The Law of Unintended Consequences
Introduction
I work with a broad variety of nonprofit organizations on the work in which CDS specializes: the strategic planning and tactical execution of multimillion dollar capital campaigns. The scale of these projects touches every aspect of a group’s operations, beyond just straightforward fundraising. Capital campaigns often have an element of board development, as leaders emerge from existing directors and new candidates are identified from among campaign donors. Public relations is another area in which a capital campaign can leave a big footprint. Successful campaigns reach far and wide into a community.
I consider it a good idea to explore these tangential areas, and identify any opportunities for the momentum and excitement of the campaign to generate new success stories for the organization. I like to call these side benefits “The Law of Unintended Consequences.” Often, our plans in one area can lead to unexpected results in another related one.
Clearly, unintended consequences can also sometimes be undesired consequences. Anytime you are faced with an option for which you did not prepare, take a step back and analyze whether or not this is something that helps the organization. Gifts in kind are notorious for this, as someone may offer you an item or service that seems attractive at a glance, particularly if it has a great bottom-line value.
A Practical Example
I recently directed a campaign in which we experienced a very positive example of the law of unintended consequences. It also fell into the category of a gift in kind. I was working with a YMCA campground. They did not have a tremendous history of major gifts fundraising, though they do have an incredible history of providing formative experiences to many children. Thousands of families took away wonderful memories of the Camp. However, those same people had not been solicited for a significant gift.
As the campaign progressed, we began to reach out into the broader constituencies of the Camp’s alumni, as well as families that currently sent their children to the Camp. Thanks to the Camp’s location and its historical service area, it serves a number of wealthy communities. The case for support was very strong, adding considerably to the value of the campers’ experience. Furthermore, we were riding a tremendous wave of momentum as this was the most successful campaign in the Camp’s history.
One of the camper parents with whom we met was a divisional president for a major media company. We asked him to make a significant personal gift, and to provide some leadership to the campaign. He responded with a completely unexpected result: free advertising for the Camp in a number of major national magazines. Not only was this a gift with a very large, quantifiable value, it was also a fantastic public relations benefit for the Camp. In addition to boosting the bottom line of the campaign, this gift would help attract new campers, market the Camp’s programs, and elevate the level of pride and prestige surrounding their operations.
Breaking it Down
This was an unexpected, but not uninvited, result. First, a worthy prospect was identified. The gentleman in question had a strong inclination to support the campaign: his children attend the Camp and have reaped very formative benefits from its programs. He had some definite capability to make a gift, as he had risen to the top of his profession and industry. An appropriate volunteer solicitor was identified from among the Camp’s strongest supporters: someone who had also worked in the publishing industry and commanded the respect of the prospect, even without a personal relationship.
The volunteer solicitor and professional staff followed a proven plan, as they had throughout the campaign’s success. The volunteer set a formal, face-to-face meeting with the prospect, and had already committed their own generous gift. (It helped that the volunteer’s pledge was substantially larger than the request being made.) Finally, a compelling case statement was prepared, and contained within a top-quality campaign brochure. The case for support not only laid out the empiric objectives of the campaign. It also emphasized that the campaign would enable a life-changing experience for thousands of children.
Summary
These steps represent the classic approach to a major gift solicitation. In this case, they laid the foundation for a wonderful, and unexpected, result. Because the request was well prepared and well presented, the prospect became excited and engaged in the success of both the campaign and the overall organization. That enthusiasm led him to put his own mind to work thinking of possible gifts for the campaign. Obviously, he knows better than anyone what he can do to assist the Camp. However, without a compelling and well-structured solicitation, this might never have happened.
Always be sure to employ what you know to be the soundest fundraising proposals. Present your prospects with a compelling case and a great opportunity to make a real difference. Invite your prospects to put their own imaginations to work on behalf of your organization. Then, look forward to the law of unintended consequences providing some very positive surprises.