Fundraising Planning

[This was one of my web columns for www.nonprofitquarterly.org…back in January 2014. I wanted to make sure you saw it.]

Donor aspirations… Yes, it’s all about me, the donor. It’s not about your organization…

I give through organizations to achieve my desires…to fulfill my aspirations. That’s what all donors do. It’s about them, not you.

Forget this at your peril.

Donors of time volunteer their time… serve on your board…whatever — to fulfill their own aspirations, live out their feelings.

Donors of money give money to fulfill their own aspirations, live out their anger, assuage their guilt, create their own salvation… (And that’s what volunteers are doing, too.)

What if you added this kind of information to your donor database… for your most loyal donors… for the donors who give the most money…

1. What are Donor A’s aspirations?

• Ensure a new generation of good citizens who get jobs, vote, and volunteer.
• Give kids meaningful experiences while they’re growing up – preparing them to be “good citizens.”
• Keep kids out of trouble.

2. What are Donor A’s feelings – how does donor A display these feelings?

• Sadness translates into anger on behalf of kids
• Guilty because Donor A has a good job, is a contributing member of the community, had good growing up years
• And what else….

And how about figuring out how Donor A arrived at your organization? Figure out the donor’s journey before she found your organization. And figure out what kind of people Donor A wants to be with… that social identity thing.

So here I am, Simone, Donor X:

• I’m so angry about injustice that sometimes I think I should turn off all television and radio and read nothing.
• I’m hugely angry living in this racist, sexist, homophobic, classist world – and in my own country, the USA. I feel guilty because I avoid most of those injustices because I’m a white, heterosexual, well-educated, affluent woman. I win because of racism, homophobia, classism. I lose because I’m female and that’s a disadvantage in every country in the world, in every place in the U.S. But I have more unearned privilege (white, well-educated, affluent, heterosexual) than so many others. So I feel guilty.
• I believe in speaking out. I feel that silence is consent.
• I want to be a change agent, a revolutionary.

Which organizations can fulfill my aspirations of a just world? Of an end to racism, sexism, homophobia, classism? Which organizations will I join up with and give through… Aligning myself with other like-minded individuals. Being part of a team — you and your staff and your board members and your other donors… Getting on the playing field and fighting together to make change. Where do I want to serve on a board? Where will my largest financial contributions pass through to accomplish what I want to accomplish?

Where will I be accepted as an agitator, a loud and passionate voice, a revolutionary?

I’m fighting for what I believe in. I’m not fighting for the biggest community problem. Get with it, people! Donors…their emotions…their aspirations…

That’s Donor A and Donor X.

Now, how about you, personally, as a donor? What are your aspirations? How do you fulfill them with which organizations? Which fight are you joining?

And for your organization… What do you know about your donors? Donors A – W and Y and Z?

This might be a bit of a scary blog. (Especially if you’ve already watched the U.K. video…)

Two fundraising strategies that work… Face-to-face fundraising (street fundraising) and Monthly giving…

In the U.S. neither of these strategies is used much. (So just imagine if your organization stepped up to the plate and did either or both!)

Australia raises $9 billion per year with street fundraising. I wonder how much France raises from street fundraising? I always encounter street fundraising in Montpellier, on the Mediterranean Sea. (And in Great Barrington, Massachusetts!) And how much money do NPR and PBS stations make through monthly giving here in the U.S.? Lots, I suspect.

Now for a good laugh from a U.K. video about street fundraising…affectionately called chugging in the U.K. (which means charity mugging!) Thanks to The Agitator. After you watch this video, then learn the right stuff for this fundraising strategy.

And how about monthly giving? Pay attention to on-air fundraising for both public radio and public television, talking about sustainers. Read monthly giving books by Harvey MacKinnon and Erica Waasdorp.

Only 5 months into the new year. Maybe 2015 is the year to launch either (or both) of these fundraising strategies? Maybe 2015 is the year to do some research and think about possibly launching either (or both) of these strategies in some manner at some point, maybe.

