Nigeria 30-Day Funding Sprint

Guest PostFundraisingInternational Stories

Jun 23

(Increased Income—Improved Friendships)

Editor’s Note: Recently 12 Nigerian Navigator staff conducted a 30-day Fundraising Sprint to bolster their donor income. Many had suffered losses because of COVID, but rather than “wait until COVID is over,” they boldly launched a sprint under the leadership of Emeka Ohahuru, Lagos City Director and International Funding Coach.

Here is my interview with Emeka:

Scott: Holding a funding Sprint during the pandemic seems risky. How did it go?

Emeka: So far, a total of N5.18m [Naira—local currency] has been raised ($11,261) according to data submitted by 10 out of the 12 staff. We expect that over the coming months, more of the undecideds will become yeses.

Apart from the donations, staff used the Sprint to reach out to their partners. One staff shared how the Sprint afforded him the opportunity to mend a long sour relationship. God impressed on him to invite an old acquaintance with whom he had a falling out nearly 10 years ago. And when he called, it became an opportunity for reconciliation. This experience became the highlight of the sprint.

Also staff got to hear how the pandemic had impacted some of their partners. They encouraged partners and acquaintances who had lost jobs due to the pandemic.

Scott: Looking at this graph I see that 344 appeals were made by the 12 staff, but only 32 committed to monthly support—that is less than 10% which is below our international average of 40-50%. What is happening here?

Emeka: A major challenge we face in these parts is poor budgeting and planning habits of believers. In addition, the average Evangelical would hardly say “No” to an invitation to support a gospel activity. As a result, many are over-committed and therefore reluctant to commit to monthly support.

I recall a gentleman telling me that he was still struggling to fulfil his existing pledges. This same person has made at least a $1,000 gift each year since my invitation.

A close look at the graph reveals that the total Yes responses is 146 (42%), when we include those who said Yes to quarterly or one-off cash. Many of these one-off cash gifts will repeat, sometimes up to three more times in a year.

And, some undecideds are saying “No” but “respectfully” do not want to say the word!

Scott: So, you are seeing that Nigerians prefer to give periodically rather than commit to monthly? Isn’t that discouraging?

Emeka: The periodic giving is both a plus and a minus: A plus in that many would end up giving more than what they would have given, were they giving monthly. The flip side of that is that one must make several appeals each year to same persons. This means more work for the gospel worker.

Scott: Were most of the appeals made face-to-face or Zoom-to-Zoom? Or by phone?

Emeka: Most of the appeals during this MPD Sprint were done via WhatsApp. One of the feedback questions to participants asked them to indicate preferred mode of appeal. WhatsApp came tops because participants found that many partners and contacts use that means of communication more than others. It was also easy to see who has received and have read your message.

Next to emails, WhatsApp appears to be cheapest mode of appeal. The Covid-19 restrictions, of course, severely hampered face-to-face appeals.

Scott: How did the staff feel about this project?

Emeka: The Sprint generated a lot of excitement among those who participated. One of the staff was a pleasantly surprised to discover that the Sprint had raised for Him about 20% of his annual budget. Another staff is planning to do a personal sprint. He found the last one quite helpful. One staff who made the most appeals (by WhatsApp) was initially discouraged that nearly 70% of his appeals were undecided! But he soon got over it and is ready to keep asking.

Scott: Will you do another Sprint in Nigeria? What changes would you make?

Emeka: Yes, I hope to secure support for two Sprints each year. I am also planning a special event for older staff – a 3-day MPD retreat just for the seniors, followed by a 2-week sprint.

The other lesson is to consider a shorter duration, say 2 weeks, instead of a month. It was a bit too much to expect persons who were not used to such an intense MPD schedule to dedicate an entire month. Also, a shorter period would have given a greater sense of urgency. Another lesson to carry forward is accountability: We will work on improving accountability and reporting in subsequent sprints.

Another change would be to set a target either in terms of number of appeals and or amount.

Scott: Any other observations?

Emeka: Though the result in terms of pledges received was less than the average, the Sprint afforded nearly 350 persons to hear stories of what God is doing across Nigeria. Staff also reconnected with partners, lapsed and current. Old relationships were rekindled, while new ones were birthed. For one staff, it opened his eyes to see the possibilities when we ask. And for that, I will adjudge the Sprint a success.