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In your everyday fundraising and marketing efforts, what do you think is holding you back from achieving transformational success? Is it knowing what to do? Or is it knowing how to do it? Perhaps it’s both. Understanding these barriers is the first step to moving forward. Let’s start with something as simple as the donor thank-you. While it may seem small, gratitude is one of the most crucial elements of donor stewardship. So, what’s holding you back from developing a first-class thank-you process? Why Gratitude Matters in Fundraising Saying “Thank you” isn’t just about being polite—it’s about building trust and showing that you value the donor’s investment in your cause. Gratitude helps motivate donors to continue giving, enhances your brand, and strengthens your relationships. Here are a few questions to help you assess how you’re currently handling donor gratitude: Did you immediately thank your donor after they made a gift? If not, how long did it take? If you weren’t with them in person, did you give them a quick call or send a thoughtful email? Did you follow up with a handwritten note or at least hand-sign the letter you sent? Was there a second thank-you from someone else in your organization—perhaps a board member or program beneficiary? Did you send them a small token of appreciation or an impactful publication to set yourself apart from other organizations they support? These are simple steps, but they can make a big difference in donor retention and engagement. Why Timing and Personalization Matter In his book, Retention Fundraising, Roger Craver emphasizes that one of the biggest drivers of donor commitment is how well you express gratitude, especially for first-time gifts. A timely, personalized thank-you goes a long way in building trust and ensuring that the donor feels appreciated. Imagine this: A donor makes a contribution, and six months later, they finally receive a thank-you. Not only is it late, but it also feels mass-produced—impersonal and insincere. What kind of message does that send? Unfortunately, this happens more often than it should. As Craver points out, “Why spend resources on donor acquisition when you don’t have the systems in place to keep these new donors?” How to Implement a Successful Donor Gratitude Program Knowing what to do is one thing; figuring out how to implement it within your organization’s limited resources is another. The key is to design a process that’s manageable and sustainable for your team. Here are some suggestions: Create a System: Establish a streamlined process for thanking donors, from automated thank-you emails to handwritten notes. Personalize the Message: Use the donor’s name, refer to their specific gift, and explain how their contribution is making an impact. Involve Your Team: Encourage other leaders in your organization to participate in the thank-you process. A note from a board member or a program director can add a special touch. Follow Up: Send a second thank-you weeks or months later with a progress report or newsletter to keep your donor engaged. By focusing on these steps, you’ll build stronger relationships with your donors, making them more likely to stay loyal and increase their giving over time. Conclusion Gratitude is the cornerstone of any successful donor relationship. A well-thought-out thank-you process not only shows donors that you appreciate them, but it also motivates them to continue supporting your cause. Take the time to implement a system that works for your organization, and watch how it transforms your donor engagement and fundraising efforts.  

President Harry Truman once famously exclaimed, “Just give me a one-handed economist!” His frustration came from seeking advice and only receiving ambiguous answers. In the world of fundraising, this dilemma is all too familiar. Many times, the response we get starts with “It depends…” But rather than hedging bets, this approach emphasizes how nuanced fundraising truly is—tailored to each unique situation. Let’s dive into some common fundraising questions to explore how “it depends” often leads to a precise strategy. How Much Should You Ask From a Donor? The answer depends on your relationship with the donor. Are they a cold prospect, a long-time partner, or somewhere in between? New Prospects: Start with an amount aligned with their previous giving habits, based on research. Long-Time Partners: Consider a stretch ask that’s around 10-15% of the total project cost. Rarely will a donor want to take on more than that portion. Should You Ask a Donor for Introductions to Their Friends? This depends on your offer. For specific, urgent projects, personal endorsements from engaged supporters can be very effective. However, asking for general operational support from friends doesn’t typically yield results. Recruiting new donors based solely on your mission is a tougher sell. How Much Should You Spend on a Direct Mail Acquisition Test? If you’re experimenting on your own, a test mailing of 5,000-8,000 names can work. Aim for at least 40 responses, as this gives statistical significance. Costs can range from $0.50 to $3.00 per package, offering a ballpark estimate for your budget. Should You Present a Written Proposal During a Major Gift Ask? This also depends on the meeting stage. A written proposal can strengthen the conversation but should never replace a direct ask. Typically, present the proposal after the ask to reinforce your message. How Frequently Can You Conduct Fundraising Campaigns? Campaign frequency depends on the perceived urgency and credibility of your initiative. During emergencies, more frequent campaigns are acceptable, but you must always maintain professionalism. Only launch campaigns when you can make a compelling, credible