Archive for category: Nonprofit Fundraising

Just back from a wonderful experience with AFP Central Illinois.

SO Tremendous to be IN-PERSON for an entire day workshop, “Knowledge to EMPOWERED ACTION! Major Gifts Make the Difference!” I asked the group to share a challenge – and by a landslide the balancing act between building strong relationships with major donors and orchestrating successful events was the winner. It can often feel like walking a tightrope. Both are crucial for a thriving nonprofit, but knowing how to harmonize these two efforts is key to enjoying both more!

The Weight JOY of Event Planning

Anyone who has planned a large event knows it’s no small feat. But let’s revisit our mindset around events. Most of you know that I’m not wild about the staff-drain, countless hours of preparation, coordination, and execution and the toll making everything perfect can take on the team. And will it even raise the dollar goal?

But let’s reframe this. What is the best experience for the giver? While most major givers enjoy their special relationships with the development folks, events have a place. It can actually be fun IF you embrace these mindsets.

1. Size matters – and bigger isn’t better.

Several small gatherings can be as or more effective than the cast of hundreds. Stressing over the “turnout” is stressing over the wrong thing. What is the experience you want for your guests? What can the staff manage? How can you make each one feel special? What conversations do you want to have? Who do you want to connect?

2. Raising money may or may not be the main goal.

Authentic events that genuinely say, “We appreciate you!” may not raise money that night, but the impact on the donor’s life-long giving will be enhanced. One thing I hear TOO from major donors, “Can you ever say thank you without your hand out?” We must listen! Plus – pure thanks raises OUR JOY!

3. Tradition can be good — and weigh you down.

In these turbulent times, the SAME event can actually bring comfort. Something has remained the same. Or… sometimes, letting go of an event that no longer serves its purpose can free up resources for more impactful activities.  Where do you feel the joy?

4. Partner event engagement with major donor connections.

Sure, it takes time, but engage current and prospective donors all along the way. Ask for advice. Ask to reach out to other donors before the event so there is someone to meet up with when they come. This way you are actually fostering enhanced major giving relationships WHILE planning the event – that’s fun!

5. Shut up with the speeches and showcase your organization’s mission and vision.

Provide a fun, engaging experience that reinforces your mission – the kids, recognize honorees in a lively way, showcase volunteers sharing their own stories. Relax a bit and have fun! We did a line dance at the Boys and Girls Club Newark event! What a hoot!

6. Pre Raise the Paddle Raises

While the paddle raise can be effective, they can also create a sense of pressure. It’s important to strike a balance between encouraging generosity and respecting your guests’ comfort levels. Best way to do that is to ask most of the attendees to pledge ahead of the event – then they simply participate – already comfortably committed.

7. Honorees need to be honored

Selecting honorees for your events is a delicate process. Ideally, they are sincerely worthy of the honor AND are willing to support your mission financially and invite others to do the same. However, this expectation can sometimes put honorees in a difficult position, especially if they feel pressured to give or to rally their network. Be sure to have clear conversations about this so you and your honorees feel good about this!

8. STAY ON TIME – or finish early.

Events can be fun to host and plan!

Ultimately, the key to enjoying them is first to DECIDE that you are going to enjoy them! Always your choice. Then, be clear on the event purpose and scope – making sure you can engage donors all along the way to keep the joy of your relationships alive while you execute.

Events should enhance relationships, not replace them and not interfere with building them. The best events are planned so everyone has a good time – including the staff!

Invest in JOY!

Ever ask someone what they want – in life, in their work, in their spouse, for their kids —-and get a whole ear full of what they DON’T WANT?

Do you find that you, too, focus on, and give voice to, what you DON’T want?
“I sure hope it doesn’t rain for our event.”

“I don’t think our major donors want to meet with us.”

“The board won’t connect me to their network.”

The best way to deal with this tendency is to create specific intentions for what you DO want to happen!

Here’s how:

1. Determine what you DO want.
2. Write this result down.
3. Work backwards on what steps will take you to this result.

This is effective in both your life in general and also for your major donor relationship-building.

In our major gift work, a Relationship Action Plan – or RAP – guides us along in creating an artful and LIFE LONG giving relationship.  These relationships, when genuine, build the kind of trust that inspires both more and larger giving over time.

Too often these plans are in our head! When I began a disciplined process to write these out for my top 20 or so potential givers, one benefit was a good night’s sleep!

Let’s start with a definition — A relationship action plan (RAP) is a written plan of the specific, artful actions you, and/or your partners, will take, at least once a month, your top 25-50 givers over a year or more to facilitate their maximum long-term investments using reverse engineering.

The most comprehensive plans are for your very top givers – not everyone!

Here are the 10 steps needed to create this plan and a bit about each one….

1. Givers highest in capacity & interest are selected

These can be selected as a result of elaborate research.  OR, a simple “best guess ranking” of capacity, interest and readiness will often do the trick. So don’t feel you need expensive data before you can create these. Even the smallest organization with part-time staff can use this to increase major giving.

