By Ron Krit
“… stop, collaborate, and listen …” —Vanilla Ice, Rapper, “Ice, Ice, Baby.”
Yes, I used a quote from Vanilla Ice, and, yes, it applies to Philanthropy. Regardless of his famous 1990s song, the quote applies to fundraising. Whether you are focused on annual fundraising, capital, or endowments, your organization can benefit from doing more collaborating and listening.
When organizations are first trying to build a culture of philanthropy, there is usually a boost as they start conversations with loyal donors, board members, and active volunteers. As time moves on, identifying prospects becomes more challenging, and that’s when it’s time to collaborate!
Collaboration can take many forms including working with donors, colleagues, and peers. With different-sized organizations, development staff might be just one person, a group of lay leaders, or a whole team. However you are structured, here are three suggestions on how to grow your fundraising efforts:
1) Ask for referrals
2) Communicate with colleagues
3) Connect with peers
After a donor makes a gift, or signs a commitment for an endowment gift, thank them and ask, “Do you know of anyone else who would like to make a gift?” This is the perfect time to get a referral. You already know they are passionate and committed. Some donors will give you a list of names, others will not. If this person will talk to their friend, that’s great! If they are uncomfortable having the conversation, ask them for an introduction. When their prospect does make a gift, be sure to let them know.
Creating a culture of collaboration is obviously beneficial in many ways. Communicating and educating your colleagues on your efforts are crucial to integrating giving into your organization. This will also help identify prospects. I used to train new hires on legacy/planned giving. It didn’t matter if their role was accounting or administrative. This helped everyone in the organization understand that legacy giving is a priority, and I would end each session asking for prospects. I recommend setting aside time with tenured staff as well, discuss with them goals and what campaign you’re focusing on, and of course, ask if they have prospects.
If you work in an organization that has a marketing or communication staff, it’s important to meet with them regularly. They can help you creatively market giving and ensure legacy or other campaigns are incorporated into ads, newsletters, and other communications.
One of the many benefits of attending conferences, webinars, and other events, is to build a community of peers. During in-person training classes, take the opportunity to network. Use the chat function during webinars, say hi and schedule time to talk. Your peers might have ideas you haven’t thought of or know a donor who is also connected to your organization.
Additionally, you can leverage each other’s expertise. Some organizations excel in marketing, while others possess deep knowledge of fundraising. Grab some coffee and complement each other’s strengths!
While you are collaborating and listening, please share unique, creative, and inspiring ideas with me. I would love to hear from you.
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