The most common and persistent reasons for giving, as documented in the top two bars of the chart below, underscore the importance of discovering and aligning with donors’ values and interests, as well as eliciting their support before soliciting. It is why the elevator pitch needs to be replaced by the elevator interview – “Which cause or purpose means the most to you and why?”
The next two bars show the importance of building community through experiential engagement. The best branding is that which demonstrates listening, and the best engagement allows current and prospective donors to see the organization’s impact and agency for themselves.
The last bar is often misinterpreted. Donors are not interested in the needs of the organization in and of themselves, but only to the extent that they are the proxy for those they serve.
We have long known that philanthropic facilitation is far more productive and sustainable than traditional transactional fundraising, and the evidence in its favor continues to mount, as does the damage done by the ‘grab and go’ approach.
Jim Langley is the president of Langley Innovations. Langley Innovations provides a range of services to its clients to help them understand the cultural underpinnings of philanthropy and the psychology of donors and, with that knowledge, to develop the most effective strategies and tactics to build broader and more lasting communities of support. Jim has authored numerous books, including his most recent book, The Future of Fundraising: Adapting to New Philanthropic Realities, published by Academic Impressions in 2020.
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