Creating Donor Journeys: The Key to Mega Gift Success
Imagine a donor saying to you, “I always get the idea with you guys, that with your ideas and my money, we can go a long way.” How would you respond? This sentiment, shared by a frustrated donor, highlights a common challenge in fundraising: ensuring that the relationship is a true partnership, not just a transaction. It underscores the importance of involving donors beyond just their financial contributions, inviting them to participate in crafting solutions for the causes they care about. This scenario perfectly illustrates the importance of creating a donor journey—especially when seeking Mega Gifts. What is a Donor Journey? A donor journey is the path your organization and the donor take together, from initial engagement to the moment the donor says “Yes!” to a Mega Gift proposal. It’s more than just a series of meetings—it’s a structured approach to building a partnership that focuses on solving significant societal problems. This journey emphasizes collaboration and alignment, ensuring that both the donor and the organization are working toward a shared vision. Why is the Donor Journey So Important? Mega Gifts are not secured overnight. They are the result of a co-creation process between the donor and your organization. This process takes time—often around twelve months or more—to develop a shared vision, objectives, and a strategy to achieve them. The donor journey ensures that both parties are aligned at every step, building trust and excitement about the potential impact. Key Elements of a Donor Journey Current State Assessment: Begin with an honest evaluation of your current relationship with the donor. What are their values? What societal problems are they most passionate about solving? How do they view your organization and its role in addressing these issues? This assessment helps you understand where you stand and what needs to be done to move forward. End State Vision: Define what success looks like. A simple but effective way to do this is by writing a mock press release announcing the donor’s Mega Gift. This helps clarify the impact of the potential gift and gives both parties a clear goal to aim for. Series of Moves: Identify the specific steps required to get from the current state to the end state. These steps could include regular meetings, collaborative sessions, and updates on how the strategy is developing. Each move should bring the donor closer to committing to a Mega Gift while reinforcing their trust in your organization. How Long Does the Journey Take? In most cases, a donor journey for a Mega Gift takes about twelve months. While this may seem like a long time, it’s crucial to take the necessary steps to build trust, align goals, and ensure the donor feels fully invested in the process. Rushing this journey could lead to missed opportunities or a lack of commitment from the donor. Getting Started with Your Donor Journey To begin applying this approach, select the three most promising donors in your portfolio. For each, start by writing a qualitative “current state assessment.” This should be a candid evaluation of your relationship, the donor’s interests, and how they view your organization’s ability to address the issues they care about. Next, draft a mock press release that envisions the donor saying yes to your proposal. This exercise helps you visualize what success looks like and provides a clear objective to work toward. Once these foundational elements are in place, you can begin designing the journey—a structured path that takes the donor from where they are today to where you both want to be. By focusing on collaboration, shared values, and alignment, you can build a true partnership that leads to transformative gifts and lasting impact.
Is It a “Mast Year” for Your Fundraising?
If you’re seeing an abundance of acorns this year, you’re not alone. Where I live, acorns are covering everything. It’s what’s known as a “mast year,” where oak trees produce an unusually large crop of acorns. These years don’t happen often, but when they do, it’s hard to miss the impact. The conditions have to be just right for a mast year, much like they do for a successful fundraising season, especially when you’re going after mega gifts. As we continue our exploration of the 14 Steps of Successful Mega Gift Fundraising, let’s consider whether the conditions are right for your organization to experience its own “mast year.” Step #6: The Importance of Due Diligence with Your Donor Now, we’re at a critical juncture: due diligence. Just as an oak tree needs the right conditions to produce a bumper crop of acorns, you need to ensure the conditions are right before introducing a mega gift concept to your donor. The Two-Step Self-Assessment Before approaching your donor with a mega gift proposal, it’s essential to conduct a thorough self-assessment. Here’s how: Current State Assessment: Start with an honest evaluation of your relationship with the donor. What big societal problems do you believe the donor wants to solve? How well is your organization positioned to address these issues? Envision the End State: Imagine the donor has said yes. What would a press release announcing their mega gift look like? Write it out. This exercise helps you clarify the donor’s potential impact and the significance of the gift. But self-assessment isn’t enough. You need to validate your assumptions with the donor. Asking the Right Questions To ensure your self-assessment aligns with the donor’s perspective, ask them directly. Here are some questions to consider: What are the most urgent societal threats today? Which ones concern you the most? What are the top problems you’d like to see addressed? What do you think our organization does well? Where could we improve? If you could help solve one societal problem in your lifetime, what would it be? These questions aren’t just for a casual conversation. They’re for deep, thoughtful discussions that will help you and the donor zero in on the biggest problems they want to solve. Engaging the Donor Thoughtfully When asking these questions, timing and preparation are crucial. Don’t rush into them during a meeting. Instead, send the questions in advance and give the donor time to reflect. You want to encourage thoughtful, personal answers that will guide your approach to the mega gift proposal. Sometimes, you’ll need to get creative to draw out these insights. A light-hearted approach can sometimes break the ice, as in the story of the donor who only gave “two martini answers.” By meeting her on her terms (and bringing along plastic martini glasses), a meaningful conversation was sparked. The Big Takeaway Due diligence isn’t just about preparing yourself; it’s about preparing your donor to engage deeply with their philanthropic goals. By asking the right questions and setting the stage for thoughtful responses, you lay the groundwork for a successful mega gift proposal.
