“I love giving clubs!”
That was the subject line of Rick’s memo. It grabbed my attention immediately, but little did I know just how much that memo would transform not only my life but the lives of so many others.
And not just a little bit. It made a significant difference—a transformation for the better.
This all started more than twenty years ago, and since then, the concept Rick introduced has helped raise hundreds of millions of dollars. Yes, you read that correctly—hundreds of millions. For great causes. Transforming tens of thousands of lives along the way.
Pretty cool, huh? Let me tell you more.
This story is about how you, too, can take up a strategy that could supercharge your fundraising efforts in a truly transformative way. It’s about giving clubs and why they should be a part of your “One Thing” to focus on in your fundraising strategy.
The Beginning of Something Big:
My friend and colleague Rick Hendrix first brought the idea to me in a memo, urging that we start a giving club for the nonprofit organization where we worked. This was after Rick and I attended one of Mal Warwick’s famous fundraising sessions in Berkeley, California.
We both heard a compelling presentation from Bill Rehm, a member of Mal Warwick’s leadership team, about the benefits of giving clubs. Rick, ever thoughtful, took what we learned and converted it into a compelling plan—a path forward that he laid out in his memo.
And why not? The potential upside was massive, and the risks seemed minimal. We just needed a solid plan, and Rick provided exactly that.
The Power of Giving Clubs:
Now, let’s talk about the reasons giving clubs are such a powerful tool in fundraising. These insights come directly from that session we attended, and they’ve proven to be incredibly valuable over the years.
Here’s what giving clubs can do for your organization:
- Enhanced Communication: They provide a highly effective way to communicate with your best donors under the guise of the giving club. We all know how important list segmentation is—giving clubs allow for even more targeted communication.
- Increased Engagement: Direct mail is one of the most effective ways for donors to self-identify as supporters. Giving clubs encourage donors to raise their hands even higher, both in-house and in acquisition, boosting response rates and average gift sizes.
- Meaningful Recognition: Giving clubs offer a way to provide recognition and benefits that strengthen donor relationships without creating a sense of elitism.
- Community Building: They create a comfortable space for major donors to connect with their peers, fostering a sense of community and shared purpose.
- Personalized Attention: Giving clubs ensure that major donors don’t slip through the cracks but receive the individual attention they need.
- Encouraging Upgrades: Annual reports that showcase giving clubs not only serve as vehicles for recognition but are also highly effective in encouraging donors to upgrade their giving as they see the levels their peers have chosen to support.
Why This Matters:
If you’re looking for a way to truly transform your fundraising efforts, giving clubs might just be your answer. They offer a structured, strategic approach to engaging and retaining your most valuable supporters while also providing them with the recognition and community they deserve.
The results speak for themselves. Over the past twenty years, the implementation of giving clubs in various organizations has led to the raising of hundreds of millions of dollars—dollars that have gone on to create meaningful, positive change in countless lives.
Moving Forward:
So, what’s next for you? Consider how you can integrate giving clubs into your fundraising strategy. The potential for transformation—both for your organization and for those you serve—is enormous.
The journey to better fundraising is ongoing, and giving clubs can be a significant part of that journey. It’s about more than just raising money; it’s about creating lasting relationships with those who believe in your mission.
