Posts tagged ‘donor-centered’

November 30, 2016

Want More Donors and More Money?

Would you like to find more donors?

Would you like to have more donors renew and upgrade their support?

Would you like to raise more money for your nonprofit organization?

If so, avoid de-motivating people by making them think their support is insignificant, unnecessary, and unwanted.

Donors want to feel their contributions are making a difference. If they do not feel that is the case, they’ll take their support elsewhere. Consider the following representative comment voiced in a focus group hosted by researchers Dr. Adrian Sargeant and Dr. Jen Shang:

[W]e feel this strong sense of wanting to make a difference.”

Yet, despite this simple truth, many charities regularly alienate prospects and donors. Although the alienation is almost always unintentional, it remains a very real problem. Reflect on the following representative comment heard in a focus group study conducted by The George Washington University:

When you see bequests given to universities they are substantial. You really feel embarrassed that you don’t have that money.”

So, what are nonprofit organizations doing that is embarrassing and alienating donors? Well, many things. For now, I’ll focus on just one action that underscores the point raised by the GW alumnus.

money-in-hands-by-401k-2012-via-flickrMany organizations celebrate the support of mega-philanthropists. They profile these individuals in institutional publications; they recognize them on donor walls; they thank them at public events. While all of this is perfectly appropriate, a problem arises when an organization recognizes mega-donors to the exclusion of all other supporters.

When people see that only mega-donors are celebrated, they can begin to think that their support is unnecessary and not genuinely appreciated. This is true for annual giving, planned giving, capital campaign giving, and other types of campaigns.

If you want a diverse group of supporters, be sure to celebrate a diverse group of supporters. When people see people like themselves supporting your organization, research shows they’ll be more likely to support as well. When I speak of cultivating a diverse group of supporters, I mean in every sense of the term: gender, race, religion, age, philanthropic means, etc.

That’s an idea that the folks at the Arizona State University School of Nursing and Health Innovation understand. As I shared in my book, Donor-Centered Planned Gift Marketing:

November 18, 2016

How to Avoid a Disastrous Political Debate with Donors

[Publisher’s Note: This is not a political or partisan post. Instead, this post will explore how you can successfully navigate potentially controversial, post-election political debates with your donors. As always, civil and on-topic comments are encouraged, whether or not you agree with the points covered in the post. However, overtly political or partisan comments will not be published nor will the rants of internet trolls.]

 

We have just gone through a long, controversial, historic, passionate election cycle in the USA. People continue to take to the streets to protest. The election continues to be a topic of robust conversation that should make Thanksgiving dinners around the country a bit more interesting this year.

Matt Hugg, of Hugg Dot Net LLC, wrote on LinkedIn:

Okay, I’ll admit it… I’ve now voted in 10 US presidential election cycles. In all of those, I don’t ever remember such post-election discussions (and other means of expression) from both sides, as I do this one.”

megaphones-image-via-shutterstockHugg went on to ask how we should handle conversations with prospects and donors when they bring up the election, especially if they voted for the person you did not support.

Hugg raises an important issue. While I rattled off a quick comment, I’ve since given the issue more thought. Because of the significance of the issue, I’ve put together a list five of points for you to keep in mind when speaking with prospects and donors if you want to avoid problems and raise more money:

●  Remember, no one ever won a debate with a prospect or donor. Even if you technically win the argument, there’s an excellent chance you’ll lose the donation. So, it’s generally a good idea to avoid engaging in controversial conversations.

●  When speaking with donors, it’s important to remember that you do not represent a political cause (unless you actually do). When possible and appropriate you should steer a neutral course that puts the emphasis on organizational mission. There are any number of ways you can avoid engaging in a political conversation started by a donor. For example, you can side-step the discussion by using one of the following phrases or others:

“That’s an interesting point.”

“I’ve heard from a number of other people who have raised the same issue.”

“I suspect I’ll talk with a number of other people who share your view.”

“That’s an important issue. What do you think?”

