Recently, I dug in and researched trends for success in giving and the role our thinking has on our giving results noted by The Chronicle of Philanthropy, Charity Navigator, consultant colleagues, Executive Directors, key major donors, my clients, and many of you.
Here are my FIVE TRENDS – ideas that successful non-profits are embracing RIGHT NOW– complete with a MINDSET TAKE AWAY to think about that leads to an ACTION to take! WoHoo!
Are you a “unique snowflake” with such unique struggles that these trends don’t relate to you? I encourage you to shed your winter victim coats and embrace these trends. They apply to all – regardless of the size or your staff, your mission, your current fundraising success, your board members or whatever else you put on your excuse list.
Ok here we go! Marcy’s FIVE Trends to Sustain and Increase Giving, Spring 2017…
TREND #1 – GET CRYSTAL CLEAR AND BE TRANSPARENT
In this emotionally chaotic time where too many folks spend precious time emotionally thinking, posting and hashing over what “might” happen, successful non-profits are sharpening their focus and getting crystal clear on what they do, who they serve, and the impact an investment in their mission has for the donor.
Vibrant options of giving (operational as well as program options) that directly connect givers to results will be funded.
And what is your BIG DREAM? Where are you going long-term? Big donors want big visions well beyond this coming year’s giving goals and operations fund deficit.
Mindset Takeaway
A confused donor doesn’t give, a confused fundraiser/ED doesn’t ask or lead, a confused board member/volunteer doesn’t help. Get clear.
Action
Set aside time for thinking. Set aside time for board and staff planning sessions.
One of my VIP clients dedicated a 9 am – 2 pm session last week for planning (3 hours longer than a usual board meeting). This session was led by an expert facilitator and PUT ASIDE all the busyness of the typical board meeting. One Board member said, “This should be an activity we do regularly!” Have faith in what can happen with even a simple “SWOT” (Strengths, Weaknesses, Opportunities, and Threats) if you MAKE SPACE for conversation!
TREND #2 INVEST IN INFRASTRUCTURE
Fear of spending money to get the people, equipment, consulting, etc. separates those non-profits that are in perpetual “struggle” from those that grow and meet more mission goals. I’d rather have 40% of $2 Million going to Infrastructure than 10% of $100,000. That’s $1.2 Million doing good vs $90,000. Yes, you have $800,000 going to create that $1.2 Million. That means you are paying enough staff a decent salary, giving them a budget for mailings, etc. and have equipment that works well and frees their time to build the relationships that generate impact. Boards that are afraid to invest are dooming an organization to struggle and fail under the banner of “we spend as little as possible on operations.” Donors that invest this way are part of the problem.
There is a war for talent and pressure to boost non-profit salaries. While staff members are passionate for the mission, they are also putting a higher value on their time and life balance. The contributed printer that doesn’t do the job is no gift if it means staff stand there and hand-feed it. I see places where poor equipment has been there so long the staff doesn’t even react anymore. Adequate administrative support is no longer optional. The best development professionals MUST be supported by quality staff and then taught to delegate.
Mindset Takeaway
Stop talking about cost/dollar raised.
Action
Create vibrant options for giving from the Operation fund and learn how to talk about them as a key part of providing impact.
TREND #3 MAKE MAJOR GIFTS A HIGHER PRIORITY
ANY size of shop can inspire major gifts. Any size shop can improve on major gift relationship-building right now. Just like a New Year’s resolution to diet, did you long ago abandon your major giving plans? You need to create small changes that form new habits over time for success.
Put your major gifts program on a health plan. Dedicate 5 hours each week to major gift relationship-building. Put it on your calendar! Establish and enforce metrics on personal visits to get staff out of the office. Invest in staff training (like my MORE Major Gifts Bootcamp) to give them confidence in what to do. Revisit time-sucking events or anything else that takes away from major gift work time. Focus on numbers around appreciation and donor retention and get everyone involved in a culture of generosity that inspires your Board to be ambassadors and investors. One of my VIP coaching clients has set aside two 3-hour blocks of time away from distraction to focus on major gifts with great results!
Mindset Takeaway
Invest in major giving relationship building right now! TODAY! Begin!
Action
Commit 5 hours per week and 5 major donor prospects NOW and make monthly touches with these folks. Are your RAPS getting buried under events and annual meetings? Commit NOW to major gift work, or you will not feel ready to speak that major gift ask later this year.
TREND #4 GET SOCIAL, BUT BE SELECTIVE
Your givers are communicating with each other through social platforms. And they trust their own friends more that your newsletters and appeals, so you need to be repurposing your stories on media where your peeps hang out most.
But remember, direct mail still accounts for 60-80% of revenue. So pick 1 to 3 platforms and create a simply, consistent presence. DO take time to make everything – website, ezine, etc – mobile-friendly.
Mindset Takeaway
Enhance a solid direct mail/newsletter program with other media – don’t replace it.
Action
Listen to suggestions but do not feel compelled to implement every new platform someone mentions. Resist splatter from doing too much poorly. Constantly monitor the real time these “easy” tools take. Get a good year-end plan in place early and segment special tweaks to evaluate new ideas.
TREND #5 DIAL DOWN THE DRAMA
Work now for funding balance. If you have been relying on one source of funding (say, a government grant or program) too heavily, now is the time to deal with it (vs whining about it) and broaden your giving base. 80% of all giving comes from individuals.
Tell your STORY, not your opinions, your excuses, or your funding fears. Your mission story should be filled with emotion – why what you do is important.
Respect everyone – treat everyone like a major donor – donors want to invest in causes that reflect THEIR values, not yours. You can agree on the importance of your mission without agreeing on politics or other charged current events. Choose your words carefully. Words are power.
Mindset Takeaway
Drop being a victim. Successful people want to believe in you and your ability to carry out your mission, not feel sorry for you and your funding changes. They may well have empathy for the people your mission serves – that’s different.
Action
Take responsibility for your funding balance and engage your donors to help you find solutions. Ask for, and respect their advice. Focus on the good you do.
The bottom line?
As old as time – if you believe you can, you can. If you believe you can’t you are right, too.
Choose dynamic results!
Invest in Joy!
