If you could only do five things between now and the end of the year to make a noticeable difference in your nonprofit’s fundraising results, what would you do?
I’ve been writing recently about five subject areas – key priorities for success this year, and beyond. Today I’d like to offer one BIG “to do” in each area to help you hone in on some actionable steps that will move the needle and have a transformative impact on your results.
I’ve got a cornucopia of useful practical tools to help you here – enough to last the entire rest of the summer – and then some! If you don’t have time to click through to all these great resources now, this is a “Click-it” edition you’ll seriously want to tuck away for when you’re ready. If you use these tools, you’ll be a lot more effective. Why just work hard when you can work smart?
NOTE: As I’ve done throughout the year, I’ve organized these articles into categories aligned with my top “Dive the Five” fundraising fundamentals for 2016, and beyond. Plus I’ve added a few articles with some great basics and specific tips. And plenty of free resources too. And now… let’s dig in!
What prompted me to write this article was a recent post by Matthew Sherrington on the 101 Fundraising Blog about the dangers to the public benefit sector posed by erosion of trust. We’ve known for some time that whenever there’s a charity scandal, the bad behavior of one player can become detrimental to all. But over the past year in the U.K. the problem has become even more challenging. Could it happen here? Matthew says “yes.” And I concur. Trust is a fragile thing.
In the U.K what happened was a perfect storm of perceived over-solicitation and insufficient outcomes, exacerbated by a barrage of media that sounded an alarm about nefarious practices. Trust plummeted. A wake-up call, for sure.
But what does it mean?
Two good posts recently at re: charity (Brady Josephson) and Future Fundraising Now (Jeff Brooks) about what charities should do today to prepare for tomorrow. Both embrace a quote from Jeff Bezos:
I very frequently get the question: ‘What’s going to change in the next 10 years?’ I almost never get the question: ‘What’s not going to change in the next 10 years?’ And I submit to you that that second question is actually the more important of the two — because you can build a business strategy around the things that are stable in time.
Sounds good.
But think about this a bit more.
Two good posts recently at re: charity (Brady Josephson) and Future Fundraising Now (Jeff Brooks) about what charities should do today to prepare for tomorrow. Both embrace a quote from Jeff Bezos:
I very frequently get the question: ‘What’s going to change in the next 10 years?’ I almost never get the question: ‘What’s not going to change in the next 10 years?’ And I submit to you that that second question is actually the more important of the two — because you can build a business strategy around the things that are stable in time.
Sounds good.
But think about this a bit more.
#ClairityClick-it is a bi-monthly publication linking to useful resources and insights I find across the web. This year I’m also selecting articles that highlight the “Dive the Five” 2016 fundraising fundamentals we’re collectively digging into in depth over the course of this year. For more on this, read Want to Guarantee Fundraising Success? Dive These 5 Fundamentals on NonProfit Pro. Of course, I’ll add in other food for thought that I just can’t help but share with you as I come across it. As always, if you scroll to the bottom you’ll find some free resources and upcoming learning opportunities.
The people have spoken! You’d like more original articles from me, and you still want curated resources and links to free stuff and great training opportunities, and you’d like about the same number of emails.
So… I’m moving the “Click-it” to twice/month to make space for more original articles. And, as promised, this year I’ll be organizing the curated resources according to the “Dive the Five” fundamental principles we’ll be discussing in our ongoing virtual fundraising curriculum. Nail these, and you’ll succeed in 2016. As a reminder, they’re:
This year I’ll be sharing a lot of resources related to the “Dive the Five” fundamental principles we’ll be discussing in our ongoing virtual fundraising curriculum. You remember them, don’t you?
I want you to use these “buckets” as an organizing framework for your development efforts this year, so I’m organizing my “Click-its” this way as well.
From time to time I’ll add in other subjects and offer you some food for thought that I just can’t help but share with you. And, as always, if you scroll to the bottom you’ll find some free resources and upcoming learning opportunities.