“That’s an interesting concern. One of the things we’re concerned about is how the new policy agenda will impact those we’re trying to serve.”

The key is to provide a neutral response, and bring the conversation back to the organization’s mission and case for support.

November 4, 2016

It’s Not Just What They Say, but How They Say It

To raise more money, listen carefully to your prospects and donors. They’ll give you vital insights about their philanthropic interests and ability to give.

Furthermore, they’ll give you clues about how to most effectively present to them.

Tom Hopkins, the sales guru and author of Low Profile Selling, suggests that by adapting your presentation style according to prospect preference, you’ll be far more successful.

Let me explain.

If you’re visiting with a prospect to make the case for support of a particular initiative, he may say, “I see what you mean.” That could be a clue that the prospect prefers to relate to information visually.

fennec-fox-ears-by-caninest-via-flickrSo, you would be wise to adapt your presentation to be more visual. For example, you could share a printed copy of the case for support. Or, you could show the prospect a brief video that illustrates what you’re saying. Another way to engage such a prospect is to ask her to imagine. For example, if you work for an animal shelter, you might ask, “Can you imagine how happy you’ll make dozens of puppies and kittens with your support?”

Alternatively, your prospect might say, “I hear what you’re saying.” That could indicate that she prefers getting information by listening.

October 19, 2016

What Can You Learn from Trump’s Faltering Campaign?

This is not a political post.

Instead, it’s about you, your nonprofit organization, and those who benefit from its services.

As I write this post, Donald Trump’s bid to become President of the USA is faltering. With three weeks left in the campaign, he still could pull out a win. However, he’ll need to run a radically different campaign to do that.

As a former newspaper editor, I’m still a political news junkie. So, I’ve carefully observed the political campaign for months, okay, for years. Not long ago, I even had the opportunity to participate in a focus group facilitated by renowned pollster Frank Luntz for CBS News; it provided great insights into the thinking of undecided voters in Pennsylvania. Along the way, I’ve discovered an important lesson that can be of profound value to you.

Donald Trump holds up magazine cover featuring himself.

At a campaign stop, Donald Trump holds up magazine cover featuring himself.

It’s simple, really. Trump rose in the polls when he talked about what he would do for us, the American people. His numbers fell when his campaign became about him. For example, in recent days, Trump has had to respond to the “locker-room talk” video revealing his misogynist thoughts. He’s also been talking about how the media is against him, and how the election is rigged. Even more strangely, Trump has renewed his attacks on fellow Republicans, which has nothing whatsoever to offer the American people other than more drama.

The media analysis is overly complicated. I get it. The media have to fill column inches and hours of airtime. However, the political situation is really rather simple. Voters want to know what the candidates will do for them. At the very least, voters want to know that the candidates are thinking about them and understand them. The more a candidate focuses on the voter, the more likely he or she will be to gain traction.

October 3, 2016

A Powerful Lesson about #Philanthropy from 2 Celebrities

When I was a young boy, I learned a valuable idiom:

You can’t judge a book by its cover.”

My parents wanted me to appreciate that before you can know or judge something, you first need to take a closer look to develop a deeper understanding.

But, is the idiom correct? For fun, I thought I’d see if it is strictly true when it comes to fundraising. Okay, I’m admittedly a nerd. However, I identified a worthwhile lesson when I explored the issue during philanthropy conversations I had recently with Carl Hiaason, the award-winning journalist and novelist, and Alton Brown, the Food Network star and cookbook author.

Michael Rosen and Carl Hiaasen at the Free Library of Philadelphia.

Michael Rosen and Carl Hiaasen at the Free Library of Philadelphia.

With best-selling book titles including Strip Tease (made into movie), Hoot (also made into a film), Basket Case, Bad Monkey, Skinny Dip and, his latest, Razor Girl, it’s impossible to know what charitable causes interest Hiaason. However, when reading his novels, you’ll find more than quirky characters and over-the-top funny, satirical plots. You’ll also discover underlying messages that are pro-environment. In some of his books, protecting the environment is the plot.

