As I See It: Treat Annual Donors Like the Loyal Friends They Are
I initially wrote this blog a few weeks ago to ideate the benefits of annual fundraising. The topic has a multitude of angles to explore, with the top issue on my mind being how today’s professionals must leverage technology and streamline systems to raise more money. But I put the draft in the recycle bin last Friday … What good is technology when the humans who oversee it make fundamental mistakes and cannot get it right?
The reason for my course correction on topic writing was deeply personal. The turmoil I feel has been brewing for a while, but the tipping point arrived in my mailbox last week when I received an annual appeal letter for my deceased mother-in-law (Frankie). It was not the first one and will not be the last. Ironically, this nonprofit received memorial gifts when Frankie died six months ago. Frankie was a loyal monthly donor for more than 15 years.
This mistake is not new to the sector. It is a timeliness problem when donors are treated like ATM machines rather than the friends they are. Technology is not going to fix the problem because it is just a tool that relies on our knowledge and expertise.
As the fundraising practice landscape evolves, innovations that leverage technology and cater to changing donor expectations will explode. These tools require thoughtful oversight. Trends and strategies will help development shops advance annual fundraising in new and exciting ways. As a fundraising professional, it is thrilling to think of such technologies that will allow high-touch and custom outreach to donors such as voice-activated giving and segmented campaigns using AI (Artificial Intelligence) systems. The design of robust digital platforms that cast a wider net to acquire and engage in deeper and meaningful ways with donors is critically important. While these trends are gaining traction, they can only be successful if nonprofits get the basics right.
Every nonprofit depends on annual fundraising. Annual fundraising is the bread+butter of a nonprofit’s operating budget. People give regularly to fuel the nonprofit mission and fund programs; they trust the nonprofit organization while expecting nothing in return, but nonprofits must work hard to build meaningful relationships and treat supporters as family.
In the world of philanthropy and charitable giving, relationships are the bedrock upon which successful annual fundraising campaigns are built, not technology.
M. Gale is available to teach you how to build meaningful relationships with your donors. To discuss how to get your process off the ground, reach out to me at barbara.shelton@mgaleassociates.com.
With a background as a veteran fundraiser and consultant, Barbara Shelton, CFRE, loves her vocation in nonprofit work and is grateful for every client and work experience. At M. Gale, she is brave enough to tackle the big job of managing the entire team and overseeing all operations. “My work as a staff member and even more as a consultant have brought me sheer joy of possibility, and at times, a trove of messiness that if trust and determination are gathered, allows obstacles to become opportunities while generosity thrives.” Barbara holds professional certificates in planned giving, governance and transformation.
