Creating A Donor For Life and Beyond!

One hard and fast truth when it comes to fundraising is that you can't fake sincerity. Oh, don't get me wrong there are lots of professional fundraisers out there who have developed a good poker face. But the truth of the matter is people want to be treated like people not like a cash register. Cha Ching!

Some people honestly think if they could just figure out which buttons to push the drawer will pop out and all they have to do is reach their hand in and get the cash they need. Rest assured those same people would skip getting the loose change but only think about the bills.

If you really want to understand the people you are trying to convince to give to your cause then you need to step back and ask yourself, what are you as a fundraiser and nonprofit offering the donor?

Creating a donor for life and beyond is possible, but you must first get the thought out of your head that you will achieve instant success. Realize like most worthy endeavors this is a long gradual process. Again, donors are not scratch and win tickets!

So how does one begin? First as an organization you need to realize your appeal is limited and it impossible to be universally liked. Also, you'll be expected to compete with many other distractions that are constantly changing in the life of your donor. While you might not personally care about this that does not negate the truth of the matter.

"No man is an island, entire of itself; every man is a piece of the continent, a part of the main." John Donne - Devotions upon Emergent Occasions (1623), XVII

We as individuals would like to think we can operate in our own little bubble and not have to worry about what goes on around us. However, no matter how wealthy a person might be we are all affected by the ills of society. In general we have concerns and sometimes fears. This reality can often be the bridge to nonprofits that are trying to address such needs. In some ways donors are the light switch that you find is either turned on, sending the much needed electricity through your nonprofit, or they are turned off and disengaged all together.

In order to determine the flow of electricity nonprofits need to be mindful of the meter. It is amazing now many staff members of nonprofits and boards of directors find themselves in a blame game. How often have you heard the phrases often said in a panic: Donor's aren't responding to our requests! I know the economy is bad so that must be why donations are down.

While I asked this question earlier I would like to again call your focus and attention to the question below. Read slowly and let it sink in this time: As a fundraiser and nonprofit what are offering to the donor?

Are you offering a chance of a lifetime, to change the life of an individual? Or instead, are you asking for mere operational money?

While nonprofits might be good at helping people they are often poor students of understanding basic human nature!

The best sales and marketing staffs in the world understand the human nature and intuitive relationship they must offer their customer i.e. in your case the donor.

Many folks have heard the old sales axiom: You are selling the sizzle not the steak! While any food will do to stop hunger, why do you choose a specific restaurant? All cars can provide you the basic transportation to get you from point A to B but why are you so focused on getting an SUV? It's time to buy light bulbs, but are you really buying the GE light bulbs or do you really only care about knowing that when you again turn on the switch the light pops on!

There are people who have made a profession to be "food artist" or "hand models." This is all done for one purpose and that is to create a perceived relationship between a product or service to a potential buyer.

So, Mr. or Mrs. Nonprofit I would like to introduce you to Mr. and Mrs. Donor. Let me tell you a few things you need to know about these important people. Unlike in the for profit arena, donors typically are not buying products or services from nonprofits, yet there is expectation that goes far beyond just a simple acknowledgement. They want to know that whatever dollars they choose to give you will be treated with honor and respect and used wisely.

The time after a donation is the most critical moment for any nonprofit. The donor has made the first step in starting a relationship with a prospective nonprofit.

Most nonprofits unfortunately fail to understand that when a donor makes a contribution they are not just giving dollars but are in fact transferring a level of trust to the recipient. This concept of trust is quite interesting and universal. At the core of this transfer is a strongly held belief by the donor that something worthy will come about because they chose to respond to either a call for action from the nonprofit or were self motivated to give to respond to a need that was perceived.

While donors might initially be attracted to the nonprofit by a passionate appeal, this connection will fade fast unless there is a plan of action to follow up and let the donor know the difference their contribution made.

This "action plan" is not one letter, one phone call, one face to face contact. If you want to build a lasting relationship you have to be willing to spend time to get to know your donor first as a person and individual.