case for action. Should You Hire a Fundraising Consultant? The answer depends on your goals. If you’re serious about Going Big, hiring a consultant with specialized skills can yield far greater results than going it alone. The increase in funds raised usually more than covers the consultant’s fees. What Should Be Included in a Case for Support? This one doesn’t depend—it’s clear-cut. According to the legendary fundraiser Jerry Linzy, your written case for support should include: Program Objectives and Scope Operating Highlights Expected Results Necessary Professional Staffing A Timetable Financial Information Evaluation and Reporting The Key to Fundraising Success: Continual Learning No matter where you are in your fundraising journey, continual learning is crucial. By understanding how to navigate the complexities of fundraising and applying tailored strategies, you can make significant progress towards achieving your goals.

“Mass envenomation”—that’s what happens when you disturb a hornet’s nest, and apparently, that’s exactly what I did with last week’s Fundraising Tip. The topic of donor communications, specifically the advice from Jeff Brooks, seems to have struck a nerve. In case you missed it, we discussed some key principles Jeff Brooks advocates for effective donor communication: Express urgency Keep it simple and easy to read Long messages can work better Focus on stories, not statistics Make it about the donor, not the organization Your responses to this advice fell into three categories: Followers and Fans: Some of you are already on board with Jeff’s insights and appreciated the reinforcement of what you already knew. Intrigued but Skeptical: A few of you were curious but unsure if this advice would really apply to your specific donor base. “Our Donors Are Different”: The majority of responses fell into this group, expressing doubts that your donors, who you believe are more sophisticated, would respond to these tactics. Are Your Donors Really Different? It’s a common belief that “our donors are different”—that what works for one organization won’t work for another. But Jeff Brooks, in a recent blog post, counters this by saying, “Donors are donors. Where they live, what faith they follow, their education and culture…those things matter. But fundamentally, they are human beings.” Even seasoned fundraisers sometimes struggle with this truth. As Doug Kruse from Pacific Legal Foundation shared, early in his career he learned a critical lesson: You are not your audience. It’s easy to assume that what would move you would move your donors—but that’s often not the case. The trick is understanding what truly resonates with your donor base, not what resonates with you personally.  

In the world of fundraising, it’s easy to get caught up in thinking about your own goals and objectives. But the most successful campaigns are the ones that focus on the donor—on how they benefit from supporting your cause. At the core of fundraising and marketing are three critical principles: Positioning, Differentiation, and Benefit. Together, these concepts help shape your brand and define how you stand out in a crowded marketplace. While we’ve already discussed positioning and differentiation in previous posts, today’s focus is on Benefit—perhaps the most powerful driver behind why people give. What’s in It for Them? The first rule of benefit is understanding that it’s not about you or your cause. It’s about them—your donors, supporters, or volunteers. The question you should ask yourself is, how will they be better off by taking the action you want them to take? A benefit is not just a feature or a description of what you offer. It’s what improves your donor’s life in some way—whether that’s making them feel good, providing them with new knowledge, or giving them a sense of pride and purpose. When you focus on the benefit to the donor, you create a win-win partnership that goes beyond a simple transaction. Real-World Examples: The Power of Tangible and Intangible Benefits Let’s look at a few examples from Highland County’s Maple Festival, which we’ve been discussing in recent weeks. What makes this tiny Virginia county with just 2,000 residents able to attract over 50,000 visitors annually since 1958? They effectively tap into the power of benefits. Tangible Benefits: At the festival, local service clubs offer free pancakes all day long. This is a clear, tangible benefit—if you love pancakes, this offer makes your experience more enjoyable. Similarly, visitors can learn firsthand how maple syrup is made at Sugar Camps, providing them with new knowledge and a unique experience they can’t get anywhere else. Emotional Benefits: Beyond the tangible, the festival also taps into something deeper—nostalgia and the desire to escape. Many people are drawn to the rural, idyllic setting because it reminds them of a simpler time, where anxieties fade away. This emotional connection is powerful and creates a strong pull for visitors year after year. Applying Benefits to Your Cause As you develop your fundraising or marketing campaign, ask yourself: What are the tangible and intangible benefits you can offer to your donors? How will their lives be better by supporting your cause? Consider doing a brainstorming exercise where you come up with 5, 10, or even 15 possible benefits for your target audience. These benefits can be emotional, intellectual, or even related to their personal beliefs and values. By identifying and emphasizing these benefits in your communications, you’ll stand out in a crowded space and create meaningful connections with your supporters. Wrapping It All Together Positioning, differentiation, and benefit are the building blocks of your brand. And your brand is what allows you to Go Big and make a real impact.

