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 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.

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.

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.

You might remember the $1 million that was donated anonymously in December in Minneapolis to help the people who lost their homes in an apartment fire. Someone heard the story, it was all over the news. It was made clear what those people needed — money. And some generous donor gave it. In this economy.

I urge you to get specific with your “insider” community about exactly what you could use more of, so it shows up.

Here’s an example: An organization, we’ll call them Caring Community, has really struggled with raising the money they need over the last 12 months. They are in financial crisis. Staff hours have been cut. And therefore less is being done to bring the money in. A direct mail solicitation isn’t being sent out, donor “asks” have slowed to nothing and when dollars are given no one is making those donors feel special with thank you calls.

The committee working on fund development projects is 6 people - 4 board members with full-time jobs and 2 overworked staff. Often their meetings are spent talking about what isn’t working instead of getting into action.

What’s working? Caring Community has nearly 60 organizational partners with thousands of members in the faith community who help to deliver their services to homeless families. These people really love Caring Community.

So, I suggested some phone calls be made to key partners to invite them to lunch to share the reality and critical nature of their situation.

What would be shared: How dire funding had gotten; what could be done to impact the situation; and some powerful stories would be told that would illustrate the amazing 92% effectiveness rate of programs.

The suggestion was met with huge skepticism and low energy. But, the 6 people dutifully made their phone calls. And voila! Magically 13 people who already are committed to Caring Community show up at the one hour meeting. They listened, gave advice, were moved and inspired by the stories that were shared and then they took action.

Now what’s working? In less than one month the committee size has doubled! Focused, committed supporters are making progress getting the word out about the financial crisis at Caring Community. Over $5000 was raised in one week. And more will show up. I’m certain of it!

Moral to the story: COMMUNICATE. Be specific. Invite participation. Donors and volunteers can and will do more. Invite them in for a slice of something meaningful that needs doing and make sure they know what a huge difference it will make.

Check Your Mindset to Market Your Way Out of the Recession

I believe that getting into action, rather than reacting, is the best plan. In this article, Elaine Vogel provides some great tips on getting into action and getting into the mindset that we can engage in communication that is helpful and keeps our donors and volunteers connected for the long-haul.

Some tips from the article:

1. Do Some Primary Research

Talk to your current and prospective donors and stakeholders. How are they hurting? What can you do to help? What are their challenges? Listen and they’ll give you some valuable information.

2. Make Use of Secondary Research

3. Plan, Plan and Plan

4. Do You Have the Right Mindset?

5. Look at cost-effective marketing tactics

• Social Media
• Word-of-mouth marketing
• Develop professional marketing/fundraising materials
• Cause marketing

Click here to read the full article

Words are utterances that stand for feelings, thoughts and experiences.

The reality is words can be one of the least effective ways to communicate because it’s so easy to misinterpret them, ignore them or if not chosen carefully, cause us to simply not care.

When you want people to get sense of what you are conveying, use as many forms of communication as possible. Music, silence, photos, a drawing from a child. Anything that will cause the other person to feel something.

I’ve heard Lenore talk about her organization many times and how the need for more shelter space for homeless families is growing. Then just last week she shared with me an audio tape of the sounds of phone calls that her organization received on their voice mail. Lenore prefaced the audio by sharing the fact that they now receive an average of 300 phone calls a month which is an increase of 250 a month in the last year.

Then I heard the calls. The sounds of babies crying in the background. The fathers or mothers sounding embarrassed and pausing in fear or fatigue during the message. The silences and the noises combined with the words caused me to feel uncomfortable and even guilty that I was leaving to go home to my own house with lots of space in it.

I have carried around that feeling with me for days. And ever since I’ve been working to send help to that organization. The words alone didn’t cause me to carry that uncomfortable feeling around. It was the sounds, and the urgency of the voices and the silences that did.

Feeling is one of the ultimate tools of knowing. By causing your donors and volunteers to feel something they will take action. Just be sure you are clear about what action you want them to take.

Is it to make a contribution? Then ask for one, with a specific amount that will make a difference.

