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!
Showing posts with label donor relations. Show all posts
Showing posts with label donor relations. Show all posts
Thursday, October 21, 2010
Thursday, April 8, 2010
Service After The Sale
Many nonprofits might want to take a moment to look around at their for profit counterparts and see if there are lessons they might learn from their business model. It is unfortunate that the vast majority of nonprofit executive directors have little experience in the for profit world because with that additional experience they might view their responsibility and how to approach donors differently.
People in the car industry are constantly trying to come up with new ideas and incentives to sell you a car. However, most also put a great deal of focus on servicing that vehicle after the sell. They want to keep you coming back to the dealership.
All realtors want to sell you a house, but after the sale they seem to still stay in touch from time to time sending you a calendar you may or may not want or drop you a postcard about the houses that recently sold in your neighborhood. You ever wonder why? Well, you have heard of out the phrase "out of sight, out of mind" right? Well, they don't want to be forgotten.
Have you ever been in a situation when you arrange with someone providing a service you need when the following steps were followed: First they met with you when it is convenient for you to meet. Second you both agreed what needed to be done. Third they scheduled a time to provide the service that was outlined. Fourth they did the service at the time they said they would and at or below the price agreed on in advance. Lastly, they followed up after the service was complete to see if it was satisfactory and met your approval. Also to see if there was anything else that needed to be done or was overlooked.
Now while the above outline might not be an exact match to how you should operate your nonprofit or deal with your donor you can see by using this method of delivery how the focus is on the customer, always!
What Not To Do!
People that go to the post office daily to pick up mail occasionally find that dreaded slip in their box letting them know a package awaits at the window. With this discovery that means standing in line to be served. A few years back under the guise of standardization the post office came up with the:
USPS Strategic Transformation Plan 2006-2010 http://www.usps.com/strategicplanning/stp2006_2010/
Now forgive me for being critical because I realize at the time of the publication the post office I think was trying to "standardize" approximately 37,000 retail locations, but seriously are you telling me it takes five years to do this? I just can't help but wonder if Domino's Pizza or FedEx decided to make this project on how long it would take them?
Regardless, on page 60 you will read "The Postal Service recognizes that customers form expectations on critical attributes such as waiting time in line based on their experience with other similar services, and compare Postal Service performance to best-in-class providers." Really, you think? So one solution to improve customer service, remove all the clocks.
Now the only other place that I know that has done, but for an obviously different reason are the casinos in Las Vegas.
So, if people stand in line and can't see a clock they will be less frustrated. Oh yea, that is logical.
Finally, I hope one take away for your nonprofit in all this is for you to consider this question: How are we focusing on our donor?
People in the car industry are constantly trying to come up with new ideas and incentives to sell you a car. However, most also put a great deal of focus on servicing that vehicle after the sell. They want to keep you coming back to the dealership.
All realtors want to sell you a house, but after the sale they seem to still stay in touch from time to time sending you a calendar you may or may not want or drop you a postcard about the houses that recently sold in your neighborhood. You ever wonder why? Well, you have heard of out the phrase "out of sight, out of mind" right? Well, they don't want to be forgotten.
Have you ever been in a situation when you arrange with someone providing a service you need when the following steps were followed: First they met with you when it is convenient for you to meet. Second you both agreed what needed to be done. Third they scheduled a time to provide the service that was outlined. Fourth they did the service at the time they said they would and at or below the price agreed on in advance. Lastly, they followed up after the service was complete to see if it was satisfactory and met your approval. Also to see if there was anything else that needed to be done or was overlooked.
Now while the above outline might not be an exact match to how you should operate your nonprofit or deal with your donor you can see by using this method of delivery how the focus is on the customer, always!
What Not To Do!
People that go to the post office daily to pick up mail occasionally find that dreaded slip in their box letting them know a package awaits at the window. With this discovery that means standing in line to be served. A few years back under the guise of standardization the post office came up with the:
USPS Strategic Transformation Plan 2006-2010 http://www.usps.com/strategicplanning/stp2006_2010/
Now forgive me for being critical because I realize at the time of the publication the post office I think was trying to "standardize" approximately 37,000 retail locations, but seriously are you telling me it takes five years to do this? I just can't help but wonder if Domino's Pizza or FedEx decided to make this project on how long it would take them?
Regardless, on page 60 you will read "The Postal Service recognizes that customers form expectations on critical attributes such as waiting time in line based on their experience with other similar services, and compare Postal Service performance to best-in-class providers." Really, you think? So one solution to improve customer service, remove all the clocks.
Now the only other place that I know that has done, but for an obviously different reason are the casinos in Las Vegas.
So, if people stand in line and can't see a clock they will be less frustrated. Oh yea, that is logical.
Finally, I hope one take away for your nonprofit in all this is for you to consider this question: How are we focusing on our donor?
Monday, February 15, 2010
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.
For more information visit: www.nonprofitexpert.com
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.