The Power of First Impressions in Mega Gift Fundraising
“People don’t care how much you know until they know how much you care.” This quote, often attributed to Theodore Roosevelt, speaks volumes about the importance of first impressions. In the world of mega gift fundraising, where relationships and trust are paramount, making a positive first impression can set the tone for a successful partnership. Step #7: How Do I Initiate a Mega Gift Conversation with the Donor? First impressions are crucial. Research supports that the initial encounter tends to leave a lasting impact, often shaping the entire relationship. As a fundraiser, your first conversation about a potential mega gift is not just about presenting a proposal—it’s about making a connection, showing that you genuinely care about the donor’s goals and aspirations. Crafting the Right Question The heart of this step lies in asking one simple, yet powerful question: “Would you consider working with us to develop a plan that could address a significant challenge you care deeply about?” This question does more than just initiate a conversation; it frames the opportunity as a partnership. It positions the donor as the hero, someone with the potential to make a monumental impact on a cause they are passionate about. But here’s the key: it’s not just about asking the question—it’s about how you ask it. Generating Excitement and Trust The donor must feel that their involvement is crucial and that your organization is the best partner to help them achieve their vision. The framing of your question should convey two essential points: The donor can be the hero in solving a problem that matters deeply to them. Your organization shares their vision, values, and has a credible strategy to address the problem. Here’s an example of how this might sound in practice: “Susy, for the past several months, you’ve shared how urgent it is to solve Problem X. I know this has been a passion of yours for a while, and you’ve made it clear that now is the time to act. Would you consider working with us over the next couple of months to co-create a plan that could truly change the way our country thinks about this challenge? If we combine your passion with our capabilities, I believe we can develop a thoughtful, strategic, and targeted solution that could be a game-changer. What’s your reaction to that?” What’s Next? Once you’ve posed this question, the donor’s response will guide your next steps. They may say “Yes,” “No,” or “Maybe.” Understanding and navigating these responses is crucial, and will be the focus of our next discussion. In the meantime, consider your three best prospects for a mega gift. Take the time to craft your own version of this approach, tailored to each individual donor. This exercise not only prepares you for these critical conversations but also helps you refine your strategy to make a lasting, positive impression.
