Uncategorized Archives ⋆ Hands-On Fundraising

Trust, more valuable than money

Man's hand holding a cracker out to a small, blue-gray bird. The scenery is green and covered with moss.

Trust is one of those things that you can’t necessarily put a dollar value on, but you know matters, a lot. But like your database or your donor relationships, it’s critical to a successful fundraising program.

Your brand isn’t about colors, type, or taglines.

Do you remember the outrage that United Airlines created years ago when it had a paid customer dragged from a plane? The customer’s crime was not volunteering to be removed when UA wanted seats for staff members. He was selected by a random drawing. In spite of purchasing a ticket, boarding, and taking his seat, he was expected to leave quietly and deal with waiting a day for a new flight.

The video was scary. His cries and his busted lip immediately went viral.

The airline’s non-apology apologies didn’t help a bit. The next day, their stock was down and their brand was in tatters. As the internet blew up about the incident, no logo, no tagline, or clever ad campaign was going to help.

United forgot what its brand really is: how people perceive the company.

When you offer terrible customer service, your brand suffers. When you treat people well, your brand improves.

Do unto others, people.

So what does this mean to us?

(Besides looking for a different airline if we fly, that is.)

It’s a good reminder for every organization. Focus on the important things first.

A great website, logo, and tagline are important. But their importance is in being part of something broader: the organization’s brand. That brand is informed by those assets. But the brand is so much bigger and the important parts take constant attention.

Communicating your values well, and acting in accord with them, builds the trust every organization needs. And if you’re asking people to give you their trust – and their money – you need to nourish that brand. With actions, not just colors or fonts, or logos.

Your brand is how people feel about you.

I can happily get as lost as anyone in colors, fonts, taglines, and all of that. It’s like handing a kid a new box of crayons.

But while all of how you look is important, how you behave is more important.

A more positive, personal story: my family drives the same brand of car. We’ve purchased that brand through several iterations now.

The cars are good. But so are other brands. What keeps us coming back? Great service. When we first bought our cars, the salesman was a friend. And the service department is the best. I have never approached a visit with fear and anxiety – with my “fight” reaction ready to go.

I’ve never been “little-ladied” there, either. If they tell me something needs to be fixed, I know it needs to be fixed.

That’s trust. And that’s what your organization needs.

The good news is that trust isn’t a matter of spending money. The smallest organization can do as good a job as the largest. (Maybe better, because they’re closer to their donors.)

The bad news is that once lost, trust is very hard to regain.

How to establish and build trust

There are things you can do to build the trust your donors and others have in you. None of them are big secrets – they’re common sense, really.

But give them the time and energy you might spend arguing over a typeface and you’ll have happier, more loyal donors.

Do what you say you do: example one

The Red Cross got in a world of trouble over their work after the earthquake in Haiti and Hurricane Sandy.

Sure, there were difficulties and distinctions that only an insider would appreciate. But what the public saw was simple: “You said my money would pay for this. It didn’t.”

Example two

Recently, I read a few tweets about CVS pharmacies and a campaign to give at the cash register. I love those – it’s an easy hit of “feel good” and pretty painless. But today, I read that CVS is being sued for asking customers to donate to the American Diabetes Association at checkout. The problem apparently is that CVS had already committed to giving those dollars (so a CVS donation?) and customers’ gifts were perhaps reimbursing the company for their commitment.

I don’t know the legal requirements at play here. (Here’s an article if you’re really interested.) But it almost doesn’t matter. Because if customers see this, the lack of transparency will make them question the organization. That’s a loss of trust that a huge corporation can probably absorb.

But what if it was your organization?

So don’t fudge. Be honest. It’s a challenge: honesty is often nuanced and complicated. And simple and clear makes for better fundraising. You need to figure it out all the same.

You want a simple, clear offer. But it must be built on a trustworthy reputation.

“This is a big problem. We need your help. Our plan is to rebuild Haiti – but when we get there, we may learn more. What’s best for the people of Haiti may change how we use your donation. We know you care, so we’ll keep you informed every step of the way.”

“We committed up front to ADA and they will get every cent of that commitment, whether our customers contribute or not. But we should have been more open with our customers about this arrangement.”

Be consistent

This is where branding tools such as logos and colors can matter. If your donors come to expect one look and are suddenly presented with a complete change, that will cause questions.

“Is this my organization? Why did this change? What else don’t I know?”

Communication is the cure here, too. I know it’s fun to have a big unveiling. But I think you should consider your donors as insiders, too.

Surprises that make them question your identity are not fun surprises.

Be transparent with success and setbacks

Yes, I know that’s a word verging on jargon. But that’s because so often, transparency is said but not done.

So please do it.