For more information visit: www.nonprofitexpert.com
Wednesday, February 3, 2010
Nonprofit Donor Burnout
More than likely you have read quite a bit about burnout when it comes to employees or staff of non profits. Rarely, however, do you hear about the flip side of the coin and hear someone discuss donor burnout.
As a donor to many different non profits over the years I can attest to the fact that there is a real frustration with how a non profit handles their end of the agreement.
Supporting a nonprofit as a donor is a very serious commitment I do not take lightly. I have to be sure that what the nonprofit stands for is something I can be fully committed to.
If I take the next step and join a board of directors then I am literally giving a piece of myself away. While this might seem to some as being melodramatic I can assure you that my wife of twenty-three years views this quite different! Whatever I give away of myself to supporting a non profit leaves less time and quite frankly energy for her. This is a big deal!
My gift and I do see what I give as a gift, goes far beyond just my time, my energy, my talent and what most nonprofits seem to be fixated on i.e. money. It is actually something deeper and more serious and for me part of my soul. How can you quantify the worth of self someone gives to your organization?
Unfortunately, few nonprofits I have run across have ever really comprehended this level of giving or found the way to respond to where I believe that they “got it.” So I seemed destine to repeat the same old cycle:
First I find a nonprofit I think is doing good work and get excited about what they are doing and support their cause. I might attend an event or give a donation.
Second, I learn more about what the organization does and get closer to the executive director and/or staff. I might find myself helping more by donating money or sometimes I find it more rewarding to meeting a specific need of the organization.
Eventually my level of giving and interest is noticed by others and at some point I might be asked to consider being on the board. This is the critical point! The older I get the more picky I have become and quite frankly more guarded, because I know if I join a board I will consider myself being all in.
If I join I quickly learn the good, the bad and the ugly about the organization. Sometimes this in and of itself is a huge disappointment. If however there are no hidden land mines then I quickly adjust to learning more about the organization and I gage the commitment levels of others on the board while learning about the excitement and energy level of the staff running the programs.
Many times after giving lots of time and energy and money I have found that the executive director and staff begin to take for granted past donations and get comfortable being the recipients of a generous nature and just expect it to continue forever regardless of their performance or outcomes. A disconnect begins slowly. There is not the level of excitement. Everyone still knows the reason they are there is to help the cause but at this point I generally hit a wall. I don’t see others around me willing to push as hard as I am or I begin to feel like my time is just being wasted. Staff slows down and only wants to push so far. The reason is that since they are working with an all volunteer board they do not want to have to do most of the work if the volunteer board stops pushing.
At this point if I am still on the board I will rotate off and normally my giving level drops. I also have a tendency to be reflective in nature. While I am not totally second guessing my judgment I do tend to mull over if the donations I’ve given in the past and generally draw a conclusion in my own mind if it was all worth it.
I wish I could end saying I felt good after all this but honestly answer is that of feeling more confused at times than being reassured that my personal commitment was met with an equal level of acceptance. Strange isn’t it?
As a donor to many different non profits over the years I can attest to the fact that there is a real frustration with how a non profit handles their end of the agreement.
Supporting a nonprofit as a donor is a very serious commitment I do not take lightly. I have to be sure that what the nonprofit stands for is something I can be fully committed to.
If I take the next step and join a board of directors then I am literally giving a piece of myself away. While this might seem to some as being melodramatic I can assure you that my wife of twenty-three years views this quite different! Whatever I give away of myself to supporting a non profit leaves less time and quite frankly energy for her. This is a big deal!
My gift and I do see what I give as a gift, goes far beyond just my time, my energy, my talent and what most nonprofits seem to be fixated on i.e. money. It is actually something deeper and more serious and for me part of my soul. How can you quantify the worth of self someone gives to your organization?
Unfortunately, few nonprofits I have run across have ever really comprehended this level of giving or found the way to respond to where I believe that they “got it.” So I seemed destine to repeat the same old cycle:
First I find a nonprofit I think is doing good work and get excited about what they are doing and support their cause. I might attend an event or give a donation.
Second, I learn more about what the organization does and get closer to the executive director and/or staff. I might find myself helping more by donating money or sometimes I find it more rewarding to meeting a specific need of the organization.
Eventually my level of giving and interest is noticed by others and at some point I might be asked to consider being on the board. This is the critical point! The older I get the more picky I have become and quite frankly more guarded, because I know if I join a board I will consider myself being all in.
If I join I quickly learn the good, the bad and the ugly about the organization. Sometimes this in and of itself is a huge disappointment. If however there are no hidden land mines then I quickly adjust to learning more about the organization and I gage the commitment levels of others on the board while learning about the excitement and energy level of the staff running the programs.
Many times after giving lots of time and energy and money I have found that the executive director and staff begin to take for granted past donations and get comfortable being the recipients of a generous nature and just expect it to continue forever regardless of their performance or outcomes. A disconnect begins slowly. There is not the level of excitement. Everyone still knows the reason they are there is to help the cause but at this point I generally hit a wall. I don’t see others around me willing to push as hard as I am or I begin to feel like my time is just being wasted. Staff slows down and only wants to push so far. The reason is that since they are working with an all volunteer board they do not want to have to do most of the work if the volunteer board stops pushing.
