We’re really hung up on technology these days. And jargon. We use terms like “social media” to describe a range of practices – from digital communications to any form of customer-centered marketing that embraces the ways in which people interact, inform themselves, form communities and co-create within the current zeitgeist. Then we mix it up…
Think your website is ‘social’ because you’ve put a and button up there? Think again. We’re introduced to a profound change in the way we’ve been thinking of websites in Social Media Today’s recent post: What Needs to Be on Your Digital Agenda in 2012? We’re told we must have ‘social websites.’ Sure,…
Think your website is ‘social’ because you’ve put a and button up there? Think again. We’re introduced to a profound change in the way we’ve been thinking of websites in Social Media Today’s recent post: What Needs to Be on Your Digital Agenda in 2012? We’re told we must have ‘social websites.’ Sure,…
Come gather ’round peopleWherever you roamAnd admit that the watersAround you have grown… It’s true. It’s harder and harder to navigate and stay above water (and to raise a buck). Accept the fact that it’s difficult. Move on. Because we have choices of mediums, it’s tempting to declare one or strategies ‘dead’; therefore,…
This just in! There’s a new basket into which we can put a bunch of our toys.Right after I posted earlier today on the Top 7 Social Philanthropy Toys for the Holidays it came to my attention that this past week Convio Inc announced the launch of Common Ground Social, a fully customizable all-in-one social…
How do children learn best? By playing! When it comes to understanding our missions, most of our potential constituents are children. They don’t know much. The internet now makes it possible for people to learn about us through play. While charities commonly complain that social media strategies don’t make much money; this is just…
Branding used to connote something done with a hot iron to mark ownership of a steer. If there was a relationship quality to this it was only in the fact of being an owner of the thing possessed. It was certainly not about building a relationship, or any important social bonds, with your livestock. In…
Do you wish you had a dime for every time a nonprofit board or staff member told you “We’re the best kept secret in town; if people knew what we do, they’d give to support us.”
Nonprofits tell me this all the time! If I had all those dimes, I could make a nice contribution to your cause. And I would, if…
You see, merely “building awareness” will not ipso facto raise more money for your cause.
Just because I care about something, and somehow learn you are involved in doing something about that thing, doesn’t mean I’m going to support you financially.
Why should I? There are a lot of good causes out there, and making a decision to invest in you is something I need to feel emotionally and then act on.
I’m busy. I’m overloaded with information. And inertia is just too powerful a force.
You’ve got to do better than just hope I’ll stumble upon your website, see your social media post, hear about you on the news, or even open your direct email if you want me to really sit up, pay attention, and actively engage.
Especially if you want me to engage as a philanthropist.
I find a widespread misunderstanding about the notion of what constitutes being donor-centered. It derives from two misconceptions:
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:
Our fundraising letter must be no longer than one page.
That’s too simple; we don’t want to talk down to our donors.
We need to say more about our accomplishments.
We need to describe numbers of people served; that’s what’s impressive.
That’s not how I talk.
That’s not our corporate style.
That’s not how we do things.
That’s not what our donors are used to.
That’s not proper grammar.
That’s too gushy and effusive.
I want happy, not sad, photos.
Asking the reader to “please give generously” is sufficient; no need to name an amount.
Asking once is enough.
The development director should sign the letter.
Signatures from both the E.D. and board president will be more persuasive.
We don’t need a P.S.
Alas, these are common fundraising appeal fallacies that will cost you money. Money donors might have given to you, if you’d only understood some fundamental fundraising truths.
I was reminded of some of these truths in a post from Jeff Brooks. He spoke of true pearls of wisdom gleaned from his fundraising mentor, the pioneering direct mail writer Bob Screen. We’ve lost Bob and several fundraising giants in recent years, including Simone Joyaux and John Haydon, but we should never lose sight of the wisdom they imparted. It’s the best way to assure their memories live on and their good works continue.
I did not know Bob, but I’m sure I learned from him without realizing it. Because the good stuff gets passed around. Why? Because it works.
And it takes someone with experience to not just demonstrate it works, but to forcefully maintain the necessity of adhering to tested principles, facts and truth. Even – especially – in the face of doubters (e.g. executive directors; board presidents) who would seriously derail your fundraising efforts. With all good intention, of course.
Never forget this is why you were hired. No one is an expert at everything. And chances are fundraising writing is not your leadership’s key area of proficiency. It’s your job to know what works, and what doesn’t.
