Occasional Notes from the izone


May 2, 2008 / Issue IV
Donor Fatigue-5 Points to Remember The nation is getting a heavy hit of donor fatigue, coupled with a healthy dose of caution due to the economic slump. I'm starting to see it in the fund raising results of New England's not-for-profit organizations--especially in annual giving. I've communicated with colleagues across the country and they agree that they are also experiencing donor fatigue. Too many charitable organizations with vague requests, too many requests for "investments" that lead nowhere, not enough uniqueness shown by those truly worthy missions, not enough vision-building, very little talk of transforming communities through impact, not enough relationship-building. Must push into high gear if we're to ride this cycle and come out the other side in better shape--or at least without losing ground. 5 points to remember: Get out front with an aggressive and URGENT vision campaign. Be specific with what you expect to change or make better. Be on message. Work it from all angles, including your website. Constant communication--which means two ways (dialogue). Everyone in your organization! BUILD A SHARED VISION. (If you don't have a shared vision with your supporters in this economy, you're sunk.) Work your USPs--your Unique Selling Points. Differentiate yourself. Communicate, illustrate, show the ways you are unique and different. Be aggressive. Now's the time to separate yourself from the pack. Don't necessarily concentrate on net-net dollar growth as much as net-net image/relationship growth. Important thing is to NOT lose relationships, donors, partners, etc. People become cautious during these cycles. We want to make sure that we are at the top of their philanthropic list, not among the top. (We cannot afford to build relationships using a template--each stakeholder has his/her specific needs.) Promise impact, show impact, deliver impact! You have to prove it. Show them why, then make a promise to achieve it. Show them how, then promise to achieve it. Then, achieve it. And answer the question of "Why now?" Don't forget the basics. Go face-to-face whenever possible. Personalize the approach. Listen. Employ volunteers as your storytellers and solicitors. And remember everything you've been taught about fund raising. Don't get lazy in the eye of the recession. We'll get out of this soon enough. This is not a business-as-usual cycle. Successfully ride this wave by re-doubling your efforts. Mario Capozzoli

Donor Fatigue-5 Points to Remember

The nation is getting a heavy hit of donor fatigue, coupled with a healthy dose of caution due to the economic slump. I'm starting to see it in the fund raising results of New England's not-for-profit organizations--especially in annual giving.

I've communicated with colleagues across the country and they agree that they are also experiencing donor fatigue.

Too many charitable organizations with vague requests, too many requests for "investments" that lead nowhere, not enough uniqueness shown by those truly worthy missions, not enough vision-building, very little talk of transforming communities through impact, not enough relationship-building.

Must push into high gear if we're to ride this cycle and come out the other side in better shape--or at least without losing ground.

5 points to remember:

Get out front with an aggressive and URGENT vision campaign. Be specific with what you expect to change or make better. Be on message. Work it from all angles, including your website. Constant communication--which means two ways (dialogue). Everyone in your organization! BUILD A SHARED VISION. (If you don't have a shared vision with your supporters in this economy, you're sunk.)
Work your USPs--your Unique Selling Points. Differentiate yourself. Communicate, illustrate, show the ways you are unique and different. Be aggressive. Now's the time to separate yourself from the pack.
Don't necessarily concentrate on net-net dollar growth as much as net-net image/relationship growth. Important thing is to NOT lose relationships, donors, partners, etc. People become cautious during these cycles. We want to make sure that we are at the top of their philanthropic list, not among the top. (We cannot afford to build relationships using a template--each stakeholder has his/her specific needs.)
Promise impact, show impact, deliver impact! You have to prove it. Show them why, then make a promise to achieve it. Show them how, then promise to achieve it. Then, achieve it. And answer the question of "Why now?"
Don't forget the basics. Go face-to-face whenever possible. Personalize the approach. Listen. Employ volunteers as your storytellers and solicitors. And remember everything you've been taught about fund raising. Don't get lazy in the eye of the recession. We'll get out of this soon enough.

This is not a business-as-usual cycle. Successfully ride this wave by re-doubling your efforts.