“I’m not selling you any tea today” was the subject of an e I recently received from Teabox, a place where I buy the most fabulous Darjeeling tea you’ve encountered anywhere. Well, some time during the past year they apparently hired a new “Head of Customer Experience.” Since then, I’ve received es from…
DetailsIn From Objections to Opportunities: Winning Over Donors I covered some of the reasons donor hesitations and objections are normal, and nothing to be feared. Rather, they present an opportunity to get to know your donor prospect better and potentially forge an even stronger relationship. There is one secret I’ve found to work like magic in…
DetailsIn Avoid these Key Obstacles to Successful Major Gift Asks I covered how to ask like a pro. Today I want to begin a two-part series on how to deal with donor objections like a pro. Sometimes donors say “yes” right away. More often, they don’t. You may not get an outright “no” (in fact,…
Details
In Proven Strategies to Take Charge of Major Donor Asks we delved into the topic of major gift fundraising asks.Specifically, we covered (1) four elements of a successful visit and (2) four elements of a compelling offer. Feel free to refresh yourself before we move on.
Now I want you to truly think about the offer from the recipient’s perspective.
As insiders, we often don’t stop to think about the outsider perspective. It’s just human nature to become so absorbed in a topic it starts to seem obvious. To us.
When crafting your compelling fundraising offer however, it’s important to stop and consider how it may be received. As noted in Part 1:
When crafting and making a major gift fundraising ask, make sure you incorporate the following into your planning:
Details
Before asking, begin by assuring you and your donor are on the same page.
The major donor journey is generally a long one. It’s important to craft a blueprint for the process and take time, along the way, to assure the journey is sparking joy and bringing energy — for you and your prospective donor. If you’ve never asked for a major gift, it can seem scary. Even if you’ve asked in the past, the process can still seem daunting. This article is designed to help take the worry out of asking for a major gift. How? By putting it in context and framing it as an opportunity, not a burden.
As long as you’re providing value to the donor, you’re in a good place. Value can take many forms.
Lead with the value you provide and the benefit they’ll gain if they meet with you. The value you offer at any point in time depends on the donor and where you are in the process of wooing. Provided you’re generally (1) clear, (2) compelling, (3) courageous and (4) careful, you’ll surely succeed.
Let’s dig a little deeper into each of these important components.
DetailsWhen it comes to marketing communications, you need a strategic plan that will serve you in the current digitally-revolutionized and highly networked world. Not what you’ve been doing every year for the past decade, but something that will really serve you in today’s rapidly evolving and competitive marketplace. Honestly, this isn’t new advice. Nine years…
DetailsThink about the last time you contributed to a friend or family member’s peer-to-peer campaign. Maybe you sponsored their walkathon. Or contributed to their birthday fund. Whatever the purpose, you donated because you’re their friend — not necessarily because you have a close connection to the organization they were raising funds for. As you can…
Details
Let’s pretend you and your donor are not connecting meaningfully right now. You’re not sure why. Could it be they feel financially insecure… they’re worried for their kids… they’ve been let down by politicians… they’re just feeling cynical and/or hopeless? For whatever reason, things aren’t singing between you and them. They haven’t renewed. They haven’t upgraded. They haven’t responded to any of your outreach. They seem to have other priorities.
So, you decide to go to counseling to reinvigorate the relationship. The therapist makes a wise observation: Sometimes in life, one partner feels strong; the other less strong. In such times, the stronger partner has resources to support the weaker partner. Other times, neither partner feels they have coping resources. During these times, we have to depend more on ourselves, be patient, and accept that our partner is not currently in a strong position – even though we really need their support.
Are you being a support for your donor? Are you helping, not selling all the time? Are you being patient, yet persistently showing you care?
We’re in turbulent times.. Alas, as need is burgeoning there are fewer individual givers. During the pandemic, some industries, like education, began losing support. As did many smaller charities not involved in addressing hot-button topics. And prior to the pandemic studies showed giving to be sluggish. Donors are less loyal. Donors may be distracted by emergencies. Or so-called rage giving. Or simply uncertainty about what lies ahead. So they’re giving less consistently. As a result, donor centered fundraising has never been as important as it is now.
People are feeling a need to be nurtured. In other words: Ask not what your donors can do for you, but what you can do for your donors. Recognize they don’t serve you; you serve them. They don’t owe you; you owe them. Your job is to help them experience the joy of giving. It is through you they will achieve their most meaningful work.
Embrace the true meaning of philanthropy as love of humankind. Remember your donors are humankind; you must love them if you want to be a part of philanthropy. Otherwise, you’re just transacting business.
So… what can you do to embrace love — 360 degrees — and thereby open the doors to passionate philanthropy?
DetailsRather than building this year’s marketing plan off of last year’s template, how about taking a deep breath, sitting back, and planning to devote some dedicated time to thinking things through. You see, your plan should be based on the greatest marketing communications challenges facing you in the coming year. Not last year or five…
DetailsLast year, you posted about sending donors valentines, which I came across a bit too late in the game, so I sent emails. But, this year, I kept that idea and planned for it, and sent handmade valentines to my top level donors. I felt like I was in 2nd grade with my glue stick and doilies, but the response has been amazing! Not only did my colleagues get in on the action, but I have received nothing but great comments via email and phone calls. Definitely a practice I’ll do every year. Thanks for the great idea!
— Rebekah Cross, Special Gifts Officer, Guiding Eyes for the Blind
And nothing is more worth celebrating than a holiday, and your donors!
You’ve still got time to send a little love your donors’ way! It’s been a tough, and for many a lonely, isolating and “othering” few years. Chances are good we’re still in for a long season of time during which donors could really use a little extra love from you. Many folks — your donors included — are love starved right now.
Why might this be something for you to consider, amidst all the other “to-do’s” on your plate?
If you don’t do a lot more donor loving, you’re going to do a lot more donor losing.
I hope by now you know donor retention is the name of the game. It costs so much more to acquire a new donor than to keep an existing one. Yet too few nonprofits have serious, intentional donor stewardship programs in place. Because of that, on average, nonprofits lose roughly 8 out of 10 first-time donors and close to 6 out of 10 of all donors.
Don’t be one of those “take the money and run” organizations!
If donors only hear from you when you want something from them, they’re not likely to give more. Or even give again.
Be generous! Show donors how much their support means to you.
Really, donor love should be like breathing for you. In and out. Out and in.
You’ll be amazed at how a little love can go a long way.
If you can’t send valentines to every donor, select a segment or two.
Think about those donors for whom you’d like to show some special love, because they showed you some. Show them you noticed! They could be:
Details
- Major donors.
- Monthly donors.
- Donors who’ve given faithfully for five years or more.
- Donors who increased their giving this year.
- First-time donors of $100+.
- Donors who also volunteer.
- Board and committee members.
