Posts tagged ‘reciprocity’

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.

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April 5, 2013

If You Don’t Care About Them, Why Will They Care About You?

A reader of Michael Rosen Says… recently contacted me with her/his own unfortunate experience with a nonprofit organization. S/he provided me with a copy of an email exchange s/he had with a theater company. I’m going to share this person’s story with you because it contains a worthwhile lesson about the importance of reciprocity.

Photo by Shira Golding via FlickrBefore I get to the story, however, I want you to know that I am editing the emails for brevity and any identifying information. I’m protecting the name of the theater company, the name of the Managing Director of the theater company, and the reader who contacted me because neither party knew, at the time, their one-on-one communications would find their way into the press.

From time to time, I write about the blunders that some nonprofit organizations make. I’ve done this, not to shame them, but so others can learn from someone else’s mistakes. It is much less painful if we learn from someone else’s missteps rather than our own.

The story begins when my reader — let’s call her/him “Sam” — received an email from a theater company. Sam, who had purchased two season subscriptions, immediately opened the email. The message promoted an interesting lecture by a well-regarded nonprofit leader in the community. The lecture dealt with leadership and tied-in with the company’s current play.

The event appealed to Sam. Just before clicking through to the organization’s website to accept the invitation and purchase tickets, Sam noticed the date of the lecture: Monday, March 25. Unfortunately, this meant that Sam would not be able to attend because that date was the first night of Passover, an important Jewish holiday.

Annoyed that the theater company would schedule a special one-time program on Passover, Sam wrote to the theater company:

Disappointing scheduling of an otherwise appealing, academic lecture.

So, add this to your discussion: Does a good (nonprofit) leader ‘dis’ a large portion of the region’s top arts patrons through thoughtless event scheduling?

We’ll be celebrating first Seder.

We really would have enjoyed hearing the address on this topic. The speaker is a dynamo.

Sam”

The theater’s Managing Director responded the next business day. This was very good. The Managing Director did the smart thing by responding soon after receiving the complaint:

Dear Sam,

Thanks very much for writing. I’m very sorry for the scheduling inconvenience. We truly do our best, but we present special events all season long and it is not possible to avoid all holidays on the calendar. For example, this event takes place on the first night of Passover, we have a performance of XXXXXXX on Easter, etc.

If you’re interested in history, I hope you’ll consider joining us for the talk on Monday, April 1 with ZZZZZZZZ. He’s truly fantastic.

All best,

Fran”

The response was good in three ways:

1. A high-level person sent an immediate, personal response.

2. The message contained an apology.

3. The author suggested another program that the individual might enjoy.

Unfortunately, the goodwill these positive points might have earned was largely negated by the defensive and dismissive tone of the email. Sam responded:

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