If not, you’re likely leaving money on the table. A lot of it. 2020 fundraising is not like 2010 fundraising. Why? There’s a huge new source of potential contributions remaining largely untapped. Today, your fundraising strategy should add a new target donor constituency to your mix: Individuals Foundations Business Government Donor advised funds Do you…Details
Today I want to talk about the heart of successful major gift fundraising.
It’s about reframing what you may think of as a “pitch” into what your donor would like to consider a “promise.”
The pitch is one way: You deliver a monologue about everything you know about your organization, how great it is, how pressing the need is, how you know this is what the donor cares about (maybe based on a computer print-out of the donor’s past history with your cause)… and then drop this bomb into your donor’s lap – often leaving them feeling like they didn’t get a chance to get a word in edgewise and/or they’ll be a ‘bad’ person if they don’t respond as you suggest.
The promise is two-way: Your donor promises to make a gift to accomplish something near and dear to their heart; you promise to put that gift to work effectively and report back to the donor on what their philanthropy accomplished.
The difference between these approaches is the difference between success and failure, especially over time.
For donors to give at their most passionate level, and to stick with you over time, they have to see and feel the promise. They have to believe and trust in you. They have to feel good about their giving.
If they give because they felt coerced or guilty by your perceived sales pitch, they aren’t likely to want to do this again. When you make giving transactional, you fail to build a relationship. Ultimately, these donors will evaporate.
Which brings us to the heart of effective major donor fundraising:
Times are tough. It’s easy to get demoralized. Especially if you work for a business, nonprofit or otherwise, that doesn’t feel ‘essential’ in today’s environment.
It’s human to feel depressed.
A survey conducted in June by the Kaiser Family Foundation found more than 30% of adults in the United States were reporting symptoms consistent with anxiety or depression since the coronavirus pandemic began.
Even our former First Lady revealed in a recent podcast:
“There have been periods throughout this quarantine where I just have felt too low… I have to say, that waking up to the news, waking up to how this administration has or has not responded, waking up to yet another story of a Black man or a Black person somehow being dehumanized or hurt or killed, or falsely accused of something, it is exhausting. It has led to a weight that I haven’t felt in my life — in, in a while.”
I know it’s difficult to see the light at the end of the tunnel sometimes. And waiting for time to pass sucks.
Yet my Mom always said, “This too shall pass.”
I found it comforting.
It was like she was sharing some universal truth by telling me time-specific depression need not turn to despair.
There’s another path.
Mrs. Obama said she had benefited from keeping a routine, including exercise, getting fresh air and having a regular dinner time. I’ve found these things useful as well. Most important, I’m learning to focus more on what I can control than what I can’t. Plus I’m learning to accept there are some things I can’t do. Some things I can’t fix. Not now.
Sometimes we have to wait.
Meanwhile, there are things to do to make the waiting bearable.