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10 Practical Ways To FUNdraise
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Several years ago, I was attending our local National Philanthropy Day luncheon, and the most striking comments were made by a nine-year-old girl accepting an award for the first time in the youth category. She started by reflecting on the first three letters of the word fundraising — F-U-N. She wanted to enjoy fundraising and make it a joyous experience for everybody involved, starting with herself. Though I had been a practitioner for several decades, I had never given serious consideration to that sentiment.
At such a young age, she was so right: Attitude is everything! And it starts with the professional or volunteer nonprofit leader who’s leading the fundraising project. If you don’t bring a positive and happy attitude to the table, don’t expect others to be excited or look forward to joining you in the cause.
This is one of my 10 Simple Fundraising Lessons, as emphasized in my most popular course/presentation and first book of the same title.
Unfortunately, it appears counterintuitive to many people. They associate fundraising with dread, something to be endured at best. But the most successful nonprofit leaders I know truly embrace the spirit of joy. Here are 10 practical ways that you can enjoy fundraising.
- You are driven by a passion deep in your heart: You are not raising money to benefit yourself, but rather a noble mission that touches, improves and saves more lives, especially helping those who are struggling. You are a true believer. Every time you move the cause forward it has special meaning.
- Fundraising is not a zero-sum game: By asking for a gift, you aren’t taking something of equal value away from the donor. You are empowering them to more fully achieve their human potential, and genuinely feel great about themselves. This is a win-win transaction.
- There is nothing to fear if the donor declines: Fundraising dates back to at least 1643 when Harvard conducted its first annual appeal. (No wonder its endowment is now greater than $50 billion.) In all the time since then, there’s never been a single casualty suffered by someone who heard “no.” In other words, you are not putting yourself in harm’s way. Leaders in all fields must risk momentary rejection if they want to accomplish significant goals and make things happen.
- Never go in unprepared: Just like tennis, golf and playing a musical instrument, you need to practice. Role-playing an ask is well worth the effort and allows you to approach the task at hand from a position of strength.
- You don’t ask for gifts right out of the box: It’s essential that the donor prospect first knows, likes, and trusts you and your organization before there is any mention of money. We call this the cultivation phase. More than building a relationship, you are nurturing a friendship. Too many people miss that they can contribute mightily to resource development success without ever asking for a gift themselves. They can identify likely donors, break the ice by introducing men and women from their professional, personal, and civic networks to the missions of their nonprofits, and express heartfelt gratitude to donors of time and money.
- Watch others in action: Never solicited a gift before? Accompany a board or staff member who has replaced fear with comfort and confidence. You can learn much from their general approach, conversation style, and verbal and facial expressions. They have learned how to master it, and so can you.
- Those who volunteer get it: Be sure to emphasize the solicitation of those who are volunteering time to your nonprofit. They are several times more likely to provide financial support than those who don’t volunteer. The older we get, the more we appreciate that the gift of time is more valuable than money because it can never be replaced.
- Technology is opening the door to new ways of giving: We are seeing more and more innovations such as mobile giving, giving days, and giving circles open the doors to younger generations and those who have not previously participated in philanthropy.
- Celebrate victories: When a professional or volunteer team member reports back on their first success, recognize them at a meeting or other gathering. Invite them to talk about the experience and what they enjoyed the most about it.
- Fundraising is the ultimate continuous improvement process: You learn something valuable every time you meet with the donor prospect, whether the result is yes, no, or I need more time. Debrief after each the solicitation and honestly assess what you were pleased with and where there is room for improvement. Welcome opportunities to learn more. There is an abundance of how-to resources including books, articles, conferences, training, webinars, and more — many available at minimal or no cost.
I always say that the main reason most people fear and don’t enjoy fundraising is that they’ve never genuinely experienced a solicitation themselves. So, more than anything else, this is a fear of the unknown. Successful nonprofits go the extra mile to ensure that team members know about the multi-faceted fundraising process. Remember, money is never the end, but rather a means to the end. Fundraising is the fuel that drives good works and in virtually every conceivable way culminates in a better and brighter future.
Do you embrace and enjoy FUNdraising? Let us know in the comments.
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