More people, less dollar signs

Modern-day fundraising wasn't really around until the early 1900's when Charles Sumner Ward and Frank L. Pierce were trying to raise $300,000 to construct a new YMCA building. Then, during World War I and World War II, the fundraising desire start to pick up momentum. People just didn't know who to donate to because they weren't sure who was a legitimate cause. Then, in the 1960's National Society of Fundraisers was formed. Fundraisers began to go door-to-door soliciting donations and holding telethons. (A Good Cause)

Alas, we have modern-day fundraising. 1.5 million Nonprofit organizations trying to get your attention and prove why you should support them.

So, when did we lose sight of why we're really raising funds and how do we get back on track?

Modern-day fundraiser's biggest mistake is that they see people as dollar signs, and not people with a passion for their cause. Let's give some examples. Every organization has a few big donors, who you can go to when you're in a pinch. You call them every few months, or once a year and explain why you're calling, and they most likely will send a check right over, or tell you to charge the credit card that's on file. You feel good because you just secured that big donation that will help you achieve the goal you set out for.

We know how you feel, but how does your donor feel? Is that the only time someone from your organization is calling them? Do they feel used? Do they feel you only look at them by how many zeroes are attached to their name? The honest answer is maybe. Some donors are happy that you called them for help, and they feel satisfied that they could help you. But, more times than not, donors really don't like this approach because they don't hear from you unless you want money, they do feel used, and they really can't help but feel like you only see their value in dollars, not as a person.

Take a breath, we're all guilty of it, and it doesn't make you a terrible person. It's in our fundraising blood. When you first begin at an organization one of the first steps of initiation, is finding out who your big donors are. Whether it's someone within your organization telling you, the sign that's hanging over your door, or the reports you see from the last few years. By learning this (we're going to be very frank), it sort of sets this mindset of not pissing so-and-so off, and being on your best behavior around them. By doing this, you are pre-programming your brain, without even realizing it, to see that donor as a dollar sign

So, how do we break this pattern?

The only way to break this pattern, in our experience, is to go back to the basics. Start as if you are a new organization, or new to your organization and get to know people. See what those involved with your organization are interested in and what they're looking to get out of their involvement. We've said it before, people don't have to be involved with your organization, they choose to be there. Add making phone calls to check in with members of your organization a part of your daily schedule. 2 or 3 phone calls a day per staff member, will go such a long way. Some people of course will be like “why are you calling me?”, but some people will love that you are taking the time out of your day to say hi. Plus, it's a great marketing tool considering a lot of emails get lost.

In addition to phone calls, please stop adding solicitations for donations to everything – emails, social media posts, event descriptions. With the exception of a small group of people, most people choose to get involved with an organization for a connection. When they feel connected that's when they donate.  Show behind-the-scene photos of the work you're doing, photos from events, update people about the impact of their work, let them know about great events coming up AND ask them what kind of events they would like to attend. There are so many things to talk about other than just raising funds.

Of course, this is important, so on your website make your donation button easy to find on your website. Plus, you can even do a pop-up on some pages (check out our favorite plugin). Your emails should always have a link that leads readers to your online donation page. There are ways to get money, that feel good for not only your donors, but also get the job done.