5 New Year’s Resolutions for Fundraisers

We have a brand new year in front of us.   A clean slate.  The chance to make it our best year ever.  Are you ready to say goodbye to what isn't working and supercharge your fundraising efforts to make it your most profitable year ever?  

1. Get clarity on where you can turn the greatest fundraising profit – retaining your current donors

The best source for your next gift comes from your last gift.  Not events.  Not even acquisition, although most people would probably say their strategy for raising more money in 2014 is by getting new donors.  Every year the Fundraising Effectiveness Project gives us more bad news on donor attrition.  The money we make from new donors barely covers the donors we lost.  We make a profit in fundraising three ways: 1) extending donor loyalty 2) increasingly generous giving and 3) realizing higher gift values sooner.  Follow steps 2-5 to achieve these profit drivers.

2.  Evaluate your portfolio of donors

Occasionally clients hire me to searches for them and I am always surprised by the number of major gift officers I interview who boast about portfolios of 300 – 500 donors.  One major gift officer working full time cannot possible manage 500 donors, there is not enough time in the day.  While all donors deserve meaningful thank you’s, touches and updates you have to invest the time in understanding which donors want to have a deeper closer relationship with a major gift officer.  Typically 30% will, which means you have to get to know your donors and their interests, capacity, and communications preferences to determine if they belong in your major gift portfolio.  Roll out the red carpet to your donors this year! Call on them to formally introduce your role as their representative who lets them know how their giving is making an impact.  Find out why they are giving and what they are passionate about.  You’ll gleam critical data to determine what donors should be on your portfolio.   Once you know who should be on your caseload you are ready for step #3…

3.  Set a revenue goal and cultivation plan for every donor on your caseload

Lewis Carroll said “If you don’t know where you’re going, any road will get you there.”  If you don’t have a revenue goal and a plan for each donor you’re working in the dark.  You are also not alone, according to a recent donor retention study by Sage, now Abila, a whopping 69% of nonprofits lack a formal strategy for managing donor loyalty.  Now that you know which donors want to have a relationship with you and more about their interests and capacity you can apply your relationship fundraising goals to a calendar with dates for each touches and your ask.

4.  Thank meaningfully, early and often

Properly thanking your donor by being prompt and meaningful determines if that donor will give again.  With 8 out of 10 donors not making a second gift, don’t underestimate everything that is riding on your thank you.  A good thank you sets up the next gift!  Knock it out of the park with some of these fantastic tips on crafting a killer thank you letter from Gail Perry.  Thank within 48 hours, make it personal, have a board member call to say thanks, and always make the donor the hero of the story.  Congratulate them on what THEY will make happen because of THEIR generosity.

5.  Manage up

I talk to a lot of frustrated development directors.  They may feel unsupported because their CEO or board, or worse, both are not engaged in fundraising.  Several complain their CEO or board approving a budget that includes a blanket increase in funding without a strategy or additional investment in resources.  Discussing these issues with leadership requires delicacy and diplomacy but it’s critical that development directors confidently make the case to their CEO to invest in a donor centered strategy and maintain realistic expectations.

Your clean slate is waiting, time to get on your way!

Happy New Year,

Rachel

How to Make Your Donors Feel like Heroes

 This blog post originally appeared November 20th, 2013 on Bloomerang.   As we approach the peak of end of year fundraising and the beginning of a new year I encourage you to take a short break to call your major gift donors and congratulate them on how they are making an impact.  If you are doing a double take its true, I did not say call them to say thank you!  I said call and congratulate your donors on how they are making an impact.  Your donors made a difference, let them know!  Your donors are the hero of your story.  Tell them how their giving has made an impact.  Schedule a power hour of calls on your calendar and start dialing.  You will likely get voice mails but be surprised how quickly it takes and what a meaningful impact it can have on end of year giving and donor retention.

As fundraisers it’s easy to feel overwhelmed.  We never have enough time to tackle everything on our task list (and I just heaped yet another thing to it).  The fundraising options around us are positively dizzying.  In the midst of juggling everything we’re doing to raise money I invite you to take a moment to get clarity around what inspires donors to give.

First and foremost to secure any major gift you have to understand your donor’s interests.  You must know what they are passionate about. Giving is about the giver, not about the organization or the cause. The organization is the conduit through which donors live their interests and aspirations.  You should know your major donors passions and interests – if you don’t ask them!  Call them and let them know you want to get better acquainted with them as a part of serving their needs and letting them know how they are making an impact.  This is a critical step in portfolio assessment that allows you to determine how to best focus your energy on donors who want to have a deeper relationship with you and maximize your major gift giving.

Let’s assume you’ve taken that step and know what they care about.  Donors want to feel like their gift can make a difference.  Describing a litany of needs on behalf of your organization or the unquenchable challenges of population you serve can make a donor can feel overwhelmed.  They can feel like their gift won’t matter and worse, like the problem may not be solvable.  Give them a bold creative clear cut solution to an issue they cared about and detail the positive outcomes of the change they will bring about.  It’s easier to wrap your hands around a dream with a clear solution.  A laundry list of needs and feel defeating and overwhelming quickly.

Did you notice I said the change they will bring about?  Major gifts and planned gifts are about making your dream their dream.  It is not about you or your needs.  It’s about them – your job is to help them do good.

How to get the 6 figure gift in 3 steps

Imagine yourself with a portfolio of donors that you have taken the time to get to know well.  You’ve zeroed in on your top tier donor.  She’s been giving consistently and has tremendous capacity.    How to you get her to the finish line?

One word: cultivation.

Real estate may be about location but in fundraising cultivation is king.  Cultivation requires a solid plan.  Your goal is to be constantly be learning more about your donor to deepen the relationship while delivering outrageous customer service that exceeds your donor's expectations and delights them.

Ready to move your top tier donor up the giving ladder?

Step one: Identify her interests. 

I’m going to illustrate this process with my own experience with a donor, we’ll call him Mr. Smith.  He loved our mission, empowering girls in math, science engineering and technology and his giving quickly grew from a $1,000 annual gift to $5,000.  Mr. Smith was a millionaire with great capacity.  A capital campaign was a few years into our future, but I knew I wanted him to make a lead gift.  I researched everything I could on Mr. Smith and invited him for a personal tour of our facility to learn more about his interests.  Just his interests - no solicitation.

I planned our visit like a wedding planner plans a wedding.  I wanted Mr. Smith to have such a great time he’d tell everyone.  I produced a fun, engaging and emotional experience to connect him personally to our work.  He met a graduate and did a science experiment extracting DNA from strawberries using alcohol.  He was moved by the testimonial and enjoyed rolling up his sleeves to experience how hands on our work was.  I made sure we had a quiet comfortable space to visit.  I left nothing to chance and you shouldn’t either.  Plan every last detail of your donor’s experience.

Step two: Create a plan to nurture her interests and deepen the relationship.

I learned in our visit that he was a futurist.  I created a high tech advisory council to advise us on building our future computer lab and asked him to chair it.  He filled it with high tech C-level friends, we met over lunch in our space and engaged attendees with in person testimonials from graduates and solicited their advice on cloud computing trends that might impact our technology planning.  I discovered Mr. Smith made giving decisions jointly with his wife so I began cultivating Mrs. Smith and recruited her to chair our capital campaign steering committee.

Step three: Make the ask.

After years of cultivation and increasingly larger gifts we asked and received a 6 figure gift from Mr. And Mrs. Smith.

If you don’t know where you are going any path will take you there.  Set a revenue goal and build a strategic cultivation strategy for your donor and you WILL succeed.  Today is your day.  Your donor is waiting.  So…get on your way!

Stay classy,

Rachel