At this point if I am still on the board I will rotate off and normally my giving level drops. I also have a tendency to be reflective in nature. While I am not totally second guessing my judgment I do tend to mull over if the donations I’ve given in the past and generally draw a conclusion in my own mind if it was all worth it.
I wish I could end saying I felt good after all this but honestly answer is that of feeling more confused at times than being reassured that my personal commitment was met with an equal level of acceptance. Strange isn’t it?
Wednesday, January 27, 2010
How Do You Connect With Your Donor?
I am often struck at the lack of conversation most nonprofits have with their donors or want-to-be donors. How often have you heard the old cliché: "The only time I hear from ‘X’ is when they want money!" This begs the question, Why?
The nonprofit arena is busy and busy being busy. Nonprofits for the most part are what I like to call "hidden in plain sight" bumping along day in and day out.
Likewise, every day we as individuals fall into our routine. It sometimes seems impossible to do something beyond our normal, and we all have a million excuses. How many times have you heard someone say: I can't do that because I don't have enough time! For whatever reason we act like this precious thing we call "time" is something we actually have no control over. Many also have lost touch of the simple fact that failing to "act differently" is our own fault and not due to forces beyond our control.
Hold On Change Is Coming!
Donors give nonprofits daily something of great value! Sometimes it might be money, other times it might be volunteering their time. On some occasions it actually goes deeper and a person extends to the nonprofit a part of their heart.
In all these cases nonprofits need to understand that they do not deserve this just because they are doing something good that helps others in society. Nonprofits need to understand the fact that gifts are given as a response out of a genuine sense of compassion and responsibility to others that the donor feels, not because the nonprofit is the most deserving.
Let's dig deeper! If you went to a fast food restaurant and placed your order and the person took your money but did not give you your food in return, then you would be more than just a little upset; you’d feel cheated.
So, what are you giving back to your donors for the money they give you? A receipt? If the fast food restaurant just gives you a receipt will you be satisfied then?
Nonprofits are so stuck in a rut that they forget that donors are people and that people need to feel a whole range of emotions in order to be complete. It would not be normal for a person to be happy or sad all the time but we as people need more!
Wake up! It is time for you to literally excite the senses.
See: Yes, that is right you have to get out from behind your desk and out of the comfy confines of your safe office. It feels good to be safe doesn't it? As a nonprofit executive you do not want to feel rejected. It is hard to ask for money too isn't it? Ok, I get all this but I am not asking you to jump out go ask for money. I am asking you to go see your donors. Be on your best behavior and take a gift. Not something big but something they can place on their desk to remember your organization.
Hear: When someone says the words, I hear ya! Do they really? Most of us are blessed with having two ears and one mouth. It was designed that way for a reason. You should double your efforts to hear what your donor has to say and talk less. Also, we as a society spend a lot of time tuning in and tuning out the messages we are bombarded with daily. What messages are you sending as a nonprofit? What is the donor actually hearing? Are they deafened by the silence?
Smell: It might seem odd to have nonprofits thinking about how they smell but if you will bear with me for a moment! Do you know how a bakery smells, the smell of flowers, or wood burning on a fire? What can you do to excite the sense of smell for your donor? What do you think the reaction a donor would have if perhaps a child who was served by a nonprofit made the donor something out of PlayDoh? Do you remember playing with PlayDoh as a child, remember the smell?
Taste: No doubt you have heard the proverb: “The way to a man’s heart is through his stomach!” While this might be a little over simplified I have never heard of a donor complain that they are getting too much candy or goodies from a nonprofit they support.
Feel: Do you really know how your donor feels about your nonprofit? What motivates their support and interest in the service you provide. Taking just a few minutes to harvest this important nugget will benefit your organization for years to come.
These are just a few ways you might consider to better connect with your donor. But remember, ultimately you will be judged by your actions rather than your words. It is up to you to connect with your donor, and it is not the responsibility of the donor to find you!
To learn more visit: www.nonprofitexpert.com
The nonprofit arena is busy and busy being busy. Nonprofits for the most part are what I like to call "hidden in plain sight" bumping along day in and day out.
Likewise, every day we as individuals fall into our routine. It sometimes seems impossible to do something beyond our normal, and we all have a million excuses. How many times have you heard someone say: I can't do that because I don't have enough time! For whatever reason we act like this precious thing we call "time" is something we actually have no control over. Many also have lost touch of the simple fact that failing to "act differently" is our own fault and not due to forces beyond our control.
Hold On Change Is Coming!
Donors give nonprofits daily something of great value! Sometimes it might be money, other times it might be volunteering their time. On some occasions it actually goes deeper and a person extends to the nonprofit a part of their heart.
In all these cases nonprofits need to understand that they do not deserve this just because they are doing something good that helps others in society. Nonprofits need to understand the fact that gifts are given as a response out of a genuine sense of compassion and responsibility to others that the donor feels, not because the nonprofit is the most deserving.