Your year-long “Dive the Five” virtual course continues!
I’ve selected five major themes – fundamental nonprofit fundraising strategies — to discuss with you this year in depth. Strategies that are so important to your success in 2016 – and beyond – that I want to be certain (1) you’ve got them on your priority list, (2) will begin to dedicate some serious resources towards them, and (3) will commit to practice them regularly, until they become almost second nature.
If you learn to “Dive the Five” you’ll be able to raise money for anyone, any place, any time. And I’ll be your Guide.
Some of these skills will seem familiar, but the way you employ them may need to be tweaked in order for you to survive and thrive in our digitally-revolutionized society. Other skills may be things you’ve thought about, or dabbled in, but haven’t really committed to with serious intent and dedicated resources.
Your year-long “Dive the Five” virtual course begins!
Listen.
Hear the knocking?
I most surely do!
If you pay attention, you’ll see the year ahead is bursting with opportunities for your nonprofit to succeed — more than you’ve ever succeeded before.
What do you need to do to grab these opportunities?
It’s as simple as
By now I hope you’ve read the latest Fundraising Effectiveness Survey results and know that, on average, U.S. and UK nonprofits are retaining only 41% of their donors. This is abysmal, and it makes me sad.
When I started out in fundraising, many moons ago, I consistently retained 60 – 70% of my donors. And I thought that was insufficient!
While there are all sorts of reasons this is happening, what matters most is stopping the attrition before your nonprofit withers and dies. Because at these rates, after seven years you’ll only have 10 out of 1,000 new donors you acquire today. You read that correctly! Did I mention that first-time donor retention rates are only 27%?
Fundraisers report that money is the number one reason they leave their jobs [See Part I of this two-part series here]. While I do believe too many fundraisers are underpaid relative to their skill sets and performance, I’ve a hunch it’s not the real chief culprit for fundraiser dissatisfaction. What is?
Guess what? The reason is very similar to why donors leave you. If you read through this article, you’ll learn both (1) how to keep more fundraisers, and (2) how to satisfy, inspire and retain more donors.
Ready?
I gave you a hint in the title. Yup. It’s what Aretha Franklin famously sang about:
It’s not just respect for fundraisers as individuals that’s lacking. It’s respect for their profession. For what it takes to succeed with development in a nonprofit organization. For what it means to be a part of a team — all working together towards the same goal — and why it’s impossible to succeed without a supportive infrastructure and culture.
And by the way, donors won’t thrive absent a supportive culture and infrastructure either. They’re looking to be a part of your community, your family, your way of life. If you won’t give them this warm, fuzzy, connected feeling — they’ll find someone else who will.
So what pre-conditions must be in place for fundraising staff, and donors, to want to stay?
Ask someone on the street if there are too many nonprofits addressing the same causes. Most likely, you’ll get a resounding “yes.”
When there’s a crisis, folks are confused as to which relief agency they should give their money. When a friend is diagnosed with cancer, they aren’t sure which organization will make the best use of their donation.
This confusion leads to “drop in the bucket” donations. Folks want to at least doing something, but don’t want to risk throwing their hard-earned money into a black hole.
This behavior stifles the entire nonprofit sector. Folks don’t trust their philanthropy will be effectively stewarded, so don’t give as much as they could. Even worse, folks with track records of investing — philanthropic (aka “social”) entrepreneurs — sit on the sidelines waiting. Waiting for the social benefit sector to do something that, up until now, it has not done well. What?
Happy Friday the 13th! It’s my lucky day – both I and my son were born on Friday the 13th – so I feel only good things can happen today. Speaking of which, I’ve got some lovely “feel good” goodies for you today. Since “Heart Day” is tomorrow, let’s start with philanthropy – meaning “love of humankind.” Then I’ve got some fun social media and creative stuff to help you really stick out in the minds of your constituents.
