Is It Nuts to Fundraise at a Time Like This?
The country is heading into a recession. Interest rates are rising, and business activity is declining. The nation is bitterly divided. What would you do if someone came to you today, amid these conditions, and said they wanted to launch a $7.5 million fundraising campaign? That’s exactly what Ann Pamela Cunningham did in 1853, during an economic downturn and with America on the verge of Civil War. With no fundraising experience, no staff, and against many odds, Ann led a nationwide effort to raise the funds necessary to purchase and restore George Washington’s home, Mount Vernon. Through her passion and innovative strategies, Ann raised the equivalent of $7.5 million today, ensuring Washington’s legacy lived on for future generations. Ann’s story is an inspiring reminder that in times of crisis, opportunity often arises. She didn’t let the economic headwinds or her personal challenges hold her back. Instead, she forged ahead and created one of the most iconic historic preservation efforts in American history.
You’ll Never Know How Far You Can Go Until You Push Your Boundaries
In 2003, Stephen Clouse helped lead a monumental rescue campaign to revitalize George Washington’s historic home, Mount Vernon. The goal was to re-engage a disengaged audience and rebuild a declining donor base, a challenge requiring bold thinking and innovative strategies. Stephen and his team identified two critical issues: young people had little interest in Washington’s legacy, and Mount Vernon’s major donor pipeline was shrinking as older donors aged out. The solution? A fresh approach that combined reimagined exhibits with dynamic fundraising strategies aimed at attracting new donors. Going Beyond Comfort One of the breakthrough moments came when they shifted Mount Vernon’s visual branding to the famous image of Washington crossing the Delaware River. This iconic painting wasn’t initially considered because Mount Vernon didn’t own it, but donor research showed it was a powerful image that resonated emotionally. By taking a risk and obtaining permission to use the painting, they revitalized the campaign’s visual storytelling. The direct mail package, designed to resemble an old felt box, asked for significant contributions—and it worked. Mount Vernon received a $1.5 million gift from a new donor through this mail effort alone. The Takeaway Stephen Clouse’s success at Mount Vernon teaches us that breaking out of your comfort zone can yield incredible results. By pushing the boundaries of what is possible, you can tap into previously unimagined potential. As Stephen says, “You’ll never know how far you can go until you have gone too far.” It’s a call to action for fundraisers to rethink everything—especially in challenging times.
Are You Already Too Late to the Game?
With the impending economic downturn, are you adjusting your fundraising plans—and revenue projections—accordingly? If not, you might be behind the curve. I recently had a conversation with Jerry Linzy, partner at Panas, Linzy & Partners, to get his advice on fundraising during challenging times. As someone who has seen countless economic cycles, Jerry’s insights on maintaining strong donor relationships in rough times are invaluable. Key Insight: It’s All About Relationships Jerry’s core message was clear: the health of your relationships with donors is everything. If you’re just now worrying about the economic impact on fundraising, you might already be too late. Here’s why: Donors ask themselves key questions in tough times: Do I have enough to live on? Which charities are my friends and have treated me well? Which charities are making a difference? Do these charities align with my values? Donors will still give during tough times, but they may give to fewer organizations. That’s why now is the time to ensure you’re one of their top priorities by strengthening those relationships. Consequences of an Economic Recession on Major Gifts Jerry emphasized that donors will continue to give, but strategies may shift: Some may give more, recognizing the heightened need. Some will explore new giving avenues, such as planned giving. Major gifts may come from alternative means, such as appreciated assets. The key is that your mission remains important to them—and they are connected to you. Opportunities in Challenging Times Despite the challenges, Jerry believes this could be a time of great opportunity: Fewer competing campaigns. Donors focusing more on organizations that treat them well and make a real difference. You will plan and prepare more carefully, resulting in stronger campaigns. Jerry’s advice? Don’t wait for the economy to improve. The organizations that thrive are those who understand that challenging times can bring great advantages. Keep building strong relationships, tell your story well, and be persistent in your mission. Conclusion The message is clear: stay close to your donors. If you’ve built strong relationships, an economic downturn won’t be as much of a threat. Now is the time to reassess your approach, keep communicating, and make sure you’re at the top of your donors’ list.
Are You With Them in the Kitchen?
