Christina Attard - Ask Better | Give Smarter

One of the most challenging problems that comes up for many fundraising campaigns is just how to approach board members about their own financial support of the charity. Looking at it from another perspective, there can also be feelings of frustration for board members who want to contribute, but because of their birds-eye view of the charity, they're not always sure of how or when to help.

As part of my weekly research, I subscribe to a free service calledMovie Mondays and receive a 5-10 minute video on some aspect of fundraising - often there are great tips and ideas on working with boards both from volunteer members and fundraisers. 

Yesterday, I received a video featuring a board member speaking about what motivated her to become a major gift donor and create a legacy gift for the charity that she volunteers with. 

The key points? She was treated like a major gift prospect - a very personal approach was taken by representatives from the charity and it helped her and her spouse to better understand specifically how they could help. Their satisfaction with their experience as philanthropists and partners was a strong driving factor in their consideration of a legacy gift for the charity. Her own commitments helped her develop as an advocate in encouraging others to follow suit.

Interestingly, while this donor is aware of potential tax savings that come into play with giving, her testimonial is a great reminder about how it's passion and connection that are the main drivers, not technical tax planning! 

(I know, I know, this seems obvious, but 90% of the gift planning marketing material I see is still mostly about rattling off a list of tax incentives!)


Listen carefully to what this donor has to say right around minute 2:45 about the transformational power of her gift - it's what we all hope to experience as donors and hear as fundraisers...

Ask Better?
By recognizing that the "ask" cannot happen at the board meetings or by "osmosis" alone and instead, by creating an opportunity to treat this board member like a major gift prospect and make a targeted and personal ask, the charity was able to secure a much larger commitment than they might have expected.

Don't assume that a volunteer necessarily understands where their contributions can have the greatest impact!

Give Smarter?
If you are on a board and feel driven to do more through your giving, invite representatives from the charity to consider making a proposal and presenting it to you privately. Challenge them to look for an opportunity that matches your interests with an integral part of their mission. 

Thank you to Christopher Davenport at Movie Mondays for permission to share this video! For more, head on over to his site and sign up for your free subscription.

Though I've worked for many years with large universities, I have also gotten to know a lot of small charities and non-profits, which is the most common agency size in Canada.

Sometimes, as donors, rather than fundraisers, we get the opportunity to support a small operation that is exceptional. For me, this year, that group is the St. Vincent de Paul Society of Kingston, more generally known as "Vinnie's."

The story is that last December, I realized that the entire giving season had gone by without having made the time to support a food program in my community. I suspected that some of these organizations would be in need of cash donations rather than goods in order to purchase essential items that rarely get donated. I decided (fairly randomly) to call up Vinnie's for the first time and make a gift.

What was probably not atypical of a small operation is that Vinnie's only employs 1.5 staff members. One person runs the warehouse, food pantry and all the administration and the other half-time person cooks the lunches and manages the kitchen. There really isn't a website, there aren't a lot of fancy things like online giving or twitter and the location is in the wrong part of town.

So, where's the magic?

In early January, a thank you letter arrived. It was hand-addressed, it included my daughter's name, it had a personalized message, it was hand-signed, it was four pages long and the most recent newsletter was enclosed. Moreover, it contained an invite to come by for a visit any time.

I took them up on the offer for a visit. I also realized about that time that I'd unwittingly reserved a book at the library called "A Year of Living Generously" that described the author, Larry Scanlan's, volunteer involvement there a year prior. The "50-cent" tour, as they described it was eye-opening, humbling, welcoming and world-changing. I became hooked and joined the fundraising volunteer committee.

The letter I received stood out for me among the many electronically signed, impersonal and even entirely absent thank you letters from other, much larger and better-staffed organizations I supported last year. This was the only one that did a great job of telling me specifically how my support made life better for others. It also got me through their door for the first time. What I saw that first day made me feel an incredible desire to do more. 

Sometimes seeing is believing and I know that when it comes to charities, believing is at the heart of giving.

Things are going well. Our capital campaign launch started out with an open house and support is coming in to help with badly needed building repairs. I think the success is based on the personal outreach to others via those that volunteer there. Thelma, who helps out in the kitchen each day, shared how Vinnie's is her family and how the experience has changed her personally. Most of the room was teary-eyed by the end.

For fundraisers: Does your thank you letter compel your donors to engage further via a personal invitation to look and even step inside your work? Does it help to make them feel that they are a part of your effort to create a better future in a tangible way? Are you telling a story that touches others?

For donors: Giving may not (always) be about receiving recognition, but thank you letters are about helping you to feel like a partner in the mission. It's important to consider the role you wish to play through your giving and whether the relationship being built with you by the agencies you support is the right fit for you.