I chose the word “w(h)ither” in my title very deliberately. It can mean “Where are you going?” It can also mean “Dying on the vine.” Which does it mean for you and your nonprofit?
If the former, where are you going? You’ll find some “To Do’s” in this article to help you on your way towards a sustainable future. If the latter, how can your prevent this from happening? You’ll find some “don’ts” to help you breathe life into your organization.
Or… What Your Donors Won’t Tell You about Your Nonprofit Messaging.
At first blush, tepid tapioca and gooey hot chocolate might appear to have nothing whatsoever to do with securing vital resources to further your mission. Blush again.
Blush hard. Think of all the good things you could accomplish were you to more effectively master the art and science of fundraising. Feel the warm pink tinge beginning to creep up your neck as you embrace the errors of your ways over the past year. Or two. Or 10. Or even more.
Are you still doing things like it was 1985? 2000? 2008? If so, you should probably be embarrassed. Because I know very few organizations who are succeeding today using yesterday’s strategies.
I happen to currently be working with a number of nonprofits who are seeking to hire the perfect development officer. It’s got me thinking about what to look for in a candidate, and how to best assess someone’s likely ability to perform the job as you need them to perform it.
Of course, this will vary from organization to organization. But if you’re seeking someone to fill a one-person or two-person development shop, there is remarkable similarity in the performance habits (practice) and innate qualities (psychology) that will spell success.
Philanthropy, Not Fundraising
For too many nonprofits something isn’t working. Change is happening at a rapid pace while people try to employ yesterday’s ‘best practices,’ seeming to work harder and harder to make do with less — while needing to serve more.
Before the digital revolution, an information imbalance existed. This facilitated a one-way ‘push’ model of marketing/fundraising. We could define our own brand and sell it. Guess what?
Philanthropy, Not Fundraising
Are you confident your employees – all of them – are fully engaged in your mission so they don’t bungle openings to turn inquiries into interest, interest into involvement and involvement into investment? Do your workers just do their job, or do they understand their real job to be part of your greater vision-focused undertaking?
Unless you’ve created a culture of philanthropy in your organization – one where everyone who works there is fully informed and passionate about your work and the values you enact in the community – then you’re inevitably going to blow opportunities to garner vital support. Under-informed workers lead to disengaged workers. Disengaged workers lead to disengaged constituents. And here’s how it happens.
They’re the same thing.
Let me repeat, to make sure you heard this correctly: they’re the SAME thing.
No, this isn’t some trick. They really serve the same function. Which is why they shouldn’t exist in separate silos within your organization. Do you want to know why?
Philanthropy, Not Fundraising
More than ever before nonprofit leaders must lead from vision, not mission. Why? The world is moving really, really fast. Blame it on the digital revolution if you wish. But why waste time laying blame? It is what it is. Instead, get into the 21st century. Now.
The present (what you’re doing) is nothing more than a springboard to the future (the change you’re endeavoring to bring about). That’s what folks want to invest in. Positive change.
Nonprofits have tended to forget their visions in order to justify continued existence. Sometimes founders and other leaders become too wedded to the status quo. They can’t let their babies grow up.
Earlier this week I posted an article talking about how fundraising professionals need to become Engagement Journey Guides. One of my readers, Amy K., suggested that was a mouthful and offered up the term “Engagement Sherpa.” That got me thinking, so I looked up the word. Sherpa means “a member of a people noted for providing assistance to mountaineers… [and who] have achieved world renown as expert guides.” Hmmn. I really like that!
Think of your donors as mountaineers. They’re on an ascent. It’s not just towards the top of your donor pyramid.
Philanthropy, Not Fundraising
I’m about to reveal my Old MacDonald’s Theory of the qualities of outstanding fundraisers (you know how they say “the farmer is *out standing* in his field”)? Ahem. Well… the outstanding farmer is surrounded by a chorus of E-I-E-I-Os. The outstanding fundraiser is similar in many ways. S/he sings a similar tune and also works in a nurturing, productive space that enables cultivation and growth.
