Faith, Not Panic

            In today’s information age, it is hard to turn around and not be confronted with more bad news.  And for many of our donors, some of the new policy initiatives related to social security and charitable deductions creates an uncertain future.  All of this may cause you, your management and you board members to want to retreat when it comes to asking for support.       

             This is not the time to retrench or retreat.  If your board truly believes in your cause, then it is time to have them take a more active role in the true development function.   That is to manage relationships between key stakeholders in your organization.

 

            We know that in past economic downturns, including the great depression individual giving, which makes up 84% of giving, has remained steady and at times even increased.  If you organization is encompasses in the DC area, the news is even better.  During the past three recessions, growth in the DC region has stayed steady and even increased, although at a slower pace.

             This is the right time to lay the ground work for future support.  Many individuals with good jobs, who have steady employment, should be challenged to support the annual fund giving now.  If they will not do it, who will?  This includes your board, your committee volunteers, your long term supporters and your staff. 

 This is also the time to develop a list of future funders who you believe have a strong link to your organization and the capacity to give.  Begin to build relationships with these potential donors, and get your board involved.  It may be months before you are ready to ask for support, but you are laying the foundation for a strong development function as the economy strengthens.

Be sure to communicate to all of your important constituencies a steady drumbeat of the important and unique work that your organization is accomplishing.  Let your communication become that positive news that distinguishes your information from all communication. 

Faith is the refusal to panic. --David Martyn Lloyd-Jones

When did you last thank your donors?

When did you last thank your donors?

It is nearly the end of the summer. And no matter what the economic situation, all non-profit organizations should be thinking about stewarding* their largest donors.  This effort distinguishes your organization, and promotes long-term relationships with your most generous donors.

Plan to contact the top 20% of your donors and then enlist your board members to assist.  They are the best people to deliver this message.  Stewarding donors is an effective and comfortable way to get your board members talking to your largest supporters.

The message is simple:

We appreciate your support. It is important to us!

A board member might say the following to a donor:

Good evening, Mrs. Smith.  I am Mr. Adams, a member of the XYZ Organization Board and I’m calling tonight to thank you and Mr. Smith for your generous support of our organization last year.  Your support helped us to reach XXX people with xxx services.  We want you to know how important your support is to fulfilling our vital mission.

Board members should be prepared to:

·         Let donors know that the purpose of this call is to thank them for their support

·         Answer any questions that might arise

·         Listen for any indications of the donor’s interest

If the caller reaches voicemail, the script can be delivered as written above with the offer of a phone number in the case that the donor might want to return the board member’s call. 

          Try making a few of these calls yourself and then enlist your board members to enjoy this essential work of stewarding your most important resource, your top donors.  Your board members will thank you for this opportunity!

* The process whereby an organization seeks to be worthy of continued philanthropic support.  This is single most overlooked, and yet most important, step in the fundraising process.