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…
That’s right. Loyalty. Not wealth. Not money. Not even attention. Because merely grabbing the attention of someone with either capacity or inclination to give is no guarantee philanthropy will follow. Today I’d like to illuminate: Truths about what drives philanthropy, Challenges nonprofits have developing and implementing strategies that take these truths into account, and Suggestions…
Wondering where fundraising is heading in our highly networked, overly saturated, noisy-as-all-get-out post-digital revolution world? A world that’s really a jungle, with so much competition for attention — for-profits, other nonprofits, socially conscious businesses, political campaigns, friends, and family?
Your mantra can no longer simply be about “creating awareness.”
The new nonprofit currency is not creating attention. It’s building loyalty.
You simply can’t afford to keep losing 8 out of 10 new donors. Which means it’s time to reframe how you do fundraising. It can’t be primarily about going after money. It has to be about giving, and receiving, love. If you do it the right way, money will follow as a natural outgrowth. [I’m going to talk about this more in an article focusing on “connection” next week.]
Today, I want to explore 4 keys to raising money in our revolutionized technological zeitgeist.
Of course, sometimes it’s easier said than done.
Lots and lots of technology.
AI fuels both predictive models and automation. Software enables multiple, simultaneous email campaigns. New tools allow easy sharing and engagement on social media. High quality photography and video can be made with the ease of a smart phone. Multiple new places regularly emerge to find and connect with potential constituents. And on and on and on… If you feel you’re being hit almost daily with a firehose of new technologies, you’re not alone.
But… possible and probable are not the same thing.
“People do not give to the most urgent needs, but rather they support causes that mean something to them.”
This is the finding from a report done by the Centre for Charitable Giving and Philanthropy at the University of Kent: “How Donor Choose Charities.” They begin their study from the widely-accepted premise that charities exist primarily to help needy people and the desire to meet needs is a key criterion in the selection of charitable beneficiaries. Interviews with committed donors found this was not the reason they gave. In brief, the study concludes:
Giving and philanthropy have always been supply-led rather than demand-driven: the freedom to distribute as much as one wants, to whom one chooses, is what distinguishes giving from paying tax. Yet the methods used to encourage donations tend to assume that philanthropy depends on objective assessments of need rather than on donors’ enthusiasms. The tendency to overestimate the extent to which people act as rational agents results in fundraising literature that often focuses on the dimensions and urgency of the problem for which funding is sought. The assumption underlying this approach is that donations are distributed in relation to evidence of neediness, when in fact much giving could be described as ‘taste-based’ rather than ‘needs-based’.
If there was ever a time to commit to finding out more about the folks on your mailing list so you know what floats their boats, this report indicates that time is decidedly NOW. Otherwise, you’re just “spraying and praying” as you buy into the conceit that “if only” folks knew about the need we address, they would give. Because they should. That’s not why folks give.
The truth is people are ruled by emotion more than objective data. We’re affected by stories we’re told and emotions we feel.
The study cites four criteria that influenced donor decision making. Perhaps surprisingly, they are not based on meeting your organization’s or your beneficiaries’ needs. Of course, these things factor in. But only after you’ve captured someone’s attention with something that relates to them and resonates with them personally and met the key influencing criteria.
THE FOUR KEY INFLUENCERS ARE:
When organizations aren’t raising as much money as they need, they’ll often tell me: “We need to recruit new board members.” This is very often true, but it’s only a piece of the puzzle as to why they’re not being more successful with fundraising.
So, if you’re about to embark on some board recruitment, I strongly encourage you to do a little soul searching first so you can embark on your quest strategically.
Not all organizations are the same. In my humble opinion, the best boards are fundraising boards. You may have a self-described “community board” you’d like to evolve to a fundraising board. Or you may be part of a bifurcated organization where there is more than one board with different purposes (e.g., governance; foundation; advocacy), so your part can perhaps afford to be less engaged with fundraising.
Most nonprofits need a board that is a fundraising engine.
For the purposes of this article, I’m going to assume you’re like most nonprofits. This may mean you believe you need to recruit ‘rich people.’ Or already experienced fundraisers. And since you don’t know any of the above, you make these common mistakes:
Are you, inadvertently, holding yourself back?
You are if either of the two mistakes above sound like you. Alas, this won’t help you resolve your fundraising conundrum.
So, let’s begin someplace else. Before beginning recruitment of the WHO for your board, begin by reminding yourself of the WHY.
Certain skill sets may come to mind first. Such as “we need a lawyer.” But this is only a piece of what you’re looking for, and it’s not the most important piece. You could recruit the most famous lawyer in your community, but if they refuse to use those skills on your behalf – or if the area where you need help is not their area of expertise — this is meaningless.
