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A great article from the 501(c)3 Blog – http://www.501c3.org/blog/get-more-out-of-your-fundraising-efforts/
The following article restates my mantra: Track all donations, thank all donors, focus on your Portfolio fundraising, be, genuinely, everyone else’s fan, build community and partnerships for the long term, take no one for granted. I’ve dumped two organizations as clients recently because they would not implement these simple relationship building behaviors. They could not move past grants, ‘what can I get’, and gala. Neither of them tracked any donations. Neither of them could. in integrity, create a communications campaign that got beyond the emotional ‘cry’ of need or beyond what the founder ‘wants’. It’s embarrassing to be affiliated with any charitable organization that is on the ‘take’. If I thought it was only a matter of misunderstanding and time, I would have taken different action, but after working with them over time, I realized, they were committed to what they could ‘get’ from people. Not functional, not ethical, not pretty. Best practices and management are so vital to good nonprofit relationships.
Get More Out of Your Fundraising Efforts
Let’s face it. Times couldn’t be tougher for many nonprofits, especially when it comes to raising money. And in the nonprofit world, things often run in inverse proportion: The tougher the economy, the greater the need…and the scarcer the resources. So what can you do to beat the odds and secure the necessary funding to run your programs?
Let’s try a little exercise. Grab a piece of paper and write down 5 creative ideas for raising a significant amount of money for your organization. Now, take a look at the list. What do the 5 items have in common? If you are like most people, your list is mostly populated by event ideas. I bet that half of you wrote down a golf tournament!
First of all, there is absolutely nothing wrong with events. Events, such as golf tournaments, can indeed be successful exercises that raise your organization’s profile, as well as some money. But events are costly, both in terms of overhead and labor. Large events can take months to plan, scores of volunteers to pull off…and may or may not end up netting much money. Nothing like having 6 months of planning go down the drain when it rains on the big day! If you want to see big improvements in your fundraising ability, you simply must learn to think differently. Think relational instead of transactional.
Consider how much time and effort went into your last major event. Now, imagine that same effort strategically targeted toward cultivating a lifetime donor…a fan who loves and supports your mission over the long term. This single concept, so often ignored, can make the difference between surviving from event to event and having a steady stream of program-sustaining money coming into your nonprofit. Nothing will net rewards with your donors like relationship building.
But how do you do it? Here are some key principles you can leverage in building these relationships:
Track all donations. By tracking, I mean know who gave what, when. That’s where it starts. Frankly, that is your minimum threshold anyway when it comes to recordkeeping and proper acknowledgement of donations.
Thank your donors. Sincerely, creatively…and often. Every time they give they should be getting a “thank you” letter letting them know how much their gift is appreciated and what it helps your organization accomplish. You simply cannot slack on this one. Studies have shown that donors who are thanked are much more likely to give in the future. Another tip is to give thanks in the manner the gift was received. For example, if you got a check by mail, it is best to mail a thank you letter. If the donation was made online, it is entirely appropriate to acknowledge that donation by like means. And, don’t send the same letter each time. Change it up.
Focus on your big donors. Who are your biggest donors? Hopefully you know this already, but maybe you don’t. If not, find out. How often do they give? Once a year…quarterly…annually? Is it in response to targeted solicitations or general fund requests? Once you know these things, then your goal is to find out why they are giving. You cannot assume this. Truth be told, you are likely to assume incorrectly anyway. My Dad’s favorite quote is, “Assumption is the lowest form of knowledge”. How true! Spend real time building relationship with these individuals. Find out what motivates their giving. Take the time to forge real bonds with these people. You will be amazed how far this can go.
Make fans of everyone else. You do that by communicating often. Start a newsletter. Let your supporters know what is happening with your organziation…your successes, your plans, your needs. Just be careful how you communicate need. People much prefer to give to vision, not bills. Explain what their giving can help you achieve with regard to your mission. Don’t tell them you need support so you can afford rent. Message is everything.
Using your time and energy to build relationships will go much farther in the long run to help you establish a stable support base. Once you have done this, then you are in a much better position to return your attention to events and other transactional fundraising efforts.
With acknowledgments to fundraising consultant (and our good friend), Sandy Rees, who teaches these concepts at our Nonprofit Boot Camps.
