Not surprisingly most development professionals have a long “to do” list. It can feel overwhelming to keep up with data-entry, make donor phone calls, draft mailings & reports and do all the other tasks associated with our work.  Because there is so much, being able to cross things off a to do list can feel great.

But do we get too caught up in the satisfaction of the action that we forget the basis of our work? Building deeper relationships with our donors? I was reminded recently by Greg, a long-time development professional, that crossing off the list doesn’t always honor someone’s connection to our organization.

At a meeting recently, Greg asked me to review a letter he was sending to a handful of donors who had lapsed on their annual pledges. He explained that these 8 people had made their initial pledges anywhere from a one to three years ago. My question to him was, “When is the last time you had any personal contact with them?”

“Not for the last year or two other than the thank you call they received for their gifts,” was Greg’s honest reply. “But they all receive our newsletter two times a year.”

I pondered this and talked with Greg about the fact that while the letter was written well, these people cared enough to make a pledge at one time, when they felt deeply connected and moved by the mission. To send a letter asking for the money may feel unwelcoming on the receiving end. It would be more powerful to connect via phone with these folks who may be facing financial challenges themselves or experiencing a lack of connection to the organization. We discussed a phone approach that felt authentic, with questions about how THEY are doing in this economy, conducted a short role play about one of the donors, and I left.

The next day I received these words from Greg in an email message:

“Thank you for sharing your time, inspiration, and guidance to talk this issue through and take my work to whole new levels. Deep down I know this work is all about relationships and energy. Sometimes it is hard to remember this in the midst of all the paperwork, the nuts and bolts details to manage, and the things that come at you to juggle.

Sometimes it’s hard to make that phone call when you share an office or somebody is vacuuming. And it would just be more convenient and expedient to send that reminder letter and cross the task off a list. I can write a good letter, but I realize now that it bypasses the opportunity to authentically connect with our donors and take our relationship to the next level.”

Do you know how your top donors are faring in this economy? I hope Greg’s words will inspire YOU to pick up the phone and find out. When you do, if you are authentic in wanting to learn more about them and share something new about your organization, I guarantee the message you leave or the conversation you have WILL move things to a new level in their relationship with you.

This week I heard about a donor, named Margaret, in her late 60’s, who called the office of a non-profit organization to let them know she wanted to be sure she was invited to the organizations big fundraising event next year. She said, “If I give you $500 today will you be sure I get to attend your event next year?”

Margaret called THEM to ask if she could make a financial contribution.

Though she missed the big event because she didn’t respond in time to the printed invitation, the day after the event was over Margaret heard about it all over town and wanted to be sure she was a part of it next year. That’s some donor connection!

The event was powerful and inspiring and so far has generated in gifts and pledges over $1.2 million. That’s right, million.

There was no magic to this outcome. Just work, all year long, to make sure people in the community know what the amazing work is that the organization does. At every opportunity staff and board members let the community know the cost of some of their programs and the gap in funding that the economy is handing to them.

There was no begging or pleading to get people to give. There WAS warmth, inspiration and lots of telling the truth. When a client spoke about how his life is better because of the organization the audience was in complete attention and listened attentively.

It’s possible in this economy to inspire giving. I know. I gave.

This past week I received communication from two organizations I have supported financially for many years. One was a very snappy color email newsletter from Organization A that told me about all the great things going on and included an invitation to volunteer or contribute art supplies.

The other communication was a letter in the mail from Organization B. The letter was friendly but succinct. It was one page long with short paragraphs that clearly spelled out what was going on and how I could be a part of the solution:

• The fiscal year will end on June 30, 2009
• There will be a budget shortfall of $240,000
• The “ask” was clearly stated: If every household who supports this organization will give an extra $6 more a week for the next 13 weeks they will raise enough to meet the needs of the organization and they won’t have a shortfall.

I immediately went to the website of the Organization B and made a contribution for more than $6 per week requested and felt great about knowing what is going on and that I was helping.

The following day ironically I heard a message from a staff person at Organization A who shared that they have cut a staff position from their tiny staff of six and are desperately in need of office supplies to help the bottom line.

I was shocked to learn that the organization A that looks so great in that snappy color newsletter was in need of funds.

Are you asking or telling these days? When times are challenging it is not better to ask less…now is when you ask more. Provide good, solid information that is factual and compelling. Provide a solution that your community can be a part of and welcome their support.

Oh and please accept on-line contributions. You’ll increase exponentially the amount you raise.

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