Begin by answering this question:
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…
Last 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:
- 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.
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.
You should.
Without donor trust and confidence in philanthropy there’s no future for social benefit organizations.
Donor retention guru Professor Adrian Sargeant has spent 20+ years researching the relationship between trust, philanthropy and continued donor commitment. And he has found, unequivocally, that trust is the essential foundation of the philanthropic relationship.
Ignore this at your peril.
The Donor’s Bill of Rights is a great starting point. But simply using it as a checklist is not enough. Too transactional. I encourage you to go above and beyond. Because the best predictor of future giving is when people feel good.
You can make giving to you a transformational experience. How? By actualizing what you learn here into a series of multi-step plans for:
Gift Acknowledgement that Satisfies Donors
Donor-Centered Communications that Instill Happiness
Useful Content Marketing that Offers Gifts
Consistent Branding that Instills Confidence
Relationship Fundraising that Creates Meaning and Builds Loyalty
If you take these five steps, implementing the 10 strategies incorporated below, I can guarantee you’ll steadily build trust and make donors happy. They may seem simple, and they are. But honestly ask yourself if you really do these things right now? Trust must be earned, and it can be fragile. So, I’m going to guess you could do better. Please read these action steps with an eye to what you might do to make your donor retention plan – what I prefer to call a “donor love and loyalty plan” – more vigorous. It’s up to you to establish trust and magnetically pull your donors toward you so they never let go.
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.
What if I told you there’s a teensy little digital upsell that could skyrocket your year-end fundraising results? Would that be of interest?
Darn rootin’-tootin’!
Okay. Here’s something you still have time to do. It has to do with your website, so consider looping in whoever is responsible for that part of your year-end marketing and fundraising strategy.
First, let’s look at a typical Donation Landing Page with a call to action via some compelling text, maybe a photo, and a big, bold “Donate” button. Hopefully you’ve optimized it for mobile too. And, no matter what device your donor uses to access the page, they’re able to complete their gift with no more than two clicks.
Check, check, check, check and check.
You’re well on the way (or not quite) to getting some nice traction for your campaign.
But… don’t stop there!
Because you can significantly boost your results if you add one simple thing.
I like to think of it as “the force.”
It’s not a light saber, but it’s similarly luminous.
It’s called a…
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…
This Thursday folks in the United States will celebrate what I consider to be the social benefit sector holiday of the year.
So it’s time for my annual Thanks(for)Giving post!
Just think about what ‘Thanksgiving’ means.
Literally, it’s a day for giving thanks for the blessings given to us.
Who, and what, do you count among yours?
I’ve noted when we go around the table at my family Thanksgivings, saying what we’re grateful for, most folks respond with people-based answers. Yes, gratitude for the feast in front of us is mentioned, yet what folks are most grateful for are caring friends, loving family, embracing community, and simply for being together sharing the warmth of good company. This year, with parts of the world completely unbalanced by barbaric acts of war, extreme poverty, and a spreading global divide teetering on the edge between democracy and autocracy, giving thanks may seem like a stretch. Which is why leaning into your connections with people, and all the good things you share with them, are more important than ever.
But not all connections are around a Thanksgiving table with family and friends.
A lot of connections for nonprofit workers are with donors, volunteers, clients and co-workers.
Gratitude in the social benefit sector extends to all the people working to restore balance and repair our world. It’s difficult work, to be sure. Rather than fall prey to doom casting, tears and hand wringing, let’s take a moment to breathe deeply and welcome gratitude into our hearts. And let’s extend that gratitude to the people who care (including yourself). As Margaret Mead famously said: “Never doubt that a small group of thoughtful committed individuals can change the world. In fact, it’s the only thing that ever has.”
This year Giving Tuesday is November 28th. So, soon.
If you’ve not done so already, now is a good time to think about whether or not you want to jump on the bandwagon and, if so, how. There is more than one way to slice this particular piece of pie. And, really, that’s what Giving Tuesday is – just one piece of your total annual fundraising strategy.
You don’t want to blow it out of proportion. But you probably don’t want to ignore it. Rather, plan ahead to put it into a context where it will complement your other year-end communications and fundraising strategies.
Let’s take a closer look.
What is Giving Tuesday?
I confess I’ve been a bit of an apologist for the “holiday.” I like to turn the tables by actually giving to donors, rather than asking them to give yet one more time during this busiest fundraising time of the year.
