Choosing Between Revenue From Members and Donors
Here's another problem. We have carefully trained members to believe their member fees are all we need from them. In fact, the manager of that part of the charity, who has the facility that members use, has carefully done his cost analysis to figure out what the member fee should be. And while the exercise is good, because he does need to cover that cost, he is not sitting at the bigger table having his brain pumped full of the other costs to run the charity or the donor value resident in those members.
So, logically and reasonably, he is not thinking about this.
The development director is so consumed with raising money that it's difficult to see that there is a good deal of funds sitting right there with the members. Plus, every time she has tried to enter that sacred place (the membership one) she is nicely escorted out the door, since "it is really none of her business."
Shame on leadership for allowing the silos to continue!
Meanwhile, the donor, who really has not been properly educated right from the start of the relationship, thinks she is doing the right thing by the charity and actually gets upset when she is approached for more. Little does she know how much the charity really needs her! This is so very, very sad.
Had leadership designed the right system in the beginning, donors and members would get the whole picture right from the start of the relationship, the membership person and the development director would be collaborating, and the entire objective would be about getting maximum revenue in the door. It would truly be a happy and productive place, where the financial needs of the charity are fully met, the employees are working together toward a common objective, and the donors are happy and fulfilled.
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.