And that’s why I developed my E-I-E-I-O paradigm. Forget about all the nasty business of “it’s a jungle out there.” No, YOU (the fundraiser) work on a farm.
Here’s my return-from-vacation Clairity Click-it – and I’ve got some stuff that’s a little outside the box of your basic fundraising and marketing advice. Why? It’s good to take a little trip away from the usual every now and then! So… here come some easy-to-“click-it” links to posts I’ve found thought provoking. With, of course, a few comments of my own.
Let’s begin:
Philanthropy; Not Fundraising
I’ve often wondered why we’re the only sector that defines ourselves by what we’re NOT. Nonprofit. Why not what we ARE? Social benefit. Rather than focusing so much on how to scrimp and save and be as cost-efficient as possible, shouldn’t we be focusing on how to spend and grow and be as big and effective as possible?
Nonprofits are stuck in a vicious cycle that jeopardizes their ability to raise the resources they need to succeed. Three “town criers” have recently shed light on the growing problem. Though they come at the problem from different perspectives, it is arguable that they’re headed in the same direction. Let’s take a look at the underlying reasons for the sector’s inability to build sustainable capacity.
Philanthropy; Not Fundraising
I recently attended an inspiring talk by Daniel Pink, author of To Sell Is Human, and found myself furiously taking notes. Next thing you know I was impulsively buying the book (autographed, of course)! Do I have buyer’s remorse? Absolutely not. Zero. Zilch. Nada. Everything he has to say is so directly applicable to fundraising and the nonprofit sector that [IMHO] it’s a ‘must read’ for those of us in the philanthropy business. Here’s why:
We erroneously think “selling” is bad. In fact, it’s probably even more of a taboo word in nonprofits than the word “fundraising.” People just don’t like it. Pink did an experiment where he asked people to give him the first word that came to their minds when they thought of “sales/selling.” They answered with such words as:
GOOD: I recently read an article about ‘accidental marketing’ describing serendipitous moments when we ‘sell’ our product/service without having really planned it. In this case, it was a nonprofit staff member (let’s call him Joe), who went out to pick up some donated furniture. Joe accidentally knocked on the wrong door. In explaining to the…
The fact that development and marketing are charged with making the same relationship-building and communications decisions means that it is time, once and for all, to actively align these functions. Yesterday in Part 1 we discussed the natural linkages between these functions and that, first and foremost, everything we do is about the customer experience. Today,…
How will you connect with donors in a manner that deepens their connection with you? How will you match their passions and values to the passions and values you enact?
You can’t — unless you explicitly ask donors for their feedback.
You do this with friends, family, co-workers, and neighbors, don’t you? “What do you think?” “Which color looks better?” “Paper or plastic?” “Italian or Thai?”
Guessing about what floats your donor’s boat is as bad as guessing whether your family prefers Italian or Thai food for dinner. It’s a recipe for disaster. Or at least for satisfying exactly no one.
There’s a better way.
I get lots of questions about what to include in donor surveys. But that’s the wrong place to begin.
You can’t bring top value to your donor survey unless you’re specific about what value you want to receive and deliver. The great thing about donor surveys is they’re a genuine “twofer.”
This is, after all, at the heart of all successful fundraising and marketing. The donor gives something of value (usually time and/or money) and you return something of value (usually an intangible “feel good;” a sense of meaning, purpose and connection). Donors are focused on value; you need to focus there too. But it’s tricky to do this unles you endeavor to get inside your donor’s head and find out how their values match those your organization enacts.
If you’ve had “do a survey” on your back burner for a while, now’s the time to move it to the forefront and give it a closer and more purposeful look. Ask the “Why are we doing this?” question. What pieces of your particular donor puzzle are you looking to uncover? Begin with asking: How will I know this survey was successful?
What’s in a name?
“A rose by any other name would smell as sweet,” said Shakespeare.