Plus, I often say if you want gifts, you must give them. What better time to do so than on giving Tuesday?
Of course, asking can also be a form of giving. So, I love appeals on this date that give people the option of giving money or supporting you in other ways (e.g., volunteering; in-kind donating; advocating, etc.).
It’s all philanthropy (aka “love of humanity”).
People keep telling you to add text messaging to your communications strategy, right? It’s a mobile world, and you need to reach people where they are. But how do you actually get people to opt in to text messages and grow your contact list? Let’s explore five ways to get your supporters to consent…
BOO!
Halloween is creeping up on us, so I’ve got some really scary stuff for you!
Don’t get too spooked. There are also a few treats.
In fact, you’ll get eight delicious goodies — in the form of “to-do’s.”
But first… the bad news.
No bones about it, you’re frightening folks away if you’re committing any of these 8 boo-boo’s!
The job of the smart fundraiser is inspiring passionate philanthropy to make people’s lives better. I know you’re smart, because you’re reading this article! But none of us is born with a fundraising gene. And no one ever really teaches us how to write a smart fundraising appeal. We copy from our predecessors. Or maybe read…
You likely collect a lot of data in your donor database, but is it really valuable to you? It’s not if you just let it sit there, rarely lo at it, and never run reports based on data that will help you with meaningful donor segmentation for appeals. And by that, I mean meaningful from…
As explored in Part 1 of this 2-part series, small to mid-sized organizations are uniquely capable of creating a sense of community, even family. This is what people yearn for. And it gives you a secret advantage when it comes to nurturing the relationships essential to developing and sustaining a strong mid-level and major gifts…
It’s been a rough decade thus far, beginning with a pandemic out there killing people. And then the hurricanes, fires, floods and earthquakes killing people. Not to mention the genocides, autocracies, global and domestic terrorists killing people. The list, unfortunately, goes inexorably on.
What can your nonprofit organization do to offer a remedy?
Kill ‘ em with kindness.
I’m talking about your supporters, of course.
In order for people to do good they have to feel good.
Seriously, philanthropy takes energy. It takes the ability to step out of one’s day-to-day grind and think about someone, or something, else. And it’s more difficult than usual for folks to find this generous space right now.
You can help.
I often say “If you want gifts you must give them.”
Maya Angelou says “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.
Let’s talk about what you can give – as nonprofit staff and board members — to create happier supporters.
Notice a lot of folks saying “This has been a bad year?” People can use a bit of cheer. They’re tired of doom and gloom.
Remember when “random acts of kindness” was a thing? People would buy a coffee for the person behind them in line. Or they’d pay the bridge toll for the next car. Their reward was simply imagining the unexpected delight their gift would give to someone that day. Ever have it happen to you? Ever try it?
Now’s your chance!
I’d like to suggest practicing some creative planned (seemingly random, but not really) acts of kindness.
Something to bring your donors and volunteers a bit of good cheer. It can be as simple as letting them know what they did to change someone’s life for the better. Or it can be a modest, human gesture showing them how grateful you are for their support. This is something you can have fun with. And the rewards will be huge, both for you and your donors.
From time to time, I host guest posts from professionals with niche expertise. There are just some things others know a lot more about than do I, especially when it comes to technology. Today’s article is one of those, from someone who really understands the ins and outs of text messaging and fundraising. Here’s what he has to say.
You do too! You’re busy and overworked, and the prospect of adding a new channel to your plate is daunting. But what if texting is a strategy that can help your nonprofit overcome some of the problems causing you stress?
You can future-proof your nonprofit by embracing text messaging. Everything is going mobile, and putting a strong texting strategy in place puts you at the center of the action.
Here are 10 reasons why your nonprofit should use text messaging:
Watches, phones, tablets, and more—so many people have them, and not only do they have them, they take them everywhere. These little devices have invaded our lives.
People are on devices, so reach them on a device. After all, a classic marketing mantra is “if you want to reach people, go where they are.” And texting is the best way to do that:
Just look at the open rates: 90-95% for texting vs. 30-35% for email.
To do: Generally, more than half of web traffic is from mobile devices. In a mobile world, you need a mobile-first strategy. To persuade yourself and your leadership you should really prioritize this, take a look at your website’s analytics and compare mobile to desktop traffic. It’s time to reach people where they’re at.
I’m a huge Seth Godin fan, always in awe of the plethora of wisdom he manages to pack into one pithy post. I save them up, building a collection I can draw upon for inspiration as life, personal and professional, pushes in.
