Four to Score: Why Donors GiveIn our winter issue of the JBL print-newsletter, we discussed important steps for your organization to take during an economic downturn. Roles for the board, advancement leadership, staff, and volunteer solicitors were all discussed. If you’d like to receive an electronic version of this article, . While every member of your advancement team has an important role to play with donors in a recession, there are four basic truths about donors that never change – in a down economy, they become even more important. First, donors want to know that their gifts make a difference to your institution. Too often, in our haste to bring in more gifts, we move on from cultivated donors who have made gifts. Cultivation never ends. Second, donors want to know that their gifts can be leveraged to achieve greater success. In a flush economy, donors want other donors to join them in a winning strategy. In a recession, the importance of leveraging takes on a more critical meaning. When struggling charities motivate donors to give with dire stories of institutional survival, the short term outcome can be good. Passionate donors will rally to save their charities. However, long-term institutional survival is only hurt by the charity that cries wolf. Who would invest their life savings in a charity that may or may not make its next payroll? Third, your donors want recognition. In a down economy, more and more donors are seeking anonymity, so how can recognition be achieved? Ask your donors. Just posing the question to them is recognition that their opinions are valuable. For some, recognition is a scholarship named for a departed classmate. For others, it’s a wing named for the physicians who worked so hard to save their lives. Anonymity doesn’t mean a lack of recognition. It’s just a unique way to frame your respect for their generosity. Finally, and it’s important to note that this is the last thing your donors are looking for, donors want to make gifts that are tax smart. Particularly in a down economy, people like to make gifts that are economically smart. Like anything else, the economy will change. We’ll be here for your organization during flush times and lean. If you have questions, please give us a call. |
December 2009:Archived Newsletters |