Have you read my book (co-authored with Tom Ahern) about nurturing relationships and communicating with donors … all in a donor-centered manner … in order to keep your donors? After all, loyalty is the Holy Grail of Fundraising. (Thanks, Roger and Tom, you agitators!)

Have you read the final chapter, Philanthropy’s Moral Dilemma? Available in the book. And available in my Free Download Library.

Here’s what a Connecticut colleague said about the book:

“While your donor-centric world view greatly influenced me, it plays a poor second to your barely-below-the-surface passion for social justice. I admire what you wrote in your book Keep Your Donors on the topic. That you had the guts to write about it at all. Especially in a book that philanthropists of all political stripes would read, on a topic about the mechanics of growing philanthropy.

“God forbid you should write anything that isn’t carefully neutral, studiously focused on charity and on praising change generically and innocuously…. I was inspired by your willingness to let a part of your passionate self get captured in black and white – a part that most believe could alienate a decent portion of your customer base.”

I’m so far behind in my magazine reading. Ah Harvard Business Review… I love you and miss you. And there you are… all stacked up on the shelf. I’m so sorry I’m so far behind!

I have snow 2 feet deep in my yard. Generations of deer preceded us on this land where we live. The current 3 large adults are desperately foraging in the snow that’s swamping their bellies.

I have lots of work to do. But I’m distracted by the stacks of magazines. So I’m skimming to see what to keep:

From AFP‘s Advancing Philanthropy, Fall 2014

• “More than the sum of the parts…What makes a fundraiser?” Paul Lagasse.  Could be useful for my masterclass in Australia in a few weeks.
• “The Development Committee Workbook: Managing Your Volunteers to Success,” Michele Berard, MBA, CFRE…from here in RI.
• “Analytics, Schmanalytics – It’s More Than Just Data,” Gilman Sullivan. It’s staff’s job to translate data / information into trends and implications. Come on people. Let’s get it together!

From AFP‘s Advancing Philanthropy, Winter 2015

The whole issue focus on creating a culture of philanthropy. YIPPEE! I’m taking this on the plane to Australia ’cause it’s one of my favorite topics…organizational culture…philanthropic culture…

I first wrote about a culture of philanthropy back in 1996, in the first edition of my book Strategic Fund Development, published in 1997. The book is now in its 3rd edition — and that philanthropic culture (along with organizational culture) is still there. And there’s a handout in the Free Download Library on my website, too.

I’m taking this issue of Advancing Philanthropy on the plane to Australia. Articles by Karla Williams, MA, ACFRE and Andrea McManus, CFRE, great people in our field. Articles about the philanthropic culture affecting morale and boards and donors and fundraisers. This issue is a keeper in my library.

MUST READ!!!!!!!!!!!!!!!

The back and forth at the Agitator (Belford and Craver) …. and all the marvelous comments from people all over the world.

The back and forth at the Critical Fundraising Blog …. at the new Centre for Sustainable Philanthropy in the U.K.

Everyone in your organization should read this… THE WHOLE THING! It’s the comments that count. The original Agitator column stimulates the comments.

I’ll say it again: Read the whole Agitator thing! Now, read the whole Critical Fundraising thing!

And let’s join voices and tell the truth and explain. Explain through stories and metaphors. Don’t explain through data!

Convince some donors and get them to tell the story about why overhead matters.

Let’s launch a donor fight FOR overhead.

Keep up the critique of those silly watchdog groups who made this the center of their evaluations. Then after their leadership in furthering this fiasco… these watch doggies changed their tunes and said something like “of course, overhead isn’t bad; it’s necessary.” (Although they didn’t actually say they had helped further the fiasco and were sorry.)

Join the fight FOR overhead. Tell stories. Get your donors to tell stories about why overhead matters.

