What’s in it for me? Intentional Donor-Centered Fundraising

Fundraisers tend to think close to home, and that’s understandable. After all, you spend an inordinate amount of time with the organization for which you seek support. You know the service providers and those served. It’s only natural, when drafting a case statement or preparing to visit a potential donor, to think about mission, vision, and programs. It’s easy to write about your needs and funding priorities, to speak from your perspective. After all, securing support for those people, programs and priorities is your job.

But you are in the relationships business. That means paying some attention to the other side of each relationship.

As you prepare for the next opportunity to communicate with your constituents, whether that be a message to a group or a private meeting, consider taking a new tack. Put yourself on the other side of the coffee table, of the conference table, of the newsletter, of the podium at the reception.

Ask yourself what will move this audience, these readers, this family to act on your invitations for them to participate, to volunteer, to provide financial support. Ask what’s in the relationship for them. Communicate that.

Depending on the circumstances and the venue, you can break the ice by briefly reminding them:
• when you attend our programs you benefit by . . .
• when you purchase our goods or services you enjoy . . .
• when you make a gift you are rewarded through . . .

The natural, logical follow-up to these ice-breakers is to invite the listener(s) to reflect and respond. Ask questions like:
• What’s your fondest memory of your experience with our programs?
• What value do you receive when you purchase our goods or services?
• How does your giving impact you? How does it make you feel?

Then, during the following discussion, you can describe and explain your programs and services, to address your side of the relationship. You can probe to discover what might best motivate a truly donor-centered gift conversation.