Yours For the Asking

Does your organization have enough money to do what you want to do? To serve as many people as need your services? As Reynold Levy says in one of my favorite fundraising books, Yours For the Asking:

“The contribution of this nation’s Third Sector to meeting…twenty-first-century challenges is constrained by a lack of resources. Acquiring them with a greater sense of urgency, of competency and of creativity is a critical task. It can be accomplished, but only if the chief executive becomes personally engaged and catalyzes volunteers and professional staff with vision and by example.“

I believe, as Reynold does, that the Chief Executive must both lead the charge by example but also engage a group of volunteers and key staff to help raise the funds needed to do the work.

In my work with social profit organizations of all shapes and sizes, I’m troubled that it’s rare that I find a chief executive who is willing to dive in and make development efforts a major part of their focus. The rule of thumb for the successful CEOs I encounter is that about 50% of their time is spent tending donor relationships or inviting financial support.

Reynold says: “Put simply, fundraising is nothing more than salesmanship. It’s persuasiveness at work. It’s a performing art.” And he should know, as CEO of the Lincoln Center for Performing Arts he’s raised millions. His book is an easy to follow guidebook/roadmap for the different arenas of development: events, individual solicitation, board engagement, appeals, and on. I love this book and give it as a gift, often.

I find Reynold’s no-nonsense style to be refreshing and exciting. He is someone who loves to provide an opportunity to others to be their greatest selves by supporting the organizations he’s worked for. Reynold understands that “the ask” is not about him. And he understands that he must know his organization’s financial supporters intimately for them to feel engaged and “insider” enough to give more of their advice, time and dollars. He makes sure donors to his organization feel “seen” and therefore feel special.

So I ask you:
What amount of time have you spent, today, to connect with a donor?

Who did you thank for their gift?
Who did you invite to make a gift?
Who did you contact to provide some feedback about how a recent gift was put to good use?
Where did you deepen a connection and cause someone to feel special for supporting your organization?
Do you know the faces & names of your top 25 or 30 or even 100 supporters?
Do those supporters know that they are special to your organization for more than just their annual check?

Next week: A few more reminders from Yours for the Asking about what it takes to have a successful fundraising program.