|Don’t put the fundraising cart before the friendraising horse!|
There’s an essential precondition for all fundraising: FRIENDraising.
It’s the work horse that pulls the cart. Marketing and fundraising have changed so much since the digital revolution, you can no longer simply push messages out to folks and expect them to jump on board. So, let’s harness the relationship-building strength of your horsepower (or people power) and see where it can lead!
Why is this so important right now?
We’re entering prime fundraising season. You still have time to warm folks up before you make an appeal. If your donors haven’t heard much from you since they made their last gift, they’re not likely to be feeling very friendly towards you. You know what they say: Out of sight, out of mind.
Friendraising is about crafting a donor-centered journey that predisposes folks to want to give, and keep on giving.
Friendraising is about transformational relationships.
FRIENDRAISING by the letters
A gift is good, but it’s just a gift. Friendship leads to loyal commitment. And loyal commitment is what leads to a desire to maintain a dynamic relationship into the future. And how do you get that commitment? Keep in mind lessons learned about what donors are thinking from Penelope Burk and her work on donor-centered fundraising. We know from Burk’s research that people will give more when they feel connected to your mission and know their giving yields results. Donors want personal feedback so they know they’re making a difference. They want the powerful feeling you get from giving. That’s what sustainability is all about.