Recently I looked back at What’s in the box? The point of the post is to make us question our quest for perfection and all the needless worrying we put into imagining everything that can possibly go wrong. Godin encourages us to worry less; just open the box and see what’s in it. Good to consider. Yet this presumes there’s a filled box to be opened.
When we’re in reactive or firefighter mode, we must open the box. The contents must be dealt with, generally with some urgency. So, definitely, perfectionism gets in the way. There’s simply no time for it! But, what about when we’re in proactive mode, building our own projects?
Filling and delivering it! This means coming up with useful, delightful, meaningful content your recipient will consider a true gift. Once you’ve got a nicely filled box — a good gift — it’s time to deliver so the donor’s “feel good” can begin. Alas, this is where the concept of “done enough” vs. “overdone” can rear its ugly head.
Imagine This: You plan to send some cookies to your college sophomore. You make a batch of gorgeous macarons. Then you worry they’re too fancy. The next day, before putting them in a shipping box, you decide to add some chocolate chip since they’re ‘safe’. The next day you decide, as long as you’re bothering to ship these, you’ll add some brownies and oatmeal because then there’s some to share with roommates. The next day you realize it’s almost Valentine’s Day, so they’ll probably expect some heart-shaped sugar cookies. Now you’re getting into the “project-ness” of this endeavor, and decide you’ll make a few more kinds so it’ll be a really spectacular presentation! Great fun, yes… but, what has happened to the macarons by the end of the week?
While it’s true sometimes things are not ready for prime time, the reverse is also true.
You are if your modus operandi is fire fighter.
Because, let’s be real, you’re mostly putting out fires set by other people.
It may make you feel like a hero, but it’s not the best way to approach your job on a daily basis. Let me explain by asking you to answer these questions:
If so, you (and most likely your co-workers too) are probably not doing the important preventive work that must be done so these urgent fires don’t break out.
Anyone can fight a fire; “Only YOU can prevent [forest] fires.”
So, get out of the trees for a minute, take a perch at the top of a hill, and get a panoramic birds-eye view of your organization’s forest. Look for the places where danger lurks and fires might break out. For example (this is a non-exclusive list), it could be the way:
Are you Linking In?
If not, it’s time to take a new look at this social platform to appreciate it for the beneficial research and relationship-building strategy it can be for you.
I find it to be a highly under-utilized tool when it comes to building your nonprofit brand, establishing authority and credibility, researching and recruiting new volunteers, donors and employees, and building stronger relationships with your current constituents.
Today we’re going to talk about how to use LinkedIn to uncover new donor prospects and build donor relationships.
Not too much. Just four no-nonsense strategies.
To begin, let’s look at two connection models:
If you’ve never read management and marketing guru Peter Drucker, you must. I fell in love with him early on in my nonprofit career, and still regularly draw upon his wisdom. It hasn’t aged; he was ahead of his time, and remains a worthy sage for ours.
Perhaps the most important thing I learned from Drucker was you must begin with the “why” question. What is your purpose?
“It is defined by the want the customer satisfies when she buys a product or service.”
You want to think about your purpose both broadly and narrowly. But not so broadly as to only be talking about your category. The fact you’re a human services agency, school, arts organization or environmental charity does not answer the question: “What would happen if you ceased to exist?”
Most founders do not wake up one day with the epiphany “I want to start a nonprofit.” They have more explicit goals related to solving specific problems. “I want to provide homeless people with access to showers.” “I want to offer equine therapy to kids with disabilities.” “I want to find a cure for this degenerative disease my kid has.” And so on.
If a customer has no soap to buy, they can’t get clean. If a homeless person has no shower or toilet available, they can’t get clean. Whether the business is for- or non-profit, the sought-after impact is cleanliness – and all the ways being clean makes people feel, think and behave. Goals that answer the “why” question are focused on impact. People don’t buy what you do; they buy why you do it.
Know your existential why — the meaningful impact you want to make — in order to build a plan to reach that goal.
A goal worth meeting is one other people share. Find out:
Have you been struggling with whether – and how – to incorporate generative artificial intelligence (AI; ChatGPT) into your work? Or perhaps you’ve been worrying your job will soon be obsolete?
You’re not alone.
Honestly, the whole AI thing scares the you-know-what out of me on most days. But, let’s consider the encouraging present rather than worry so much about the possibility of a bleak future (as in destruction of humanity?!).
You can’t control everything.