Share your successes, but also any setbacks. Charity Water does a great job with this. That project you funded? You know how it’s going every step of the way. And when the project doesn’t perform as expected, you know that, too.

Check out “Capturing Water Flow” here.

Build trust by being open with your finances

Also: your finances. When how you use money, and how you spend money, feels like a secret, you lose trust.

And I know this is tricky because the past dependence on a simple, deceptive ratio (fundraising expenses as a percent of the budget) helped no one. Report honestly – and explain.

Maybe you’re forecasting a greater need for your services in the next five years. Responsibly, you’re ramping up fundraising efforts now so you’ll be ready. Report those expenses – and why they’re smart.

Donors are not strangers, so don’t treat them that way. You don’t want them to be outsiders. And as fundraisers, part of your job is to be sure everyone in the organization understands that.

Be in it together

I often talk about treating donors like partners. It’s not just talk and donors aren’t stupid. Believe me, we can all sense when we’re simply ATMs.

So begin by placing yourself on the same team as your donors and other supporters.

Did you know that showing similarity can build trust?

You and your donors have something powerful in common: your mission. Remind them of that, and treat them like the colleagues they are.

Be trusting and reliable

Assume the best in the people you deal with. That includes your donors. That angry person who calls about her name listing might have good reasons to be upset.

The donor who wants one solicitation a year is probably very organized – and will donate loyally if you ask once. If he can depend on you to do as requested, you can depend on him to continue giving.

And yes, you need to thank every donor for every gift – regardless of size.

And you need to report to them about what their gift makes possible. That’s part of the bargain, too.

A pain? “Extra” work? Maybe. But that’s the relationship you’ve solicited.

Don’t assume any of your donors are trying to make life difficult for you. Assume they’re wonderful people who care about a good cause.

Treat them with respect and they will trust you.

Trust is precious today

We all live in a world where our fight-or-flight reactions are constantly tweaked. It’s horribly stressful.

Your organization can be a refuge from that stress for your donors and potential donors.

Giving creates the opposite reaction in our brains. It makes us happy. So be the place that makes your donors happy.

Just as I can relax when heading to my car dealership, make your organization a sure thing – a safe port in the storm of their lives.

Be human. Be thoughtful. Be responsible and honest and kind.

That’s the branding that matters most and builds trust.

Photo by Marek Piwnicki on Unsplash

Fundraising is not debate club

I bought a rowing machine last Christmas. It’s still causing arguments.
~John Thompson

Full disclosure: I was not in a debate club. I would have been sliced and diced in moments, as I tried to find common ground so everyone could be nice to each other.

Take a look at the fundraising mail making its way to your mailbox and inbox.

You may notice organizations bringing out their inner lawyer.

In a debate, you want an argument that’s so good, so rock solid, that no one can dispute it. Done. You win.

That’s not how fundraising works

In fundraising, your very best argument will slide right by your donor’s eyes or ears. It may briefly pass through their brain. But it will be the part of their brain that tells them:

Give away money? Are you mad?

Yeah, that’s not the part you want to talk to.

Arguments – or to be nice, let’s say, rational reasoning – don’t persuade hearts to act.

Oddly enough, it’s just science. We know now that our logical, rational side doesn’t respond to requests for money. Instead, we have to go right to the place where we feel.

Did high school ruin things for fundraisers?

Maybe it was all those school papers we had to write. Do you remember? When writing that paper you were probably taught to begin with your thesis, then several arguments supporting your thesis, then a conclusion.

In school, the better your arguments and the clearer, the better your grade.

In formal debates, there are similar rules: assertions and rebuttals. It’s all very controlled, factual, and defined.

But fundraising isn’t logical. It’s emotional. You don’t have to be great in a debate to be good at fundraising writing.

Raising money takes a different kind of smart

You’ve undoubtedly heard about “emotional intelligence”. People with high emotional intelligence are more aware of emotions – both their own and others. That’s a good skill to refine for fundraisers.

I don’t want to give you the impression that fundraising doesn’t take hard work and study. I’ve been at it for more than 30 years now and I’m still learning every day. The skills you’ll need aren’t as straightforward as a debate or a formula. And, frustratingly, any rules that we define have a funny way of changing as we learn more.

Bottom line: the right way to fundraise is the way that raises more money!

But we’ve learned enough to know that we need to approach potential donors’ humanity. Doing that takes something tougher than a good argument.

It takes vulnerability and even bravery.

If you write – or see in your mail – an appeal that relies only on good arguments, it’s probably because someone is afraid. Afraid to really ask for help, instead of implying the need. Afraid to admit that her organization cannot possibly do the work well alone. Afraid to put her heart onto the page – because rejection, even from someone you don’t know, still hurts.

Fundraising isn’t debate club. It’s so much more.

