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Do you want something "for" your donors or "from" your donors? The answer could mean everything to your mission.
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Recently Howard Freeman, CFRE [Senior Campaign Director at Young Life, Greater NY Division] reminded the participants in a discussion that the key difference that defines the tone of your relationship with those that support your mission is whether you want something ‘for‘ your donors or ‘from‘ your donors.
Think about that for a second. If you only want money ‘from’ your donors, you’re doing it all wrong.
The goal should be to provide ‘for’ your donors.
“Like what?” you might ask. Here’s a list of what you could provide ‘for’ your donors:
- Information
- Involvement
- Transparency
- Relief from guilt
- Celebrity status
- Salvation
- Warmth in their hearts
- Power to affect change and do good
- Recognition
- Tax breaks
- Opportunities to give back
- Networking opportunities
- Social engagements and camaraderie
- Friendships
…and a ton of other benefits.
So when you sit down to create your next marketing campaign, think about what you are doing ‘for’ your donors, just as much as (if not more than) what you want ‘from’ your donors.
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Feeling like your job is getting harder because donor expectations have changed and competition for the charitable dollar is growing?
Finding that the old orthodoxies and conventions espoused by so-called experts in online echo-chambers and at conferences don’t work anymore?
Want to help more people make impact by facilitating their acts of philanthropy but feel like too many obstacles keep getting in your way?
Then this book is for you.
Engagement Fundraising was developed from the perspective of a donor who discovered firsthand that the impersonal, spray-and-pray approaches of his beloved charity were not only offensive but also wasteful and ineffective. So he took action. And now, you can too.
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