You can control some things. So, I thought I’d take a quick minute to send you some tips I’ve curated from others to help stimulate your thinking and planning for ways ChatGPT (Chat Generative Pre-trained Transformer) and other AI-driven chatbots have potential to free up your time and revolutionize how you communicate with donors.
You can ignore all of this if you choose. But, it won’t make it go away. Nor will it stop your peers from figuring out how to get a leg up through use of these new tools. Remember, at first some of us were slow to adopt use of computers, the internet and social media (who, me?).
So let’s lead from curiosity, not fear.
I begin with
Storytelling today is ‘hot.’
And why not? It’s the fundamental human activity – we even talk to ourselves!
We tell ourselves stories all the time to inspire, goad, cheerlead and persuade.
“I’ve been knocked down, but I’ll pick myself up.”
“This cake will be even better than my mother-in-law’s.”
“The deck seems stacked against me, but I’m going to fight; I’m going to win.”
“Tomorrow will be a better day.”
Storytelling is something people naturally gravitate to. We’re wired that way.
They are the connective tissue that turns otherwise random acts into important sequences.
Does this sound like something that might be useful for your content marketing strategy?
Early in my career I received a piece of fundraising advice that has stuck with me to this day:
People are all people.
And what do you do with people if you want to build a relationship?
You get PERSONAL!
In fact, if I had to tell you how to win over donors with just one word, “personal” is the word I’d choose.
Let it underscore everything you think about and do.
Your annual appeal writing. Your special events. Your newsletters. Your blog posts. Your proposals. Your reports. Your social media. Your donor cultivation.
If you take just this one word to heart — PERSONAL — you’ll be leaps and bounds ahead of the competition.
Though we we give lip service to the importance of practicing empathy and donor-centricity, truly valuable tools in building donor relationships, these terms are subsumed by the umbrella of the ‘person’ to whom they apply. Start there.
Visualize your person, and before engaging in any strategy or tactic, ask yourself:
Is there a more personal way to deliver this message?
Make sense?
Today, in a still-disrupted, socially distanced, increasingly virtual environment, with striving for greater diversity, equity and inclusion at the forefront, how you get personal and how you define people are more important than ever.
Today I’d like to flesh out the multiple meanings of this word, and discuss how getting personal can help you achieve your nonprofit fundraising and marketing goals.
Do you write anymore?
I don’t mean do you type.
I’m talking about good old-fashioned handwriting.
You know, that very human practice most of the world seems to have abandoned post digital revolution?
It may seem practical and smart. After all, using a keyboard is definitely quicker.
But something critical gets lost in translation.
Not just to your audience, but to yourself.
Could keyboarding be causing you to disconnect? To lose your passion?
This is why writers including J.K. Rowling, Stephen King, Danielle Steele, John Updike and Joyce Carol Oates have rejected word processors and computers in favor of writing by hand. At least for their first drafts.
CAVEAT: Don’t fall into the trap of thinking these “handwriting people” are all just “old,” “old school,” or “stuck in their ways.” Rather, they intuitively discovered things about hand writing. All subsequently borne out by neuroscience. Once upon a time I intuited this as well. I couldn’t imagine giving up my yellow writing pad and pens of various colors. How would I think expressively if forced to type everything? Gradually, I was persuaded (shamed?) to jump on the bandwagon of modernity and efficiency. And, lo and behold, it was incredibly efficient. So fast! I got used to editing as I went along. Pretty soon I couldn’t envision ever going back. BUT…
But… after many years on the wrong track, I’m coming to understand the documented benefits of composing by hand.
You can learn more about some of these benefits from specific studies here (improves memory and promotes deep encoding); here (bolsters learning), and here (advances idea generation), to name just a few.
Today I want to share six of these benefits I think you’ll find most relevant to your nonprofit work.
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?”
Sadly, this is exactly what many donors feel when:
“Customer service, like everything an effective organization does, changes people.”
Think about it. When you experience poor service in the for-profit world, it’s likely because the person with whom you’re interacting has no stake in the business. They see their job as just a job, and really don’t care about the business as a whole. Whether or not a customer returns again means little to them.
This also happens at nonprofits without a donor-centered culture of philanthropy. While the customer, or donor, may not always be exactly “right,” it is imperative everyone in your organization recognizes and appreciates the value donors bring.
“Each person directly associated with your organization should value donors and implicitly or explicitly express that value with gratitude and appreciation. No exceptions.”
— Brian Lauterbach, fundraiser, consultant, entrepreneur
“Without tackling internal issues head-on, we believe the prospects for major fundraising progress are limited. In most organizations, fundraising is limited more by organizational culture and structure than by lack of strategic or tactical know-how.”
