I find a widespread misunderstanding about the notion of what constitutes being donor-centered. It derives from two misconceptions:
- Assuming people don’t want to be asked.
- Spending all your time on cultivation, assuming folks don’t need an ask and will simply give spontaneously as a result of being wooed.
Both of these rationales short-change your would-be donors.
Why?
FIRST: Donors want to be asked because they’re starved for the love that comes from voluntary giving and receiving. Donors have love to give, but don’t always have an object towards which to direct their affection.
SECOND: Donors need to be asked because when they’re not, they don’t know how much you need their help. Consequently, giving feels a bit empty. Almost a bit like a crap shoot. Donors want to invest their money where they feel confident it will be most appreciated and will do the most good.
Let’s delve into both of these misconceptions more deeply, putting them into a donor-centered context.
In other words, what are your would-be donors feeling?
Ever have a well-meaning, yet perhaps overly controlling or risk-aversive, boss say to you:
You must invite your donor into the story.
Did you have a New Year’s resolution to look for a new development position? Or maybe to transition to work in the social benefit sector?
Trust defines the credibility and legitimacy not only of your organization, but of the entire social benefit sector. Yet too few organizations make the effort to operationalize this construct into their fundraising and marketing planning.
Let’s begin with a question: What do you spend more time on? Asking or thanking?
Are you leading with a “gift” or “favor” to positively incline your donor to say “yes?”
Have you ever received confoundingly terrible customer service? Maybe at a restaurant, hotel, fast food restaurant or retail outlet? It happens all the time and, likely, you’ve thought to yourself: “Why on earth are they treating me like this? It’s so stupid! Don’t they realize I’ll never come here again?”
Want your donors to sustain you? Then you can’t consume them in five minutes.
Today a friend, who serves on the board of a struggling local arts organization, asked me what they can do to increase their fundraising. I asked her a few questions; then answered simply: “Have more conversations with people; make more friends.”
Here is some wisdom gleaned from many decades of personal nonprofit work.
Did you ever wonder if there is a foolproof way to communicate with donors?
I never begin writing a fundraising appeal without beginning with a template and checklist. It’s always good to remind yourself of the fundamentals.
What I have for you is something you can do this week (or you can pick another week on your calendar that isn’t already overfilled with appointments, assignments, meetings and what-not). It’s really simple and really powerful. There’s one catch: you have to put aside 45 minutes/day for five days. If you’re resistant to change, read no further. This post isn’t for you. If, however, you have a hunch you might be able to move from good to great, then… read on (oh, and there’s a little bonus ‘gift’ at the end).
If you’re constantly encountering people on your staff or board who want to curtail your fundraising efforts, you’re not alone.
For this year’s appeal, are you shooting from the hip?
People are unpredictable sometimes. They’re also predictable.
What do you spend more time on? Asking or thanking?
I know you’re working on calendar year-end fundraising right now.
The modern model is more like a vortex — an energized circle where everyone is equal. People move in and out as needed, and your job is to keep the energy flowing.
How often have you heard someone say “I hate fundraising; I’ll do anything else,” or something along those lines?