Hi. It’s moi (me) again. Yes, I’m still in France. The guests have left. (We had such fun with sister and cousin and their respective in-law partners.)

So now it’s email every day. And I read a lot and then I want to share with you. So here goes….

Some more research:

• Ah, fundraising and technology. Check out this research,  2014 Fundraising Technology Trends. In this study with fundraisers, 80% believe that “better technology leads to more effective fundraising.” You’ll also find info about specific tech strategies, software, etc. — all focused on fundraising.
• Did I already tell you about the newest research from the Nonprofit Research Collaborative? Check out their  “Nonprofit Fundraising Study – Mid-year Update (January – June 2014).” This regular study reviews charitable gifts for Canadian and U.S. charities.

Here are some keepers for all us nonprofit organizations, we leaders, us fundraisers… And some short little things to read and share with your colleagues. Please. Please. S’il vous plaît. Share these with your staff colleagues at an all-staff meeting. Help your program staff and the receptionist and the janitor understand staff.

• Jeff Brooks and Baby Boomers.… We Boomers are a big group and we are many of your donors. And, by the way, we have 70% of the disposable income in the U.S. So how are you doing with us?
• Jeff Brooks tells us to read the great blog series: “Donors Are Your Mission, Too.” Read more at the Veritus Group. Face it people! The real “game changer” is donor centrism, which produces loyalty.
• Stop that darn brand conversation – or at least reshape it! And watch out for awareness and visibility. Please please. Read Jeff Brooks’ “we exist” blog. And make sure you read his blog about awareness campaigns. And then read Sean Triner’s awareness piece at 101Fundraising.
• Check out this great op-ed piece about sponsorships in the 10-22-14 NYT…Any applicability to nonprofits? Because I can think of one in particular!

Short little things to read. Good powerful little things to share. Please please please ….. S’il vous plaît. Share these things with your staff colleagues … Like at the all-staff meeting. This stuff is great to help your program staff and the receptionist and janitor understand stuff. And for your board members, too.

All these people are your ambassadors and your partners in philanthropy and fundraising. Ambassadors… So here’s a great one about brand ambassadors from Seth Godin. I hope you read Seth regularly. Yes, his comments are useful for fundraising and any business and pretty much most lives. Everyone is a brand ambassador for your charity. Everyone!

And there’s more! 

• What would be a resource list without our friends Roger and Tom at The Agitator. Check out the extinction of donor Sapiens. And then go to the original inspiration by Francesco Ambrogetti at 101 Fundraising. Check out 101 Fundraising. It’s pretty darn cool.
• Now here’s an interesting question: “Do Twitter and TV Shrink Your Brain?” And how about all that multi-tasking? Check out Roger Dooley’s update. Subscribe to his free e-news, www.neurosciencemarketing.com.
• Have you had that gift acceptance talk with your board? I mean a really engaging conversation at various levels with various committees and with staff. And then a board-level decision. Check out this article from the Nonprofit Quarterly.

Every single one of these items could be a good conversation starter at your organization. Leaders stimulate conversations. Leaders bring in strategic and cage-rattling conversations to generate perspective and engage in meaningful conversation.

Yes, there is time to have these conversations. Yes, there is time to use conversation as a core business practice. If you cannot find / make the time… then what are you doing?!

Okay. That’s it. Back to vacation.

Of course, good fundraisers read the new research. And figure out where good research comes from so they can follow good research.

And then, the really good fundraisers make sure that their boss and staff colleagues and board members and the board’s fundraising committee understand the highlights and implications of the research for the organization’s fundraising.

So check out the semi-annual update from the Nonprofit Research Collaborative. Share the infographic with your colleagues.

Also check out the new report from Wealth-X and Arton Capital.

I’m reading them because I expect to learn something.

Do you want to raise more money? Do you want to build donor loyalty?

If you do….

I already told you to read Roger Craver’s new book, Retention Fundraising: The New Art and Science of Keeping Donors for Life.

