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15 July 2010
Fear of Fundraising
Supporting Your Volunteers
In Making ‘The Ask’
By Jennifer Furla, Executive Vice President
Midwest Region
 Okay, it happened. Actually, it’s happened three times in recent months. Organizations and individuals I care about asked me to help raise money and support for causes I care about. Even as a seasoned fundraiser, there was that moment right after I hung up the phone agreeing to the task that I wondered, “What am I doing? Am I really up to this?”
The tasks were straightforward enough: To secure increased annual pledges for my church; to fill a table for a major gifts event for my son’s youth group; to help a friend connect with influential individuals to help promote her cause. With each, I could quickly identify the prospects and envision the approach, but a lingering pang of conscience gently tugged at me: “Can’t let them down. Make sure you get right on it and follow through. Be sure you practice what you preach.”
Few of us were born fundraisers. Many of us – by virtue of training and practice – are much more comfortable with the thought of asking peers to support worthy causes. But even with the most practiced volunteer, we are well advised as development professionals to keep in mind that volunteers need – and deserve – support in the solicitation process.
- Understand the volunteer’s role. People give to people and solicitations are always more effective if they are conducted peer to peer. The volunteer can open doors to new prospects, and by example and sharing their passion, inspires others to give.
- Help the volunteer have confidence in the organization and the need. A strong case and a compelling mission are at the heart of successful fundraising. While the volunteer does not need to know all the fine details of the organization, program or project that is the basis of the ask, they do need to have sufficient experience or understanding of the work you do so they can effectively “tell their story” and relate whey they are passionate about what they are asking for. We often work with volunteers to stage a “Rally,” where volunteers work in pairs, round-robin to share their personal passion for the organization, its mission and the project they are raising money for.
- Help volunteers understand the process and dynamics of the gift solicitation. All major gifts training begins with some form of understanding the “science” of fundraising. There are myriad variations of time-tested formula and criteria for staging a successful solicitation. From prospect identification and appraisal, to the approach, to the actual solicitation call, help the volunteer understand the process – and what she or he can expect throughout.
- Provide opportunities to practice – and support the volunteer by accompanying them on the ask. Fundraising gets easier over time. It’s a skill you can study and get better at. So, it’s axiomatic that you hone the “art” of fundraising with practice. Practice can occur through role play, but there’s really no substitute for the real thing when it comes to asking for money. In this, you should support the volunteer by accompanying them on the call, and by reviewing with the volunteer beforehand the elements of the call and what aspect of your organization, project or program is likely to appeal to the prospective donor.
- Give the volunteer a chance at success. Success is contagious. Nothing boosts a volunteer solicitor’s confidence like an early “yes” to a request for a hoped-for amount. So, in helping a volunteer identify prospects whom they will approach, encourage them to start out easy. Begin with a prospect who is likely to readily agree to support your cause or project and with whom the volunteer feels comfortable.
So, back to my story. Did I succeed? The church exceeded our annual stewardship goal. The table was filled. My friend succeeding in attracting the “right” group of influential individuals to achieve her objective. Was it because of my fundraising prowess? Hardly. Two other elements contributed to success in each case:
Remember, as fundraisers we are all part of a process and an organizational structure. Fundraisers – whether volunteers or professional staff – rarely succeed operating as Lone Rangers, working solely on their own. The most successful organizations foster a culture of fundraising and stewardship where each part supports the whole.
Finally – and I can take credit for this: Fundraising succeeds when you do it “By The Book.” Shortcuts and quick fixes rarely result in fundraising success. This is especially the case when you are asking for major gifts. We simply cannot assume that the prospective donor knows about our organization, its vision, or the specifics of our need. Nor can we assume that the donor is ready to commit with an investment of their dollars – or that our mission or project will appeal to them. Take time to get to know the donor in a very personal way and do not rush the ask. Patient cultivation and thoughtful solicitation, following a carefully-crafted strategy and pre-determined process will almost always achieve the positive results you are seeking for you and your organization.
Friend. Fan. Donor.
Social Media Has Not
Replaced the Need to Nurture
By Paul Weber, Chief Entrepreneur Officer
Entrepreneur Advertising Group (EAG)
Kansas City, Missouri
 Editor’s Note: this month, we welcome back Paul Weber, who is C.E.O. (Chief Entrepreneur Officer) of Kansas City-based Entrepreneur Advertising Group (EAG) and who has helped us help our clients raise awareness of their missions the past six years and navigate the largely uncharted waters of social media. Paul tweets, blogs, and can be found on all sorts of social media. You can find him on Facebook.
Media junkie, regularly spending time on Facebook, Twitter, MySpace, and so on. She posts and participates, makes friends and becomes a fan of every hip new restaurant or store in town.
Recently, Fran started becoming a Facebook fan of local nonprofits. Not just some local nonprofits, she became a fan of many organizations in many different sectors.
Fran likes worthwhile causes – from a distance. Fran is not a donor.
Social media, in all its forms, has created a wonderful opportunity to engage your constituents on a deeper, more emotional level. More importantly, social media allows your constituents to speak on your behalf while spreading the word about your cause.
Like any new media, social media forums have created a whirlwind of activity, while measurement and assessment of these tools as fundraising mechanisms has lagged. For smaller nonprofits, there just aren’t the resources available to measure the effectiveness of such tools while the pressure to ‘join in’ is great.
Fortunately, there is little harm in opening your nonprofit to a broader audience through social media. Simply keep in mind that there is not a direct correlation between Facebook fans and donor dollars.
What a well-managed social media campaign does offer a nonprofit is the means to tell your story to a wider audience with more frequency. Better yet, it allows others to act as living testimonials to your mission.
A carefully constructed, consistent and engaging social media program is a nonprofit’s best friend. But even the best social media efforts do not replace the necessity of good donor stewardship.
We live in an era of consumer preference. As consumers, we have multiple ways to gather information, shop and give feedback about our experiences. Social media has exponentially increased the number of voices being heard every day. Many of those voices are talking about philanthropy and nonprofits, including yours.
Engage in social media with your constituents, donors and followers as if they were sitting across the table from you. Speak with sincerity and speak from the heart. But remember that when it comes to fundraising, social media is just one tool in your arsenal.
Today, my friend Fran is not a donor. But the smart nonprofit will recognize her interest in their organization through her Facebook activity and reach out to her in any number of ways. Someday, I predict Fran will give … when she is asked.
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