Co-Creating Success: The Key to Mega Gift Fundraising
As fundraisers, we’re often inspired by the timeless stories and traditions that bring us together. For many of us, the tale of It’s the Great Pumpkin, Charlie Brown evokes a sense of nostalgia and warmth. It’s a story that has endured for nearly 60 years, capturing hearts with its mix of humor, disappointment, and the hope that something magical could happen at any moment. In the same way, when it comes to fundraising, we want to create that sense of magic and hope for our donors. We want them to feel the excitement of being part of something transformative, something that will make a real difference in the world. But just like Charlie Brown, who often found himself with a rock instead of candy, we need to ensure that our efforts lead to meaningful outcomes, not disappointments. This brings us to Step #10 in our 14 Steps of Successful Mega Gift Fundraising: Co-Creation. Why Co-Creation Matters Co-creating a mega gift with a donor is about more than just submitting a plan and hoping for the best. It’s about collaborating closely with your donor to develop a strategy that aligns with both their vision and your organization’s mission. This partnership ensures that the donor feels deeply connected to the project and is invested in its success. Why emphasize “co-create”? Collaboration: “Co” signals that you’re working together with the donor as a partner, not just asking them to support a pre-made plan. Creation: “Create” emphasizes that this process starts from the ground up, building something new and exciting together. When you invite a donor to co-create a plan, you’re asking them to be more than just a financial supporter—you’re inviting them to be an architect of change. The Steps to Co-Creation Let’s break down the key steps to effectively co-create a mega gift with your donor: Vision, Values, and Mission Statement Begin by codifying the donor’s intentions through a personalized “Vision, Values, and Mission Statement.” This document should capture the donor’s aspirations and what they hope to achieve with their gift. It serves as a guiding star for everyone involved in the project, ensuring that the donor’s values are always at the forefront. Outline the Plan Next, develop a simple, one-page outline of the plan. This should include: The Problem: Clearly define the issue you’re addressing. The Vision: Describe the better future that solving this problem will create. The Strategy: Outline the key steps that will be taken to achieve this vision. Success Metrics: Identify how success will be measured and what impact the donor’s gift will have. The Office Visit Finally, propose a daylong visit to your office where the donor, their family, and advisors can work with your team to flesh out the plan. This visit is more than just a meeting—it’s an immersive experience where the donor can see firsthand the impact of their involvement and feel the excitement of what’s possible. Creating an Immersive Experience The office visit is your opportunity to create an environment where the donor feels valued, inspired, and deeply connected to the cause. Think about how you can use visuals, sounds, and interactions to bring the donor’s vision to life. This is where the magic happens—where the donor sees their values reflected in the project and becomes fully committed to its success.
The Magic of an Idea: Why Donors Give Big
Fundraising is more than just asking for money—it’s about inspiring action. As we continue our journey through the 14 Steps of Successful Mega Gift Fundraising, we arrive at a critical juncture: understanding the magic behind why donors give. As legendary fundraiser Jerold Panas aptly put it, “Donors give to the magic of an idea.” This concept is at the heart of successful fundraising. It’s not just about presenting a plan; it’s about presenting a vision so compelling that it moves donors to invest in a transformative cause. Step #11: The Power of the Office Visit Imagine inviting your donor, their family, and their advisors to your office for a full day dedicated to co-creating a strategy to tackle a significant problem. The office visit is more than just a meeting; it’s an immersive experience that allows for deep engagement and emotional connection. Why an Office Visit? Quality Time: Hosting the meeting in your office, away from the usual distractions, allows for uninterrupted time with all the key decision-makers present. It’s an opportunity to dive deep into the strategy and plan, creating genuine engagement. A Memorable Experience: Your office is a space you control, allowing you to create an environment that makes the donor feel welcomed, comfortable, important, and understood. Creating a Powerful Experience: First Impressions Matter: The experience starts the moment the donor arrives. Think about how you can use sights, sounds, and other sensory elements to make the donor feel the magic of what they are about to co-create. Use of Sound: Just as college football programs use the roar of a stadium to recruit top players, you can use sound to set the tone. Perhaps play music associated with your organization or something that evokes the grandeur of the mission at hand. Visual Storytelling: Transform your office space into a gallery that showcases the impact the donor has already made. Use videos, museum-style installations, and other visual aids to remind them of the lives they’ve touched and the potential to do even more. Crafting the Agenda: Prioritize the Donor’s Vision: The agenda should reflect the donor’s priorities. Start by signaling that the day is organized around making their wildest ambitions a reality. This reinforces the idea that their involvement is not just valued but is central to the mission. Engage the Whole Family: Involve the donor’s family in the visit. This not only connects them to the donor’s values but also allows you to celebrate the donor’s past contributions in front of their loved ones. It’s a powerful way to reinforce the legacy they are building.
