Is Fundraising Still Balancing Art and Science?
I'm more conscious than ever of how deeply entrenched I am in the philanthropy field, and never want to lose sight of how important people are at the center of what we do. The giving stats, annual fund goals, and campaign trends don't matter as much as how those who support our organizations feel. Do they see the impact they're having? Do they feel fulfilled by how their money is spent and motivated to support us again?
Are we checking in on that enough?
"Asking for money is both an art and a science." I know you've heard it a whole lot (like I have). And I tend to agree.
Be personable, charismatic and genuine. Know how to navigate a conversation with ease and comfort. Also know how to assess their ability to give at a certain financial level, and of course, be well versed in the finances of your organization so you can make a case for consideration of a gift at a certain level. Be comfortable but direct; knowledgeable but open; present, but not for more than about an hour.
Jeesh. That's a lot. I know. We work with people daily on how to feel empowered to do that well (and for years, have navigated it ourselves). We practice, I offer examples of solicitations I've made, and we strategize on their donors so our team can consider all of the familial, wealth, and affinity markers before we suggest a plan of action. But I don't want the jargon I use in those very suggestions, or my video or written posts, to take away from the balance we must achieve between being people, and being skilled.
My posts tend to be science-centric in that I love to report how over 90% of funds raised in a campaign are coming from 8% of the nonprofit's constituency; or how to maximize an annual fund gift into a multi-year pledge with another vehicle over the time of a campaign for a significant commitment. This is what I do! All of those suggestions are meant to be helpful tools for fundraisers who want actionable takeaways. How can I watch a video or read something and immediately put it to use? That's what drives me.
I also know this: none of that is done successfully unless people trust us. It's not just a matter of whether someone likes us, and enjoys our conversations -- it's more. There needs to be a strong foundation of trust. Because when I show up for a meeting and remember your spouse's name, and report out on our finances with honesty, and articulate our plans for our priorities -- and we also enjoy a cup of coffee together, a donor believes that I will do what I say I'm going to do. And I will. At the crux of my success, is my ability to be genuine in building relationships, to be trusted, and to show up with the facts. I make an ask comfortable thereafter because I know I've done those things.
I'll answer my own question in a full circle moment: yes, fundraising needs to be that balance of art and science. If it doesn't feel like it is for you right now, put "trust" on a post-it note on your laptop screen for the week and be driven by your ability to be a trustworthy, genuine human being AND a trustworthy, knowledgeable deliverer of vision & facts.