But, would it?
Seth Godin thinks words matter. As do I.
Just?
The meaning of the word is the reason we used the word.
If we don’t agree about the meaning of the word, we haven’t communicated.
Instead of, “that’s just semantics,” it seems more productive to say, “I’m confident we have a semantics problem.”
Because that’s all of it.
The way we process words changes the way we act. The story we tell ourselves has an emotional foundation, but those emotions are triggered by the words we use.
Not just.
Especially.
— Seth Godin
“The single biggest problem in communication is the illusion it has taken place.” So says Hugh MacLeod of Gaping Void Culture Design Group, noting your words may or may not incorporate ‘signifiers’ that open the listener/reader to the possibilities they might encourage.
Opening people up to new possibilities is, after all, at the heart of what organizations seeking to enact change do.
The meaning of words changes over time. Your task is to assure the ones you use will be understood as you intended.
For example, when someone considers contributing to your organization, what does your appeal actually communicate to them? Does asking for a ‘donation’ make them feel uplifted by the possibility they can create a positive outcome. Or does it convey all you care about is their money? Does saying “any little bit helps” make them feel important and empowered? Or does it convey their gift is but a drop in the bucket?
Choose words appropriate to what you want your audience to feel.
You have the power to give would-be supporters the meaning they seek.
Let’s look at how some of the words nonprofits commonly use get their meaning, how this meaning may be interpreted by your constituents, and how you may wish to express yourself differently in order to choose the words most appropriate for your group and for the purpose of your communication.
Maybe that’s okay. Or perhaps
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 the pathway to passionate philanthropy is not just about the money; it’s every bit as much about the experience.
If you do your job as guide well, they’ll find meaning, purpose and happiness being engaged with you.
That’s right! It’s both (1) a business, and (2) a donor journey toward joy. You’ve got to treat it like a business if you want to make money. That means clarifying goals, setting specific objectives, planning strategies and tactics, and holding yourself accountable. Otherwise you’re just occasionally taking folks along for a stroll, without being thoughtful about what’s in it for both of you. And if you haven’t concretized what the benefits are, it’s hard to deliver on them!
Let’s take a look at the 6 steps you must take to build and sustain a winning major gifts program.
When you’re not aware you’re making a mistake, it’s hard to avoid it.
So let’s get curious. I’m going to ask you to close your eyes for a minute to imagine a donor you’ve been wanting to ask for a major gift. I’m going to ask you to visualize a space where you’re meeting. Put them in your office, their home, a café or even a Zoom screen. Choose what’s comfortable, and where you think you’d be most likely to meet with this donor within the next month or so.
Okay… do you have your donor and your meeting space in mind? Excellent!
Now, before closing your eyes, commit to visualizing these four things:
SELF-EXERCISE: Okay, are you ready to close your eyes? Even if this feels a little weird, why not give it a try? (1) Pick your donor… (2) your meeting space… (3) your additional person supporting you in the room… and (4) open the conversation. What are you saying to them? What are they saying back? Don’t think in terms of pitching what they can do for you, but in terms of promising what you can do together. Play this scenario out just a bit, until you get to a place of comfort or discomfort. Then open your eyes.
What felt comfortable to you? Uncomfortable? Did it feel more comfortable and pleasant than you may have imagined? Smiling people, committed to the same cause, hanging out in a comfortable space together…. from such a space can come many good things.
REFLECT and JOURNAL: Take a few minutes to quickly journal some answers to the questions posed above. Whatever comes to mind first is great; don’t overthink this. I guarantee this will help you shift the energy for the next time you move into this space – in real time – with a donor.
It’s not fatal; you can correct it. But first you have to recognize it happened!
These are the best of times. These are the worst of times.
However you see the present, rest assured others see it the opposite.
How do you cope? How do you help others cope? How are you adapting, personally and professionally, to the times in which we live?
It turns out the way you cope, particularly during times of stress, has a lot to do with your unique personality traits.