Nonprofits, if you have not researched Benevon or explored the Benevon Model. Please do.
The following are many examples of Benevon programs, trainings and resources.
July 12, 2010
Take this as a serious wake-up call and get to work. Set up your donor cultivation plan now, starting with the donors who are nearest to the end of their five-year pledge payoff cycle. If you don’t get to know them and cultivate them systematically now, you will lose most of them at the end of the five years, if not before. I’m always surprised when people tell us they don’t want to “bother” these loyal Multiple-Year Giving Society Donors. They think they should invoice them dutifully each year, call them at the start of the sixth year, and ask them to re-up on their pledge. That is precisely the opposite of what is needed. The whole purpose of having donors who make five-year pledges at this level is not for your organization’s financial security. After all, if a donor does not pay their annual pledge, you are not going to take legal action against them. Rather, the purpose of the giving society is to identify those donors who want to be closer to the organization. They don’t have to make a five-year pledge. They could give the same amount one year at a time. By opting into your giving society they are communicating something critical: they want to give to your organization, they want to stay connected to you over the next five years, and they expect you to give them updates, ask for their advice, and include them in major milestones that the organization is facing. To read the rest of this article, please visit our Current Feature Web page. This article is available until July 25, 2010. |
Learn how to become more effective at inspiring others about the mission of your favorite nonprofit organization and to leave a legacy of sustainable funding. This conference call will introduce you to the Benevon Modela systematic process for engaging and developing relationships with individual donors. Listen and ask questions about how to customize this model to the unique needs of your nonprofit. You are encouraged to invite other staff, board members, and volunteers to engage them in this practical and effective new approach. Join us for the Benevon Monthly Introductory Session Conference Call on July 22. |
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The two biggest challenges groups face once they decide they want to implement the model and come to Benevon 101 are putting together a team and finding funding. This call will give you practical tips and solutions for how to overcome both of these challenges. Current Benevon participants will talk about how they tackled these issues, got their team to Benevon 101, and are now on their way to sustainable funding. |
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Join us for a special conference call to learn about how to implement the Benevon Model to build sustainable funding for your nonprofit during these challenging economic times. Learn how to engage your community in your organization’s mission and to inspire giving, even in a lagging economy. Listen and ask questions as our alumni guest speakers from other nonprofit organizations discuss their success with this no-pressure, mission-centered approach. |
Michelle in Minnesota A: Begin by asking more questions about this donor. How did you determine that they do not want any contact? How long ago was their most recent donation, and when were they last contacted by someone at your organization? Use the person at your organization that is closest to the donor to re-connect with them, using the medium they prefer (e.g., phone, e-mail, mail). It’s possible that this donor may be OK with an occasional one-on-one contact, but would just prefer to avoid more general communication, such as newsletters and direct mail. |
For information about submitting Ask Terry questions, read our guidelines for submission. |
Our fundraising coaches inspire and motivate nonprofit organizations of all sizes and types. This week, Benevon Curriculum Director Sharon Ervine discusses Table Captain Backfill Strategy.
I often stress to my groups the importance of the Table Captain Backfill Strategy, because it is such an excellent method for both filling your Point of Entry® Events and ensuring that you have enough “ripened fruit” at your Ask Event™. This strategy involves having all of your Table Captains invite guests to Points of Entry prior to the Ask Event, so that the people at their tables have all been introduced to your organization and cultivated. Here are some important tips for successfully implementing this strategy: :
Learn more about Sharon and our other coaches on our Meet the Coaches page. |
We currently have live, in-person sessions and conference calls open for registration, including:
For information about in-person sessions in your area, go to our Introductory Session calendar. For conference call listings in your area, go to our Conference Call Calendar. Watch our free online video, Seventeen Minutes to Sustainable Funding. |
Fundraisers don’t ask for money, we offer opportunities. – Doug Lawson
This is one thing heartfelt cause-driven nonprofits often leave out of their thinking. Asking for money is really not about what you can get. It’s about what you are offering your donor, in the way of a social engagement, an opportunity to make a tangible or direct difference for someone, an opportunity to engage in a community they would otherwise not have access to, all kinds of opportunities the list is endless. Instead, amateur fundraisers still give out their need-based cry of “HELP US!” and the donors all say… “Again?”