Do you want them to volunteer? Tell them where to sign up and give them a specific task to volunteer for.

Get people into action with short, clear, bold communication that inspires and causes them to feel your work.

“Feeling is the language of the soul.” – Neale Donald Walsch

The session is in Minneapolis, MN, and is available to be brought to your city. For more information on Wednesday’s session, check out the new calendar on this site!

Some of what will be covered at the mini-workshop is stated beautifully in Lynne Twist’s new video titled, “The Opportunity within the Economic Crises.” Lynne has been an instrumental in shaping my own views about money and fundraising. I encourage you to view this powerful new video.

I, like Lynne, feel honored to be living in this important time. There are many things going on that can be scary and challenging, but this time we are experiencing is stripping away that which is not sustainable. We are shedding what is not viable and moving into a time when there is a more accurate and truthful relationship with the resources of the planet, especially our money.

As you make choices in your day to talk with donors, engage others in philanthropy and invite them to more deeply serve the community, please remember that this recalibration we are experiencing is something to watch, listen to, discuss together and identify the lessons we are learning from it.

How are these challenges and changes affecting your organization? Your clients or consumers?

Change = moving from one state of being to another.

As your organization deals with the changes imposed on you by the economy and potentially sluggish contributions it is your responsibility to meet the changes with enthusiasm and honesty. This year, don’t just send out the usual “ho hum” updates about your work and the good things you are doing. Change it up! Here’s how:

1. Be creative in how you let donors and the community know what you need. Letting the community know that the economy IS affecting you is important to do. And letting the community know how you are meeting the challenges and changes in expected income is more important than ever. Hold special “coffee with the CEO” gatherings that update insiders and key donors.
2. Continue to define and articulate YOUR vision for the changed vision of the future. Without updated information, donors, volunteers and the community in general will think you are doing fine and nothing has changed and they may go elsewhere to give. Use email, phone calls and any opportunity to speak to groups to share what is different for your organization this year.
3. Embrace the changes and articulate how they are affecting you often this year. Quarterly rather than annual updates will make a difference this year. Memories are short. Keep your organization visible.
4. Keep your mission relevant by sharing heartfelt, real stories, that always include a call to action.
5. Be vocal about your annual fundraising goal and the deadline for your annual campaign. Starting NOW in January. Even if your deadline is in December.

It is the organization that doesn’t embrace change that will be overlooked when donors are determining where their contributions will make a difference this year.

Embrace change.

I’ve been talking with many staff and board members who are sharing their fear about potentially dismal, awful situations. The dismal and awful has not happened yet. They are forgetting that the development team is the place we all take our cues from on how to react. So, my advice is to keep talking about what is working at your organization and what is missing. Give quarterly updates this year to your donors instead of the usual annual update.

People will respond and give when they are ready.

How do I know that donors will give? Some of my clients have reported receiving record year-end contribution totals. In fact, one of the groups I work with reported that on the final day of the year, December 31, 2008, their on-line giving total for that one day exceeded $38,000! That’s how I know. Giving continues, even in economically challenging times, when you make it easy and compelling for donors to do it.

So, how to make this time we are experiencing into an opportunity? Here are a few simple tips.

• First: Keep close to your donors right now and let them know how things are going with your budget and your fundraising goals for the year. That means phoning, taking them to coffee, or inviting them in to a tour of your facility. Be sure to acknowledge them for their previous gift and keep them “in the loop” about costs and financial issues you are dealing with as an organization.
• Second: Continue to share the “good news” about how your programs and services ARE working.
• Third: Keep the faces and stories of those you serve visible so donors remember why they gave in the first place.
• And most important: Keep yourself out of the fear and scarcity mode of thinking. It is true things are very challenging right now. But no one wants to talk very long with someone who is deeply immersed in the sky is falling drama of all that is going wrong. Even if you don’t believe it, act like you know things will change. I promise you, things will change!
  
• Don’t forget to continue to invite contributions!

For more tips and some hard facts about the economic crises join me on January 28, 2009 for a two hour mini-fundraising workshop about raising funds in challenging time.

Find a donor to call and thank and talk with today!