During such times, it pays to be self-aware. It can help you understand why you may be feeling particularly panicky. Or inexplicably calm and at peace. ANd it can help you lean in to what makes you feel creative, purposeful, and even joyful.
Through self discovery, you can live your life in the best way possible.
Want to make a contribution that feels authentic, productive and true to you? Want to make this a year where you help others do the same, be they your family, friends, co-workers, program participants and beneficiaries, volunteers or donors?
Then how about taking a bit of focused time to unearth some important truths about the most interesting person on earth — YOU!
Turn off the news, stop scrolling through social media, and instead get in touch with, and appreciate, what you bring to the table.
I’ve got four fun things for you to try!
One is a values exercise. The others can be grouped under the mantle of “personality tests.”
First, let’s stipulate values vary and they’re all legitimate. Also, there’s no ‘right’ or ‘wrong’ personality. These exercises and assessments I’m sharing today are my favorites for the workplace (and beyond) as they’ve been rigorously tested, are grounded in research and have been shown to be fair and consistent across populations. Plus, they’re fun to take.
Are you game?
Even if you don’t love doing exercises and taking quizzes as much as I do, you may find one or more of these interesting. None of them take a lot of your time. And it’s even more fun if you do it together (with friends, family, co-workers); then compare and discuss results!
Remember: Everyone brings their own gifts to the situation at hand.
Confession: I’ve never been a fan of Greedy Tuesday. There, I said it. And you can see how I’ve said it before in: The True Meaning of Giving Tuesday Giving Tuesday: Don’t Take the Money and Run #GivingTuesday or #GratitudeTuesday? Choose! It’s time for a post-mortem, and some thinking about what you might do better…
We use them to understand our world.
But do the same stories work in any time? For any person? No.
You need to understand your SMIT story – ‘Single Most Important Thing’ – at this moment in time.
And that SMIT will change, depending on the environment in which you’re operating.
You need to know your audience. Today. The story you told last year may not work as well this year. And here is why:
(1). The story must be relevant to the donor – which will depend on what is top of mind for them (hint: pay attention to the news).
(2). The need to give the story a happy ending must feel urgent (hint: pay attention to the news).
Whatever your mission, relevancy and urgency are the key to emotional appeals.
Recently, fundraising writing and thanking guru, Lisa Sargent, posted a list of “small stuff” it’s absolutely important to sweat. It to me decades – decades! — to learn this on my own in the trenches, and I’d have given anything to have had a mentor like Lisa to clue me in from the get-go. Lucky…
“Give me one moment in time.
When I’m more than I thought could be.
When all of my dreams are a heartbeat away.
And the answers are all up to me.”
Ah, the lyrics remembered from a Whitney Houston song sung at the 1988 Olympics Opening Ceremonies. The Olympic torch. The parade of nations. The stories, stories and stories.
Chills run down my spine. The hairs stand straight on my neck. A lump comes to my throat.
Cheesy, I know. But it gets to me.
We all yearn for that one moment where we step outside our daily, mundane lives and exceed our wildest expectations.
When we’re bigger than ourselves.
And gold medal philanthropy facilitators.
The Olympics lifts us up. At its best, philanthropy does this as well.
It inspires us.
It engages us fully.
It’s as addictive as chocolate when done right.
In fact, MRI data show us when people even simply contemplate giving, the pleasure centers of their brain light up. The very same area of the brain that lights up when we eat chocolate! One might call this the “philanthropic high.”
And, unlike other addictions, this one is good for us!
