Folly #88: Don’t Ask
The balancing act of fundraising continues...
I seem to be on a balancing theme lately. Speaking of balance, I was a little off-balance on a recent movie quote I used. Yoda did not say, “Try not. Do.” He said “Do or do not, there is no try.” (From one film nerd to another: thanks, Kev!) Onward.
I’ve worked with some wonderful organizations that are well-poised to build major donors.
One is navigating healthy growth that includes a leadership transition. Another is celebrating a big anniversary and raising capital funds for building improvements.
Here are some things that they hear from donors…
“I’ll Only Give $X”
The beloved founder who is retiring is a natural with donors, and many of them feel a strong connection to him. (I’ll call this executive director ED.) I’ve been mentoring ED on how to have the “I’m leaving this nonprofit, but you shouldn’t” conversation. After all, a successful transition means donors feel informed and invested in the new direction and leadership.
ED’s hope is that their major donors are also willing to invest in the organization’s transition plan. He and his board have thoughtfully created a budget that includes things like hiring a professional search firm and retaining staff by bringing salaries up to market rate – normal expenses in any corporate transition.
All of which means that this nonprofit leader is carrying a heavy load before he retires. He’s been conditioned by donors’ aversion to funding “overhead expense,” so he’s proactive about discussing transition costs that will support healthy organizational growth.
One generous, longtime donor said to ED:
I give $10,000 a year and that’s it. Don’t ask me for more money.
Ten thousand dollars is a lot. Yet ED hopes he’ll give more for these next few years.
ED said (to me): “Should I ask him for more money, just during our transition campaign?”
I said: “Honor the donor’s request. Don’t ask. Inspire.”
I suggested that, when they meet, ED acknowledge right off the bat what he heard this donor say. Let him know how much that $10,000 each year has meant to the nonprofit, and he’s not there to ask for more. He’s there because this person is an important supporter of their work: he’s meeting to share an update (on the campaign, transition, and bold goals ahead for their mission) and to ask for advice.
Here’s what he’s asking:
What feedback do you have on this pitch piece that we’re using to engage donors in the campaign?
You know our work. Does this language resonate with you?
And those answers just may make this donor feel invested in the outcome. Which may very well mean giving more.
“I Already Gave”
Another executive director leading a capital campaign met with a donor who’d just given. Obviously, it would be bad manners to ask for another gift right away! So what could he do?
He asked the donor if he could meet to thank her and share some updates. They talked about the historic nature of their buildings, and their presence in the community as a gathering place. The donor got so excited about the capital campaign that she shared some very specific information about a large donation to another organization, made several fundraising suggestions that were spot-on and do-able, and then offered to make some introductions to friends who might support the campaign. Best of all, this will be an ongoing conversation because – of course! – the ED will keep the donor informed about how they are moving forward on her suggestions. (Last week’s Folly shared a tale of woe about not keeping donors informed. He’s not going to make that mistake.)
“I’m not giving” just means I’m not giving now.
Truisms
There’s an old adage in fundraising that I’ve consistently found to be true.
Ask for money, and you get advice. Ask for advice, and you get money.
Donors are smart, successful people who have a lot of wisdom to share from life and business. Tap it. Learn from them. Make them feel valued. Treat them like partners in your success.
Our fundraising is always better for it.