Let's dig deeper! If you went to a fast food restaurant and placed your order and the person took your money but did not give you your food in return, then you would be more than just a little upset; you’d feel cheated.
So, what are you giving back to your donors for the money they give you? A receipt? If the fast food restaurant just gives you a receipt will you be satisfied then?
Nonprofits are so stuck in a rut that they forget that donors are people and that people need to feel a whole range of emotions in order to be complete. It would not be normal for a person to be happy or sad all the time but we as people need more!
Wake up! It is time for you to literally excite the senses.
See: Yes, that is right you have to get out from behind your desk and out of the comfy confines of your safe office. It feels good to be safe doesn't it? As a nonprofit executive you do not want to feel rejected. It is hard to ask for money too isn't it? Ok, I get all this but I am not asking you to jump out go ask for money. I am asking you to go see your donors. Be on your best behavior and take a gift. Not something big but something they can place on their desk to remember your organization.
Hear: When someone says the words, I hear ya! Do they really? Most of us are blessed with having two ears and one mouth. It was designed that way for a reason. You should double your efforts to hear what your donor has to say and talk less. Also, we as a society spend a lot of time tuning in and tuning out the messages we are bombarded with daily. What messages are you sending as a nonprofit? What is the donor actually hearing? Are they deafened by the silence?
Smell: It might seem odd to have nonprofits thinking about how they smell but if you will bear with me for a moment! Do you know how a bakery smells, the smell of flowers, or wood burning on a fire? What can you do to excite the sense of smell for your donor? What do you think the reaction a donor would have if perhaps a child who was served by a nonprofit made the donor something out of PlayDoh? Do you remember playing with PlayDoh as a child, remember the smell?
Taste: No doubt you have heard the proverb: “The way to a man’s heart is through his stomach!” While this might be a little over simplified I have never heard of a donor complain that they are getting too much candy or goodies from a nonprofit they support.
Feel: Do you really know how your donor feels about your nonprofit? What motivates their support and interest in the service you provide. Taking just a few minutes to harvest this important nugget will benefit your organization for years to come.
These are just a few ways you might consider to better connect with your donor. But remember, ultimately you will be judged by your actions rather than your words. It is up to you to connect with your donor, and it is not the responsibility of the donor to find you!
To learn more visit: www.nonprofitexpert.com
Monday, January 11, 2010
Nonprofit Sins
One of the worst possible sins a nonprofit can commit is that of not saying:“Thank You!” in a language that their donors respond to.
It is the responsibility of the nonprofit, not the donor, to make the connection in order to build a lasting relationship. Donors need to be fed more than just information, but also need to be made to feel a part of the organization.
Nonprofits like many individuals tend to think in a linear mode. Meaning they see the world from left to right, from smallest to largest, and in alphabetical order. However, while this seems perfectly clear the problem is that not all donors will respond to what seems to be nothing but a rote response that required no thinking at all on the part of the nonprofit.
Some donors are fragmented thinkers meaning their life is not one that simply moves from point “a to b” in a straight line. However, rote responses i.e. a form thank you letter or donation receipt does nothing to stimulate a sense of appreciation but instead creates a vacuum.
Likewise, I am reminded of an animated cartoon character named Droopy, an anthropomorphic dog, a basset hound with a droopy face. This unassuming character is probably closer to many of your donors than you might realize. You mistake the monotone response of: “I’m so happy” as one that doesn’t care about your nonprofit only to find like in the cartoon this little guy has some incredible strength and is not bad after all, and he really is happy.
So, it is the responsibility of the nonprofit to find out how to satisfy their donor! Is your donor happy?
If nonprofits fail to take this challenge head on then they will be in purgatory until they learn the lessons of what it means to be thankful for every gift and individual.
To learn more visit: www.nonprofitexpert.com
It is the responsibility of the nonprofit, not the donor, to make the connection in order to build a lasting relationship. Donors need to be fed more than just information, but also need to be made to feel a part of the organization.
Nonprofits like many individuals tend to think in a linear mode. Meaning they see the world from left to right, from smallest to largest, and in alphabetical order. However, while this seems perfectly clear the problem is that not all donors will respond to what seems to be nothing but a rote response that required no thinking at all on the part of the nonprofit.
Some donors are fragmented thinkers meaning their life is not one that simply moves from point “a to b” in a straight line. However, rote responses i.e. a form thank you letter or donation receipt does nothing to stimulate a sense of appreciation but instead creates a vacuum.
Likewise, I am reminded of an animated cartoon character named Droopy, an anthropomorphic dog, a basset hound with a droopy face. This unassuming character is probably closer to many of your donors than you might realize. You mistake the monotone response of: “I’m so happy” as one that doesn’t care about your nonprofit only to find like in the cartoon this little guy has some incredible strength and is not bad after all, and he really is happy.
So, it is the responsibility of the nonprofit to find out how to satisfy their donor! Is your donor happy?
If nonprofits fail to take this challenge head on then they will be in purgatory until they learn the lessons of what it means to be thankful for every gift and individual.
