Introduction: Last Friday morning, in San Francisco’s Financial District, I experienced something I didn’t expect, even for a city known for its surprises. As I walked down the steep incline of Clay Street, heading toward the Transamerica Pyramid, I suddenly heard a loud rushing sound behind me. Turning around, I saw something barreling down the hill at an alarming speed. What was it? A trash can. But not just any trash can—someone was riding it like a makeshift sled. This bizarre encounter got me thinking about how we, as fundraisers, communicate our mission and vision to our donors. Are we clear about where we’re going, or do we leave our supporters asking, “What was that all about?”
The Importance of Vision: Your prospective donors need to know where you’re heading. They want to understand your vision, objectives, strategy, and plan. These elements are essential to your fundraising success. Just as the Allies in World War II had a clear vision and strategy for victory, your organization needs a compelling vision that guides your efforts. Do your donors know what success looks like for your organization? Do they understand the problems you’re trying to solve?
Vision, Objectives, Strategy, and Plan: Let’s dicusse the importance of having a clear framework: Vision, Objectives, Strategy, and Plan. This framework is straightforward and easy to understand, yet many nonprofits fail to utilize it effectively. As a result, their fundraising efforts can stall, leaving them “stuck in low gear.” Consider how you communicate with your donors. Do you clearly articulate your organization’s vision? Do you outline the objectives you need to achieve that vision? Do you have a strategy that donors can get behind? And, most importantly, do you have a plan that details the steps you’ll take to reach your goals?
Case Study: The National D-Day Memorial: A recent mailing I received from the National D-Day Memorial highlights both the strengths and weaknesses of nonprofit communication. The package arrived just before the 80th Anniversary of D-Day, brilliantly timed to capture attention. However, after reading through the materials, I was left wondering what my donation would actually achieve. While the letter shared moving stories and historical significance, it lacked a clear vision and objective. What major problem would my contribution help solve? What is the Memorial’s vision for the future?
Your Homework: As we continue this discussion next week, I encourage you to think about a special project or initiative within your organization. Apply the Vision framework to this effort. Ask yourself:
- What is your vision—what is your North Star?
- What is your precise objective? Is it quantifiable and measurable?
- What strategy will you undertake to achieve your objective?
- What’s your plan? What are the detailed steps, spending plan, timeline, and key players involved?
By answering these questions, you’ll lay the groundwork for a fundraising strategy that can unlock transformational growth.
Conclusion: In the Book of Proverbs, it says, “Where there is no vision, the people perish.” Shared values, a shared vision, and complementary capabilities are the keys to success. Do your supporters share your vision? Do they know where you’re going? Let’s continue this conversation next week as we explore how to apply these lessons to your fundraising efforts.