AND NOW… You must read Storytelling Can Change the World by Ken Burnett. Why?

Here’s what Roger Craver says on the front of Ken’s book: “To hell with statistics, policy pronouncements and self-absorbed institutional tripe. The world needs stories, transformational stories that move audiences to action that can change the world. This book shows us how.”

Ken is the first user of the term “relationship fundraising.” And you have to read that book of his. Ken is the inventor of the Showcase for Fundraising Innovation and Inspiration. And you have to visit SOFII regularly.

Ken covers such topics as:

• Why we tell stories
• The best sales opportunities you’ll ever have
• The story of a story
• Understanding your audience
• Cornerstones of successful storytelling

We can do this! Go!

Now to the ice bucket challenge.

Notice how long it’s taken me to comment.

Everyone is writing about the ice-bucket challenge. Part of me says … so why would I? On the other hand, why not?

My opening comment: Yes, yes, yes. Amazing. Stunning.

The ice bucket challenge raised millions and millions of dollars. So much money that it doesn’t matter (I suppose) if any of the participants become real donors rather than gimmick responders.

My earliest thought was: “Yippee. ALS raised some one-off money. But will the donors renew or were they just playing the game?”

But the reality is, ALS raised sooooo much moonneeyyy… That actually transitioning into donors (more than a one-off game participant) doesn’t matter much. That’s my perspective today.

BUT! And this is my constant ongoing worry based on what I see all the time: For heaven’s sake… please let’s not think that it’s okay just to do one-off gimmicks and forget about donor retention.

For example, consider slacktivism: Read Seth Godin’s great blog about ice and slackers. And watch out for the weasels that Jeff Brooks’ thinks are coming. And check out The Agitator’s September 5 ice bucket versus leaky bucket.

Now every NGO is going to try to invent a gimmick that goes viral. But how often do things go viral – not very often! So how much time will organizations invest in creating a gimmick? What will be the opportunity cost?

Where is the long-term thinking and strategizing? Neither fundraising nor relationships nor life have Twitter versions. Fundraising and donors and people and relationships and living and life and… is more than Twitter…is more than a blog…is more than an ice bucket.

How about all those “likes” on your organization’s Facebook page? Are the likers giving you money? How about that peer-to-peer fundraising? Did my mom give your charity a gift after I no longer got her to do so because she’s my mom?

How many more ice-bucket challenges will there be that actually work…and raise so much money that retention doesn’t matter? Just because there is technology and social media and the internet and and … Does that mean that everything we really know…like loyalty…can be ignored?

I hope not.

Keep your donors!      Retention matters!

And every single organization could use more tips, better art, good science…

Hot off the press. Roger Craver’s new book Retention Fundraising: The New Art and Science of Keeping Your Donors for Life. 

Get the book NOW! It’s already available at Amazon. Go directly to the publisher, Emerson & Church and buy a couple copies. GREAT gifts for your fundraiser friends or a client. (Yes, I give fundraising books as gift. I know you might think I’m weird.)

Just a few reasons you want THIS BOOK:

1. Roger is a donor-retention specialist. He invented one of my favorite phrases: “Loyalty is the Holy Grail of fundraising.”
2. He’s a guru in direct response fundraising… telemarketing…multi-channel fundraising. Roger has worked with names we all know: Common Cause, NOW, WWF, ACLU, Planned Parenthood, Greenpeace…
3. Roger is 1/2 of The Agitator. You know that great morning blog that gives you so much useful information. Agitator readers come from all over the world. Yes, all over the world (and there are 2 readers in Foster, RI!)
4. And, for me… I especially respect, admire, and honor Roger for “telling it like it is,” challenging and ranting.
5. And, if you know Emerson & Church Publishers, you know it publishes short, easy-to-read books that add value immediately. I read the manuscript. Easy. Fast. Apply now.

And, by the way, there is even a complementary website for the book.

Read Retention Fundraising. Now is soon enough!