To learn more visit: www.nonprofitexpert.com
The Nonprofit Arena 2010 Outlook
In 2010 we can expect a third of the work force in the US to be unemployed or underemployed at some point over the next year! The reported 10% unemployment rate is not the true picture. The actual rate is over 17% when you include the unhappy part time workers and those that have stopped looking for work i.e. discouraged which are labeled a politically correct term “marginally attached” versus unemployed.
The real challenge for the nonprofit arena is to motivate people to do what they are already wired in their mind and hearts to do naturally, which is to give!
How this is done is not rocket science but is based on the principle of truth and honesty.
First and foremost nonprofit organizations need a healthy dose of realism and face the fact that not everyone will be attracted to their cause and that is ok.
Secondly, the best nonprofits are those that are run by people who they themselves believe in the cause. In my opinion people who love what they are doing and would do the job they are doing without pay if they could are the ones who I want on my team, how about you? Wouldn’t you rather work with someone excited to do their job versus someone who is just punching the clock for a paycheck? They answer is obvious and donors to nonprofits are quick to pick up if the people working for that nonprofit are genuine or fakes.
Ok, let’s say you have all the right people leading your nonprofit so what comes next?
The volunteers, namely your board of directors, must be fully committed. It is unreasonable to expect success on raising money from people outside the organization if those inside are not giving to their full potential.
This finally brings me to a critical point of how your nonprofit markets itself to others.
Is your organization financially transparent on how it operates? Can people clearly see how the money they give makes a real and lasting difference in the lives of others?
A donor is an investor in every sense of the word. They not only want, but expect, to see either a direct or indirect outcome for the contribution they have made. You need to be careful that within the organization everything is not so convoluted that a doubt lingers in the mind of your donors. They must know that their contribution made a difference!
People, now more than ever, will be rethinking every aspect of their life and determining what is important and what is fluff.
For the nonprofit this will mean even a tighter squeeze than in 2009 which will cause either drastic cut backs in services for some or close doors permanently for others.
The year 2010 will be remembered not only as the “Year of The Tiger” but also the year that only the strong survived. If you have not watched a Rocky movie lately now might be the time to rent one and get ready!
To learn more visit: www.nonprofitexpert.com
The real challenge for the nonprofit arena is to motivate people to do what they are already wired in their mind and hearts to do naturally, which is to give!
How this is done is not rocket science but is based on the principle of truth and honesty.
First and foremost nonprofit organizations need a healthy dose of realism and face the fact that not everyone will be attracted to their cause and that is ok.
Secondly, the best nonprofits are those that are run by people who they themselves believe in the cause. In my opinion people who love what they are doing and would do the job they are doing without pay if they could are the ones who I want on my team, how about you? Wouldn’t you rather work with someone excited to do their job versus someone who is just punching the clock for a paycheck? They answer is obvious and donors to nonprofits are quick to pick up if the people working for that nonprofit are genuine or fakes.
Ok, let’s say you have all the right people leading your nonprofit so what comes next?
The volunteers, namely your board of directors, must be fully committed. It is unreasonable to expect success on raising money from people outside the organization if those inside are not giving to their full potential.
This finally brings me to a critical point of how your nonprofit markets itself to others.
Is your organization financially transparent on how it operates? Can people clearly see how the money they give makes a real and lasting difference in the lives of others?
A donor is an investor in every sense of the word. They not only want, but expect, to see either a direct or indirect outcome for the contribution they have made. You need to be careful that within the organization everything is not so convoluted that a doubt lingers in the mind of your donors. They must know that their contribution made a difference!
People, now more than ever, will be rethinking every aspect of their life and determining what is important and what is fluff.
For the nonprofit this will mean even a tighter squeeze than in 2009 which will cause either drastic cut backs in services for some or close doors permanently for others.
The year 2010 will be remembered not only as the “Year of The Tiger” but also the year that only the strong survived. If you have not watched a Rocky movie lately now might be the time to rent one and get ready!
To learn more visit: www.nonprofitexpert.com
Monday, September 28, 2009
Nonprofit Bottom Fishing
Nonprofits spend an enormous amount of time and energy focused on seeking grants from foundations. I am not opposed to nonprofits finding funding where they can the simple facts remains:
Approximately 75% of all charitable giving comes from individuals and an additional 8% comes from planned gifts. Foundations account for approximately 12% of charitable giving and corporate contributions represent only 5%.
So are nonprofits in fact spending more time than necessary i.e. bottom fishing for contributions that are less frequent and harder to come by than actually spending more time focusing on where the money really comes from?
As a husband of over 20 years there is a phrase my wife says and continues to say as we build our relationship and that is spending “quality time” together!
The only real way nonprofits can grow their donor support is through lots of hard work, time, and effort. The keyword however is “time.”
You can choose to spend your time writing all the grants you want, but as most grant writers will confess the vast majority of grants are short term monies for a specific program or time period. Plain and simple, if your nonprofit lives by the grant, it will die when the grant runs out. By focusing so intently on getting grants nonprofits unfortunately have a tendency to slowly lose their identity, bending to mold and shape itself to fit what the foundation decides to fund.
