Last month was my friend Chris’ birthday. Chris has a love of lemurs and his wife started a campaign on GoFundMe.com to give him a day trip to a lemur center. I don’t particularly share Chris’ fascination with lemurs and it wouldn’t be my choice of birthday of celebrations, but I contributed. In fact, as I look back, I realize that I have given several gifts in the past few months to a variety of things that my friends were raising money for.
Through sites like GoFundMe and Kickstarter, I had supported friends in the achievement of things that were important to them, both professionally and personally, but none of them were tied to a not-for-profit organization. I won’t get a tax write-off for these gifts and I don’t care, because I was giving purely because I believed in their individual causes or dreams, the achievement of something special for people that are special to me.
Here at the Osborne Group, we often talk about the “Rights”. Having the RIGHT person ask for the RIGHT amount of money for the RIGHT purpose at the RIGHT time. My experience over the past few months has left me contemplating one of those rights in particular, and that is the RIGHT person.
I hear from a lot of development professionals that are frustrated by the lack of response from current and prospective donors. We’ve all been there, donors that won’t return phone calls or reply to emails (even ones that don’t ask for money) or asks that we felt incredibly prepared for, but just fell flat. It can feel like you’re continuously running into a brick wall when trying to engage people who seem to be interested and supportive of your cause, but are consistently unresponsive.
As you dissect the mystery of why you can’t seem to move forward with a prospect, I encourage you to take a lesson from the lemurs. Instead of focusing on HOW you are reaching out or WHAT you are trying to engage them in, take a moment to focus on the WHO. Here are a few things to keep in mind:
- As you conduct research on prospects, employ peer screening with board members, staff and volunteers to find out potential connections and relationships
- Utilize those connections when making your donor engagement plans to determine the best roles for everyone to play in the process
- If there are several people connected to the same prospect, take a team approach – determine each person’s strengths and deploy them when most appropriate
- The WHO isn’t just about making the ask, but is also about making sure the RIGHT people are involved in engaging prospects and delivering personal, high-impact stewardship
- When in doubt, ask someone who knows. Don’t try to guess what a prospect wants or why they might be unresponsive, ask for advice from people who know them. Even board members or volunteers that are reluctant to get involved with engaging or asking a prospect directly will usually be happy to offer up advice on how to best move forward.
Whether you’re running a Friends Asking Friends campaign online or developing a major gift prospect, the WHO is a critical component of success. While increased personal fundraising might be seen as more competition for dollars, let’s instead look at it as a learning opportunity to figure how we best take their example to harness the power of relationships in our own endeavors.