Fundraising: Are you just getting by?

I had a conversation a few years back with a close friend about his brother and his working / financial situation.  We were going back and forth about why the brother wouldn’t get a job and instead preferred to ride the coattails of the family business just getting by.  Both of us as entrepreneurs, could not wrap our heads around this.  Then he nonchalantly throws out the epiphany…that his brother was more interested in ‘getting’ money than he was in ‘making’ it.  We both sat with that for a few minutes and then realized that was exactly what was happening.  Why try harder when he was ok with just getting by.

I tell you this story because I think sometimes that’s exactly what we’re doing in fundraising.  We just want to get the money to do the good works of our mission, and we’re just getting by. 

We are forgetting (consciously or unconsciously) that its real people with real passions just like ours that are giving us the money …and driving our mission forward. And they deserve to be wooed for it.  Our donors have the right to a relationship with us.  For the most part, individual giving still outstrips corporate and foundation giving, although that’s not to discount that behind the corporations and foundations are still people that have passion for your cause. 

You need to ask yourself, are we just asking for the money, or are we putting effort into our donor stewardship and cultivating the relationships our donors want?  

That we should want with them.  

I use this graphic in my book, which is to scale, to illustrate the recommended amount of time and focus one should spend in ‘relationship building’ versus ‘asking’ in the donor stewardship cycle. 

What is evident, is that very little time is spent making the actual ask (this is what most people dread anyway…so yay), and the bulk of the time should be spent in relationship with our donors, letting them know what great things their donations are accomplishing.   

BUT…this is precisely where many organizations fall down. 

We just don’t interact enough with our donors about the things that matter to them.  This is essential…for all donors, but particularly with your top donors.  Give them some extra attention and make a conscious effort to have a better relationship with them. Send a quick email with an update that’s going to be announced later in the week.  Invite them to join you at a must attend community event like the mayor’s state of the union address or the Rotary pancake breakfast.  You get the point.  Make them feel like they matter to you and your organization.  Because they do. 

The only way to ensure donor stewardship happens is to make it part of your yearly strategy.  You can start simple by sending donors who make a gift over a certain amount a personal email from a board member or the ED.  Gifts in the midrange can be personally thanked by your fundraising staff.  But personal touchpoints will always be appreciated the most, and nothing beats an authentic thank you. 

Once you get more comfortable with the idea of reaching out to your donors just to keep in touch, you can move into other strategies like the invites to external events, and maybe even hosting your own donor appreciation event.  People are always concerned about the cost of these events and assume they need to put on spectacular spreads.  Not true.  It could be a Christmas open house at your office or some other space (ideally low cost or donated). 

Be creative.  You might be surprised what you can come up with. 

You know the old saying, it’s not the gift that counts, it’s the thought that matters.  Same principle.  Give the gift of thanks and relationship to your donors. Most of them would love nothing more!

The difference between getting by and having more than enough in non-profit fundraising lies in the relationship you have with your donors.