Likewise, you can choose to spend your time differently.
Taking the example of a personal relationship for a moment I would challenge you to ask yourself this question. What makes you as an individual more likely to want to spend time with someone? Obviously, there has to be a common interest for the connection to work. You need to “get to know” what the other person likes or dislikes. We have all heard the cliché: Understanding what makes a person tick.
So, as a nonprofit what common interest do you have with your donor? How well do you know what they like or dislike about your program? Have you taken the time to ask or get to know them and what makes your donor tick? What are their motivations?
The only way you find out these answers is to spend time asking questions. If nonprofits spend more time asking open ended questions to their donors and really hearing what the donor is saying then I honestly believe less time would be needed for fundraising.
Approximately 75% of all charitable giving comes from individuals and an additional 8% comes from planned gifts. Foundations account for approximately 12% of charitable giving and corporate contributions represent only 5%.
So are nonprofits in fact spending more time than necessary i.e. bottom fishing for contributions that are less frequent and harder to come by than actually spending more time focusing on where the money really comes from?
As a husband of over 20 years there is a phrase my wife says and continues to say as we build our relationship and that is spending “quality time” together!
The only real way nonprofits can grow their donor support is through lots of hard work, time, and effort. The keyword however is “time.”
You can choose to spend your time writing all the grants you want, but as most grant writers will confess the vast majority of grants are short term monies for a specific program or time period. Plain and simple, if your nonprofit lives by the grant, it will die when the grant runs out. By focusing so intently on getting grants nonprofits unfortunately have a tendency to slowly lose their identity, bending to mold and shape itself to fit what the foundation decides to fund.
Likewise, you can choose to spend your time differently.
Taking the example of a personal relationship for a moment I would challenge you to ask yourself this question. What makes you as an individual more likely to want to spend time with someone? Obviously, there has to be a common interest for the connection to work. You need to “get to know” what the other person likes or dislikes. We have all heard the cliché: Understanding what makes a person tick.
So, as a nonprofit what common interest do you have with your donor? How well do you know what they like or dislike about your program? Have you taken the time to ask or get to know them and what makes your donor tick? What are their motivations?
The only way you find out these answers is to spend time asking questions. If nonprofits spend more time asking open ended questions to their donors and really hearing what the donor is saying then I honestly believe less time would be needed for fundraising.
Donor Retention and Recognition
“The donor” is and should be seen as the most important person for any nonprofit organization, period! However, lately donors are treated more like a commodity than a treasured artifact.
How a nonprofit treats their donors will have a significant impact on the organization’s ability to raise money and grow.
As a consultant for nonprofits I see way too often donors that are ignored with no plan in place to make them feel special or needed.
The phrase “you’re my friend” is one of the most touted sayings in political circles, especially when a contribution is being pursued. Likewise, when the salutation, “Dear Friend” or “Dear Supporter,” is used by a nonprofit, that in my opinion is impersonal and in some respects insulting! If you want a contribution you have to start by addressing me by my name and treat me like an individual versus someone in line at the drive thru.
How much do you really know about your donor? Have you taken the time to ask them what they like or even dislike concerning your program? How often do you communicate with your donor and NOT ask for money?
All these questions are just the start to building a retention program that works!
As best as I can tell, there are few free programs or informational pages on the internet that really share the practical secrets to help nonprofits retain donors. So, once again, I’ll try to tackle the subject and give you the information you need, NOW!
Why does a donor stop giving? Over 50% of all donors stop giving because of three simple yet profound reasons.
Approximately 25% of donors stop giving because they find another cause they think is more deserving. This begs the question then is your message on point? Is your message consistent? Does it resonate with donors or are you doing something that people really don’t support? Is what you do effective year round?
Unfortunately over 20% of donors that stop giving simply cannot afford to support charities at that time.
Lastly and most amazing is that over 10% have totally forgotten they supported the charity in the first place. This last point for me further emphasizes the fact that if your nonprofit’s method if getting donations is largely based on simple emotional appeals then eventually the well will run dry and people will literally forget you.
The message your nonprofit gives to donors must be one that is lasting and not just tell of a need but helps truly show that with support they can make things better long term. The ultimate goal would be changing or affecting a life forever.
So how do you keep donors happy? First a donor needs to feel appreciated, welcomed and wanted. Likewise, most people that give money want to know the results of their actions so they in turn need information. Newsletters and annual reports are fine but those are often ignored. Nonprofits need to connect with their donors! This connection is a key in the retention of donors and where most nonprofits seem to operate in blissful ignorance.
Nonprofits need to fit in their schedule throughout the year ways to acknowledge their donors both publically and privately. So, what is the most effective way to say thank you?
This is a question that has plagued nonprofits for a very long time. Everyone would like to have the definitive answer as to what works and what does not. Unfortunately, since every donor is different there is no real clear cut answer. Regardless, nonprofits need to make an attempt and buckle down and establish an ongoing program now and not wait until they are doing a capital or planned giving campaign.
What does a plan look like?
