5 Top Inquiries to Improve Philanthropy

One of my favorite philosopher communicators, Hugh MacLeod of The Gaping Void, recently assembled favorite business insights from the past year. Of the lessons learned, here are five I believe most apply to the social benefit sector. I’ve translated them into questions you might want to ask yourself on a regular basis.
1. Does Our Nonprofit Care?
MacLeod tells the story of a three Michelin Stars New York restaurateur, whose claim to real fame was a $3 hot dog. Say what? Overhearing a conversation where out-of-town diners, who had eaten at a range of starred restaurants in the city and were bemoaning the fact they’d missed out on having a famous New York hot dog, he jumped into action!
He ran down the block to the closest hot dog cart, ran back to his kitchen, and persuaded the chef to plate the hot dog – albeit with chef smears of mustard and flourishes of ketchup dollops. It became the highlight of the tourists’ trip! And, as the word got out, the restaurant’s reputation for caring blossomed.
The moral here is the more you give, the more you’ll gain. Philanthropy is symbiotic. At base, it’s a value-for-value exchange. The donor gives you something of value (usually money) and you give back something of value (usually an intangible, like a feel-good jolt of dopamine or sense of meaning).
The diners in the afore-told story would have been satisfied with simply having a good meal, but the satisfaction wouldn’t have lasted. As a result of the extraordinary care they received, it became a meal they will never forget. The long-term rewards are given to those who go the extra mile.
Ask yourself, “What more can I give?”
2. Do We Come From a Psychology-Influenced Perspective?
When you understand the power of psychological influencers and behavioral economics (see Robert Cialdini’s “Principles of Persuasion” or Daniel Kahneman’s “Thinking Fast and Slow”), you can use this perspective as a powerful decision-making shortcut to tip consumers in your favor.
As MacLeod notes, “For the businesses and brands that understand it, the world of psychology is a world of opportunity.”
Hermes, knowing people don’t behave purely rationally, uses this perception in marketing Birkin bags. They tout their scarcity and exclusiveness, causing people to want them as a symbol of belonging.
For nonprofits, make people want to belong to your group. Frame behavior as identity that aligns with donors’ self-concepts. Share narratives that reflect the shared values of your audience. Invite people to join clubs that reflect these values (e.g., “Justice Seekers;” “Impact Society”).
Ask yourself, “How can we help people feel a sense of belonging and identification with a group of like-minded folks?”
3. Are We Leading With Humanity?
As we’re pulled inexorably into the world of artificial intelligence (AI), it’s important to remember what people can accomplish that machines cannot. Some years ago, PayPal co-founder Peter Thiel made headlines pronouncing AI meant math skills would become far less valuable and verbal skills much more so. Machines would be able to solve all the U.S. Math Olympiad problems. They wouldn’t be able to solve the larger existential problem of being alive.
For that, art, connection and leadership are needed. This gives nonprofits a distinct advantage, because they’re organized around the principle of social and communal benefit. And humans are wired to care about one another.
So nonprofits should use their size and mission to create a sense of community — even family. This is what people yearn for. Prioritize treating donors like you’d treat friends and family. Reach out, and keep reaching out. Notice what people do. Pay attention to what they say. Respond accordingly. Ask donors about themselves. Build human connections. In today’s world of increasing automation, the fact you’re able to take a beat and apply a considerate human touch is a distinct advantage.
Ask yourself, “What can I do to make this more personal?”
4. Do We Have a Culture of Philanthropy?
However you are within your walls is also how you’ll be without them. Environments, and the people within them, shape outcomes.
If your culture is dysfunctional, one where staff are underpaid and overworked, chances are the work they do will suffer from a sense of malaise. Less will get accomplished, and then less. Staff will turn over. Fundraising will stagnate. Programs will get cut. No one will feel good. If you’re not enjoying the ride, it will be difficult to persuade others to get onboard with you. Smart leaders understand how to develop and leverage an environment to reinforce their goals.
Therefore, showcase and communicate a vision that inspires people. Develop a strategy that supports it. Invest in staff development, internal communication and a culture of inclusivity. Topple silos, eschewing competition between departments in favor of cooperation. No one says “This is not my job.” Everyone helps everyone else. Everyone cares. Everyone extends themselves, top to bottom.
Ask yourself, “Do we have a culture of philanthropy and, if not, what can we do to improve?”
5. Why Might Donors Get on Our Bandwagon?
It’s not because you do good work. So do lots of organizations. A better answer is because you do work with which the donor identifies and considers relevant, so they are emotionally moved to join you.
Generally, this means becoming adept at storytelling. MacLeod notes Apple excelled at telling a story with its iPod that made people want one. It was cool. Microsoft, on the other hand, simply talked about features and specs. Good things, but ordinary; dry as dust. Folks could picture themselves better entering into the extraordinary Apple universe.
Your nonprofit must tell a story that puts the donor at the center of your vision, mission and values. Make donors the lead character. Shift your focus from getting donors’ money to helping them make a difference. You’ll find money follows naturally from taking them on a philanthropic engagement journey that fans the flames of their personal passions. People often seek purpose when they feel isolated from others. You can help them connect by communicating more often and more meaningfully.
Ask yourself, “ How do we give donors the meaning they seek?”
Answer these five questions to add powerful fundraising tools to your arsenal.
Remember, every interaction you have with people is a signal. Are you sending the ones you mean to? Why not set aside some time on your team’s calendar for a brainstorming session addressing each of these areas. If the answers aren’t to your liking, do something different.
Generally, to get to a place where people affiliate passionately, and in large numbers, requires taking steps to get to know folks better. Then, armed with information about people’s desires, you can put in place strategies to cater to these desires.
Be better. It will be good for you, your supporters, your beneficiaries and the planet writ large.
The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.
Related story: The Psychology of Trust: It’s All About Belonging
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If you like craft fairs, baseball games, art openings, vocal and guitar, and political conversation, you’ll like to hang out with Claire Axelrad. Claire, J.D., CFRE, will inspire you through her philosophy of philanthropy, not fundraising. After a 30-year development career that earned her the AFP “Outstanding Fundraising Professional of the Year” award, Claire left the trenches to begin her coaching/teaching practice, Clairification. Claire is also a featured expert and chief fundraising coach for Bloomerang, She’ll be your guide, so you can be your donor’s guide on their philanthropic journey. A member of the California State Bar and graduate of Princeton University, Claire currently resides in San Francisco.