You Just Never Know
Of course, Roy’s donation wasn’t the result of a long-standing acquisition effort by a nonprofit organization. Nor was it even a one-off that came in from a TV commercial or during an event. Obviously, it had nothing to do with a fundraising strategy at all. But it does have some implications for fundraisers.
The story of this donation underscores the power of guilt as a trigger for giving — especially so because it came from within the giver himself. But more importantly, I think, it underscores the importance of getting your message out there, and consistenly educating people and providing them the opporunity to give. You can — and should — build fabulous relationships with your donors. But somewhere out there, flying under your radar, is someone who has an aha moment and decides he or she wants to give — be it time, talent or treasure. And if your organization is out there as well, with flawless stewardship, consistent marketing and compelling PR, you might find yourself the recipient of that impromptu generosity. Keep that in mind, because the poster at Amergent was right when he or she prefaced this post by saying, “You NEVER know where a new donor could come from … ”