Fundraising Based on Value
Fundraising Based on Value
Fundraising Based on Value
Is it really? How hard is it to put a donate button on your website? That is easy. That is fundraising. Of course, just because the button is there is no indication that money will pour in.
The precursor to having the money roll in is having a relationship with the donor. Unless there is a relationship, it is unlikely there will be much response to the button.
If one thinks that building a relationship is hard work or work at all, it is easy to understand why success is elusive. Creating a new relationship should be exciting. Having a relationship should be pleasurable. Cultivating the relationship should be a joyfully anticipated event.
If any part of relationship management is work, the connection fails to meet the definition of a relationship. If donor relations is work, it is about the money rather than the person or the mission or the common interest.
The donor needs a relationship with both the fundraiser and the mission. Note that the organization is excluded from the relationship equation. The organization is an inanimate object. How can you have a relationship with an inanimate object? The organization is the conduit or tool that makes it possible for the mission to be served.
The interpersonal relationship is as valuable as the mission relationship. People give to people. Trusting the person you are giving through is part of the process. The fundraiser is the conduit for information. If you trust the information, your generosity increases.
Trusting the information is important. Finding the information compelling is equally important. Of course it is only compelling if you trust the source.
What constitutes compelling information?
There are two criteria for compelling information. One is to connect the donor's heart to the mission. The second is it differentiates the giving opportunity from all others. If it is one of many opportunities in the donor's mind then it receives a fraction of the available funds. If it is the best opportunity, it will receive the full measure of the available funds.
If we are going to connect the donor's heart to the mission there must be emotional content. What are the positive emotions one can associate with your mission or fulfilling your mission?
Compelling also means that the mission as envisioned by the organization must meet criteria other than emotional connection to be judged superior to others pursuing similar missions. The first criterion is that it makes logical sense. The second is that the mission serves a higher purpose. A faith-based organization might express this as spiritual purpose.
For broader support, a faith-based organization will want to offer both a spiritual purpose (providing hope, optimism, faith in the future, etc.) and a "higher" purpose (raising someone out of poverty). This offers the opportunity to talk about the mission in terms that appeal to a variety of donors. A secular organization can also provide both spiritual and higher purpose if it wants to appeal to broader base.
The higher-purpose discussion is where one makes the value-based presentation. Your relationship with the donor tells you what is important to him or her. Reminding them of the parts of the mission they value is critical. The donor's generosity depends on the value he or she sees in the mission.
Great value equals greater support. It may involve increased generosity. It may be active volunteering. It may include recruiting other supporters. It may result in becoming an advocate or referral source.
Next Step:
Focus on building real, durable, genuine relationships.
Trust that the money will follow the relationship.
Create a compelling case for the mission as envisioned by the organization.
Keep building the relationship by frequently communicating the purpose that the donor's gifts achieve
The donor decides in advance how much they are willing to give to a particular cause. The relationship with the donor (personal and mission) determines how much of the total amount available will be shared with your mission. When you receive less than the full measure, you know your case could be more compelling.
Missions with compelling cases (as judged by the donor) have the highest level of sustainability.
Don and his partners started Mission Enablers (http://missionenablers.com/) in 2001 to help nonprofits increase their capacity to serve those in need. Mission Enablers is one of several successful businesses that Don has started. He has also served on a variety of for profit and nonprofit boards. His primary focus today is helping schools (private, parochial, Christian, and faith-based schools) increase enrollment, develop strong leadership teams, improve their governance, and increase their fundraising effectiveness. When away from the office he enjoys spending time with his daughters' families, grandchildren, and working in his gardens or cooking.
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