM and the expansion of communication channels have enhanced outreach capabilities.
• Expanding Networks: Increased the contact list by over 66%, broadening the potential donor and supporter base.
• Leveraging Staff Expertise: Dedicated staff have been pivotal in executing strategies that directly contribute to revenue generation.
• Scaling Efforts: The successful initial fundraising has provided confidence and capital to scale efforts, exemplified by the upsizing of their inaugural fundraising event.

This strategic investment illustrates how targeted funding in capacity building can multiply financial resources, enabling organizations to achieve greater outcomes than the initial input would suggest.

By The Numbers

Projected funds over three years: $41,955, with a calculated ROI of 67.82%, demonstrating significant growth potential from the initial investment.

Looking Ahead 

By securing diverse revenue sources, LNAF is now better positioned to scale their work and ensure long-term sustainability. They’ve been able to increase their staff capacity, expand their programs, and deepen their advocacy efforts. Most importantly, they’ve empowered their community to take greater ownership of the political and social changes that affect them, positioning them for continued growth and influence.

The Latino Network Action Fund’s successful shift toward independent revenue generation exemplifies the power of diversifying funding to achieve long-term impact. By experimenting with new strategies and integrating them into their organizational model, they have strengthened their financial foundation and ensured their mission remains viable for the future.