A simple approach is to establish a recognition program along with your annual fundraising plan.
First, determine how many times do you want to make contact with your donors and what is the purpose for this contact?
Sidebar: We all have people we know that we only seem to hear from when they need something from us. We know when the phone rings or they show up at our door step it is not for a social visit but for some other alterative motive. You do not want your nonprofit to fall in this category!
For the sake of example let’s say you determine you want to make ten contacts a year to donors that give at a certain level of giving. This might include newsletters, face to face conversations seeking advice, birthday cards and/or special occasion cards like for Thanksgiving as well as sending an actual personalized letter soliciting money to support a specific program area or project. I am not talking about a mass produced letter but a one on one conversation piece.
You may also want to consider having a donor appreciation social, dinner or luncheon. The purpose for this event is to say thank you and to give information on how monies were spent wisely and effectively. Nonprofits may also choose to post a list of donors, unless they wish to remain anonymous, where you offer your program so clients and others can see who supports your cause. Having a newspaper ad thanking donors can also be effective.
Newspaper ads thanking donors are often done after a fundraising event; however, you may find it more effective during Thanksgiving with an ad that might read: In this time of reflection we at X nonprofit want to thank all those who supported us during this year etc. This is helpful especially if you plan on following up with an end of the year ask.
Regardless, in every way possible thank your donors! Mention them everywhere you can. Again, in your newsletter, your annual report, your website, when you stop by to talk thank donors for not just for money but for their advice and valuable time. If you send a card put a hand written note of thanks.
I strongly believe that all nonprofits should consider having at their program location a donor wall system or some display that lists the names of individuals that have contributed to the nonprofit both annually and long term.
There are dozens of companies that sell these types of systems with a wide array of designs. They also offer high tech digital touch screen displays as well, yet personally I would opt for a higher degree of personalization with a warmer feel. I also like the idea of establishing a walk of fame where you have gift bricks with donors, names.
Some may not see the importance of having this outward display. Regardless, if this is not the approach your nonprofit takes you still need to determine how you’re nonprofit can connect with your donor and determine what is being done to ultimately give credit where credit is due.
In short, choosing to do nothing and ignore your donor is the quickest way to loose them!
How a nonprofit treats their donors will have a significant impact on the organization’s ability to raise money and grow.
As a consultant for nonprofits I see way too often donors that are ignored with no plan in place to make them feel special or needed.
The phrase “you’re my friend” is one of the most touted sayings in political circles, especially when a contribution is being pursued. Likewise, when the salutation, “Dear Friend” or “Dear Supporter,” is used by a nonprofit, that in my opinion is impersonal and in some respects insulting! If you want a contribution you have to start by addressing me by my name and treat me like an individual versus someone in line at the drive thru.
How much do you really know about your donor? Have you taken the time to ask them what they like or even dislike concerning your program? How often do you communicate with your donor and NOT ask for money?
All these questions are just the start to building a retention program that works!
As best as I can tell, there are few free programs or informational pages on the internet that really share the practical secrets to help nonprofits retain donors. So, once again, I’ll try to tackle the subject and give you the information you need, NOW!
Why does a donor stop giving? Over 50% of all donors stop giving because of three simple yet profound reasons.
Approximately 25% of donors stop giving because they find another cause they think is more deserving. This begs the question then is your message on point? Is your message consistent? Does it resonate with donors or are you doing something that people really don’t support? Is what you do effective year round?
Unfortunately over 20% of donors that stop giving simply cannot afford to support charities at that time.
Lastly and most amazing is that over 10% have totally forgotten they supported the charity in the first place. This last point for me further emphasizes the fact that if your nonprofit’s method if getting donations is largely based on simple emotional appeals then eventually the well will run dry and people will literally forget you.
The message your nonprofit gives to donors must be one that is lasting and not just tell of a need but helps truly show that with support they can make things better long term. The ultimate goal would be changing or affecting a life forever.
So how do you keep donors happy? First a donor needs to feel appreciated, welcomed and wanted. Likewise, most people that give money want to know the results of their actions so they in turn need information. Newsletters and annual reports are fine but those are often ignored. Nonprofits need to connect with their donors! This connection is a key in the retention of donors and where most nonprofits seem to operate in blissful ignorance.
Nonprofits need to fit in their schedule throughout the year ways to acknowledge their donors both publically and privately. So, what is the most effective way to say thank you?
This is a question that has plagued nonprofits for a very long time. Everyone would like to have the definitive answer as to what works and what does not. Unfortunately, since every donor is different there is no real clear cut answer. Regardless, nonprofits need to make an attempt and buckle down and establish an ongoing program now and not wait until they are doing a capital or planned giving campaign.
What does a plan look like?
A simple approach is to establish a recognition program along with your annual fundraising plan.
First, determine how many times do you want to make contact with your donors and what is the purpose for this contact?
Sidebar: We all have people we know that we only seem to hear from when they need something from us. We know when the phone rings or they show up at our door step it is not for a social visit but for some other alterative motive. You do not want your nonprofit to fall in this category!
