If I begin with an organization that is getting serious about major gifts, I explain there eventually needs to be a plan where the development person never comes into the office. When I work with organizations that have a development staff, I evaluate routine and look for regular days that development team members never enter the office.
In both situations, the response is similar. I need to check the mirror to make sure I have not grown a 3rd eye. Fundraising is not a retail operation where you advertise delectable cakes or the latest fashion and people flock to your door. Major gifts fundraising is about building awareness for a need and inviting people to make an impact. However, many development staff struggle to get from behind their desk. Help them change their view.
Relationships take time
It starts by changing your view. Major gift fundraising is not accomplished behind a desk, nor can relationships flourish behind a desk. You don’t ask someone to marry you on the first date, nor do you ask for a major gift. If you have gotten a major gift, now you need to interact with donor a few times and demonstrate impact before you ask for another gift. It takes time to build trust, confidence, and value in your mission. Especially, if your development office has been a revolving door of gift officers. Despite how long your organization has been around or the work it has accomplished, it is important to value donor relationships, and support their development through engagement.
Be clear, communicate expectations, have a plan
Like any part of a non-profit team, the development staff wear many hats. Start by blocking off time. Time for phone calls. Time for social media. Time to be a program partner. Most importantly, time to be out of the office. Set realistic expectations and hold yourself and others accountable. Share these goals, expectations and schedules with program staff, so they feel informed. For example: Require 3 face-to-face meetings with stakeholders; Require 10 phone contacts thanking or updating donors; Review and engage donors that gave 10 months ago; I won’t be in the office on Wednesdays and Thursdays; Know who and when you want to make an ASK.
Part of the discomfort for program leaders of non-profits, is what are development people doing if they are not in the office. I am not a big fan of reports for report’s sake, but this can serve multiple purposes. If you have a cloud-based donor management system, your development staff should document interactions with prospect and donors. Then generate a weekly report that gets shared. Leadership and program staff will see what the team is doing, and it may stimulate conversation over a donor that is also involved in programs or volunteering.
This is a numbers game. The more people you educate about your organization; the more you remind people of their impact; the more you are present in the community, the more chances you have to raise funds for your mission. A Facebook post may have impressive reach, but of those 1000s reached, who can respond to your need.
Always recognize successful behavior and involve the organization when large contributions are pledges come in as a result of this behavior (including program staff that helped)
Target Rich Environment
Invest in your development staff and support their membership in a local civic or economic group (Rotary, Chamber, Kiwanis, etc.). These groups are often filled with people committed to making their community a better place (you know what your organization is a vehicle for). In other words: potential donors. In addition, these groups have potential meetings that will force your development staff to be out of the office and a part of the community.
Contract out
Your directors are your highest paid individuals in your organization. Where they have many skills and can do things in a crunch, your directors often do not have the “everyday” skills to do graphic design or create content for social media, or a multitude of other task that you could either hire a college intern or contract out to accomplish. Instead of the few hours trying to design your next direct response mailer, pay your printer an extra $100. This will allow your development person to spend an hour setting appointments with donors that can contribute $500 – $5000+
Change the view, remove obstacles and distractions, and set your development team up for success in your community.
PB&J marComm can help. Please contact us.