I wondered if the passionate content of Hiaason’s novels could offer a clue to which charitable causes interest the author. So, I asked him. Hiaason responded:

I really don’t want to say that I endorse anybody… [However,] I’ll tell you that in the past I’ve supported, as a private citizen, the Earth Justice Legal Defense Fund [Earthjustice]. It’s phenomenal; they do great work; it’s basically a law firm that takes on big polluters in Florida and the rest of country.”

Hiaason also supports the Everglades Foundation, which raises funds for groups trying to clean up the Everglades.

After reading just a few of his books, it’s easy to see that environmental protection is important to Hiaason. So, I was not surprised to learn about his favorite charities.

Alton Brown and Michael Rosen at the Free Library of Philadelphia.

Alton Brown and Michael Rosen at the Free Library of Philadelphia.

With Brown, it is even easier to guess where his philanthropic passion lies. Brown has hosted top-rated Food Network shows including Good Eats, Iron Chef America, and Cutthroat Kitchen. He’s also written eight books including his latest: Alton Brown: EveryDayCook.

While clues to Hiaason’s philanthropic interest could be found in the pages of his books, I believed Brown’s could be found right on the covers. So, I asked him what his favorite charity is. Brown told me:

I support many charities, but I particularly like Heifer International.”

Heifer International is a charity seeking to end hunger and poverty around the world. Given Brown’s passion for food, it’s not at all surprising that he would support a cause related to food and hunger.

Here are some takeaways for you:

September 27, 2016

Are You Doing Something Wrong Without Even Knowing It?

Most fundraising professionals are good people trying to do good things. Most fundraising professionals believe they are ethical and, therefore, will routinely choose right over wrong.

However, what do you do when confronted with a situation where there is no clear right or wrong option? What do you do when you encounter a dilemma beyond your experience? What do you say when a donor or board member questions your actions?

That’s where fundraising ethics comes in. Ethical standards help us be the kind of people we want to be. Ethical standards guide us as we navigate fundraising challenges so that we can achieve the best results for our donors, beneficiaries, and organizations.

rights-stuff-cover-from-rogare(Toward the end of this post, I’ll tell you how you can get two FREE white papers that explore the ethics issue in greater detail.)

Unfortunately, many find that the existing fundraising ethics codes in use around the world are inadequate. That’s why Rogare, the fundraising think tank at the Plymouth University Hartsook Centre for Sustainable Philanthropy,  has undertaken a major, new ethics project.

Rogare seeks to develop a new normative ethics theory that balances the interests of donors and charity beneficiaries. This will empower us to more consistently make good decisions and take the right actions. That’s good for donors, charity beneficiaries, and nonprofit organizations.

Ian MacQuillin, Director of Rogare, explained it this way on The Agitator blog:

Ethical theories are intended to help us think through how to make better decisions in doing the right thing, and this is what our work at Rogare, with the help of people such as Heather McGinness, is trying to do, particularly to ensure that we do the right thing by our beneficiaries as well as our donors. We need ethical theories to help us make better decisions every day in our lives, precisely because knowing ‘right’ from ‘wrong’ is often such a morally grey area. Fundraising is really no different.”

For example, we can probably agree that we should not tell lies. However, imagine the following scenario: You’re scheduled to meet a wealthy donor for a noon lunch. You arrive at the restaurant early to make sure everything is perfect. At 12:05 PM, the donor has yet to arrive. At 12:10 PM, the donor has not shown up, and you have not received any messages. At 12:15 PM, you begin to wonder if you have the wrong day and begin to get annoyed. Finally, arriving 20 minutes late, the donor comes through the door. After greeting you, the donor says, “I’m sorry I was running late. I hope it’s okay.”

In response to the donor in the scenario I’ve described, you could say, “Well, as a matter of fact, I was becoming annoyed. You know, you could have sent me a text message to let me know you were running late.” Or, to put the donor at ease, you might choose to lie and say with a warm smile, “Oh, don’t worry about it. It’s no big deal. I’m fine.” Hmmm, maybe lies are not always bad.

