How to grow a culture of philanthropy

What’s your experience?

I’ve worked in organizations where fundraising is treated as a distasteful necessity. People outside the development department didn’t want to get too close. Is it contagious?

Fundraisers were seen as half fairy godmother (“we really need a new van. Can you get one?”) and half leper (“just… stay over there and out of the way”).

Sound familiar?

Safe to say, they weren’t organizations with a culture of philanthropy.

So what is a culture of philanthropy?

The Guidestar blog offers this definition from Rachel Muir:

A culture of philanthropy is one where everyone’s focus is on the mission, vision, and values of the organization and the role of philanthropy in fulfilling that mission is embraced.

Leyna Bernstein at Leadership Search contributes this:

“…a culture of philanthropy means that fundraising is viewed and valued as a mission-aligned program of the organization.”

Everyone talks about; not everyone is doing it

This isn’t a “pity the poor fundraisers” piece. Because we’re often not focused first on our mission, either.

When our fundraising goals drive us, we put ourselves in Siberia. But when everyone is focused on the mission, everyone is knows fundraising is important.

But let’s look closer at that, as well.

Being aware of fundraising’s importance isn’t making solicitation calls. It’s what fundraising really is – relationship-building. Inviting people to participate in the organization’s mission. Offering them opportunities to engage.

That might mean money. It might mean volunteering. It might mean spreading the word on social media.

But our job – everyone’s job in your organization – is to throw the doors wide open.

How can I tell if I’ve got one?

Read this piece by Cynthia Gibson. She describes a former boss who was far ahead of the curve. And reminds us that culture eats strategy for lunch.

Then review these points from Rachel Muir:

How does your organization rate?

Where do I get a culture of philanthropy?

Of course, this isn’t a solo effort. But one person can lead the way.

Make your case for it as you’d build a fundraising case.

•    It’s smarter to have us all working toward the same goals.

•    We will have a better fundraising program – with longer-lasting results.

•    It helps build a sense of trust in donors and funders when the organization speaks with one voice. Especially when that voice is about respecting them.

•    Silos are morale and effectiveness killers.

Then start your own internal campaign.

Get to know your program staff.

Ask to see the work first-hand. Invite their opinions about the most critical funding needs.

Ask to see the work first-hand. Invite their opinions about the most critical funding needs.

Build cooperative relationships with other departments as well.

Find the ways in which you can support each other’s work.

Are marketing and fundraising set up to compete for resources and focus?

Maybe together you can pool your abilities and resources so everyone does better. (I’ve seen this at work. It’s brilliantly successful.)

Be sure everyone understands the organization’s case for support and can share it.

Celebrate successes together – don’t hog the credit. (I’ve seen program staff become the organization’s most enthusiastic fundraisers after a win. It’s contagious!)

Show everyone how a successful relationship-building program will benefit them.

The most impactful change happens at the leadership level, of course.

Start at the top.

Everyone wants to succeed. Even when management likes walls between departments, cooperation is a relief, not a worry. No one really enjoys mediating department wars.

Win over board members.

I found one of the big advantages of being part of a fundraising team was my access to the organization’s board. These are people who care. They care enough to spend considerable time and money to make the organization succeed.

Listen to their concerns. Help them do their job whenever you can. Talk about why an organization-wide focus on relationships will transform the organization. Develop converts!

Cultures take time to develop

But that’s no reason not to start the process today!

Photo thanks to Ryan McGuire at gratisography