Are you treating your donors like gumballs?
You are if you consume them in five minutes, then never think about them again.
Alas, too often nonprofits treat their donors exactly like a gumball dispensed from a machine.
Chew it up. Spit it out. Done.
Transaction over.
Want your donors to sustain you? Then you can’t treat them this way!
Whatever size gift they make, they’re unlikely to make it again — let alone give more — unless
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Today would have been Dr. Martin Luther King’s 91st birthday. During his lifetime he challenged us to recognize the privilege of being part of the struggle for goodness to prevail. He did not live to get to the promised land, yet he saw it from the mountain top. And in his famous speech he mused on the question of what he would say were he to be given the extraordinary opportunity to live in any moment in history. His answer to the Almighty was, “If you allow me to live just a few years in the second half of the twentieth century, I will be happy.”
Today we are here, and our challenge is whether we can approach our world with the same degree of gratitude and moral resolve. Our times are challenging. Political division, escalating, senseless violence across the planet, threats to free speech, the spread of fake news, a deepening divide between classes, the existential threat of climate change, and a creeping sense of dread as events begin to seem out of our control. The world can seem a cruel and barbaric place. Philanthropy – love of humankind — can seem elusive. Yet it’s right here. In each of us.
King challenges us to recognize that even in dark times, there is light to be found: “I know that it’s only when it is dark enough that one can see the stars.” As we toil in the vineyards of the social benefit sector, it is our privilege — and responsibility — to carry Dr. King’s torch and let shine the light. To muster all our spiritual, moral, individual, and communal resources to drive out the darkness. Today, with my annual “I Have a Dream” post, I invite you to consider what you can do to adapt, stay positive and make a beneficial impact on the world within and around you — yourself, your family, your friends, your neighbors and strangers.
“The time is always right to do what is right.” ~ Martin Luther King Jr.
I have a dream for 2020 – and beyond. I have a dream this is the year your organization will move beyond defining yourself by what you’re not (nonprofit) and will begin to define yourself by what you are (social benefit). I have a dream this is the year your people will move from an attitude of taking and hitting people up (aka “fundraising”) to a mindset of giving and lifting people up (aka “philanthropy”). I have a dream this is the year your staff and volunteers will move from enacting transactions to enabling transformation.
I have a dream you will push yourself and your organization this year. You will take the bull by the horns, adapt to the digital revolution and open yourself to the possibilities change brings. You will give up on the static donor pyramid, ladder and funnel theory of engagement and put your donor at the center of a new, active engagement model that reflects the myriad ways people connect with organizations and causes today. You will find donors where they are.
I have a dream you will learn who your best influencers and advocates are and you will embrace them. You will recognize you are no longer your best messenger. You will understand many forces beyond you influence your donor’s decision to invest with you, and you will expand your thinking and operations from a one-dimensional to a multi-dimensional model. You will allow your constituents to engage with you at multiple points of entry, and to move freely between these points during the life cycle of their engagement.
I have a dream you will think big, because thinking small will not get you where you need to go.
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I’m excited to share three easy tips with you, and the results are measurable. Do these things and you’ll be able to tell if they impact your bottom line!
I was inspired to share these ideas with you based on a 2019 study by NextAfter and Kindful looking at how organizations are cultivating donors via email. They found plenty of data-driven ideas that can improve donor retention and boost online fundraising revenue — by as much as 27%!
Think about how much an increase like that could mean for your organization!
“Make way…” for these ridiculously easy, revenue-boosting strategies!
If you raised $100,000 last year, you could raise $127,000 – or more – this year.
And that’s without having to apply for a new grant, hold a new fundraising event or even ask for a new major gift or two to reap these rewards.
All you must do is simply pay a little more attention to your follow-through communication with donors.
Did you know most of the top reasons donors give for not renewing their giving have to do with how you do/don’t communicate with them after they make a donation?– or fail to personally, meaningfully and promptly communicate –
Meaningful, regular donor communication can hugely impact your bottom line.
To make a demonstrable difference in donor behavior, however, your communication strategy must tick more than one box. It must be prompt, personal and relevant to what your donor cares about and how they want to hear from you. Don’t just guess what your donors might like from you. Ask them! In fact, surveys, social media queries, online quizzes, solicitations for comments and feedback are all wonderful ways to communicate digitally in a manner that personally engages your supporters.
Never forget: The best fundraising is personal.
So… what are you waiting for?
The major gift journey is a synergistic one. You see, it’s both your journey and your donor’s journey.
If you want to follow along the most direct pathway to sustainable philanthropy, you’ll want to consider the two-fold nature of the expeditious endeavor known as major gift fundraising. Or, as I prefer to call it, passionate philanthropy.
First understand it’s not just about the money. It’s every bit as much about the experience.
If you make the experience a joyful one for your prospect, they’ll become your donor. If you continue to make the experience joyful for your donor, they’ll continue as your donor.
Strive to become your donor’s favorite philanthropic journey guide, and they’ll come back to you time and again to find meaning, purpose and happiness.
Major gift fundraisers, essentially, are in the happiness delivery business.
I cover this (1) business, and the (2) donor journey toward joy, in great detail in my online course, Winning Major Gift Fundraising Strategies. Please sign up for it, or get on the waiting list if the course is currently full. Meanwhile, let’s take a look at the 6 steps you must take to build and sustain a winning major gifts program.
You’re stretched thin.
Competition for philanthropic dollars has intensified. You know long-term survival depends on strengthening revenue streams.
What are you doing about it?
If you’re like too many nonprofits, you’re missing what’s right in front of your eyes: legacy giving.
The lion’s share of philanthropy in the U.S. comes from individuals. Nearly 70% of people make gifts to charity during their lifetimes; only 10% leave a bequest. Why? No one asks them!
It turns out that the act of asking makes a huge difference. And don’t tell me you can’t ask because you’re too small or understaffed.
Just because you can’t afford (or aren’t quite ready yet) to mount a full-on legacy giving campaign is no excuse to avoid the basics.
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