by Jo-Ann Mort and Judith Wineman eJewish Philanthropy featured an article recently by Dan Brown, eJP’s editor, about a donor organization that doesn’t promote its own fundraising through traditional communications outlets. This especially caught our eye because we believe that communications outreach is essential to good philanthropic practice. Philanthropists need a targeted megaphone beyond the act of grant making or financial contributions. Indeed, a solid communications strategy offers a multiplier for the money a funder puts into the field. This is a critical step for a donor moving from checkbook philanthropy to strategic philanthropy. Moreover, funders have an advantage that they don’t often employ. Donors have a unique perspective that their grantees don’t often share. … Continue Reading
Three Thank You Templates and You’re OUT!
by Deborah Kaplan Polivy, Ph.D. Because I coach so many fund raising professionals, a friend called the other day to ask my opinion of the way in which she was thanked by a nonprofit organization. Within a short time she had received three template letters and wondered if that was “normal”. She described the scenario as follows. Last spring a fund raising executive came to her home. They “chit chatted” for an hour or so, the professional then solicited her and she made a pledge. Shortly thereafter she received a letter beginning with the words, “Women throughout history ... ”. The letter continued with a generic thank you - “thank you for your commitment” - and then a discussion about needs and mission. No mention was made of her specific gift. She transferred shares of … Continue Reading
For Whom Do You Write While Cultivating Donors?
by Jo-Ann Mort and Judith Wineman Our approach to every client project - development planning, donor outreach, media relations - is to create the singular message that defines the organization and tweak it for individual situations. It’s vital that an organization be branded with a clear set of messages that define the group in all aspects. These messages can be multi-purposed for various needs, re-crafted for different audiences by tweaking them and they can be delivered using varying methods. Message creation is a living process and is perhaps the most vital time for development and communications professionals to work together. In challenging economic times, we cannot afford to lose the impact of emotional connections in our messaging. Communications professionals can help frame the … Continue Reading
How to Use Strategic Communications for More Successful Donor Cultivation
by Jo-Ann Mort and Judith Wineman When a client hires us, the first thing we try to explain is that cultivation is more than an ask, and developing well designed, targeted materials and messaging are key to building a permanent and sustainable donor base. Raising money is a goal, not a step. Cultivation is about building relationships. As the saying goes: “people give to people.” One good donor relationship can easily lead to three more, but one donation is never a promise of another. As alluring as a one-time gift is, it’s the long-term investment that best aids an organization. That’s where the communications piece comes in. There are timeless tools that are used and will never go out of style. Communications professionals can help development professionals with the best scripts to … Continue Reading
Recognizing Donors: A Blessing and A Challenge
A few days ago I received an inquiry from a colleague who works at one of the large non-profit organizations in Israel. He asked me about “the rules” guiding the acknowledgement and recognition of contributions and gifts from donors. His questions were about the difference between a contribution to a capital (building) campaign and a donation providing support for an on-going program. When an organization raises funds for a new building or renovating existing offices there are a variety of ways to acknowledge the contributions received. During the planning of the capital campaign the volunteer leadership and the professional are able to work together to identify naming opportunities. A naming opportunity refers to the placement of donors’ names on the building; on rooms in the building; on … Continue Reading
Got Milk? How About Cultivation?
by Sherri W. Morr I always have milk in the refrigerator. I like it with my coffee, and as a child drank it every night with cookies before bed, so it’s a memory to always have milk. As a child I was thin, so drinking whole milk (and sometimes the fat on top too) before bed was my Mother’s way to insure I would be gaining weight while I was sleeping. As I said it’s a memory. Same thing with cultivation. Always have to have it, create the memory. In the nonprofit field, one has to cultivate at least daily, or there will be no memory. Just the way it is. For non Jewish nonprofits this is the big season. It’s a necessary element of the last 3 weeks in December to be calling, writing emails, sending year end appeals, and generally thanking and wishing donors well. Everything … Continue Reading
When Does the Relationship Begin?
Relating to the Donor: When Does the Relationship Begin? A reader commented on last week’s column, A Guide To Being A Good Solicitor, and queried about the beginning of the relationship with a donor. She raised a question about whether it is really possible to develop a relationship with a “non-donor”. This is a multifaceted issue and I would like to explore a few aspects. How much effort does the non-profit organization invest in someone who is not a donor? Can there really be a meaningful relationship with a person who is not a donor? The answer to these questions has to be viewed through the prism of “donor cultivation”. There is no simple response. One has to make a determination on how much time and effort should be invested in forming a relationship with a potential donor … Continue Reading
Soliciting the Donor
Soliciting the Donor Means Knowing What The “Ask” Is All About I often receive questions about soliciting donors and what is the secret of a successful solicitation. Underneath the question is an assumption that there is one successful “formula” or “approach” and then the donations will just roll into the non-profit organization’s bank account. Well, I am sure it is no surprise that there is not one approach to successfully soliciting potential donors. Rather, there are multiple ways to raise funds from contributors. The fundamental principle is to focus on the essential elements to a successful solicitation and they are presented in this posting. The first is having current and accurate information about the organization and its programs. It is the narrative about the purpose … Continue Reading
Just Because I Ordered Tuna Salad For Lunch Today Does Not Mean That’s All I Eat
In my experience, nonprofit fundraisers seeking to secure a repeat or increased gift from a donor - especially one who made a first and/or modest gift - too often jump to the conclusion that if a donor gave to (fill in your cause or special campaign here) they are likely to continue to give to the cause that prompted that initial donation. So, just keep asking them over and over again. Or at least, as this line of thinking goes, make sure that the next appeal to the donor is closely aligned to their giving history. But why? Just as I don't make a diet solely of tuna salad, donors may not want to simply continue giving to the same old thing. They just might be interested is seeing the full menu of giving opportunities. A new donor may have responded to an appeal for any one of a dozen reasons - … Continue Reading
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