What walls are you putting up between your organization and the donors who support you?
You might be thinking, “None!” But I challenge you to really think about it.
I was lucky enough to be part of a session Derek Humphries did yesterday for the clients of the company I work for, Blakely. Derek talked about his background as an artist; he used to design books and they were on display at a gallery. The gallery staff wanted to put his books under glass, but Derek wanted people to actually be able to touch them, read them, interact with them.
The gallery staff were worried people would rip the pages. For Derek that wasn’t a problem! It meant deeper engagement; people could change the book, and therefore be part of the art themselves.
The compromise was people being provided with white gloves to flip through the book…
Derek was brilliantly using this analogy yesterday for our fundraising and the way we interact with donors.
So again, I challenge you to think about this: what do you put between your organization and your donors?
Do you make a point of keeping donors far away from the work that you do? Do you sanitize the problems you’re solving in the world so that donors don’t hear the dirty details?
Or do you offer opportunities for donors to get their hands dirty?
Do you invite donors to meet the people their gifts are impacting?
If your organization changes lives in other countries, are there ever opportunities for donors to travel there? To see the well their generous donation built?
Sometimes the walls we put up are more subtle. By now you know the importance of using the word “YOU” in your direct mail appeals. Any time I’m editing a solicitation letter, I’ve got Jen Love on one shoulder and Tom Ahern on the other encouraging me to make the donor the hero of the story.
That’s another great example of the walls we put up; why must we say “WE” so often? We accomplish this, we change that… Why can’t we say that the donor did it? Why do we have to put some sense of formality in our appeals? Something between the work and the donor.
Why can’t we give donors opportunities to feel more a part of our organization? To allow for deeper engagement… even if they get their hands dirty!
I’ll finish this post off with a story from when I was working as a mid-level gift officer at a school. As often as possible, we would try to create opportunities for bursary/scholarship donors to meet the recipient of their award. It was a great chance to let our guard down and really let the donor see the impact of their generosity.
However, it was also a risk. How could we be sure the student would act appropriately? Would they represent the university well? Would they be professional and courteous and grateful?
Well, I invited a donor to meet the recipient of his award over coffee on campus one day. This donor had had a few negative experiences with the school; having to reach out to find out who the award recipient was rather than the school telling him, feeling ignored, not stewarded well… the works! So I was determined to make him feel better about his giving, and make sure he knew how much it mattered to the school, and to the students.
So we were waiting in my office for the recipient… and we were waiting… and we were waiting… and then finally – a good 45 minutes late – the student arrived.
The donor didn’t seem too shaken, so we went to have coffee, had a great time, and then I walked him back to his car.
Let me also say what this award was. It was an award in honour of the donor’s son who had tragically committed suicide years before. His son had a passion for writing, so it was an award for a student with the best short story submission, judged by the English faculty. It meant a lot to the donor, understandably, and he loved meeting students who shared his son’s passion.
On the way back to his car, he said to me, with tears in his eyes, that his son would’ve been late for the meeting, too.
Letting your guard down is a risk… but the reward is deeper engagement, and that is well worth it!
Written by Maeve Strathy
Maeve is the Founder of What Gives Philanthropy and has been working in fundraising for over nine years. Click here to learn more about Maeve.