Remember Aesop’s fable, The Lion and the Mouse? It’s a timeless story that teaches us how acts of kindness can come full circle in unexpected ways. But what if I told you this simple fable also holds a profound lesson for us in the world of fundraising? Let’s explore this idea through a real-life story that recently made headlines. It all began with an early morning flight in 2020 when Dr. Ruth Gottesman and Dr. Philip Ozuah found themselves seated next to each other. Their conversation sparked a connection that would later result in one of the largest charitable donations in recent memory. The Lion, the Mouse, and a $1 Billion Gift As The New York Times recounted in a recent article, Dr. Gottesman and Dr. Ozuah shared stories of their childhoods, their careers, and their mutual commitment to helping children and families in need. This connection deepened over time, particularly when Dr. Ozuah went out of his way to care for Dr. Gottesman and her husband during the early days of the COVID-19 pandemic. Fast forward to December 2023, when Dr. Gottesman approached Dr. Ozuah with an offer of her own—a $1 billion gift to cover all future tuition costs for students at the Albert Einstein College of Medicine. Her motivation? To ensure that new doctors could begin their careers without the burden of crushing debt, and to broaden access to medical education for those who couldn’t otherwise afford it. This act of generosity wasn’t just about the money. It was about solving a problem that Dr. Gottesman saw as critical: the financial barriers that prevent talented individuals from pursuing medical careers. It was also about honoring a relationship built on trust and shared values. The Power of a Well-Crafted Offer So what does this story teach us about crafting the perfect offer in fundraising? Your offer is the benefit you promise to your prospective donors in exchange for their support. It’s the value proposition that convinces them to contribute to your cause. But as Dr. Gottesman’s story illustrates, the most compelling offers are those that address a real and pressing problem. In her case, the problem was the financial burden of medical education. The solution? A transformative gift that would eliminate that burden for future students. This offer was powerful not just because of the dollar amount, but because it was tied to a deep understanding of the needs and values of the donor. Crafting Your Offer: Three Key Steps As you take your Big, Hairy, Audacious Goal (BHAG) into the donor marketplace, remember these three critical steps: Identify the Problem: What issue are you addressing? Ensure it’s a problem your prospective donors care about. Propose a Solution: How will your organization solve this problem? Your solution should be clear, actionable, and compelling. Craft Your Offer: What benefits will your donor receive in exchange for their support? Make sure your offer is aligned with their values and the impact they want to make. By following these steps, you can create an offer that resonates with your donors and inspires them to take action. Looking Ahead: The Most Important Element of Your Fundraising Pitch As we continue to explore how to bring your BHAG to life, we’ll dive into the three essential components of any fundraising pitch: your offer, your creative, and your list. And next week, we’ll reveal which of these is the most important of all. Until then, remember that acts of kindness, like those shown by Dr. Ozuah, can build the trust and relationships that lead to transformative gifts.