By Askala Harris Calhoun, Director of Fundraising Training & Learning Partnerships
In my last blog, I shared about my first foray into fundraising: when I became the first development manager for a small youth-serving nonprofit in my community. I was relatively young and inexperienced in fundraising but eager to serve in this new role.
As I jumped into the work, the first project I tackled was to create and send out a fundraising packet. My masterful work, which included a letter and several pages of pictures of the kids involved in our afterschool programs, did not yield the results I had hoped for. It was, in large part, because I had neglected the importance of relationship-building in raising funds. As I would learn later, this is the foundational idea of the Taking Donors Seriously® framework that we base our work on at The FOCUS Group. The first principle is: “People give to people that they know and trust.” Packets in the mail did not help me get to know anyone. (Read more here.)
But there were other gaps that I wasn’t aware of yet. In my head, I had been incredibly clear about the purpose of my packets, but it may not have been so apparent to those who received them. Sharing the organization’s accomplishments or financial needs is not enough to move the needle on fundraising goals. You have to ask (and not assume it’s understood) when you invite someone to partner with the organization financially. The second principle in the Taking Donors Seriously framework is this: “People give because they’re asked and shown how.”
Isn’t it unbelievable that the number one reason people give is because they are asked? It’s an incredibly simple truth, yet easy to overlook. I know there were several ways in my packet I could have made the invitation more clear. The second part of this principle is also important: people give when they are shown how. “Shown how” means that donors understand how they fit into the bigger picture of fundraising for the organization. It’s not enough to make someone aware of a financial need. They also need to know that there is a plan for the entire budget and how they can fit into that plan. Tools like gift plans, which show the number of people involved in giving at various levels, can help explain the overall plan. Once you get to know your donors and you can even ask for a gift in a specific range, it becomes much clearer how they can participate. Don’t underestimate the value of a clear ask. For those who desire to be involved, clarity in this way is a kindness that helps them know how to move forward.
So far, I’ve talked about several tactical ways I could have made a more effective packet. However, the part I haven’t shared yet is that there could have been a more effective approach based on a larger strategy. The last principle of Taking Donors Seriously is: “Proper planning maximizes results and minimizes costs.” This principle encourages fundraisers to set aside time to be proactive, intentional, and strategic rather than reactive. It means that instead of throwing spaghetti at the wall to see what sticks (like I did), organizations can work on a strategic plan and, from there, decide on fundraising initiatives and create a solid annual fundraising plan to raise the funds needed. This yearly plan includes donor communication, volunteer engagement, events, and donor care and cultivation.
If you’re wondering how I kept that job, it’s because, after a very rocky start, I actually got better. When I finally began to land meetings with those who could be major donors, I was authentically myself, listened to their answers when I asked them questions, and learned about their affinity for our nonprofit. Through experience, I grew in my abilities as a fundraiser. Later, I was introduced to the Taking Donors Seriously framework, which resonated deeply with things I had come to believe in. That framework is now the foundation of how I train others to have that same success.
I’m so grateful to look back and see how I’ve grown in my fundraising expertise. What a difference fifteen years can make! But rest assured, you don’t have to take that long to learn what I did. Simple changes, done consistently over time and based on the proper framework, can transform your fundraising. My story is only one of many who have benefited from these time-tested principles.
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?