Friendraising Leads to Fundraising

My friend and colleague, Les Weil, related this oft-told story the other evening at a fundraising workshop:

The Solicitation

A local nonprofit organization realized that it had never received a gift from one of the city’s most successful businessmen.  So the executive director called upon him, hoping to secure a very nice donation.  "Our research shows that out of a yearly income of at least $500,000, you have not given one dollar to any nonprofit organization.  Wouldn't you like to give back to the community in some way?"

The businessman replied: “First, did your research also show that my mother is dying after a long illness and has medical bills that are several times her annual income?”

Uncomfortable, the director mumbled “Um… no."

“Or that my brother, a disabled veteran, is blind and confined to wheelchair?” The embarrassed director began to stammer out an apology, but was interrupted.

“Or that my sister's husband died in a car accident,” the businessman's voice rising in indignation, "leaving her penniless with three children?”

The humiliated director simply said, “I had no idea.”

"So if I don't give any money to them, why in the world would I give any to you?”

There are a few lessons that can be teased out of this story.  The first is, when we do our research we really need to do our research.  Whenever possible, talk to people who know your prospect.

Second, not everyone is charitable, so don’t waste your time seeking a gift from those who are not. 

Third, just because someone is wealthy doesn’t mean they are going to make a gift to your nonprofit.  I’ve seen many boards operate under this misguided notion:  “There are a lot of wealthy people in our community, so if we just hire a fundraising professional we’ll be in good shape.”  Most people give to causes that are important to them through organizations that they trust.  Building relationships, articulating a solid value proposition, and a telling good stories about your work are the foundation of fundraising. 

It is often said that if we ask people for money, they will give us advice.  If we ask them for advice, they will give us money.  This adage is backed up by recent research that shows that if we ask people to spend time with us they will give more than if we ask them to give us money.  Some of you have heard me tell my story of being recruited to a board.  It was a very thoughtful process.  By the time I was asked to serve, I’d had breakfast with the CEO and Board Chair, had spent a Saturday on a tour of their programs and facilities, attended a dedication for a large in-kind gift, and participated in an awards ceremony.  The annual gift I had in mind at the end of that experience was far larger than the one I had in mind early on.  I was moved and impressed by their value proposition, their stories, and the dedication of the staff an volunteers.

As those of you who have been in the field for awhile know, fundraising is the responsibility of everyone—staff, board, volunteers.  Everyone needs to be listening and responding to the people who come through the doors, call on the phone, or connect through the web.  We need to be listening to what they care about, why they showed up—what they value…  Then we can make the link between what they love and what we do.

We need to always be building our band of believers.

Jim