Three-legged stools - not just for milking

Development is a team sport. New Development Directors are often barely in their seat, when the Executive Director, a board member or one of the staff comes to welcome them with sentiments like, "We're so glad you're here. You're gonna raise that $XXX,XXX+ for us!" The implication being the future of the organization rests on one set of shoulders - yours!

So Development Officers, have your answer ready. "I'm delighted to be here. Pull up a stool! I need you on the team! TOGETHER, we will raise more money than before. So glad you're interested!"

Yes. You can expect a hasty response, as they back away: "That's your job! I hate begging for money." But you're ready for them. "No problem! You won't have to ask for money. Our team needs Ambassadors, who love to share stories about the good work done here. We need folks who can share the names of others who may care about the good we do. We need people to host small gatherings, and people to say thank you to donors and volunteers. I'll bet you'd be very good at those things!"

It does take a team.

This is where the three-legged stool comes in. You've identified current, past, and potential donors. You want to share with them the value of the organization's work. You want to keep them informed about the difference your donors are making possible, and you want them to know how much all of you appreciate their role in the good works.

A Director of Development is doing all this. So is the Executive Director - especially with major donors. Now, think how good it would feel to a donor to be personally invited to an event by a board member or one of the staff; think how good it would feel to be thanked for a donation by a staff member, whose job just got easier - or a recipient, whose life just got better because you cared. Think how wonderful it would feel to the smaller donor to receive a call from the ED because they just became a recurring donor. Imagine receiving a personal email from a staff member that updated you on the project you supported. Imagine!

I always try to see that each donor has three points of contact with the organization. Yes. The Director of Development is orchestrating the efforts, supplies talking points, and guidelines that help everyone feel comfortable with what to share and what not to, but think how powerful it would be for each donor to know that at least three people in their favorite organization know thier name and appreciate them.

And while major donors do expect the ED and board members to take the time to interact with them, updates and thank yous from recipients and front-line staff are powerful. It might just be a photo with a brief note: "We love our new home!" "Here is Janie in her cap and gown!" "You can see how proud John is of his new backpack!"

This even works if your cause doesn't directly impact humans. A photo of a newborn member of an endangered species, a flourishing garden, before and afters of a rescued a animal - and a note: because of you - - -. Powerful stuff!

There are three reasons for the three points of contact:

1. You give three points of view that all show the donor differing aspects of what they made possible.

2. You show that everyone appreciates the donor's support, not just the person "paid to appreciate."

3. It creates a safety net for the organization if the donor becomes irritated with one of the points of contact. The other two points of contact can serve as a bridge as you repair the relationship. Another time this comes into play is if someone leaves. If the donor is invested in that one relationship, the organization may lose a donor. With three points of contact, the donor will still feel conected. (Pay special attention to donors connected to a person leaving. Make sure they are aware that the good work goes on, and they are still needed and appreciated.)

When one leg of a three-legged stool breaks, things get wobbly, but two strong legs will help your organization stay balanced, while you find the right replacement for the third.