We have now entered the Social Media era, which is experience driven, so, offering books, calendars, chachkis will only work on the over 60 crowd and I guess a couple of other people who like ‘stuff’. But, for the rest of us we want to KNOW our dollars did SOMETHING. So, include us in an experience, take us with you on a service run whether by video or by an authentic photo in our thank you letter. Show us THE toothbrush you handed a homeless person and some smiles. Let us choose the country we are going to provide assistance to. This kind of donor care takes effort, but it can save you millions in postage in no response Direct Mail letters.
Your donors are worth attending to. The average online gift is $83 dollars. You can offer your donors a much higher level of participation by connecting to them online. At the very least, establish a competent task force that begins to move your organization to creative, high level, on-line donor participation. It will really provide a higher level of creative stewardship and donor appreciation in all of your fundraising programs.
In true social media form I’m stealing a post from Barbara Talisman, who borrowed her gems for her post from Author and Fundraising Veteran, Doug Lawson. Enjoy and learn from two pinnacles of fundraising on The How of being a Great Fundraiser. http://talismantol.wordpress.com/2010/07/08/great-fundraiser-2/
To Be a Great Fundraiser – Thanks Douglas Lawson
July 8, 2010 <!–Barbara Talisman–>
Continuing on my thoughts about being a great fundraiser, I have been inspired by a generous sharer Chris Brogan in the previous post and today by an icon in the nonprofit sector, Dr. Douglas M. Lawson, Founding Chairman of Lawson Associates, Inc.
I had the great, good fortune to hear Dr. Lawson speak about the art of being a great fundraiser. This is not the first time I heard Doug speak. I was fortunate to learn from him early in my fundraising career. I have a resource file and STILL have a copy of his article “The Artful Asker” published in
Fund Raising Management, April 1996. It is one resource I have kept all these years because it stands the test of time. Doug writes about what makes a successful major gift fundraiser. And if you have not read his book, More Give to Live: How Giving Can Change Your Life, get it and read it now!
To follow up from my post on Nonprofit Fundraising = Confidence and Conviction – Doug shared his vast experience and inspired ideas about how and what it takes to be a great fundraiser. (Italics are my additions)
Doug shared what he thinks (and I agree!) are the skills needed to be a great fundraiser:
- It’s helpful to have a humanities background
- Some finance background is good – But can certainly be learned
- Sales and marketing focus – We must be able to communicate our message effectively
- Life of giving is necessary – This rule must start with us. How can we ask, train or empower others to give when we have not done so ourselves or can understand the power and feeling you get from making a gift that makes a difference?
Doug says GREAT fundraisers:
- Listen more than they talk – It is ALL about donor interests and we need to find out what they are.
- Participate in cultivation and solicitation process – As well as supporting, train and lead volunteers
- Inspire and inform – Doug talks about offering opportunities – not about asking for a gift.
- Experience the joy of giving – see above on a life of giving
Doug inspired and engaged me while he talked. He shared generously of his experiences, mistakes and successes. One of his many pearls of wisdom,
“Fundraisers don’t ask for money, we offer opportunities.”
It was like a lightning bolt – for many years I have said we (fundraisers) offer opportunities and education. NOW I remember, it was Doug Lawson who said the same thing at a session I attended when I was a new fundraiser many, many years ago. It stuck in my brain. At the time, I may not have fully comprehended what he was saying. Today, I know what it means, practice offering opportunity all the time and inspire volunteers, leaders and donors to do the same.
If you see Doug Lawson on a conference roster, hear about him speaking somewhere near you – run, do not walk, to learn from him! He is a great fundraiser and generous speaker. I have always been energized, excited and honored to be a fundraiser – Doug reminded me why.
Collaborative programming, collaborative services, collaborative marketing. It’s a time for making dollars stretch. Nonprofits are collaborating as a means for responsible budget management and also as a way to powerfully maximize a donated dollar.
This is a must read article: http://www.minnpost.com/scottrussell/2009/08/21/10990/nonprofit_entrepreneurs_ponder_joint_website_to_boost_business