Today I’m writing about something that’s not fundraising or nonprofit marketing strategy per se. It’s about how to have hope – and take action – during times that may feel hopeless. For most of us, we’ve perhaps never been in perilous times during our lifetimes. For a host of reasons. And it’s not…
I’m going to guess “yes.” I’m sure some will hate me for saying this, but after 30+ years in the nonprofit trenches and another 10+ as a coach and consultant, I’m still amazed at how small many of us think. In 2008 during the big recession, and 2020 during the pandemic, all I heard was…
Radiance is meant-to-be. Radiance means: To have the light within us lit To send out light To reflect back light To bounce light back and forth, in simultaneous service to ourselves and others. What if you were to view your work as allowing your own and others’ meant-to-be radiance to come forth and shine? I’m…
Can AI help your nonprofit connect authentically with people so you, and the social benefit sector as a whole, do a effective job addressing today’s most pressing problems? In other words, can AI help you drive loyalty? The short answer is yes. But it won’t happen if you keep working as you’ve always…
What if you had a new strategy for building the types of committed, transformative relationships with donors necessary to build, nurture and sustain a meaningful major gift fundraising program? Most nonprofits know how important a major gifts strategy can be to their overall survival. After all, the 80-20 rule is than alive and well…
In my last article I talked about how to pitch yourself for a new job. My focus was on fundraising jobs, but it’s a paradigm you can use for any time you’re trying to make a persuasive case for yourself.
Today I’d like to get to the part where you’ve transitioned from “selling” to the interviewer, and have arrived at the part where they sell to you. In other words, it’s your turn!
It’s important to prepare for this part of the interview. And, if you happen to be wearing the interviewer hat, you can use these tips to listen for important questions that will tell you a lot about your potential hire.
Definitely come prepared with what you want (and need) to know to make a wise, informed decision. You’ll want to ask about this organization’s history, its programs, its culture (don’t overlook this one!), this position, and the person(s) for whom – and with whom — you’ll be working. Think about what success would look like for you, and probe to assure the pre-conditions to achieve that success are in place.
The interview is as much an opportunity for the candidate to get to know the hirer as it is a chance for them to get to know you. There’s little point in selling yourself for a job you ultimately don’t want and won’t enjoy. Where you’ll just be spinning your wheels. Where you won’t have a chance to grow professionally. Life is too short.
POINT OF PERSPECTIVE: I’ve interviewed a lot of candidates in my day. And, truth be told, if they don’t avail themselves of this opportunity to ask questions I really wonder about them. How can they be so lacking in curiosity? Did they not prepare for this conversation? How are they going to learn things on the job so they don’t just do things the right way, but do the right things? If it’s a front-facing fundraiser position, how are they going to be when faced with the opportunity to build a relationship with a donor?
When I’m in hiring mode, I don’t need a broadcaster as much as a relationship builder. I don’t need someone who boasts ad nauseum about themselves as much as need someone who probes for my interests, needs and challenges. So, if you’re the hirer, listen to see how many of these questions your candidates ask; be prepared to answer these questions.
While you might be tempted to guess “If I were a Rich Man,” that’s not it.
Because that would be making fundraising mostly about money.
And, actually, fundraising is mostly about love.
So the correct answer is “Matchmaker.”
That’s right. Your job is to make the perfect match between the values your organization enacts and the values your donor shares.
Because when people connect, and care about one another, our world tips ever more slightly back into balance.
Right now we live in troubling times, where the world seems wildly out of whack and people seem further and further apart.
Philanthropy provides a perfect opportunity to bring people together.
And who knows the most about making people fit together? Matchmakers!
And today’s matchmakers have more tools than ever before at their fingertips. Hence the success of online dating services. Though it would’ve been easy to assume matchmaking is such a personal endeavor technology could never touch it, that’s not the case at all. Because the digital revolution means people today are more connected than ever. Successful matchmakers don’t eschew technology; they embrace it. So should you.
Do you have that year-end feeling? You know, the one many fundraisers get around this time of year?
Kind of frenetic? Anxious? Stressed?
You’re not alone.
The average nonprofit receives 26 – 30% of all donations in December. And 10% arrive in the last three days of the year! So, yeah, it’s really busy. And a lot is on the line.
