It’s ingrained…

It’s at the heart of how they operate.

And…it’s how they attract talented board and staff, increase their impact, and break ground on that new building that’s been a dream for so many years.

These executive directors “get it.” I know you do too, but if you’re like the majority of nonprofit leaders, you’re not using what you learned from your mom, grandmother, or trusted loved ones with your donors.

How to become a fundraising superstar

#1: Remember that people are people. (not people are donors)

The very best fundraisers treat people like they would family. If someone goes out of their way to do something nice – like give you money out of the kindness of their heart – these leaders know exactly what to do.

It’s second nature.

Whether it’s Aunt Lucy, your best friend Joe, or a donor to your organization – when they receive a gift, they kick into action. Immediately!

“I knew there was a reason my mom insisted I always hand-write thank you notes!” Thanks Roger Craver, spot on.

Imagine if Aunt Lucy generously agreed to fund your first year at community collage at $500 per semester. Excited to use some of her resources for something that has so much meaning for her, she quickly puts the check in the mail.

Aunt Lucy

When it arrives in your mailbox, of course you’d rush the check to the bank and sign up for classes.

Then what? Would you pick up the phone and enthusiastically thank her? I’m sure you would.

I’m guessing you’d tell her what classes you’re going take, send her a hand-written thank you note, and give her a call at least once during the semester to tell her how it’s going.

At the very least you’d call her at the end of the semester and let her know how it went.

You’d be honest. Even if it didn’t go perfectly, you know that she cares about you and wants to be a part of the solution.

Then, she’ll be delighted to send you another check for $500. And probably will do it next year too. 

#2: Understand basic math and red flags

The best fundraisers know that there is no supposition or estimating whatsoever when it comes to retaining and losing donors.

They know the signs that donors may soon leave you.

They know that lapses in giving and downgrades are just a couple red flags.

Be discriminating

You can’t treat everyone like Aunt Lucy, but you can strive to and come close.

Unless you are quite small, some level of segmentation must take place.

Do the math here: a 10% improvement in the $1,000+ donor segment is quite significant compared to the <$25 segment.

Also, please pay special attention to first-time donors. Most $1,000+ donors started much smaller.

#3: Make treating people right routine

Train and engage your staff and board. Make it a part of your culture.

No excuses of not having enough time or money. It needs to be a top priority if your organization is going to beat the competition, survive, and thrive.

Here are a few general ideas. Thanks to master donor communications guy John Lepp for these ideas.

• Do something that would COMPLETELY change the FEELING (OR EXPERIENCE) of what it means to be a donor to your organization.
• Call up a recent donor, with no script but full of emotion to let them know how much their $50 was needed and was appreciated! And what you did with it! And say thank you! A few times!
• Take an hour of your Friday and sit down with some unique thank you cards and hand write a short but heartfelt note of appreciation for a volunteer or a donor – letting them know you were thinking of them.
• At your next staff meeting, share a story of a donor’s action – tell your co-workers about how amazing these people are! This is what will change your culture. 
• On your next appeal, take the time to add some human touches. A handwritten thank you for past support, hand addressing the envelope, including a photo that demonstrates impact.
• Do more with your “voice”! Consider your emotional range! Think of ways to add (when appropriate and not all at once!) humor, anger, sadness, surprise, frustration to your appeals and communications!

The “NEXT BIG THING” in fundraising effectiveness is likely the simplest. Sadly, almost NO ONE is doing these things. The data shows it – I mean ALMOST no one.

So to RECAP –find new ways to cherish every single one of your donors with the smallest and simplest of actions.

The GOOD NEWS is – you can do it right now!

What will you do differently starting today?

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