Fundraising is often described as being about relationships, but how deep do those relationships go? Are you simply with your donors in the “living room” of casual acquaintance, or are you “in the kitchen,” where real conversations happen? Recently, I had the chance to sit down with Mike Richey, the longtime Vice President for Philanthropy and Alumni Engagement at the University of Kentucky. Over the years, Mike has raised more than $2.5 billion for scholarships, faculty, and infrastructure. He shared some incredible insights that have shaped his legendary career in fundraising. Building Relationships that Last Mike emphasized one thing above all: fundraising is about long-term relationships. He told me, “I’m not in the living room with these supporters; I’m in the kitchen with them.” This struck me. To raise major gifts, it’s not enough to simply know your donors—you have to understand their personal and financial situations. You have to communicate directly and transparently, especially during difficult times. Mike’s approach underscores the value of maintaining real, deep connections with donors. It’s about knowing their concerns, their stresses, and the issues affecting their businesses and families. This level of understanding fosters trust, which in turn leads to greater support, even in challenging times. Navigating Tough Economic Times We’re all aware that these are difficult times for fundraising. Rising inflation, economic uncertainty, and global crises have made it harder for nonprofits to reach their financial goals. But Mike offered reassurance: “This is not a time to fret. Nor is it a time to offer excuses. It’s a time to be encouraged.” Mike’s advice is to focus on the strong foundations you’ve built with your donors over time. Even in economic downturns, your major donors will continue to give if they feel connected to your cause. Those relationships will sustain your organization during tough times. Patience and Transparency Mike also mentioned the importance of patience. In uncertain times, your donors may need more space and time to make decisions about major gifts. The key is to remain transparent and patient while making sure your communication focuses on the donor’s needs, not just your organization’s. It’s during times like these that donors might begin to think about their legacy. Encouraging conversations about planned or legacy gifts could be a significant opportunity. Opportunities in Uncertainty Mike sees the current climate as an opportunity, especially for those fundraisers who can have real conversations with donors. “I’m not asking today,” Mike suggests you say, “but I do want your input on what we should be doing to serve our community and meet our goals in this time.” This isn’t about asking for money—it’s about gathering insights and letting donors know that their wisdom is valuable. When they are ready to give, your organization will be top of mind. Conclusion To sum it up, Mike’s wisdom reminds us that fundraising is about building meaningful, long-term relationships. It’s about being in the kitchen with your donors, not just the living room. With transparency, patience, and strong connections, your organization can not only weather tough times but also emerge stronger.
Why Vision is Key to Your Success
In Proverbs 29:18, we learn that “Where there is no vision, the people perish.” This simple truth underlines why vision is essential—not just for individuals but for organizations. Without a clear goal, any path seems acceptable, but it rarely leads to meaningful success. A Vision Statement serves as your organization’s guiding star. It provides direction, aligns your team, and ensures that everyone is working toward the same ultimate goal. When people know the destination, they can innovate and act decisively to get there. Charles Koch, in The Science of Success, explains that an effective vision focuses on creating value for society. It guides everything an organization does and ensures that all actions align with a larger purpose. That’s the essence of a vision—bringing clarity and unity to an organization’s efforts. Vision Drives Innovation and Action A well-defined vision does more than inspire. It empowers your team to make decisions that push the organization forward without waiting for step-by-step instructions. The freedom to act within the framework of a shared goal helps eliminate bottlenecks and promotes creativity. If your vision is well understood within your organization, it will help address four key questions: What problem are you solving? Clearly define the issue that your organization is addressing. Is the problem something your audience cares about? Ensure your audience understands the problem and its importance. What’s your solution? Present a credible, impactful solution to the problem. How will you succeed? Show your audience a concrete plan, including timelines and budgets. With a clear vision, your team and your supporters understand the value your organization brings. This makes it easier to gain trust, build credibility, and differentiate yourself in a crowded space. Vision Helps You Align Your Team When everyone shares a clear understanding of your objectives, they can work independently and effectively without needing constant direction. They become more motivated and proactive, knowing that their work contributes to the broader mission. Without this clarity, efforts can become fragmented, leading to missed opportunities and lack of purpose. Vision Builds the Foundation for Long-Term Success Just like the parable of the wise man building his house on rock in Matthew 7:24–27, a solid vision helps your organization withstand challenges and grow stronger. Organizations with a strong foundation of vision and strategy often 10x their growth, while those without it struggle to gain momentum. So, What’s Your Vision? And how does it align with core marketing principles like Position, Differentiation, Benefit, and Brand? These foundational elements help bring your vision to life, guiding you toward greater impact. Remember: Vision is more than a dream—it’s a practical, actionable tool that drives success. With a strong vision, your organization can stand out, inspire action, and create lasting value.
