An Ode To Donors Who Have Minds of their Own
Here’s something I’m noticing about those in the nonprofit world who are uneasy fundraisers: there is a strong tendency to make up stories about how their donors will react or respond to their ask.
Often, we hold the phone with our fingers hovering impotently over the keypad, convincing ourselves that we are bothering our supporters. Or that they share our dis-ease with talking about money. Or that they’ll yell at us like your mother used to when you badgered her for Cocoa Puffs at the grocery store.
This season specifically, among many I’ve spent time with in the nonprofit world, there seems to be a shared story that their donors are only giving to things related to Covid – which, in many cases, isn’t the mission of their group. That their donors’ love for their work has left the building.
Here’s Lifesaving Lesson #1 about fundraising this year-end: It is NOT your job to decide ahead of time for your donors.
Donors are people with minds of their own.
Yes, many people gave to COVID-19 relief funds and many people are giving to election and political causes. It’s also possible that your supporters have three kids in college this semester or just remodeled their kitchen and have budgeted less for charitable giving. That does NOT mean they won’t also give to your organization this year-end. And it is a terrible idea to decide for them before you’ve asked. A better idea: trust them to say yes or no to making a donation this year.
Regarding pandemic support: studies indicate that 80% of those who gave money to disaster relief causes in past years say those gifts don’t affect what they give to other causes. So if a voice creeps in to say, “All my donors are giving all their money to COVID related things,” tell it to SIT DOWN.
Your donors are resourceful and smart. Many cared about your work last year. And they still care this year. Please let them decide if they want to support you this year-end.
Interested in my other year-end fundraising tips? Please click here to download your copy of “5 Lifesaving Lessons for Fundraising this Year-End (and for all times!)”
Want help finding a better relationship with your money story? Reach out for support and coaching.