— Alia McKee and Mark Rovner, Founders, Sea Change Strategies
NOTE: How to instill a culture of philanthropy is a topic for another article (like this one), but at base it has to do with how people treat each other in your organization.
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.”
You see, they have people who know about them but they’re just not giving.
They have donors, but they’re not giving enough.
Why? Because they haven’t been treated like friends and family. They don’t feel connected.
What’s the best advice to build stronger connections with likely supporters?
Remember this basic truth. Humans are a social species.
People also buy from people.
So if you consider fundraising “making a sale” (which I do, because it’s part of being human to be constantly trying to persuade others; read Daniel Pink’s To Sell is Human), you must show up as authentically human.
And how do you do this?
Did you ever wonder if there is a foolproof way to communicate with donors?
Actually, there is!
And it’s not about process.
It’s about another ‘P’ word.
Can you guess?
I’ll give you a hint.
It relates to the secret business your nonprofit is in.
You may think you’re in (arts, healthcare, human services, environment, social justice, animal rescue, education or whatever) but, fundamentally, your core business is something else. Something deeper.
Something that emanated from whoever founded your nonprofit.
Without this special something, your nonprofit wouldn’t exist.
Have you figured it out?
Last 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, 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 val
entines to every donor, pick 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:
- 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.
Annual reports don’t have to be dry as dust. In fact, the most effective ones are not financial reports; they’re a story with the donor at the center. And they inspire action.
When you consider all the blood, sweat, tears and money that go into them, you want to assure they:
Towards getting the biggest bang for your annual report buck, consider renaming them (or at least thinking about them) as Gratitude Reports. Make them all about your donors, how grateful you are to them for making your work possible, and how appreciative you are for all the accomplishments they enabled.
Rather than “2023 Annual Report,” consider a more donor-centered title like “Generosity Report,” “A Gratitude Report,” “The Year of the Donor,” “Impact Report.” or “You Make it Possible.” I’ve seen all of these; feel free to get creative and let your title guide your content!
For many nonprofits, the yearly annual report is often just another task on a very long to-do list. Most charities are juggling a lot—development, program maintenance, fundraising, and more—and the annual report can feel like yet another mandatory routine project. One that often gets handled at the last minute without much intentional care and effort.
Even though annual reports are an industry standard, most nonprofits don’t realize how fruitful an effective annual report can be. An annual report that prioritizes storytelling, transparency, interactivity, and more can actually bolster donation solicitation efforts and become a lucrative fundraising tool.
Before we jump into the nitty gritty of strategic annual reporting, let’s cover the basics.
Think of an annual report as a “year in review”—like a yearbook of sorts, but for donors, supporters, and partners to look at the highlights of any given year at your organization. Of course, a lot can happen in a year (nonprofits know that best), but with an annual report, you can summarize all the year’s milestones including your impact, accomplishments, new developments, and more.
Annual reports can be created and presented in a variety of ways—both digitally and in print. Depending on the needs, audience, or even constraints of the individual nonprofit, you might choose to create a printed booklet or pamphlet (which could then be mailed to supporters and donors or handed out at events). Or, in line with more frequent developments in the space, you could turn to digital software tools to create an annual report that intrigues readers with more vibrant visual elements like photos, videos, and clickable links.
Every nonprofit’s annual report is different, depending on its mission, values, impact, audience, and more. However, most organizations include a few standard elements:
Though every nonprofit is required to submit a Form 990, most organizations take their reporting a step further and create a yearly review that includes more audience-centric material (like the topics listed above).
Now that we’ve covered the basics, let’s dig into the best part of annual reporting—the ability to create the ultimate fundraising tool.
Okay, I recently let folks know I’d “finagled” a discount for them. After one reader told me the word “finagle” means “to obtain something by devious or dishonest means,” I sent an apologetic “Ruh Roh” email. I received a lot of forgiving feedback. Thank you! Many of you kindly supported my initial use of the word “finagle.” Apparently, there is more than one definition.
Susan sent me this:
finagle (third-person singular simple present finagles, present participle finagling, simple past and past participle finagled)
finagle a day off work
finagled his way out of a ticket by pretending to be on the way to a funeral, distraught
I think the word has come to mean “using super-human negotiating skill to obtain a superior result“
Terry sent me this:
I thought you meant “obtain (something) by indirect or involved means.” I always felt it was sort of clever or creative negotiations to get something done when it seemed like it couldn’t be done.
