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,…
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Balance. That should be your ‘today mantra.’
I’m talking about balancing self-love with donor-love.
You can’t help others unless you first take care of yourself.
This is really a truism you should carry with you throughout your life. But it’s never been truer than the times in which we’re currently living.
At the bottom of this article, I’m going to offer you some ‘don’t panic’ self-care strategies.
Since, however, you primarily look to me for fundraising advice, let’s begin with some specific strategies to try right NOW.
Connect, Connect, Connect – with Everyone!Talk to your donors about how they’re doing. It’s always been good practice to stay in touch with your supporters. In fact, the numero uno reason donors stop giving is due to your poor communication with them. So use this time as your reason to – finally — get your donor love and loyalty plan off your back burner!
Take this opportunity to connect with folks with sensitivity and empathy. Show you care about them. As people, not just donors. Let them know you’ve no idea how this pandemic may be affecting them, personally and professionally. Listen and empathize with what they tell you. Depending on what your organization does, you may even be able to help them. At least put out an offer of help, and a listening ear, should they need you in the coming weeks and months. Then – as appropriate — share with them the situation for your organization and those who rely on your programs and services.
Here comes my occasional “Do’s vs. Don’ts” feature, where I share with you something arriving in my mailbox that seems a good ‘teaching opportunity.’
Today we’re going to review a major donor engagement strategy.
It arrived as an email. There’s a subject line, preview pane, the email itself, and what happens if/when you click through.
We’ll take a look at the various elements; then assess what works/doesn’t work.
I’ll ask you some questions.
First, I’d like you to think about your answers and jot them down.
Second, I’ll tell you what I think.
Really take the time to notice what you like and don’t like.
I promise you’ll learn a lot more this way. We learn best by doing.
Seriously, I mean it.
Let’s begin at the beginning.
Claire, tell us what you think
We’d like to hear from you
This may help: Take three minutes and jot down your answers to the first three questions on a piece of paper or your screen. I want to know if what was in the subject headline (“Claire, tell us what you think”) or the email preview pane (We’d like to hear from you”) would have caused you to open the email or hit ‘delete.’
Okay. Ready to learn what I think thus far, and also see what else we’re working with?
Let’s begin!
Do you have some major donor prospects you’re trying to woo?
Of course, you want to start with your overall donor love program. You know, the one where you plan to communicate regularly with all your supporters – 4 to 7 purely grateful, meaningful touches for every 1 inspiring ask. You do that, right?
Good!
However… just the basic stuff won’t do it with major donor prospects.
You need something extra.
Something to really grab folks’ attention.
Something unexpected.
Something personal.
Without a little something, you’re left with just a dumb thing… like automated group mailings. Or really big ‘moves’ you never quite get around to. Or stuff, let’s face it, which just isn’t particularly thoughtful.
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 it’s not just about the money. It’s every bit as much about the experience.
If you make the experience a joyful one for your prospect, they’ll become your donor. If you continue to make the experience joyful for your donor, they’ll continue as your donor.
Strive to become your donor’s favorite philanthropic journey guide, and they’ll come back to you time and again to find meaning, purpose and happiness.
Major gift fundraisers, essentially, are in the happiness delivery business.
I cover this (1) business, and the (2) donor journey toward joy, in great detail in my online course, Winning Major Gift Fundraising Strategies. Please sign up for it, or get on the waiting list if the course is currently full. Meanwhile, let’s take a look at the 6 steps you must take to build and sustain a winning major gifts program.
You’re stretched thin.
Competition for philanthropic dollars has intensified. You know long-term survival depends on strengthening revenue streams.
What are you doing about it?
If you’re like too many nonprofits, you’re missing what’s right in front of your eyes: legacy giving.
The lion’s share of philanthropy in the U.S. comes from individuals. Nearly 70% of people make gifts to charity during their lifetimes; only 10% leave a bequest. Why? No one asks them!
It turns out that the act of asking makes a huge difference. And don’t tell me you can’t ask because you’re too small or understaffed.
Just because you can’t afford (or aren’t quite ready yet) to mount a full-on legacy giving campaign is no excuse to avoid the basics.
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“The more that you know, the less they’ll say ‘No!’“
Such is the advice given by Jay Love, Founder of Bloomerang and a seasoned board member and major donor, some years ago at an online conference where we both presented major gifts master classes. His was on the topic of major gifts development from the donor’s perspective.
Do you think about your donor’s perspective before you ask for a major gift?
Here’s what I learned from Jay:
The more you know:
- what floats your donor’s boat,,,
- what other things compete for your donor’s attention (not just causes, but also career and family)…
- how your donor prefers to communicate…
- how your donor prefers to be wooed…
- how your donor prefers to be recognized…
… the more likely you’ll get a “Yes.”
This advice is SO important I want to dig deeper into ways you can get inside your donor’s head and build the type of relationship that will be a win/win. When your donor gets what they want and need, you get what you want and need!
If you can’t show your major donor prospect you really know them, how can they trust you’ll be a good steward of their passionate philanthropic investment?
We all want to be known before we enter into a major engagement.
Which brings us to the crux of successful major donor development. Not surprisingly, it begins and ends with the same thing.
Can you guess what that might be?
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There’s a lot about fundraising folks take for granted. And not in a good way. Because… much of it is untrue!
In fact, if you, your executive director, your board members or anyone else where you work subscribes to these fictions you’ll be in for a lot of pain and suffering. You won’t raise near the money you could otherwise raise. And you won’t enjoy your work.
But there’s a fix!
Previously I wrote about certain self-evident fundraising truths. Truths you want to hold close to become a fruitful philanthropy facilitator. The problem? These tenets I call truths are too often not apparent at all.
Why?
A disinformation campaign is unconsciously being waged by leaders who:
Oh, dear. Guess what?
Like anything else worth doing, fundraising must be done well to succeed.
You get out of it what you put into it. And… the truth shall set you free!
If you believe any of the following untruths, your fundraising program is in jeopardy. And so is your mission. Let’s break these down.
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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!
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Giving is not always its own reward. Sometimes you have to help it along. I just read an article by Scott Monty, who has a pithy take on the digital world. His newsletter is not nonprofit specific, however it is certainly relevant to anyone working in the social benefit sector. In this particular article he…
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