Unreasonable Hospitality: A Key to Transforming Fundraising
Imagine your nonprofit being recognized as the “best in the world” in your field. Sounds incredible, right? But it’s not out of reach. Just as Eleven Madison Park was transformed from a struggling restaurant into the best in the world, you can elevate your organization by embracing the principles of hospitality. Hospitality isn’t just for restaurants. It’s about creating meaningful experiences that make people feel seen, cared for, and valued. When you apply this to fundraising, it goes beyond transactions—it fosters deep, lasting connections with donors, partners, and supporters. People no longer just collect things; they collect experiences. By offering experiences that resonate, you create memories that become part of a donor’s story. Whether it’s personalized thank-yous, special behind-the-scenes tours, or thoughtful gestures that speak to their values, creating an experience is key to transforming relationships and inspiring greater support. What can you do to bring unreasonable hospitality to your cause?
Service is Black and White. Hospitality is Color.
Does that resonate with you? Think about it: service can meet expectations, but hospitality creates experiences that people cherish. We all want to be seen, to belong, and to feel cared for. These simple desires are at the core of hospitality, and when you build a culture that focuses on making people feel welcome and valued, it can transform relationships, not just in restaurants but in any setting, including nonprofit organizations. Creating deeply meaningful and memorable experiences goes beyond efficiency. It’s about making an authentic connection, truly engaging with those you serve, and giving them a sense of belonging. Whether you’re interacting with a generous supporter or creating an experience for someone benefiting from your mission, you have the opportunity to go beyond black-and-white service. You can bring color—hospitality that makes people feel they are part of something bigger. Does that resonate with you? Think about it: service can meet expectations, but hospitality creates experiences that people cherish. We all want to be seen, to belong, and to feel cared for. These simple desires are at the core of hospitality, and when you build a culture that focuses on making people feel welcome and valued, it can transform relationships, not just in restaurants but in any setting, including nonprofit organizations. Creating deeply meaningful and memorable experiences goes beyond efficiency. It’s about making an authentic connection, truly engaging with those you serve, and giving them a sense of belonging. Whether you’re interacting with a generous supporter or creating an experience for someone benefiting from your mission, you have the opportunity to go beyond black-and-white service. You can bring color—hospitality that makes people feel they are part of something bigger.
Sometimes It Just Takes Being Present
What exactly is unreasonable hospitality, and how can it transform our work in nonprofit fundraising and marketing? The key lies in being present, listening carefully, and responding with thoughtful gestures that show our supporters how much we value them. One great story about offering this kind of hospitality came from Will Guidara, a restaurateur, who listened closely to his guests and then went above and beyond their expectations. This level of intentional listening and meaningful action turned a simple meal into a lifelong memory for his guests. How can we apply this approach to our work? It starts by tuning in to what our generous supporters are truly saying. From there, we can create experiences, whether it’s a personal visit, a heartfelt thank-you, or a special event, that align with their interests and contributions. These thoughtful, personal gestures don’t have to be costly—they just have to be meaningful. By offering this kind of hospitality, we can strengthen relationships with our supporters in a way that resonates deeply, making them feel welcome, important, and appreciated.
Is Hospitality the Key to the Ultimate Gift?
Let’s say you’re hosting a meeting with one of your most generous supporters. What if they leave feeling truly welcome, comfortable, important, and understood? Could this powerful framework of hospitality be the key to unlocking the ultimate gift? In the nonprofit world, Mike Lanzara has shown that hospitality-first approaches can lead to unprecedented results. By creating a welcoming, immersive office experience for donors, you can make them feel connected to your mission in a deeply personal way. Mike’s approach turns a simple office visit into a visual and emotional journey, reminding donors of their impact through strategic use of sights, sounds, and personal connections. Through this process, you aren’t just presenting information—you’re co-creating a plan with your supporter, working together on their wildest ambitions. Mike’s approach, inspired by principles like “unreasonable hospitality,” has led to eight and nine-figure partnerships. The key is not just asking for money but creating an unforgettable experience that aligns with your supporter’s deepest values and goals. Curious to learn more? Stay tuned for next week’s continuation where we explore how to strategically co-create a plan with your donors, turning hospitality into extraordinary fundraising results.