Oftentimes nonprofits categorize donors as if they were grades of beef. Their reasoning tends to revolve around a logical mind set believing that it is more profitable and their best use of time to spend more time with donors of means than with donors who could not afford to give as much. Most nonprofits, therefore, are found roaming the countryside on a constant preverbal "buffalo hunt" with every other nonprofit going after that same big buffalo. Yet, I have never come across any community that is overrun with large population of donor buffalos.

Instead I can't help but realize that we are ignoring a truth that has been given to us in the Christian story of the Widow's Mite. If you are not familiar with the story let me share it with you:

Mark 12:41-44 41 "And he sat down over against the treasury, and beheld how the multitude cast money into the treasury: and many that were rich cast in much. 42 And there came a poor widow, and she cast in two mites, which make a farthing. 43 And he called unto him his disciples, and said unto them, Verily I say unto you, This poor widow cast in more than all they that are casting into the treasury: 44 for they all did cast in of their superfluity; but she of her want did cast in all that she had, even all her living."

So do you really want a donor for life? What types of individuals are you seeking to find and why?

If your focus is only on the money but not the donor commitment then you have lost a great deal of perspective in your process of fundraising. In order to find someone willing to make a life long commitment, however, nonprofits need to also have the realization that this type of relationship is in fact a two way street.

If honestly graded the vast majority of nonprofits would not be given a passing grade on their ability to not just find donors but to retain them.

Everyone wants a generous donor, well guess what, donors want a generous nonprofit too!

Providing feedback and information to all donors is critical if a nonprofit expects to receive future gifts. Likewise it is also important that staff members share their time and personal commitment story to the donor about their enthusiasm.

We all know staff members are paid to do their job and there is nothing wrong with this. However, donors have little respect for individuals when they think the people running the organization don't honestly care about the cause they are pushing.

Creating a donor for life and beyond by way of a planned gift is more than one person's job, but that of the entire paid staff and volunteer board. Meeting this challenge head on quickly separates nonprofits that just strive to be good to those that aspire to be great!

Wanting To Be Heard!

No matter which side of the health care debate you fall it was obvious that people in both camps were feeling desperate to have their voice heard.

The generation of today is drawn to technology like a mosquito is to a bug zapper! Be it Twitter, Facebook, or YouTube your proud teen is happy to develop carpal tunnel syndrome by achieving new heights in daily texting a minimum of twenty minutes per day. People are buzzing like bees with no unified direction or focus in this grand “social networking” experiment that is tantamount to nothing more than glorified self absorption.

This fevered pitch cannot be maintained forever yet it is not surprising that this frustration is easily carried over to how many nonprofits feel trying to rise above everyday life’s noise to reach their respective donor.

It is hard to get a donor’s attention especially if they are worried about being able to keep their job in this economic slow down or because they are constantly answering their BlackBerry.

Regardless, while nonprofits bemoan this fact it is also quite ironic that nonprofits themselves often times forget that part of their responsibility to the donor is to also listen!

When was the last time you let your donor speak?

I’m not talking about asking them to fill out a survey or questionnaire to see if they think it is a good time for you to raise money for your upcoming capital campaign. What I am talking about is really focusing “one on one” to try to discern how the donor feels about your organization and what you are doing.

We all need to be reminded at times that we are given two ears and only one mouth for a reason!

So, as frustrated as you might feel, realize in this age of technology with all the applications and madness allowing the individual to say whatever they want. More than just a few of your donors might seem a little frustrated because they feel like for whatever reason real or imagined their voice is not being heard or enough attention has not been given to them.

Only you can change the outcome of this scenario. The question remains, will you act on what you have heard or just ignore it like the rest?

From Prospect to Donor

Most small nonprofits are clueless when it comes to attracting donors! Also, sadly once they do in fact find a donor many lack the discipline to do what it takes to keep the donor interested and the cycle starts all over.

