Sometimes in the midst of managing a nonprofit, we forget we have partners in our work, and that they include those who provide major gifts and grants. We may think we have more pressing things to attend to, saying to each other, “We can depend on their support.” In many cases you can, but what does your lack of interaction say about your relationship?
Yes, we used the “R” word. You are in relationship with your major donors and funders. The question is what kind of a relationship are you in? Do you realize that major donors believe in your work? That’s why they provide financial support: they want you to succeed. Your nonprofit is in line with their values and their philanthropy is an important part of who they are and what gives meaning to their lives and legacy. Philanthropists at every level are pursuing their vision of the common good, and whether they are a local family, business executive, or national foundation, they are giving to your nonprofit because you can do what they cannot do. They have the money, but you have the capabilities, systems, people, and relationships to bring a shared vision to life.
Here’s a scenario that often occurs: Once we receive a check, we put the relationship on pause for 10 to 11 months or until we need to reapproach the donor or funder for additional support. This contributes to what donors refer to as “feeling like an ATM.” We know this is unintentional, but the feelings on the part of those supporting your nonprofit are real. So, here’s our question: How are you engaging your major donors? What are you doing to make your major donors feel their gift is meaningful, worthwhile, and used to advance a shared vision?
We offer a few suggestions to help sustain, restore, or rebuild the mutuality at the heart of long-term relationships between nonprofits and their major supporters. We recommend starting with the basics. Share your annual report directly. Don’t assume they will find it on your website or social media. Send an online copy or link and take time to send a print copy. Provide quarterly updates on your progress and challenges. Remember: There is nothing to hide – we all have challenges and often our major donors can help think through a situation or provide solutions. Where possible, invite them to be a part of your strategic and operational planning meetings, or to serve on an advisory committee. You may want to invite them to a board meeting as a guest to observe or make a presentation.
On a personal note, take time to acknowledge key dates in their lives such as birthdays, anniversaries, promotions, or career moves. Share VIP invitations to major special events and related activities. Host an annual donor appreciation event and personally invite your major donors. Here’s the bottom line: One of the primary responsibilities of a professional fundraiser is to engage, thank, and sustain (or grow) financial support from your major donors and funders.
Copyright 2024 – Mel and Pearl Shaw of Saad&Shaw – Comprehensive Fund Development Services. Let us help you plan for 2024! Video and phone conferencing services are always available. Call us at (901) 522-8727. www.saadandshaw.com