Could 8 and 9-Figure Gifts Loom in Your Future?
Ha! Yeah, right. Such monumental partnerships seem like ghostly apparitions. But as we reflect on the possibility, it’s important to recognize that building extraordinary donor partnerships may be more achievable than you think. Two weeks ago, we discussed the concept of “unreasonable hospitality” and how this principle can drive massive fundraising results. My colleague, Mike Lanzara, has applied this concept to build partnerships that have resulted in eight and even nine-figure gifts. Here’s how it works. When you approach a supporter, you start by co-creating a plan based on their values and goals. It’s not about asking for money initially but about building a shared vision and crafting a detailed strategy together. This process, spread over weeks or months, creates deep involvement and a genuine partnership, making the financial ask just one piece of a much bigger puzzle. Key steps in this process include understanding your donor’s “why,” identifying what success looks like, and collaborating on a strategic plan that aligns with both your mission and the donor’s vision. By working together closely, you can turn seemingly impossible goals into reality. So, what about your organization? Could 8 and 9-figure gifts loom in your future?
Do You Tap the Positive Power of Nostalgia?
November is a perfect time to embrace and relish nostalgic memories. Positioned between Halloween and the Christmas holidays, this month can evoke warm feelings of days gone by. Whether it’s the sight of colorful falling leaves, the excitement of Election Day, or the anticipation of Thanksgiving, November stirs deep-rooted emotions. These feelings of nostalgia, as studies suggest, can boost self-esteem, strengthen connections, and even inspire optimism. As fundraisers and marketers, we can tap into these sentiments to connect more meaningfully with our supporters. By creating campaigns around moments that evoke warm memories, we align our cause with the positive emotions people cherish, making it more compelling. This time of year is perfect for tapping into those feelings. Whether it’s through celebrating Thanksgiving, recalling the beauty of a fall day, or simply remembering moments of connection with loved ones, nostalgia can be a powerful tool in your storytelling. By appealing to this emotional connection, you allow donors to feel more connected to your cause, helping them link their own cherished experiences with the future impact they can make.
Tapping into Nostalgia: A Powerful Tool for Fundraising
Do you know the source of the term “nostalgia?” It was coined in 1688 by a Swiss medical student, Johannes Hofer, to describe the pain associated with people’s longing to be back at home. Interestingly, what was once considered a disease has now been recognized as a psychological tool that boosts self-esteem, strengthens connections, and fosters optimism. As fundraisers, we can harness the power of nostalgia to deepen the connection with our donors. By using storytelling, you can transport supporters back to moments in their lives filled with joy and positive memories. These emotional triggers not only help them recall fond times but also open the door to aligning those feelings with your cause. A great example of leveraging nostalgia is linking your campaigns to significant occasions like holidays, seasons, or even personal milestones. For instance, Thanksgiving offers a wonderful opportunity to tap into sentiments of gratitude, giving, and togetherness. By evoking these emotions in your campaign messaging, you build a natural bridge that leads to deeper emotional connections with your audience. Nostalgia, when paired with storytelling, can be a strong motivator. When people feel a sense of connection, belonging, and optimism, they are more likely to engage and support causes that resonate with them. These stories remind them of the good things in their past and inspire hope for their future—leading them to take action. So as you plan your next fundraising effort, think about how you can take your supporters on a journey down memory lane. By triggering cherished memories, you help them feel that by supporting your mission, they’re contributing to something meaningful and aligned with their values.
