Without Passion, Organizations Perish
You also should take steps to fall back in love with donors. They are the true stakeholders in your organization. The board isn’t. The president isn’t. Even you aren’t. It is the donor who truly owns the charity. Why not start behaving that way? Here are some things you can do to remind yourself (and everyone else) that, after the person who is helped by your charity, the next most important person is the donor:
* Regularly (once a week) read donor letters to employees or pass excerpts along via e-mail. Focus especially on donor letters that express gratitude for being able to serve.
* Have a donor come in and address employees in a company or department meeting. Ask them why they are involved and why they stay involved.
* Encourage employees to call or visit with donors to talk about their motivations for being involved.
Richard Perry is the co-founder of Merkle. This article originally appeared as whitepaper on Merkle’s Web site.
If you’re hanging with Richard it won’t be long before you’ll be laughing.
He always finds something funny in everything. But when the conversation is about people, their money and giving, you’ll find a deeply caring counselor who helps donors fulfill their passions and interests. Richard believes that successful major-gift fundraising is not fundamentally about securing revenue for good causes. Instead it is about helping donors express who they are through their giving. The Connections blog will provide practical information on how to do this successfully. Richard has more than 30 years of nonprofit leadership and fundraising experience, and is founding partner of the Veritus Group.