Sam sent me this:
I always thought it was someone who could manipulate circumstances to achieve some goal. No adverse implications. No criminal intent. Just clever in being able to make something work that really shouldn’t have worked.
And there were more. I thank you all.
And not just about negotiation (which is a subject unto itself), but about being clever. And thoughtful. And about what it takes to obtain superior results.
All good outcomes require a little positive finagling to get there.
For example,
This Thursday folks in the United States will celebrate what I consider to be the social benefit sector holiday of the year.
So it’s time for my annual Thanks(for)Giving post!
Just think about what ‘Thanksgiving’ means.
Literally, it’s a day for giving thanks for blessings.
Who, and what, do you count among yours?
I know when we go around the table at my family Thanksgivings, saying what we’re grateful for this year, most folks respond with a people-based answer. Sure, they’re happy about the feast in front of them. But they’re most grateful for caring friends… loving family…. and for being together sharing the warmth of good company. This year the company may be in real life for the first time in a while, so the gratitude for shared connection will be stronger than ever.
But not all connections are with family and friends.
A lot of connections for nonprofit workers are with donors, volunteers, clients and co-workers.
The absolute worst thing you can do the day after Giving Tuesday is nothing.
As tempting as it is to let out a sigh of relief that it’s over, resist that temptation.
It’s not time to relax yet.
Nothing comes of nothing.
And a huge part of your goal with Giving Tuesday should be to strengthen your bonds with donors.
That’s the real something you’re after.
It’s not just about the money you raise today.
Your goal with any fundraising strategy is to retain and, ultimately, upgrade these transactional donors. The name of the game in the business of sustainable fundraising is lifetime donor value. [Here’s a great book on the topic: Building Donor Loyalty: The Fundraiser’s Guide to Increasing Lifetime Value.]
Run towards, not away.
Like it or not, Giving Tuesday is a ‘special event.’ With all the pre-planning and post event strategies events embrace. And I don’t really like it, which is why I recommend #GratitudeTuesday as an alternative.If you’re on board with a traditional #GT strategy however, you’ll likely put a fair amount of planning, resources and time into this event. This involves the attention of more than one staffer and/or volunteer. And it sucks time away from almost everything else in the week(s) leading up to it.
It can be a real drain.
Your job is to put a stopper in that drain so all your hard work doesn’t simply swirl down the drain and disappear. Would you work super hard to create a delicious soup you simmer over the stove for hours, maybe even days, and then take one little taste before you pour it out and start all over again with a new one? Endless work. And no one really gets to enjoy the meal.
In 2018, WSJ columnist Christopher Mims observed:
“Alongside life, liberty and the pursuit of happiness, you can now add another inalienable right: two-day shipping on practically everything.”
”Everything” includes a prompt expression of gratitude when someone makes a philanthropic gift to your organization.
At least that’s what donors believe.
And you better deliver – or else.
People have come to expect this kind of turnaround by land, air and sea. So, you better believe they expect it by internet!
Especially if they make their gift online.
And, yes, they expect it from you.
They know you have the ability to send them
No nonprofit can afford to be an island.
As tempting as it may be to stay in your comfort zone, wearing blinders that enable you to forge straight ahead without noticing what’s going on around you, this is a dangerous practice.
Because sometimes the landscape changes dramatically. And when it does, your nonprofit could get left behind. Unless you’re paying close attention.
This has been happening a lot over the past six years or so, as news and social media has been filling our brains, stoking our fears and tugging at our heartstrings as if from a firehose. People who care, when they see devastation and misery, want to help.
This happens, for instance, when emergencies arise. Earthquakes. Hurricanes. Floods. Fires. Drought. War. Over the course of my four decades in fundraising, there have been years I’ve had donors tell me “This year we’re giving all our extra resources to respond to… Hurricane Katrina… Haiti relief… the Fukushima disaster… the refugee crisis… anti-hate organizations… .” The list goes on an on.
In the face of such natural human impulses, what can you do?
When things outside your nonprofit’s doors portend impact for your ability to fulfill your mission, you need to be prepared.
I hate jargon. With a passion.
Hate it. Hate it. Hate it.
Just. Can’t. Stand. It!
Yes, I guess you could call it a pet peeve.
But, really, why would you ever use jargon if you wanted to truly communicate with someone?
Just check out the definition:
“language used by a particular group of people, especially in their work, and which most other people do not understand”
— Cambridge dictionary.
When you talk to people in words they don’t understand, really, what’s the point?
Are you just trying to make yourself look smart?
Because, trust me, that’s not how it comes across.