Thurl Ravenscroft: The Voice Behind Nostalgia and Its Power in Fundraising
Have you ever heard the name Thurl Ravenscroft? It might not ring a bell immediately, but I’m willing to bet you know his voice. Thurl Ravenscroft was the booming bass behind some of the most iconic characters in American pop culture, most notably Tony the Tiger from Kellogg’s Frosted Flakes, and the Grinch’s menacing song in the 1966 animated special “How the Grinch Stole Christmas.” Remember the Grinch’s song? With lyrics like “You’re a mean one, Mr. Grinch,” Ravenscroft’s distinctive voice became synonymous with the character’s memorable menace. And who could forget the famous Frosted Flakes tagline, “They’re g-r-r-r-eat!”? That’s Thurl Ravenscroft too. If this takes you on a nostalgic trip down memory lane, you’re not alone. These characters and voices are deeply embedded in our collective memory, making Ravenscroft’s work a perfect example of how nostalgia can be a powerful tool in marketing, communication, and yes, fundraising. The Power of Nostalgia in Your Fundraising Strategy Nostalgia isn’t just about longing for the past. It’s about tapping into warm, familiar memories that can inspire people to take action in the present. When used effectively, nostalgia can create a deep emotional connection with your audience, making your fundraising efforts more impactful. Recently, I had a conversation with Dr. Clay Routledge, a leading expert on the psychology of nostalgia and the head of the Human Flourishing Lab at the Archbridge Institute. Dr. Routledge shared some fascinating insights on how nostalgia can be leveraged to inspire positive action. According to him, nostalgia isn’t just about looking back; it’s about using those memories to propel us forward and focus on what’s meaningful for the future. One real-world application of this concept comes from our friends at HSP Direct, a powerhouse in the fundraising world. They are currently helping baseball great Steve Garvey in his bid for the U.S. Senate from California. Lisa Abell from HSP Direct shared how she tapped into the nostalgic memories of baseball fans who remember Garvey from his glory days in the 1970s and 80s. By connecting these memories to the present political landscape, she crafted a fundraising appeal that resonates deeply with donors who remember Garvey’s heyday. How You Can Harness Nostalgia in Your Fundraising Efforts Here are a few ways you can incorporate nostalgia into your next fundraising campaign: Use Familiar Voices or Faces: Just like Thurl Ravenscroft’s voice brings back memories of the Grinch or Tony the Tiger, consider using voices or personalities that your audience associates with positive memories. Tell Stories That Resonate: Think about the stories your audience grew up with. Whether it’s a beloved sports hero, a classic TV show, or a cultural icon, use these stories to create a connection with your donors. Incorporate Timeless Music: Music has a unique ability to evoke memories. Songs from a particular era can instantly transport someone back to that time, making them more likely to engage with your message. Visual Cues: Use images or videos that remind your audience of a shared cultural experience. Whether it’s a vintage photo, an old advertisement, or a familiar setting, these visuals can trigger feelings of nostalgia. Moving Forward with Nostalgia As you plan your next fundraising campaign, think about how you can tap into the power of nostalgia. By connecting with your audience’s fond memories, you can inspire them to take action and support your cause. Remember, it’s not just about looking back—it’s about using those memories to create a better future. Best wishes for your fundraising success!
