Are your funds going to stay the same?

Here's a new study from the 2011 Social Good Survey that suggests that donations to nonprofits next year will remain at 2011 levels.

I think many clients are not that optimistic - especially those who rely on private and public grants.  One client with 98% of funds from government agencies for its housing programs is just now beginning to think about other fundraising venues!

The survey, which polled nearly 2,500 people in the U.S. and U.K., found that 72% of U.K. respondents and 65% of U.S. respondents say they expect their 2012 giving will remain the same as last year. All respondents in the 2011 Social Good Survey were older than 18 and had given at least $10 to charity in 2011.

This is certainly not catastrophic news considering that nearly $300 billion dollars were donated to charity in 2010 (2011 numbers are unavailable but likely similar).

What’s most surprising is that despite the potential giving plateau, respondents acknowledged that non-profits were the most effective change-makers. Of those surveyed, 12% of U.K. respondents and 18% of U.S. respondents said they plan to give more in 2012.

The largest motivator for giving is still a personal connection. When asked what would inspire a donation, the two highest responses were “a cause they believed in” (44% in the U.K., 35% in the U.S.) and a personal connection to the organizations (24% in the U.K., 18% in the U.S.).

Less than half of the total respondents felt that non-profits and charities do a good job of spending funds and managing operations. However, the study showed that the more a person knew about the non-profit world, the more positive they were about the efficacy of non-profits.

Worlds Colliding

I love it when worlds collide, as George used to say on Seinfeld.

The two worlds are both related to higher education.  My son, who did not want to go to college after high school, attended community college. He was just accepted at a prestigious private university and I’m convinced it was the relationships he built with his professors that propelled him forward.

At his orientation, the welcome included advice from Making the Most of College by Professor Richard J. Light (Harvard University Press), based on a 10-year study of which factors were most likely to improve students’ learning and overall happiness.

• Get to know at least one faculty member reasonably well each semester, and get that faculty member to know you too. You’ll feel more connected to your school (and those letters of recommendation from faculty members will be helpful later on). For students at large schools or commuter campuses this may be more difficult, but it’s worth the effort. 

How can your student do this?  I suggest they visit each professor once or twice during office hours just to introduce themselves, show interest in the professor’s work, let them know a little about you and comment on the class. 

The second world emerged from the Texas Community College Teachers Association this week where I conducted a two-day workshop on relationship-building. It turns out that some of the colleges are working on professional development courses to help professors connect with students on a more personal basis to improve the rate of student success!

They are also using relationship-building skills to improve their networking with community and business leaders, to build consensus among their colleagues and peers in the state to initiate new programs.

Los Angeles feedback

I had a terrific time at The Center for Nonprofit Management's Executive Learning Program.  Working with these energetic and committed leaders is very rewarding.

What did they feel were their biggest lessons about relationship fundraising?

Here are some comments:

"These are timeless life skills. Relationships create safety and trust and build emotion. Fulfillment of your destiny does not come in a moment, a month or a year, but over a lifetime."

"Marshall taught me how to evaluate my communication style and how to adapt to connect with others. I like to direct.  Now, I'll tune into the others' style and communicate in the way they need."

"Just like the rest of our lives, life is all about relationships and now it's clear that in the nonprofit world, it's all about relationships! Learn to take time to build relationships, not because we want something, but it's the proper thing to do.

"I will get together with my Board and others just to know them better personally and for enjoyment!"

Thanks students, I couldn't have said it better myself!

Take the pressure off your fundraising

I always like to hear how my readers use relationship-building techniques.  One of the Boy Scouts of  America development teams is using "Let's Have Lunch" principles to establish stronger connections in their community. 

Here's what one of the development pros said of their new approach (building relationships). "It's liberating--I no longer feel pressure to walk out of first-time meetings with prospects with a tangible commitment for something. Instead, our focus now is to establish and build relationships, then engage the person meaningfully in the organization."

That's a great attitude.  It is definitely a longer-term view but one that has much richer rewards.  This approach will raise more money and, by forging a meaningful relationship, the donor will  help them reach out to a bigger community of support.

