Changing Donors into Long Term Partners

I’ve been to more fundraising banquets than I can count. From homeless shelters and families in crisis to building programs and disaster relief, I think I’ve eaten my share of salty sauced chicken and soggy roasted vegetables. Not that I don’t enjoy these events, but they can all seem to run together. However, two weeks ago I went to one banquet that clearly stands out among the rest.

I think what was so amazing about this organization and so memorable about this event was the sincerity and intimacy of it. With only 200 guests, this was one of the smaller banquets I’ve attended. The guest list wasn’t composed of the largest donors, just those who were there from the beginning and were most dedicated to the cause. This event was held to celebrate the organization’s 15^th anniversary and over 45 million needy and impoverished served. I think I spoke to every director present and had a real conversation with each one.

On the Association of Fundraising Professional’s website, they touch on a similar topic. It’s not about gaining donors and accessing their wallets; it’s about earning the trust and dedication of people who can partner with your mission. “People do not want to be seen simply as sources of funds. More and more the people we call ‘donors’ are looking to be much more: volunteers, service providers, advocates… Even through their giving alone donors are looking to connect with a cause. The money is more than money; it is an expression of their very selves. It is those ‘selves’ that nonprofits need to get better at understanding.”

Here are some recommendations that the AFP suggests to transform donors into partners:

Redefine relationships from donor relationships to individual relationships.

Re-orient toward longer term measures of fundraising performance.

Enhance focus on retention and building supporter loyalty.

Develop a more integrated approach to fundraising.

Break down organizational silos and encourage greater collaboration between teams.

Give supporters greater control over the relationship.

Promote the development of shared back office facilities.

Tackle high turnover rates in the fundraising profession.

Educate all stakeholders about the necessity of a longer term and integrated approach.

I think the banquet I attended earlier in the month was a great example of what the AFP advices. It wasn’t the fanciest, it didn’t have the most eloquent of speakers, and they didn’t even make an ask for donations. It was a genuine thank you to their partners and I will continue to donate my time and yes, my funds, to help this organization.