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
Sticking With the Same Old Thing
from Katya's Non-Profit Marketing Blog: 'Old' donors give more - so do we stick to the same ‘old’ fundraising? ... focusing only the oldest donors is short-sighted, and we definitely can’t assume what has worked in the past will work in the future. The fact that “older” donors give more does not mean we should do the same old fundraising. Even the crowd here agrees on that: Boomers (who are not so ‘old’ for goodness sake) - and everyone younger - have a whole new set of expectations from their charities, from greater tranparency and accountability to a greater sense of engagement. We have to start changing how we fundraise now or we’re going to be irrelevant very soon - and for generations to come. … Continue Reading
Offer or Sell?
by Tamsen McMahon Let me ask you a question: Are you offering what you sell, or selling what you offer? One is about relationships, the other transactions. One is about pull, the other push. One is about permission, the other interruption. One is about engagement, the other broadcast. One is about conviction, the other convincing. One is about giving, the other taking. One is long-term, the other short. One is about value, the other cost. One is about relevance, the other utility. One is about service, the other commodity. One is about finding opportunity, the other filling holes. One is about them, the other…you. Do you see a difference? What are you doing? Tamsen McMahon is the Director of Digital and Strategic Initiatives at Sametz Blackstone Associates. Offer or … Continue Reading
Thanking Donors Properly
from Sharpe Tips: Eight Mistakes to Avoid in Donation Thank You Letters for a Fundraising Gift or Contribution The easiest way to encourage a donor to mail you another donation is to thank her properly for her last gift. There are right ways and wrong ways to thank your donor. Avoid these mistakes when mailing your donation thank-you letters, notes and cards. … Continue Reading
Beware the Lapsed Donor
So when is a lapsed donor not a lapsed donor? John Grain says they may not be who you think they are. I have been thinking a lot about lapsed donors lately. In particular about the way we define them and the way we try to ‘reactivate’ them. Three things struck me. First, it is dangerous to simply assume a supporter is lapsed (horrible term that) if they haven’t given for a while. Second, perhaps they were never truly a donor in the first place. And third, how carefully are we thinking about what we ‘reactivate’ donors with? In part this is because I recently received a letter from a charity asking me to renew my support for the organization. This gave me pause for thought - the thought being if I needed to ‘renew’ my support, presumably I was now considered a lapsed … Continue Reading
Five Steps Toward Better Engagement
There are key lessons in the success of new programs aimed at building community, fostering engagement, and deepening a sense of peoplehood: Lower Barriers , says Pippi Kessler of the Mothers Circle. “We always offer our programs for free, and let them know they don’t have to be a member of anything.” Personalize, says PJ Library’s Marcie Greenfield-Simons. “Each family is unique. Organizations that adopt the concierge model, where outreach to families happens almost one-on-one, will have the biggest impact.” Welcome, advises Arielle Morrison of San Diego’s YAD. "If you don’t help someone new feel welcome, they won’t come back. We have 12 volunteers solely dedicated to newcomers at events." Wait, cautions Jewish Gateway’s Bridget Wynne. “If the mentality is, … Continue Reading
Preparing for and Predicting the Future of Giving
Can We Be Proactive and Keep Support from Going Elsewhere?” by Robert I. Evans and Avrum D. Lapin As the story of the exodus of Jews from Egypt lingers in our minds, we can’t help but think about current Jewish migration patterns and how this affects today’s Jewish non-profit organizations. Demographic shifts bring changes in personal giving priorities: donors form new bonds and old ties diminish as people traverse the country and the globe. Where does that leave Jewish non-profits that position themselves to obtain and retain support? This set of questions prompted us to contact two respected researchers and experts on charitable giving at the Boston College Center on Wealth and Philanthropy, Paul Schervish, director, and John Havens, associate director and senior research associate. … Continue Reading
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