Let’s Make Today a Good Day: The Power of Nostalgia in Fundraising
Have you seen the new holiday-themed ad from Chevrolet? If not, I highly recommend watching it here. It’s a touching story that will definitely pull at your heartstrings, and it serves as a powerful example of how nostalgia can be harnessed to evoke emotion and inspire action. The ad, created in partnership with the Alzheimer’s Association, tells a story that resonates deeply with many viewers. It opens with a family discussing the declining well-being of a loved one with early-stage Alzheimer’s. The granddaughter takes her grandmother on a trip down memory lane, driving her through significant locations from her past in a classic 1972 Chevrolet Suburban, all set to the timeless tune of John Denver’s “Sunshine On My Shoulders.” The journey triggers memories and brings a spark of recognition to her grandmother’s eyes. As marketers, communicators, and fundraisers, we have a tremendous opportunity to tap into the special appeal of nostalgia, especially during the holiday season when people are naturally more reflective. Nostalgia isn’t just about reliving the past; it’s about using the warmth of fond memories to inspire positive action in the present. The Role of Nostalgia in Connecting with Donors Nostalgia can be a powerful tool in your fundraising strategy. It connects people to memories that evoke strong emotions, which can be leveraged to inspire them to support a cause. For instance, in the Chevrolet ad, the use of a classic car and a beloved song creates an emotional experience that many can relate to, making the message more impactful. One of our readers, Rod Learned, shared an insightful reflection on nostalgia’s power in marketing. He mentioned that while many might not recognize the name Thurl Ravenscroft, they would instantly recognize his voice as the one behind Tony the Tiger from Kellogg’s Frosted Flakes. Ravenscroft’s voice became a comforting presence, a nostalgic connection that made the brand feel familiar and trustworthy. Rod’s experience working with Disney Legends like Sterling Holloway, the voice of Winnie the Pooh, further underscores how a familiar voice or tune can evoke feelings of comfort and nostalgia. This is a valuable lesson for anyone looking to create a deeper connection with their audience. How to Use Nostalgia in Your Fundraising Efforts As you plan your donor communications, think about how you can incorporate nostalgia into your messaging. Consider the following tips: Music: Just like Chevrolet used John Denver’s song to evoke nostalgia, consider what music might resonate with your audience. Music has a unique ability to bring memories to life and create an emotional connection. Storytelling: Use stories that resonate with the experiences of your donors. Whether it’s a shared cultural memory or a personal story that many can relate to, storytelling can be a powerful way to tap into nostalgia. Visual Imagery: Incorporate images or videos that evoke memories of past experiences. Whether it’s a vintage photo or a familiar setting, visuals can quickly trigger nostalgic feelings. Relatable Characters: If your campaign includes characters or spokespeople, consider using voices or personas that your audience finds familiar and comforting. As you reflect on your past experiences and the values that resonate with your audience, consider how these elements can be woven into your fundraising campaigns to create a deeper emotional connection.
Let It Snow, Let It Snow, Let It Snow! The Power of Nostalgia
Do you remember the magic of that first snowfall as a child? The excitement, the wonder, and the joy of a world transformed by a blanket of white? Whether you experienced it firsthand or through the eyes of your own children, those memories are likely to bring a smile to your face. Nostalgia, especially during the winter holiday season, has a unique way of connecting us to our past and inspiring us to take meaningful action in the present. As Dr. Clay Routledge, a leading expert on nostalgia, explains, “Nostalgia is really a future-oriented experience that can help us year-round in navigating the challenges of life and moving forward with focus and determination.” The Role of Nostalgia in Fundraising and Marketing Nostalgia isn’t just about warm feelings; it’s a powerful tool that can enhance our donor marketing, communications, and fundraising efforts. By evoking memories of cherished moments, we can create connections that resonate deeply with our audience, motivating them to support our cause. Consider the memories that have shaped your life and the values you hold dear. How can these memories inspire others to take action and join you in your mission? Examples of Nostalgia in Action One poignant example of nostalgia in advertising is the recent Chevrolet ad that has gone viral. It taps into the power of memory and sentiment, creating a strong emotional connection with viewers. The response has been overwhelmingly positive, highlighting the effectiveness of using nostalgia to engage and inspire. Similarly, iconic items like the Flexible Flyer sled, a cherished childhood possession passed down through generations, can evoke powerful feelings of nostalgia. When displayed, such items often spark conversations and memories, reminding us of the joys and lessons of the past. How to Leverage Nostalgia for Your Cause As you plan your donor communications and fundraising strategies for the new year, consider how you can incorporate elements of nostalgia to strengthen your message. Reflect on the values and memories that resonate with your audience, and use them to create a narrative that inspires action. Whether it’s through storytelling, visual imagery, or special events, nostalgia can be a powerful way to connect with your donors on a deeper level. It’s not just about looking back fondly; it’s about using the past to create a better future.
