By Ame Eldredge, Chief Culture Officer & Senior Consultant
While I sat across from this particular major donor, I noticed a subtle shift in his language. As we discussed what might be next for the ministry I represented, he offered many suggestions: “You know what you should try?” or “Have you thought about…?” But then, as we talked further, he leaned in. “Well, Ame, what if we could approach it this way instead?” And he went on to share an idea about how to tackle our challenge.
Did you catch the keyword? It was a tiny shift, really, from the word “you” to “we.” But what it represented was significant. He didn’t suggest what “you” (the ministry) should go do, but rather “we,” including himself with those who are stewarding and carrying out the vision together.
The third principle of Taking Donors Seriously is that “People give when they’re involved and have a sense of ownership.”
But how, practically, do you help instill that sense of ownership? What can we, as fundraisers, do that encourages a fundraising culture that feels more like “we” than “you?” Here are three areas to work on: Clarify Your Vision, Deepen Relationships, and Create Opportunities.
Clarify Your Vision
People give to vision, especially vision that leads to a greater impact in the world and a greater impact in the Kingdom. As leaders or representatives of organizations, we are often clear on where we are heading, but we need to articulate it better to those outside, including our donors. It’s not enough to say, “We are going to do more, and we are going to do it better.” Instead, we must be able to share how the people we serve, the community, or the world will be measurably impacted because of the work of our organization.
Can you and your team articulate the outcome of your vision (think: lives changed, characteristics of your graduates, reduction in poverty) and not just your programs and activities (such as jobs training, leadership development or school curriculum)?
People give to see the impact of your work, not simply to keep programs going. Be prepared to answer the question, “What will tangibly change if I give this gift?” If people are not clear on the value your organization brings, if they can’t articulate what difference you make, they will not be compelled to share their resources to further your cause.
Deepen Relationships
How well do you actually know your donors? Beyond meeting to ask them for money, do you make time to learn about them, including their background and interests beyond involvement with your organization? When was the last time you could say, “I was in their world,” regarding a particular donor?
Recently, I was with the president of a fantastic organization, and we were debriefing about an opportunity he had to spend time at one of their partners’ homes. They were visiting with a younger couple, who had several young children, and found themselves switching between sharing the vision of the organization and complimenting their young daughter on her various princess outfits. He was with them in their world. Relationships are the bedrock of our entire approach to fundraising. For many, this may be a new concept; it is a pivotal shift from a transactional fundraising mentality to one emphasizing relationships.
Create Opportunities
People tend to invest financially where they invest in other ways. It may start with a cause they care about or something they are drawn to because of a personal connection. But as you get to know a donor, pay attention to what connection points you could invite them further into as a way to grow your ministry and allow them greater involvement.
As you get to know your donors, you will learn how they can be involved with your organization beyond financial support. Perhaps someone brings HR, IT or operational experience. You could start by simply asking them for advice in their area of expertise.
Getting someone more involved in your organization could also mean inviting them to show up and be a part of the work you are doing. Sometimes, an opportunity can even be hands-on. Consider the connection of a fashion designer in New York City who found a chance to use her gifts to organize and curate the clothing closet for an amazing ministry that serves people experiencing homelessness.
As you continue this cycle—clarifying who you are and the unique value your organization brings, investing relationally in your donors, and creatively seeking opportunities for them to be more involved—you will see more investment in both time and money from those key partners whose support you most need. Boosting donor commitment isn’t something you do once but a way of life that becomes ingrained in your culture and how you do fundraising.
We’ve been privileged to help many organizations be more effective in their fundraising through learning and implementing the principles of relational fundraising in their major donor work. Want to talk?