The Importance of Clear, Actionable Projects in Today’s Fundraising Environment
One of the most significant challenges many organizations are currently facing is how to effectively raise funds in a tough economic climate. While the landscape is tough, the solution isn’t a “one size fits all.” Some organizations are thriving, while others are struggling. What sets successful fundraising efforts apart? The Power of Projects and Specificity One of the key insights that has surfaced is the importance of presenting donors with clear, actionable projects or initiatives. General appeals often fall flat, especially during uncertain times. Donors want to know where their money is going and how it will make a tangible difference. Why a Strong Project Matters It’s not enough to simply call something a project. To truly resonate, your project must be well-defined. This means having: A clear objective: What exactly do you aim to achieve? A budget: How much money will it take to accomplish the goal? A timeline: When will the project be completed? Impact: What measurable difference will this project make? By offering this level of clarity, you make it easier for potential donors to connect with your cause and feel confident in their decision to contribute. Strong Brand + Strong Project = Success A well-established brand helps, but it’s not everything. In this environment, success often comes down to the combination of a strong brand and a strong project. As fundraising becomes more competitive, it’s essential to show donors exactly how their contribution will be used and the impact it will have. A Thoughtful Approach Yields Results At TenX Strategies, we emphasize the importance of aligning your project with donor values. The more you can demonstrate the concrete results of a donor’s gift, the more likely they are to give. Donors are becoming more discerning with their contributions, and they want to be sure that their money will be spent effectively. Key Takeaway: When developing your next fundraising effort, think beyond your organization’s mission. Focus on a specific, actionable project with clear outcomes. This level of detail not only reassures donors but also sets your organization apart in a competitive market.
The Surprising Power of Timing: Why I Send These Emails When I Do
Have you ever wondered why you tend to receive these Fundraising Tips at the time you do? It turns out, there’s a method behind it—and it’s a bit of an unexpected story. For many years, I used to send these emails on Thursdays. However, one week, due to technical issues, the email didn’t go out until Saturday. I was frustrated, assuming it would be less effective since weekends are typically considered “downtime” for work-related content. But to my surprise, the open rates were 20% higher than usual. Why? Honestly, I’m not entirely sure. Maybe it’s because there’s less competition for your attention on weekends, or maybe it’s just your preference. The point is, timing matters in ways we don’t always anticipate. This discovery highlights a key lesson for all of us working to improve lives through fundraising: it’s essential to be open to learning from unexpected results. Whether through testing or simply paying attention to what works, we can continuously refine our strategies to better serve our causes. Lifelong Learning and Continuous Improvement You and I both know that effective fundraising requires constant growth. The more we learn, the more we can achieve. Sir Isaac Newton once said, “If I have seen further, it is by standing on the shoulders of giants.” This wisdom applies to us as well, as we build on the knowledge and expertise of others. That’s why I focus these weekly tips on sharing practical lessons and insights from some of the most successful fundraisers and marketers. Whether it’s applying principles like Mises’ Model of Human Action or learning from legendary figures like Claude Hopkins, Robert Cialdini, or Jerry Panas, there is always something new to take in and apply. What Can We Learn? From Past Innovators: Marketers like Claude Hopkins and David Ogilvy revolutionized advertising with their focus on understanding the customer. Their lessons are still relevant today in the world of nonprofit fundraising. From Donor Behavior: By understanding what drives donor decisions—such as the importance of building trust and offering clear, actionable plans—we can secure larger, long-term commitments. From Current Practitioners: Today’s fundraising experts are constantly innovating. Learning from those on the cutting edge helps us stay ahead and maximize the effectiveness of our strategies. The Takeaway: Keep Learning, Keep Improving The unexpected boost in engagement from a simple shift in timing taught me that there’s always room to improve. By embracing new ideas and continuously learning from the experiences of others, we can strengthen our efforts, engage more effectively with donors, and ultimately make a bigger impact. After all, fundraising is not just about securing donations. It’s about building partnerships, solving real problems, and empowering donors to make a difference.
The Simplicity of Fundraising… or Is It?
Fundraising can often feel overwhelming with the many options available. Board members, CEOs, colleagues, and even friends offer well-meaning suggestions, leaving you wondering where to start and what to prioritize. If you’re looking for a practical approach to fundraising, Jerry Linzy’s advice might simplify things: “Identify the probable donor, cultivate the relationship, research capacity, build trust, and ask.” While it sounds simple, fundraising involves mastering various elements like donor acquisition, retention, and building strong, lasting relationships. To get started, consider: Acquisition strategies: Whether through direct mail, telemarketing, or digital channels, these help bring in new donors. Donor Lifetime Value (LTV): Understand the long-term value of your donors to justify your investment in acquisition. Brand awareness: It’s crucial for helping your organization stand out in a competitive fundraising environment. And remember, thoughtful donor recognition can build stronger relationships, encouraging future contributions.
