Are you making these mistakes?
As a consultant, I work with some smaller nonprofits. To begin, I try to get a sense of how they’re fundraising now.
I see similar problems across different organizations. But here’s the surprising thing − I see these same problems in my mailbox every day, from national and international charities. So these aren’t only small organization problems. I’ll bet we’ve all made some of these mistakes at some point.
1. Thinking it’s all about you
You know how new parents are, right? They need to share every last thing their new baby does.
There has never been any baby born who is quite this amazing. You’re happy for them, but their baby is never going to be as fascinating to you as she is to them.
You can be like that when it comes to your organization. And I want you to feel that way. But that’s not how to persuade people to support you. It’s not about your organization at all. Your purpose is to connect donors with what
Your purpose is to connect donors with what they think is important. Show them how you do that. Talk about their needs and hopes. Make it about them.
2. Using “we need money” as your case for support
You know and I know you always need more money. But that’s not a compelling reason to give you money. See number one, above. Tell me what’s in it for me. What can I accomplish? What happens if I give you money? Be as specific as you can.
3. Ignoring your donors until you need money
There’s no better way to show your donors you only care about their wallets. When they choose to support you, they become your partners. Treat them that way. Keep them up to date. Share your successes and yes, even your failures. Bring them inside.
When they choose to support you, they become your partners. Treat them that way. Keep them up to date. Share your successes and yes, even your failures. Bring them inside.
4. Making every communication about money
You always want to offer donors a way to donate. But you don’t have to focus on the money. See number 3. Talk about what they make possible, not how much you need to raise. Share stories. Say thank you – more than once.
Talk about what they make possible, not how much you need to raise. Share stories. Show them their impact. Say thank you – more than once.
Share stories. Show them their impact. Say thank you – more than once.
5. Not asking donors for help
“We need money” isn’t a good proposition. But it’s also not really an ask. You’re hoping donors will connect those dots. You’re making them work for it – and why should they? Learn how to ask, clearly. Make it easy to give. Connect your ask to what their gift will do. Remember, it’s about them, not you. If they don’t feel needed, guess what? They won’t give.
Learn how to ask, clearly. Make it easy to give. Connect your ask to what their gift will do. Remember, it’s about them, not you.
If they don’t feel needed, guess what? They won’t give.
6. Dazzling donors with numbers
You might have really pretty stats. I mean big, yooge, impressive numbers. They might make your heart sing and your finance director’s eyes light up.
But donors aren’t swayed by numbers. It’s the way our brains work. Numbers? Our eyes glaze over.
Stories, though? What about stories about one someone who needs their help?
Because stories, we remember. Stories mean something.
So find a place to offer your numbers. Transparency matters. But don’t expect numbers to do the heavy lifting.
7. Disappearing after the gift
Did you see Mark Phillips’ or Pamela Grow’s posts on legacy gifts gone wrong?
We’ve all heard too many stories about donors being treated badly. And I’m sure you’re not doing that, right?
But if you dutifully send out that thank you right away and then decide not to “bother” those donors for a year? You’re ignoring them, too.
Your choice might come from good intentions, but the result is the same. (Exception: if the donor has asked you not to communicate more than once a year, then you do as you’ve been asked.)
The good news is all of these things are pretty easy to fix. You just have to realize you need to fix them!
Mary,
This piece is spot on, except the one thing you missed, It’s all about the “event”. Where I am now located, nearly every nonprofit in town thinks the way to raise money is the walk/run/ride, the golf outing, or the gala event with the overpriced admission, paltry silent auction offerings, and the rubber chicken dinner. They don’t pursue the relationships and few try anything close to being donor-centered. I try so hard to explain to them that events are nice for getting people in the door, but for sustainable support, there has to be more. There needs to be timely thanks yous and follow ups. I feel like I am talking to brick walls.
Events are a lousy way to raise money. Hands down.
They can be a nice way to build relationships, though. And to bring new people into the organization’s circles. But dollar for dollar? Whew. Lots of work for the amount raised.
It is dependent upon the event. I have seen some dinners raise $200,000 – $500,000 with little work and a high return on investment. It depends upon your donors, volunteers and events.
Little staff work? Probably then a very motivated group of volunteers – who are worth their weight in gold. But I’m betting those amazing volunteers had been stewarded for years by staff people to get the organization to that point.
I think the real issue is that so many organizations depend on events – because they see developing a group of individual donors as too much work.
But hey, if your organization can do a big event without stressing the staff and end up with a high return on investment – more power to them, and keep doing it!
Hell, when you’ve been around as long as I have, I’ve made all these mistakes and more. I wish I was as smart 25 yeas ago as I am now!
Don’t we all?
Another great read Mary – thank you!
Diana
Great article Mary,
I recently just started our fundraiser and I have seem numerous fundraising organizations fail from a series of these mistakes. Thanks to you I will not have to learn from these mistakes!
-Kris
Thanks, Kris. And good luck!