2. Everything known is captured

Really dig in and learn all you can about these top folks.  Stop and consider what you already know about their interests, how much they really know about your organization, what legacy you think they would want to leave and what steps/actions/people/experiences/ information would help deepen the relationship to one of pride in what they can do by giving to you.

3. Partners are identified

These come from the obvious – board and other staff – but also consider other donors they know, community groups they are part of and who they connect with as part of their kids’ sports or interests.  These partners help all around the Cycle of Successful Relationships.

4. Long-term giving goals/project(s) are identified

This is really the MOST IMPORTANT STEP – what do you want them to give?  What is the highest gift you estimate this prospect is capable of making if your best guess is correct?  Dream big here!  This is the gift you will work TOWARDS! This is what you focus on!

5. Step goals/projects are identified

Funding smaller projects provides immediate joy right now and gives you a reason to say THANK YOU and stay in touch! How you treat them – getting the thank you letter out, letting them know how a smaller gift was used – builds trust. And you can sprinkle your conversations with them with ideas and stories that test future, and larger, giving interests.

6. Partners are recruited and engaged

Involving partners not only helps create a thoughtful relationship with your top donor but it deepens the relationship with the partner at the same time. It’s the prefect way for us to demonstrate to another donor that you are, indeed, focused on helping a donor make a gift that brings them joy, while also helping you. And it lets a partner tell you how they are most comfortable being involved in the process.

7. Action steps for monthly touches are planned for you and partners

You each will have your own systems – formal or informal – for calendaring this all out in a way. You must track your work to be sure you stay in touch and do what you set out to do!

8. You EXECUTE the plan

Plans without execution go nowhere. Enuf said. Embrace accountability!

9. Has the giving goal been achieved?

Throughout the year, where are you in being ready to speak an artful ask? Has your work given you clarity on the project and amount to ask for?

10. Adjust the plan moving forward

Often times your ask will open up new questions answer as you continue the conversation.  Yet OFTEN, these plans executed will lead to YES and become part of next year’s plan!

Using RAPS will help you focus and bring clarity to your goal for a giver. This planning treats your giver with respect and all the staff and partners involved also have clear direction. YOU are happier because you know what you’re doing with donors. You work in gratitude visits assuring that this key role is not overlooked.

Finally, RAPS help you raise more and larger gifts!  And that’s good for everyone!

RAP Away!

When is the best time to Ask for a Major Gift?

Great question!

But there is a BETTER question — when is the time best for your donor to give their gift?

Here’s what’s key.  We need to ASK on the DONOR’S TIMELINE – not ours. Consider these factors.

1. Our urgency is not their urgency. Give now, we are in a campaign. We have a match until X. We can’t begin until we raise X.  While it is true that having a deadline can help some donors make a decision, most MAJOR donors invest because they want to be part of your mission.  All the time.While you may eager to meet YOUR timeline – it may not be in sync with the donor’s timeline. A certain asset may be considerably more valuable in the future. A big family event is taking time and money right now – and while the donor may have enough to do this gift now – the emotions are tied to the family event – not making a major gift.
2. Giving decisions are often team decisions. Donors often involve others in their major giving decisions and may have traditions when players come together — Thanksgiving, during the summer family holiday – whatever. Being curious about these traditions lets you craft the best project, and also the best time, to ask for the gift. They will tell you.

3. Life happens for our donors. As connected as they are to you – as sincere as they feel about your mission – their lives can just get in the way. It’s important to check in and share updates of the project success to get a sense of their continuing interest. It’s also important to watch your mindset. Not being able to meet may well be – not being able to meet. Vacations are a good thing! Are they still interested? “You seem to have a passion for X –would you like to continue to explore the best way for you to be part of making this happen for our school?”  Oh, yes!

4. So, ASK anyway. With limited chances to see some donors, we may feel the need to ask anyway.  “How I wish we would have had more time for you to meet Teacher Smith and tour our new classroom building,” let’s them know there were more steps. Using my 3-sentence ask, ask for your best guess now — “You have a clear passion for science education. You understand that having the right tools and space is key to kindling a passion for science. Would you consider a gift of $100,000 to fund the Science Classroom?  They may well say, “Yes!” If it is more of a maybe, “Would you consider taking a tour with Teacher Smith to really understand what we are creating here?”  Continue the conversation until you are clear (because THEY are clear) that this is the right fit for them.

A giver may well be comfortable and happy with their annual gift.  We are happy to receive it AND explore something bigger, deeper, and different during the course of a campaign.  Perhaps their gift comes at the end of the campaign, or the NEXT campaign. Life-long giving.  This is how major gifts are both repeatable and scalable and continue to grow your success.

The best part of this — with all the focus on what’s best for the donor, you don’t experience any reluctance to ask for their investment. You are simply helping them find their best time to give!

Invest in JOY!

Marcy