For the sake of example let’s say you determine you want to make ten contacts a year to donors that give at a certain level of giving. This might include newsletters, face to face conversations seeking advice, birthday cards and/or special occasion cards like for Thanksgiving as well as sending an actual personalized letter soliciting money to support a specific program area or project. I am not talking about a mass produced letter but a one on one conversation piece.
You may also want to consider having a donor appreciation social, dinner or luncheon. The purpose for this event is to say thank you and to give information on how monies were spent wisely and effectively. Nonprofits may also choose to post a list of donors, unless they wish to remain anonymous, where you offer your program so clients and others can see who supports your cause. Having a newspaper ad thanking donors can also be effective.
Newspaper ads thanking donors are often done after a fundraising event; however, you may find it more effective during Thanksgiving with an ad that might read: In this time of reflection we at X nonprofit want to thank all those who supported us during this year etc. This is helpful especially if you plan on following up with an end of the year ask.
Regardless, in every way possible thank your donors! Mention them everywhere you can. Again, in your newsletter, your annual report, your website, when you stop by to talk thank donors for not just for money but for their advice and valuable time. If you send a card put a hand written note of thanks.
I strongly believe that all nonprofits should consider having at their program location a donor wall system or some display that lists the names of individuals that have contributed to the nonprofit both annually and long term.
There are dozens of companies that sell these types of systems with a wide array of designs. They also offer high tech digital touch screen displays as well, yet personally I would opt for a higher degree of personalization with a warmer feel. I also like the idea of establishing a walk of fame where you have gift bricks with donors, names.
Some may not see the importance of having this outward display. Regardless, if this is not the approach your nonprofit takes you still need to determine how you’re nonprofit can connect with your donor and determine what is being done to ultimately give credit where credit is due.
In short, choosing to do nothing and ignore your donor is the quickest way to loose them!
Wednesday, September 9, 2009
Having a Loyal Donor
We are bombarded by loyalty programs! Your credit card is not just a credit card any more, it is a card that offers points, cash back etc. If you stay at this hotel or fly on this airline you might qualify for something "free"! Shop at this grocery story, use their free membership card, you qualify for a discount i.e. "a savings" off your purchases. WOW!
So, how can nonprofits tap into to this idea of creating a loyal donor? The concept of having repeat business, and in the nonprofit's case, having a repeat giver is understandability worthy. However, the approach a nonprofit takes should differ greatly from the for profit arena.
First, as a nonprofit you need to stop looking at your donor with only dollar signs in your eyes! Nonprofits can't fake being genuine and if you really only see the donor as Mr. or Mrs. Money Bags then you need to stop reading this now.
Donor loyalty requires a great deal of effort on your part as a nonprofit organization. You have to EARN the donor's RESPECT first. Getting respect and admiration is not something that happens overnight.
Donors in general give to nonprofits because they were either touched in some way by that organization or they are impressed with the work done by the organization.
In order to create a loyal donor you need to learn more about what interests the donor actually has! What is in his or her heart? What motivation do you see? Where are they in their professional career? Who are their social contacts? What type of lifestyle does your donor live?
These are just a few of the questions, you as a nonprofit, need to know the answer to in order to build the relationships you need to build to create a loyal donor.
It has been said many times but these truths are worth repeating: People give to people, you need to friend raise first long before you fund raise and lastly it's all about building relationships!
If you have any questions feel free to email me: john@minges.com
Also, make sure to visit my website:
www.nonprofitexpert.com
DISCLAIMER: This information is not intended to provide legal or accounting advice, or to address specific situations. Please consult with your legal or tax advisor to supplement and verify what you learn here.
So, how can nonprofits tap into to this idea of creating a loyal donor? The concept of having repeat business, and in the nonprofit's case, having a repeat giver is understandability worthy. However, the approach a nonprofit takes should differ greatly from the for profit arena.
First, as a nonprofit you need to stop looking at your donor with only dollar signs in your eyes! Nonprofits can't fake being genuine and if you really only see the donor as Mr. or Mrs. Money Bags then you need to stop reading this now.
Donor loyalty requires a great deal of effort on your part as a nonprofit organization. You have to EARN the donor's RESPECT first. Getting respect and admiration is not something that happens overnight.
Donors in general give to nonprofits because they were either touched in some way by that organization or they are impressed with the work done by the organization.
In order to create a loyal donor you need to learn more about what interests the donor actually has! What is in his or her heart? What motivation do you see? Where are they in their professional career? Who are their social contacts? What type of lifestyle does your donor live?
These are just a few of the questions, you as a nonprofit, need to know the answer to in order to build the relationships you need to build to create a loyal donor.
It has been said many times but these truths are worth repeating: People give to people, you need to friend raise first long before you fund raise and lastly it's all about building relationships!
If you have any questions feel free to email me: john@minges.com
Also, make sure to visit my website:
www.nonprofitexpert.com
DISCLAIMER: This information is not intended to provide legal or accounting advice, or to address specific situations. Please consult with your legal or tax advisor to supplement and verify what you learn here.
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