I was talking with one of my clients, who apologized for acting so frantic and rushed. She said:
“Do you remember having that feeling? Did you get it when you used to work in the trenches? That worry that maybe you won’t hit your numbers? That people won’t give as much as they gave last year? That some of your major donors won’t renew. That maybe you’re not sending enough emails? That you’ll wake up on January 1st and be in BIG trouble?”
Oh, yeah. That feeling…
Of course I’ve felt it! But over the years I’ve learned a few tricks to help overcome that feeling.
I had a pure strategic fundraising post all ready to launch today, but I just couldn’t quite do it. The world seems wildly out of whack right now. I can’t pretend it’s business as usual. I try to stay away from “politics,” because I know that’s not why you read my blog. However, we live…
Have you ever found yourself, whether by accident or design, face-to-face with a VIP – a Very Important Prospect – and been at a loss for the right words to convey what you do? It used to happen to me all the time. I’d run into someone at a cocktail party and find out they’re…
Philanthropic giving has been on a downswing for a while, but this past year’s data is notable due to distinct changes in donor behavior. I don’t want you throwing your hands up in despair. Rather, I want you to take a good hard lo at the data so you can develop a plan with strategies…
A couple of years ago I wrote about 4 Strategies to Listen so Others Will Talk, noting the secret to building authentic relationships is to use your two ears and one mouth in that proportion.
It’s a good start, but there’s more.
You can’t just listen passively.
Active listening, supported by powerful, succinct, to-the-point generative questions – that’s what will draw you and your donor (or anyone with whom you’re in relationship) closer together.
But not all active listening is created equal. And you may think you’re actively listening, when really you’ve listened for a hot minute; then gone down your own rabbit hole of reality.
In that rabbit hole, you become the narrator. It thus becomes your story, not the donor’s.
Uh, oh.
Today we’ll explore how to draw your donor out so you truly hear their voice and sense their emotions, not your own.
This is something I value, as an outsider looking in.
I’m not good at it.
When you’re not aware you’re making a mistake, it’s hard to avoid it.
So let’s get curious. I’m going to ask you to close your eyes for a minute to imagine a donor you’ve been wanting to ask for a major gift. I’m going to ask you to visualize a space where you’re meeting. Put them in your office, their home, a café or even a Zoom screen. Choose what’s comfortable, and where you think you’d be most likely to meet with this donor within the next month or so.
Okay… do you have your donor and your meeting space in mind? Excellent!
Now, before closing your eyes, commit to visualizing these four things:
Okay, are you ready to close your eyes? Even if this feels a little weird, why not give it a try?
EXERCISE: You can do this by yourself, but it works better if you do it in a pair. Find a co-worker, friend or family member to prompt you to close your eyes and take a few deep breaths. Notice if you’re holding tension anywhere in your body. Relax those areas (forehead; neck; shoulders; hands; belly; thighs; calves; feet). Now have them ask you the following questions:
(1) Pick a donor to meet with.
(2) Pick your meeting space.
(3) Pick an additional person to support you in the room (e.g., program director; subject matter expert; volunteer; executive director; board member; other donor). Describe who they are, and how it feels having them there.
(4) Open the conversation. What are you saying to them? What are they saying back? What’s their body language? Are their eyes lighting up? Are they smiling? Leaning forward? Play this scenario out just a bit, until you get to a place of comfort or discomfort.
Then open your eyes.
What felt comfortable to you? Uncomfortable? Did it feel more comfortable and pleasant than you may have imagined?
Smiling people, committed to the same cause, hanging out in a comfortable space together…. from such a space can come many good things.
Take a few minutes to journal some answers to those questions. I guarantee this will help you shift the energy for the next time you move into this space – in real time – with a donor.
It’s not fatal; you can correct it. But first you have to recognize it happened!
Mistakes in major donor conversations generally arise when you don’t know enough about the donor, or vice-versa. That’s why there are two kinds of major donor visits:
People are wired for stories