Making yourself a person before having to become a fundraiser - a lesson

We can all learn about connecting emotionally from Chris Christie, New Jersey’s Governor, who is a master of this art. Whether you agree with him politically or not, Andy Goodman of Free Range Thinking says Christie makes himself likeable by connecting emotionally, being a person first and telling stories about himself.

Here’s what we can learn: ‘ Human beings respond emotionally to incoming information even before their brains are fully engaged. If our emotions are negative (e.g., anger, distrust, fear), our brains will find ways to ignore or discount the incoming information. In short: we believe what we want to believe regardless of facts.’

New York Times political columnist Matt Bai wrote, “. . . Christie understands this.  He knows that his message has to be grounded in the personal. ‘If you’re asking people to do some really difficult things. . . ’ Christie told me, ‘I think they feel more comfortable doing those things if they know you.’

“So Christie makes a point of sharing things about himself first . . .’I have an Irish father, and a Sicilian mother. In my house, my parents left nothing unsaid.’  With this, Christie becomes a person, before he has to be a politician.”

In my work to inspire, motivate and engage boards, volunteers and staff, I too begin by revealing details about my life. I show them how to professionally do this on the phone, through email or in person.  I want to see where our lives intersect and what common interests we might share.

To break down stereotypes that people might have about you before you meet, you need to become a person first before you become a fundraiser. Like Christie, do you have some signature statements or icebreakers that help you connect emotionally?  What stories can you tell to connect personally?

Contact me through www.marshallhoward.com and let me know what works for you.

A Small Change Makes a Big Difference

I've been reading the blog "A Small Change" for some time and think Jason Dick, a Redmond WA major gifts officer has a great style.  His blog is well-written, timely and has great advice.  I'm very flattered he wrote the following about my book: 

"It was probably the best fundraising book that I’ve read in the last couple of years. The book is written in such a way that it benefits both the beginning and seasoned fundraisers," he wrote.  "I am a big fan of checklists that I need to do to be successful. Marshall has done a great job creating some great checklists with tools we can use to build relationships"  Check out Jason's blog. I'm a fan of his!

Six Relationship Secrets to Easily Raise Money for Your Charity

In addition to being the title of my new DVD training series, this is the title of a blog by Kristen Schultz of Crescendo Interactive.  We had a great conversation and this is what resulted!

I spoke this week with Marshall Howard, philanthropic trainer and author of “Let's Have Lunch Together.” Marshall recently released a training series entitled “Six Secrets to Easily Raise Money.” I asked him to share with me his vision of how charities can become more effective at raising gifts.

Marshall said that one of the biggest secrets is that relationship emotion is the most powerful emotion (more powerful than mission emotion) for compelling gifts. People decide emotionally and justify logically about just about everything they do. And yet, when a charity wants a prospective donor to help, they often become logical and informational rather than relational. Consequently, charities may struggle to connect emotionally with people because they are so focused on mission, as opposed to cultivating the donor relationship.

Over 75% of people who attend fundraising events are there because they cannot say no to the asker. Most of these persons have no relationship to the hosting organization, but they have a relationship with the person who made the “ask.” Facebook Founder Mark Zuckerberg made his $100 million contribution to Newark schools because he built a relationship with Newark Mayor Cory Booker. Zuckerberg reportedly had never stepped foot in a Newark school prior to the gift. Similarly, Warren Buffet gave $37 billion to the Gates Foundation because of his relationship with Bill and Melinda Gates.

Here are some of the take aways from Marshall on building relationships:

• First comes the relationship and then the charity’s mission message will be heard.

• You can build relationships in many ways – in person, on the phone or even by e-mail.

• Relationships are a repeatable, measureable process. The ability to measure a person’s relationship means you can better measure “when” to make the “ask.”

• If you can build the relationship, you will be able to discover a person’s resources and community and know “what” to ask for.

When you think of a relationship as a series of positive emotional connections between two people that produces trust, Marshall says that trust opens a huge door for giving. Where there is trust, the message about the organization and the “ask” is very different and the person will listen and evaluate it in light of their relationship with the “asker.”

 

To learn more of Marshall’s secrets visit http://www.marshallhoward.com/. For new ways to multiply your donor relationships through eMarketing visit http://www.giftlegacy.com/ or call 1-800-858-9154.  For more of Kristen's blogs, visit http://kristenschultz.blogspot.com/