My Facebook feed was full of football talk early this week. I hear the Seahawks/Packers game was a doozy. (And the Patriots/Colts not so much.)
I’m not a football fan, so I wasn’t really watching. But obviously, the games are a big deal. People feel like they’re part of their teams. They love the thrill of winning. Even losing cements their loyalty and hope for next year.
Statistics and good data matter in fundraising
Meanwhile, the commentators toss around stories and statistics. The numbers give fans context and something concrete to hold before the final score is known. The stories keep it interesting.
I spent time talking about fundraising this weekend. And I noticed how we fall into the stats mindset. Like fans or commentators, we talk numbers, too. In fact, we focus on them obsessively. How much money has been raised? How many gifts? Are they new donors or returning donors? Who can we call for more money? How many calls can you make?
And when someone contributes a large gift, we do our own version of an end-zone dance. Fists are raised, high fives exchanged. Winner!
I get it. It’s human nature. And celebrating success is healthy.
But they’re not all that matters in fundraising
But let’s be careful. Fundraising is not a game. It’s not all about dollars and gifts. We risk losing sight of the real goal – building relationships. That’s what we should be working for. Because relationships create the community we need to accomplish our missions.
That first gift is just a transaction unless you work at building a relationship. Nurture the relationship and you have much more than some money. When you make people feel connected to your mission on a personal level, they become part of your team. They’ll be with you in good times and bad. And guess what? You’ll raise more money.
I’m not being soft-hearted and fuzzy-brained here. You must track your activities and your progress if you’re going to do a good job. The data is critical. It guides your decisions and lets you know if you’re on the right path.
But keep your eyes on the real goal. Fundraising isn’t about money. Fundraising is about people.
Mary,
Your piece is right on. Too many in our field get into the mindset that fundraising is all about the big score (major gift), and not about the donor relationship and the outcome of the mission. If you don’t create the relationship with the fans (donors/supporters) they won’t keep coming back.
Absolutely.
I think the over-emphasis on stats is one of the things that leads to burnout among professional fundraisers. When staff stays in contact with the mission, I believe they’re more energized and will have greater stamina. Just as donors need to be inspired, so does staff. What’s going to get you out of bed in the morning?: a) I need to find 10 percent more donors this month, or b) I need to help little Billy get some dinner tomorrow night. It’s important to let donors know the difference their donations will make. It’s also important that we regularly remind ourselves as well; we never want to lose sight of the mission by over-focusing on stats.
Stats are tools, a means, not the end. Exactly right, Michael. Thanks.
Indeed many times a fundraising campaign looses its focus on the reosons why they are raising that money. Thanks for this reminder
Thanks, Pedro!