Playing the Possibility Game
I was sitting outside a café cleaning some spilled coffee off of my legal pad. I was near the end of what seemed like a rather unsuccessful meeting. I was talking with a former donor who was displeased that my client, organization he supported, had moved in a direction he did not support. It wasn’t that the group was no longer following its mission, but a program he was in support of was closed due to a lack of funding.
Our conversation, as part of a capital campaign feasibility study, centered around the new direction the organization was pursuing, to see if he would give a gift to help them realize their goal. The answer seemed to be a resounding NO, especially after he mentioned he had no desire to participate in this new project.
Having spilled my coffee across my notes, most of which were bleak at this point in the conversation, and fresh out of ways to inspire excitement in the new project I blurted out in exasperation, “Well, what would you support?” and everything changed.
I learned about some capital, property, in-kind services and even transportation options that this gentleman was not only willing to consider, but offered to the organization enthusiastically. Desperation and defeat instantly turned into victory and creative problem solving. This lapsed donor and I were able to discuss in detail how he would like to see a particular program restarted, all because I asked what he wanted.
This illustrates a number of fundamental truths:
- Quality > Quantity –Regardless of how many direct mail pieces sent, email subscribers signed-up, season ticket holders converted or memberships sold, deep personal relationships with your donors will give you the best indication of your progress and capability as an organization
- Do Your Homework – Before engaging in the next building expansion or program initiative, take the time and perform your due diligence. There is no excuse for not knowing what your donors would like to see your organization do, when all you have to do is ask. This is why feasibility and planning studies are so important.
- Be Flexible – If you are prepared and able to be flexible with what you will consider undertaking as an organization, you can open up the possibility of deepening relationships with your board and donors and engaging new or lapsed donors.
The moral of this story, aside from learning not to be as animated with your hands when near a hot beverage, is that knowledge really equates to power. When you know what your major donors would like to accomplish with their gifts or what lapsed donors would like to see in order to re-establish their giving, you are empowered with the resources to determine what priorities would be most appealing and most successful.
If a potential major donor will not support a building project then ask if they might support some programs and services that would complement your current project. This may lead to additional programming or it may free up operational dollars previously allocated to existing programs.
Remember, it is not about us, it is about the donor!
Matthew Kerry Gardner is a Senior Campaign Director at Custom Development Solutions, Inc (CDS).