Houston, We Have a Problem: Identifying the Core of Your Fundraising Campaign
Remember the iconic line from the movie Apollo 13, “Houston, we have a problem”? It’s a simple statement, but it packs a powerful punch, immediately conveying the urgency and seriousness of the situation. In the world of fundraising, identifying and clearly stating the problem you’re addressing is just as crucial. When it comes to effective fundraising, the #1 First Step is to have a firm grasp of the problem your organization is working to solve. Why is this so important? Because if your potential donors don’t feel a strong dissatisfaction with the current state of affairs, they won’t be motivated to take action. The Power of a Tangible Problem Let’s consider a multiple-choice question: Which of these problems grabs your attention more than the others? Government over-spending is bankrupting our country. Our educational system is broken. Kids aren’t learning basic skills to compete in a modern marketplace. Homelessness in our major cities is wreaking havoc on untold lives. A young relative has just been diagnosed with a life-threatening disease and may die without immediate intervention and care. For many, the fourth option stands out because it’s direct, relatable, and creates a sense of urgency. It’s not just an abstract issue—it’s a tangible problem that demands immediate action. This is what your fundraising campaign needs to do: present a problem that feels real, urgent, and solvable. Cutting Through the Clutter In today’s world, we’re constantly bombarded with information about various global problems. It can be overwhelming, and often, people feel powerless in the face of these massive issues. Your job is to cut through the clutter by presenting a problem that feels manageable and directly impactful. As Mal Warwick, a trailblazer in direct mail fundraising, explains in his book, How to Write Successful Fundraising Appeals: “Charity offers us a way to respond – by helping the sick to heal or offer balm for troubled souls, imprint our values on a new generation, or feed the hungry.” What problem are you trying to address that both cuts through the noise and seems tangible enough for people to feel they can make a difference? Your BHAG: Big, Hairy, Audacious Goal A BHAG – a Big, Hairy, Audacious Goal that can inspire others to join your cause. But before you can rally others around your BHAG, you need to ensure that the problem you’re addressing is clear and compelling. Is the problem you’re tackling clear? Are the consequences of the problem tangible? Does the problem seem credible and relevant to your audience’s lives today? Is there a sense of urgency about the problem?
You’ve Made the Ask – Now Answer, “Why Now?”
When you ask a prospective supporter for a contribution, one of the most common and reasonable questions you might face is, “Why now?” Tom Ahern, a leading expert in fundraising communications, suggests that a powerful response to this question might be, “If we don’t do it now, bad things will continue to happen.” This approach, which Ahern calls “selling the threat,” can be incredibly effective, especially with the right audience. It taps into a fundamental aspect of human nature: the desire to avoid negative outcomes. But it’s not enough to simply highlight a threat – you need to connect it directly to the solution you’re offering. The Problem-Solution Framework As we’ve discussed in previous posts, the first step in successful fundraising is identifying the problem you’re trying to solve. This isn’t just about stating an issue; it’s about framing it in a way that resonates emotionally with your audience: Is the threat or problem clear? Are the consequences of the problem easily understood? Does the problem seem credible and relevant to our lives today? Is it immediate? Does there seem to be a real sense of urgency? These are the questions that will help you refine your message and ensure that it hits home. What’s Your Fight? As Tom Ahern also notes, effective fundraising often revolves around the concept of “getting people into the fight.” When you frame your cause as a fight against a specific problem – be it hunger, disease, or injustice – you invite your supporters to join you in a battle they believe in. This approach has several benefits: It attracts like-minded people who are passionate about the cause. It creates a sense of unity and direction, guiding everyone toward a common goal. It promises drama and conflict, which are essential elements in storytelling and fundraising. It implies a chance of victory, giving supporters hope that their contributions will lead to a positive outcome. So, ask yourself, What’s your fight? What problem are you tackling, and why should others join you? Differentiation: Why You? Even if you’ve clearly defined the problem and proposed a credible solution, there’s still another question you need to answer: Why should donors support your organization over others? This is where differentiation comes into play. Richard Viguerie’s Four Horsemen of Marketing – positioning, differentiation, benefit, and brand – are crucial here. When you present your solution, you need to make it clear how you stand out from the crowd. Are you the only organization addressing this particular problem? If not, how are you doing it better, faster, or more effectively? Your ability to differentiate your organization and make it the go-to solution for this specific problem will determine your success in attracting and retaining donors. What’s Next? Once you’ve identified the problem and crafted a compelling solution, the next step is to frame your solution in a way that motivates action. How can you convince potential supporters that your approach is not only the best but also urgent and necessary?
