By Melanie Cecarelli
When I’m in a social setting and people learn I’m with a nonprofit consulting firm, it’s like being a CPA being asked a tax question or a physician being asked, “Does this look infected to you?” I usually get questions or comments about how nonprofits are missing an important feature when it comes to their donors, and that is the relationship.
A colleague shared their recent experience with me. They contacted a nonprofit three times within a three month period regarding a restricted gift they wanted to make to the organization. Now one would think the organization would jump at a non-solicited gift coming across their desk. There was no ask, no cultivation or stewardship involved. It was theirs for the taking. Then why would they let the offer stand idle? Is it because the nonprofit didn’t understand the need and the importance of a good donor relationship?
As nonprofit leaders, you know it takes time and energy to cultivate and build a relationship with a donor, especially one that you hope will grow into a major gift. Little stumbles like this have a lasting impression. Remember the saying it takes years to build a good reputation and only takes a minute to ruin it? Think about that when you ignore your donor or just see them as a means to an end to help you get achieve your philanthropy goals.
So, how do you think this story ends? Was the donor persistent in trying to make their gift? Did the organization finally contact them? And what did the organization do after the gift was received? Sounds a bit like a cliffhanger for a TV serial. At the end of the day, it’s up to nonprofits to embrace donors for their value and your worth…but that’s a topic for another day.
Ask yourself these questions.
How do you view your donors? Are you treating them as a one collective group? What are you doing to cultivate your repeat donors from a transactional into the translational relationship, especially when comes knocking at your door? Do you know the art and science behind the cultivation process?
It’s much more than frequent communications and the request for a gift. It’s about connecting the donor to your organization, and not to what you think is important to you but what is important to them and being sure it aligns with your overall goals. A donor suggested a “buy a brick” concept for a walkway at an art gallery and the program director ran with it. The few donations they received were outweighed by the actual cost of the materials and labor to install, and didn’t align with the gallery’s overall development initiative. Yes they had donors, but at what cost? And were these opportunities that could have been cultivated for something else?
How do you know what’s important to your donor? By listening and connecting with them, and not just once but multiple times. It’s not about coming out of the gate and asking for their gift, but understanding what motivates them to give to your organization. Are they interested in the outcomes or more interested in how the program operates? Do they want their dollars going to a program or are they more interested in capital improvements or longevity through an endowment or planned gift? It’s all about helping the donor grow alongside your organization. Cultivation.
And most of all, be responsive to your donors. Don’t keep them waiting especially when they come to you with a gift. Opportunity may knock more than once, but it’s not going to keep on knocking until you are ready to answer.