My example is admittedly a bit silly, even simplistic. My point is that things we think are black-and-white don’t always remain such. That’s why ethical frameworks and decision-making models are so important.

Okay, now it’s time for the FREE stuff.

September 13, 2016

Is Social Media Hurting Your #Nonprofit Organization?

We’ve all heard the stories of social media success. President Barack Obama was perhaps the first US presidential candidate to raise a significant amount of money via social media. The Ice-Bucket Challenge generated awareness and raised over $100 million for the ALS Association in addition to millions more for other ALS charities. Countless charities have raised vast amounts of money through crowd funding campaigns and other social media campaigns.

Despite the success stories, there is a dark side to social media that can actually hurt your nonprofit organization.

Let me share a cautionary story involving Ursinus College. It reveals how, when used improperly, social media can embarrass your charity, cause supporters to abandon the organization, and reduce contributions.

Here’s what went horribly wrong:

Got to love a janitor with a ‘Ban Fracking Now’ sticker on his bucket. Barack is clearly reaching his target demographic.”

“Yoga pants? Per my DTW visual survey, only 10 percent of users should be wearing them. The rest need to be in sweats – or actually get dressed.”

“Just saw an Aborigenese in ‘full gear’ talking on an iPhone. What’s next Ben Franklin driving a Tesla?”

“Bruce Jenner [Caitlyn Jenner] got 25 K for speaking engagements. Caitlyn gets $100K. What wage gap?”

Those are just four of the, ahem, colorful tweets posted on Twitter by Michael C. Marcon, an insurance executive and 1986 Ursinus graduate. These tweets, and others from Marcon, might have gone unnoticed except for one thing: When they were posted, Marcon was a member of the Ursinus College board of trustees and, as of July 1, he served as Chairman of that board.

some-failed-tweets-by-irish-typepad-via-flickrRecently, several of Marcon’s tweets were publicized on Facebook by Jordan Ostrum, an Ursinus senior, and later on Odyssey by Haley Brush, an Ursinus English major. She told Philly.com, “The tweets that were sexist made me really uncomfortable…. Comments like that are really inappropriate for someone in his position.”

David Bloom, another member of the Ursinus board, made an even stronger statement about Marcon’s tweets when he resigned in protest. He said, “I read strong evidence of an elitist, racist, sexist, body-shaming, anti-LGBTQ, exclusive-minded and generally intolerant individual.” He also called for Marcon to resign.

Ostrum was the first to publicly raise the issue of contributions when he said, “I pledge to not donate money to the Ursinus College Annual Fund while Michael Marcon remains on the Board of Trustees… If he remains on the board, they are saying yes [to] his behavior. I will say no — with my money.”

Days after the news story broke and Marcon met with administrators, faculty members, and students, he resigned from the board. In a written statement, Marcon said:

August 19, 2016

Could Your #Nonprofit be Forced to Return a Donor’s Gift?

Officials at Vanderbilt University got schooled. They learned, the hard way, that nonprofit organizations cannot unilaterally void the terms of a gift agreement without returning the donation.

This is a story that keeps on giving. It provides an important lesson for all nonprofit organizations about the requirement, ethical and legal, to honor donor intent.

The tale begins in 1933 when the Tennessee Chapter of the Daughters of the Confederacy donated $50,000 to the George Peabody College of Teachers to build a dormitory named “Confederate Memorial Hall.”

Confederate Memorial Hall (2007)

Confederate Memorial Hall (2007)

In 1979, Peabody was merged into Vanderbilt becoming the “Peabody College of Education and Human Development at Vanderbilt University.”

After years of discussion, according to Inside Higher Ed, Vanderbilt decided in 2002 to drop the word “Confederate” and rename the building simply “Memorial Hall.” The University took this action without gaining the approval of the Daughters of the Confederacy or returning the gift.

After taking Vanderbilt to court, the Daughters of the Confederacy received a Tennessee Appeals Court ruling in 2005 that ordered the University to either keep the original name of the building or refund the donation … in inflation-adjusted dollars. That $50,000 gift from 1933 is now valued at $1.2 million.

