I received a terrific comment in response to an email I sent asking for help on a book I’m writing. After I answered it, I asked Lynn if I could reprint it here. I think we all face this scenario at one time or another!
Marc -
I’m currently working on a fundraiser and I still have trouble getting past the imposition of asking, feeling like it is a favor even when they have a budget for donations.
–Lynn
Dear Lynn,
Protecting the environment is one of the most important things a person could invest in!
I’ll get into this in the book but here’s a couple thoughts:
- Are you sold on the cause? Really sold? Do you really believe this is an incredible investment for the donors?Â
If not, do whatever it takes to get there. Take another tour of the habitat. Talk to environmentalists. Talk to anyone that will convince you.
- Get to know all you can about the prospects both online (Google, etc.) and in person. Go to the clubs they go to (Rotary, etc.). Find out what aspect of conservation is important to them. Is it protecting the natural habitat of a specific species of birds? Is it climate stabilization? Something else?
When you ask a person to invest in your project in a way that shows you know what’s important to them, you increase your odds of a positive response AND you let the person know you think of them more as a person than as an ATM.
Thanks for your courage in pressing beyond your comfort to protect our natural resources!
Marc
I think we all could benefit from falling in love with our cause from time-to-time!
If you want a refresher on my GET R.E.A.L. approach to soliciting major gifts, check out my article here.
To you fundraising success!
Marc
I’m in the l-o-n-g and slow process of writing a very practical guide on asking for money. And I could use your help.
My goal is to focus almost exclusively on how to make a face-to-face major gift soliciation. And to keep the book small enough for board members to feel they could read it in a plane flight.
I’m playing with the title but think it might be something like “The R.E.A.L. Simple Guide to Asking for Money.” (R.E.A.L. is the acronym I use to teach fundraising: Research, Engage, Ask, Live/Like/Love).
If you were to spend money on such a book, what are the one or two most important things you would want the book to deal with?
Thank you so much!!
Marc
PS Feel free to post a comment here or email me at marc@fundraisingcoach.com.
I. FUNDRAISING FOLLIES: Unclear Terms
II. RESOURCE SPOTLIGHT: Executive Director Opening
I. FUNDRAISING FOLLIES: Unclear Terms
The Inland Foundation just received a $400,000 matching challenge grant to help us complete our current $1.1 million campaign. I was thrilled but the people around me were happy but not all were as exuberant as I was. Especially the board chairs.Â
I couldn’t figure out what the hesitation was about. This was a huge boon to our effort. As I discussed the gift with each person, they each asked, “Are we going to have to raise the entire $400,000 before we see any of the matching money?”
It turns out the matching gifts they’d all been familiar with were all-or-nothing propositions. You raise all the money or none of the match will be given. Wow! I’ve been a part of many matching gifts but none this strict. I had no idea how unclear the terms of this gift were to them.
Given their past experience, it’s natural that they would be reserved about the news of a $400,000 matching gift. It’s been very challenging raising the $660,000 we’ve raised this year. They were afraid that if we didn’t raise the entire additional $400,000 we wouldn’t see any of the challenge money.
I explained to them that this was a dollar-for-dollar match up to $400,000–every dollar we raise from here on out will be matched by the grant. That got them excited!
Matching challenges can be powerful ways for donors to leverage the impact of their philanthropy. Their gift helps breath life into the fundraising effort and they see the nonprofit stretch a bit to receive the full benefit of their generosity. That stretching helps the nonprofit grow its capacity either through increased giving from current donors or through new prospects coming on board to help the nonprofit meet the match.
Some matching grants are outright gifts that the nonprofit can use to inspire others. Others are 1:1 matches, others are 2:1 or even 3:1–that means every new $1 raised is matched with $3 from the matching grant. Just work with the donor to make sure her wishes are fully accomplished in a way that is most helpful to the nonprofit.
I have every reason to believe that we’ll raise the full $400,000 and blow way past our $1.1 million goal. But if you’re part of crafting a matching gift, remember to make sure that everyone involved is clear on the terms.
II. RESOURCE SPOTLIGHT: Executive Director Opening
Another job opening came across my desk since the last edition of Extreme Fundraising. This opportunity sounds great too!
Marc, Our firm has been retained to recruit an Executive Director for the Foundation for Bloomington Hospital and Healthcare System. Located in the diverse, college town of Bloomington , Indiana , Bloomington Hospital is a comprehensive 355-bed medical center offering high quality care to the residents of a nine-county region in southern Indiana .The Executive Director will serve as the chief administrator of the Foundation. The ED has responsibility for developing and executing strategic plans; developing and implementing
fundraising strategies; managing to board-approved budgets; and for communicating the mission and vision to the Foundation’s stakeholders and partners. This is an outstanding opportunity to work with a fabulous board and represent an organization that is respected and admired in the community.
Given your position, I am writing in the hope that you might identify for us individuals you feel are qualified and have the appropriate background for this position. We would appreciate any thoughts or suggestions you may have. Please feel free to contact me to discuss any ideas or questions you might have. I can be reached by phone: 312/876-9800, or by email at Mbermingham@qlksearch.com.
To your extreme fundraising success!
To your extreme fundraising success!Marc