Friend, teacher, fire-brand: Simone Joyaux has died

Simone Joyaux has left us. Her spirit never will.

I knew of Simone for many, many years before I had the pleasure to meet her in person. Her website is a treasure trove for anyone trying to better understand the role of boards and fundraising. Especially when you were feeling frustrated or unsure of your way. Simone, even in her writing, never hesitated. You got the truth. Simple, clear, USEFUL.

And beyond that, Simone was generous. No pay wall for all that brilliance.

I also loved that like me, she retained her own name. Surprisingly rare in people from my generation. And in a sector filled with women, but where the loudest voices were men, she was a model.

Meeting Simone was an experience

I will never forget the day I first spent time with Simone, in person. The Hartford Foundation for Public Giving hosted a small seminar for nonprofit consultants with Simone as our speaker.

But she wasn’t just a speaker. From moment one, she was a straight-talking, problem-solving, energizing teacher. She challenged us at every turn. I was one of the few fundraising consultants in our small group. When Simone asked the group what the biggest issue our clients reported, everyone said, “keeping a development director”.

That’s when I spoke up.

Having been a development staffer, including director, for many years myself, I knew why. And I had a chance to model Simone and just tell the group. Worked up? Yup. Loud and clear? I hoped so. You can read my thoughts here.

That was Simone at work… push, question, make us think for ourselves and work together.

Generosity and kindness – served straight up

The second time I met Simone was at her home. And that tells you something about the personal generosity of Simone and of Tom Ahern. This person they had each met once or twice was invited to a gathering at their home – a summer party. I live two hours away, but you bet I got in the car when that email invite came through.

Feeling a little nervous, and sure that the only people I might know would be Simone and Tom, I arrived. And was immediately welcomed. Their friends were as interesting and welcoming as they were. Neither she nor Tom coddled me. They knew better than I did that I could hold my own.

Simone is gone. Our job is to keep her spirit alive in our sector

When the news arrived this past weekend that Simone had had a huge stroke, I was shocked. It didn’t seem possible that this strong, caring, fearless woman could be touched by something as human as a stroke.

There are so many memories being shared, and mine are small beans. You can leave your own here. And read what Ken Burnett at SOFII has to say, and Roger Craver at Agitator as well.

And while you remember Simone, please also think about what you can DO. What will you take of Simone with you into the rest of your time to make this a better place for us all? A more just place, a place where those of us with voices will use them for those whose voices aren’t heard enough?

That’s how we keep her spirit alive.

How to Have a Strong Social Media Presence

Guest post from DonorBox

Social media – can it really work for fundraising?

You have a fundraising campaign you want to execute. You realize you could reach a lot of people using social media. After all, having a strong presence online not only helps us reach more people, but it also helps us remain connected to our followers, letting them take part in any future campaigns that you would make.

The problem is you’re not sure how to perform a fundraising campaign using social media.

Social media tools can be confusing, especially if it’s your first time using them. Thankfully, taking advantage of them doesn’t need to be hard.

In this guide, we’ll talk about how you can develop a strong social media presence and how you can use this to deliver a successful fundraising campaign.

Social media networks usually show content, such as posts and videos, that are close to the interests of its users. That means you must create a campaign that resonates with your target donors. Otherwise, you might not even appear on their timelines, leaving them oblivious of your cause.

The following tips will help you develop a strong social media presence and give your fundraising campaign an identity, which will allow receptive people to find it.

1. Create a Sound Digital Marketing Strategy

You’ll need to work to be visible out there. Having a clear goal in mind is one thing, but you also need to know how you’ll go about your campaign. Before starting, consider the following questions:

What platform do I want to use?
Who do I want to reach in this campaign?
How will people donate to my campaign?
What will I be posting on the campaign’s page, and how often?
How will I engage with followers and keep them updated on the campaign?
Will I use paid advertisements?

Remember that when making a digital marketing strategy for any social media campaign, it’s crucial to make donating as easy as possible. For example, you could accept donations from any currency. Knowing the way your donors prefer to pay ahead of time will also help you make your fundraising a success.

2. Tell a Story

Having a strong and compelling story helps convince people to support your cause. It also helps maintain their interest. Your followers would be interested in knowing how their donations helped in achieving the campaign’s goals. Use pictures that will capture the essence of the campaign.

Here are some traits of a compelling story:

Relatable
Emotionally driven
Makes sparing use of facts
Shows people facing challenges – and how support can help

Having a narrative encourages your followers to commit long-term. As they see the campaign develop, they become convinced that you’re using their donations for a good cause.

Pro tip: Be sure that when they’re ready to give continuously, your platform already has a membership program in place. You can create a customized annual membership form for your brand to make your membership process straightforward.