As reported in Inside Higher Ed:

The appeals court unanimously rejected Vanderbilt’s argument that academic freedom gave it the right to change the name. Vanderbilt argued that the Supreme Court has given private colleges considerable latitude in their decisions. But the appeals court said that was irrelevant because the agreement to name the dormitory ‘Confederate Memorial Hall’ was between a donor and a charitable group — and the government never forced the gift to be accepted.”

In its ruling, the Appeals Court stated (emphasis is mine):

We fail to see how the adoption of a rule allowing universities to avoid their contractual and other voluntarily assumed legal obligations whenever, in the university’s opinion, those obligations have begun to impede their academic mission would advance principles of academic freedom. To the contrary, allowing Vanderbilt and other academic institutions to jettison their contractual and other legal obligations so casually would seriously impair their ability to raise money in the future by entering into gift agreements such as the ones at issue here.

It took quite some time but, with money raised from anonymous donors, Vanderbilt paid $1.2 million to the Daughters of the Confederacy and renamed the building this month in accordance with the Court’s judgment.

Unfortunately, this has not brought this story to a happy conclusion. Vanderbilt has damaged its reputation by revealing its willingness to “casually” disregard donor intent.

I stand firmly with the Appeals Court decision. How I feel, or anyone feels, about the old Confederacy or the word “Confederate” on the building is irrelevant in this case. Instead, there are two powerful governing issues involved here:

August 5, 2016

The #Fundraising Secret for Success You Need to Know

What’s the secret to fundraising success?

Ice cream!

That’s right. Ice cream can help you achieve greater fundraising results. Really. I’m not just saying that because it’s August, and we’re setting new records for summer heat in Philadelphia. I know ice cream can help you because I saw first-hand what it has achieved for Smith College.

Let me explain.

This past Spring, my wife and I attended her class reunion at Smith. I enjoyed being with Lisa, and exploring the beautiful campus and the fun town of Northampton, Massachusetts. One of the highlights for me was seeing the College’s Gift Planning staff in action. Yes, I’m a bon-a-fide fundraising nerd, but you probably knew that already.

Sam Samuels, Christine Carr Hill, and Jeanette Wintjen staff the Smith College ice-cream stand during Reunion Weekend.

Sam Samuels, Christine Carr Hill, and Jeanette Wintjen staff the Smith College ice-cream stand during Reunion Weekend.

I’m not talking about seeing the staff in action at the mildly stuffy, but well presented, Grécourt Society reception for legacy donors. Instead, I’m referring to the ice-cream stand that the Gift Planning staff operated in the Smith College Campus Center one warm mid-day. As the staff served up the free tasty treats, they had a chance to interact with alumnae. When appropriate, the staff, wearing aprons and serving up the ice cream themselves, was able to casually explain what The Grécourt Society is, why legacy giving is important to Smith, and how alumnae can support the College with a planned gift. At the ice-cream stand, there was also a table of gift planning promotional material.

This was a great way to showcase gift planning in a friendly, pressure-free, guilt-free, fun environment. Sam Samuels, Director of Gift Planning, told me that the ice-cream stand not only allowed the staff to educate, cultivate, and thank people, it actually led to a number of planned-gift commitments during the reunion weekend.

Now, I’m not suggesting you go out and set up an ice-cream stand. However, if we examine why the ice-cream stand worked, there are some things you can learn that will help you reach your fundraising goals.

Here are five things you need to know:

1. KISS. In 1960, the US Navy noted the design principle “Keep it simple, Stupid!” That’s what we see with the ice-cream stand. The Smith staff did not over think it; however, they certainly did the planning necessary to make it work. But, the concept itself was simple. It wasn’t a fancy dinner or a posh reception to educate and cultivate prospects, though such events have their place. And Smith did some of those as well. However, this simple activity allowed the staff to reach a broader audience in a low-key fashion.

