Donors - they're people not pocketbooks

In this day of data, counting clicks, and initial-filled jargon, it’s easy to forget that fundraising is about people. It’s about relationships. Think about your best friends, your favorite family members, your caring co-workers – you’re there for each other. You listen. You give wise counsel. You pitch in. You applaud each other. It’s a partnership.

So, how does an organization go about finding friends (supporters), and how do you turn friends into family members. (Those folks who are there for you in good times and bad. They are there with the balloons and there with the casseroles. And of course, you want those closest of relatives – the ones who remember you in their Will, because they want you to thrive long after they are gone.)

How do you find them? You put yourself out there. You have a welcoming, easy to navigate website. You’re present on Facebook, twitter and Instagram. You speak to groups. You host small gatherings. You meet for coffee. You start the conversation.

Then, you listen.

Is this person interested in the same things you and your organization are? Do they share your values, your passions? If not, they are probably a better match for another cause, but if you have shared values, shared interests, let the conversation continue.

How? Have electronic conversations:

Pay attention to who is liking, sharing, commenting on posts; who is clicking on links for deeper information; who is downloading offered resources? Commenting, clicking, downloading - they are interested. Picture that person at the dance in high school. They caught your eye and smiled. Then gave a coy nod. It’s time to nod back.

If you’re wondering how to “nod back,” here are examples of three pros, who impressed me – and I’m a jaded, long-time professional fundraiser.

Electronic communications are great. Personal Conversations are even better.

In this electronic age, it’s easy to forget that we can actually be in touch. You call a donor. You write a note. You take a donor to lunch. You meet a new person that a board member thinks may be interested in the mission.

You give a presentation. You notice that person in the third row, who is really paying attention. Go up to them after the talk and thank them for coming. Ask what brought them to the talk. Exchange cards. Follow up with a call, email or note.

Here are four examples of masters of the craft of engaging others. I can tell you they moved me.

So that’s how relationships are built. Reach out. Listen. Be personal. Care.

It pays off.