3. Be Consistent

One of the key reasons behind the success of many social media pages is their consistency. When you have a consistent stream of engaging and relatable content, it helps build your page’s credibility.

For your fundraising campaign, consistency means you’re delivering the same core message in all your posts. You also continually share the story you’re telling, so your followers know when to tune in for the next update. This way, you develop a habit for your followers. Consistency makes followers more involved with the campaign and more likely to donate regularly.

Lastly, consistency refers to your campaign’s ability to reach goals on time. Remember, if you’re consistent in delivering the promises of your campaign, your followers will also become more consistent in their donations.

4. Build Relationships and Trust

People usually take part in campaigns because they feel strongly about the campaign’s cause. That said, they don’t simply donate one time and end with that. They usually follow where the campaign leads to. Was it successful? Did it reach its goals? They want to know if you’re using their money for something worthwhile. In short, they form a relationship with the campaign.

There’s an enormous amount of trust required in building a relationship. Some small things help your campaign become more trustworthy, such as offering reliable and secure ways to donate and being completely transparent in how you’re using the funds.

You can also build a relationship with your audience by communicating with them regularly. Since you’re fundraising on a social media platform, you can easily make use of its social functions to engage with your audience. Reply to their comments, respond to messages, and even comment on their posts when they share yours—there are countless ways to make friends with your donors.

One benefit of building strong relationships with your donors is that it encourages them to donate more than they usually do. They become more involved with your campaign, so show them how much they’re helping.

Pro tip: Make sure your campaign is equipped with a tiering system to accommodate their desire to contribute more. This way, they are not only encouraged to donate more but they also feel their contribution has been acknowledged.

Rounding Things Up

These are just a few tips that could help you jumpstart your own social media-based fundraising campaign. Of course, there are other aspects of a campaign that affect its success. But making sure that you have a strong presence on social media would at least get your message across to more people.

To recap, you need to have a sound digital marketing strategy, tell a story, be consistent, and become trustworthy to build relationships.

Once your fundraising campaign takes off, your impactful social media presence will help you maintain the momentum. Because you have a captive audience who feels strongly about your cause, each successful campaign fuels the next. A continuous stream of fundraising campaigns is then possible, allowing you to reach goals in quick succession.

Guest Author

Raviraj is the director of growth at Donorbox. He is a digital strategist with over 5 years of experience. He is passionate about helping nonprofits with online fundraising. He enjoys playing badminton and travels the world when he’s not at work.

Social media feature image by George Pagan III on Unsplash

Want to reach more donors? Spill your guts.

My plea for emotional copywriting: why you should spill your guts

Successful fundraising is about reaching people where they make decisions. That means using emotional copywriting. Yes, there are some “tricks” you can use to improve your appeal. Simple things, really, like better formatting. I mentioned 8 things you can do to improve your letters here. And how you can improve your writing by keeping it simple here.

But there’s one thing you can do that you can’t reduce to a formula or a checklist. And it’s one too many people avoid when they’re trying to write to donors.

You have to wear your heart on your sleeve.

Maybe even on the front of your shirt.

In neon.

To make your writing effective, to make it feel sincere, you’ve got to dig into yourself. You’re going to have to let go a little and allow yourself to feel all the feels.

Emotional copywriting – think of it like acting.

Back in my pre-kids life, I enjoyed performing. I loved to sing and dance and act. Acting could be a challenge. I had to dig into my character, think about his or her emotions and live them – even if just for a little while.

Well, I was writing a thank you letter recently. And I realized I was doing pretty much the same thing.

No, there wasn’t a character. But there was an idea, a profile, of the person who’d be reading this letter. And of the person the reader would want to hear from.

You have to become the writer (or the best possible, most sympathetic version of the writer). And you have to become the reader, as well.

As the writer, you want to think about:

What is it I’ve experienced that will tell the story of my organization?
What do I feel every day when I see the problems a donation will help?
How do the people we serve feel about the work?

Note I’m not suggesting a list of programs here. You don’t want to include an organizational resume.

Because you’re selling benefits (to the community, the people you help, the donor) not features (all the cool things your organization does). Remember, you’re not going to amaze people into giving.

As the donor, you want to think about:

How will I feel when I read this?
Is it about me?
Why should I care – why should I get emotional about this?
What is it I can do to help?

There are other characters to consider, as well. If you’re telling a story about someone your organization has helped, you need to get into his skin.

The bottom line?

Actors have to be willing to be vulnerable. They expose emotions to an audience. It can leave them feeling raw, exposed – but also exultant. It’s a very human experience.

So is giving. And your writing needs to be just as vulnerable, exposed and human.

That’s how you win hearts – and donations.

Photo thanks to Shlomit Wolf