2. Lifestyle Enabling. The Smith staff put themselves in the shoes of their prospects and donors. In other words, they were donor centered when thinking about how to attract the attention of potential planned gift donors. Instead of trying to get donors to attend an estate-planning seminar (yawn), the staff thought about how to meet the needs and desires of the alumnae. Most folks like ice cream. So, the staff chose to do something that would meet alumnae where they were (in or near the Campus Center), and give them something they would likely want (a cool lunchtime treat on a warm day). The ice cream stand also harkened back to the days when, as students, they would meet up with friends for ice cream at the student center. In short, Smith helped the alumnae live the life they want. That’s what drew in the alumnae.

June 21, 2016

Stop Making Stupid Email and Direct Mail Mistakes

Last week, my wife received an email appeal that demonstrates that fundraising professionals continue to make stupid email and direct mail mistakes. I’m not talking about fundraisers who have failed to use cutting-edge techniques. Instead, I’m talking about folks who have made S-T-U-P-I-D mistakes when it comes to the fundamentals of making a simple appeal.

To help you avoid some common, yet stupid, mistakes with your email and direct mail appeals, I’m going to share the email solicitation my wife received from the Rosenbach Museum and Library:

Rosenbach Email Appeal copy

Now, let’s look closely at the appeal to see where the author went wrong:

Subject Line: The subject line on the email reads, “Please support the Rosenbach!” Unless the recipient was waiting around anxiously for some way to donate to the Rosenbach, why would she even bother to open the email? The subject line tells the reader what she needs to know about the content: The Rosenbach wants money. And it either wants lots of money or needs money desperately judging from the exclamation point.

Rather than opening the email, my wife mentioned it to me because of the ridiculously bad subject line. When I asked her to open the email and read it aloud, she initially refused, saying, “We know what they want. They want money. Why bother opening it?” (By the way, we actually happen to like the Rosenbach; that’s why we’re on their email list.) I replied, “I bet the email is equally bad and that they even mention the end of their fiscal year.” So, with a sense of amusement, she opened the email.

Tip 1: Write a subject line that will entice the reader to open the email. Avoid turn-off subject lines or those that are misleading. For help writing more effective subject lines and headlines, checkout the Headline Analyzer tool.

Inappropriate Personalization: Right at the start, the author missteps. The email begins, “Dear Lisa.” Some people, particularly younger readers, might not find this problematic. However, Lisa does not know the email’s signatory, Derick Dreher. It was presumptuous of Dreher to address her by first name rather than as Mrs. Rosen or Ms. Rosen. Interestingly, adopting a less friendly and more formal style by the end of the email, Dreher signed his full name rather than just his first name.

Tip 2: When addressing people, especially strangers you want something from them, it’s generally a good idea — and always good manners — to show respect and a bit of deference. At the very least, if you’re going to use a casual salutation, be sure to match that style with a casual sign-off.

End of Fiscal Year: No one cares about the end of your fiscal year. Let me be perfectly clear: NO ONE CARES ABOUT THE END OF YOUR FISCAL YEAR! Okay, your Chief Financial Officer cares. However, your prospects and donors do not. Unfortunately, in the very first sentence of the appeal, it mentions that the Rosenbach is nearing the end of its fiscal year. If this was tied to a challenge grant that was about to expire at the end of the fiscal year, that might have been a worthwhile point to make. However, by itself, who cares?

Tip 3: Be donor centered and recognize that donors care about their own fiscal year, not yours. Unless you have a very good reason to talk about the end of your fiscal year, don’t do it.

Engagement: As if the first sentence wasn’t bad enough, the author made it even worse by referencing that Bloomsday has come to a close. There are two reasons this is a negative. First, my wife and I have no idea what “Bloomsday” is. So, why should we care about it?

Second, if Bloomsday was some sort of fun, worthwhile event, telling us about it after the fact is simply annoying and would make us feel terrible that we didn’t know about it in advance (hint, hint). Perhaps, the Rosenbach should have segmented its email list to send slightly different messages to those who did and did not participate in Bloomsday.

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