Why Having a Clear Vision Is Key to Your Success
When it comes to building a successful organization, nothing is more important than having a clear Vision and Mission. These two statements serve as the foundation that aligns your team and drives your cause forward. But why are they so critical to your success? The Power of a Vision Statement A Vision Statement provides the “North Star” for your organization. It’s the destination that everyone on your team is striving toward. When your team is aligned with the same vision, you create an environment where people are empowered to innovate, take risks, and work collaboratively toward the bigger picture. This shared vision inspires true entrepreneurial action and unites your team under a common goal. It becomes the focal point that allows your team to “row in the same direction,” leading to progress and, ultimately, success. The Role of a Mission Statement While your Vision is aspirational, your Mission Statement is what grounds you in the present. It defines what you do, who you do it for, and how you do it. It communicates the products or services your organization offers and clarifies your Unique Selling Proposition (USP). A strong Mission helps everyone—both internally and externally—understand your role in the marketplace and what makes your organization stand out. It’s about defining your position and clearly stating how you plan to achieve the grand vision. Practical Examples of Vision and Mission Statements Let’s take a look at a few well-known examples that illustrate the power of clear Vision and Mission statements: Starbucks Vision: To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow. Mission: To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time. Starbucks is a brand that everyone recognizes, and its Vision and Mission highlight its commitment to quality and community. LEGO Vision: A global force for learning-through-play. Mission: To inspire builders of tomorrow. LEGO’s concise and clear statements show their dedication to creativity and education, which has helped them become one of the world’s most reputable brands. St. Jude Children’s Research Hospital Vision: No child is denied treatment based on race, religion, or a family’s ability to pay. Mission: To advance cures, and means of prevention, for pediatric catastrophic diseases through research and treatment. St. Jude’s Vision and Mission align with their goal of ensuring access to healthcare for all children, regardless of background, while their mission focuses on their expertise in research and treatment. How Vision and Mission Work Together Your Vision is the “what”—the ideal future you aim to create. Your Mission is the “how”—the way you’ll work to achieve that future. When both are clearly defined and communicated, they become a powerful tool for driving your organization forward. Conclusion If you want to elevate your organization’s success, start by ensuring that your Vision and Mission are clear, inspiring, and aligned. These foundational elements will not only guide your internal efforts but will also resonate with supporters and partners, helping you build lasting relationships and achieve your most ambitious goals.
Facing the Fundraising Storms: How to Prepare
Richard Viguerie, a pioneer in direct marketing, identifies six current challenges for fundraisers, with a seventh on the horizon. These “storms” include: COVID’s lingering effects Donor inflation Postal inflation Gas price hikes Supply chain delays Recession The potential threat of stagflation Despite these challenges, Richard emphasizes that with professional leadership and careful preparation, organizations can navigate through these storms successfully. Next week, we’ll dive into actionable steps to ensure your nonprofit thrives even in tough times.
Surviving the Storms: How to Prepare Your Fundraising for Economic Challenges
Navigating through economic storms can be a daunting task for any organization. But with the right preparation, you can ensure your nonprofit not only survives but thrives. Renowned fundraiser Richard Viguerie outlines several challenges facing fundraisers today, including inflation, recession, and rising postal costs. However, the good news is that a strong, professional approach can get your organization through these storms. Richard’s checklist provides key strategies to keep your fundraising strong and effective, from keeping ample supplies in stock to maximizing donor outreach through postal mail and digital efforts.
The Power of Storytelling in Leadership
If you want to be an effective leader, it’s widely believed that storytelling is essential. Here in Germany, home of the Brothers Grimm, folklore has shaped much of how we tell stories today. Stories like Snow White and Hansel and Gretel have left an enduring mark on culture, teaching us about the importance of narrative. But how does storytelling apply to our work as leaders? As Nick Morgan explains in Power Cues, storytelling connects us deeply with others, shaping how our audience remembers us and our cause. The best stories contain certain elements: a journey, surprises, and conflict at their heart. They evoke emotion, making them memorable and powerful. In our work, storytelling can help us communicate our mission in ways that resonate deeply with our supporters, making them feel connected to the cause.
How Hospitality Transformed Eleven Madison Park—and Can Transform Your Nonprofit Too
Imagine taking a struggling two-star brasserie in New York City and turning it into the best restaurant in the world. That’s exactly what Will Guidara did with Eleven Madison Park. The secret? Unreasonable hospitality—creating experiences so memorable and personal that they resonate deeply with people. But what does this have to do with fundraising? Everything. Will’s approach to hospitality transcends restaurants and can be applied to the nonprofit world to transform how we build relationships with donors. It’s about more than just providing good service; it’s about making donors feel seen, valued, and deeply connected to your mission. In doing so, you don’t just raise funds—you create lifelong partners. Will’s success at Eleven Madison Park wasn’t just about the food; it was about offering guests an experience they’d remember forever. He calls this “unreasonable hospitality,” and it’s rooted in these three human needs: To be seen To belong To be cared for How can we apply this to our work? By delivering an experience so personal and meaningful that it becomes part of a donor’s story. That might mean surprising them with small acts of appreciation or creating unique opportunities for them to see the direct impact of their contributions. Think about your next donor interaction: how can you make it an unforgettable experience that they’ll want to share and cherish? The path to excellence in fundraising may just lie in creating more meaningful, human connections.