The term prospect research can be defined as the process of selecting and reviewing information gathered in order to identify potential donors. While people would like you to think this information is magical and the process itself is mysterious, the truth of the matter is that the data is gathered from public records. This information can include but is not limited to biographical family information, which gives you a snap shot of a family philanthropic history as well as a possible clue as to personal interests. Also, information can be gathered showing past and current addresses as well as the career background of an individual including his or her education. Other information such as real estate, stock ownership and ownership in items such as planes, boats, horses or art might also be obtainable.

However, let’s be totally honest! Small nonprofits can’t pay to get this information and even if they could what does it really tell you about a person other than that they have the potential to give you money, not that they want to.

So, this is where YOU come in! But first, I want you to read the following story of Sally Jenkins:

Sally was excited when her mother told her she would help her have her very own flower garden in the backyard. She was warned that she needed to start small and have a plan! Sally loved flowers and knew she might want to start planting before the snow melted but really look forward to spring. She decided to plant mostly perennials because she knew they would come back next year but also wanted some annuals as well. In picking her spot Sally knew having good sunlight was important and she wanted to make sure she has at least six hours of exposure. After finding her spot Sally made sure the soil was moist and dug down ten inches and then mixed it with special potting soil her mother gave her to establish her flower bed.

A lot of work has been done so far hasn’t it? Yet, she has not seen the first bloom and won’t for quite some time.

Sally focused mainly on plants that would come back each year i.e. current donors. However, she also wanted to make sure she has annuals as well i.e. possible new donors. A lot of Sally’s time was spent thinking about her surroundings and conditions. Likewise, you would do well to make sure where your program is located is not only inviting but also ready to receive donors so they will be impressed. Regardless, you should remember that Sally was extremely patient with her flower bed and she wanted to make sure it had six hours of exposure. I hope by now you realize that the process we call development is a long one!

In order to cultivate donors you have to start with a plan, just like with anything you do with a purpose, and realize that there has to be certain steps you will need to take in order to be successful.

Let’s look at three easy steps that will help you move from prospect to donor.

Step One: Be honest, what are your real motives?

If your only motive is to “get money for your organization” then you will be limited in what you will be able to accomplish. People with or without money can spot a fake or plastic person a mile away. Donors are not stupid and understand that you are getting paid to work at your organization i.e. that is your job. However, what they don’t know is if this is a passion or not. I’m sure you have at some point in time been infected with the contagious passion passed on from another. The excitement in a person’s voice and seeing their actions literally made you excited as they were as well. You felt like you were part of something bigger than yourself and you knew that by joining them big things would happen! Your motivation needs to be true, and I am a firm believer in that you yourself, the paid staff person, need to personally give if you are going to ask others to give.

In all giving, it starts with you and your commitment must come first!


Step Two: Scattering the Seeds

Finding like minded people can be difficult and at times the shotgun approach is needed. Yet, in order for someone to find you they have to first learn about you!

Unfortunately, nonprofits generally do a poor job at promoting themselves and providing opportunities for the general public to really come out and learn what their organization is all about. One of the best ways to do this is to have an open house and conduct organizational tours, coffees and even lunch meetings.

Likewise, you can’t expect people to always come to you but you have to go to them. In every community there are civic groups that have monthly meetings and most would love to have a speaker come in and talk to their group. This is a great opportunity not only to tell people, many you have never met, about your organization but also give them an opportunity to volunteer or help with specific needs your organization might have.


Step Three: Make Sure Your Board is Working

Nothing is more frustrating than to feel like you are doing it all alone. It is important for your board of directors to not only set policy for the organization but also play an active role in fundraising to help your organization grow.

Part of this growth occurs when board members are active ambassadors in both giving money and time as well as telling others about the great things the organization is accomplishing. In order for a board member to be “the best they can be” they must themselves be taught all about what goes on within the organization. A brief organizational history and a current copy of your by-laws and current financial information are just a few of the items needed in order to be able to speak intelligently about the organization they now represent.

With all this said, it is important to remember a truth in fundraising, which is: “People give to people first before they give to an organization.”

Each and every board member has a sphere of influence that includes people they work with, friends and family members. These connections will help you in finding additional prospects and donors.

Now is the time to get your hands dirty. It may take a rake or it may take a shovel, but you have the tools needed to get it done.

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