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halA month ago, I woke up in the morning to find my iPhone in a terrible state of affairs on the floor beside the bed.

Apparently, in the midst of a nightmare I had flung my phone across the room. There was no protective case on it, leaving the screen shattered.

Not two hours later, I was waiting patiently in line at the Apple Store—anxiously hoping someone could repair the screen and forgo an expensive purchase of a new device. I also happened to be thinking…about outcomes. Embarrassing.

“If Apple was a nonprofit, providing a charitable service to me,” I thought, “what would I hope for in this experience?” Exactly what I hoped for as a paying customer at one of the most successful companies in history: a result.

Guess which question mattered most to me that day:

  1. Did my Apple representative care about me?
  2. Did my representative empower me to learn about the value of a protective case for my phone and explain the psychology of why I neglected to have a case in the first place?
  3. Was the Apple Store a place where I felt comfortable sharing how the phone accident made me feel?
  4. Did they actually fix my phone?

Questions similar to 1, 2, and 3 are often found lurking on evaluations forms for nonprofit services. It’s not that these measures of satisfaction aren’t important, but they do not get to a result.

My purpose in spending time on a Saturday at the Apple Store was not to have a satisfying experience with the employees or to be educated about protecting my screen–not even to shop at UTC for a few hours while waiting. I needed to have my phone repaired.

Smart donors are asking the same question of nonprofits delivering important services. They want to know how their dollars will actually impact another person, move the needle on a cause, or change the community.

The Community Foundation of Sarasota County is helping donors make investments where they can make the biggest difference through their philanthropy.  We encourage donors to look at performance instead of being hyper-focused on reasonable administrative costs required to achieve good results.

Through the program section in The Giving Partner, we find meaning in great examples set by organizations that are specific about their achievements. They set an expectation for talking more about results, instead of focusing on lists of activities that may or may not produce results.

Think about it the next time you’re shopping for a new product or service provider. I bet you will select a company that delivers the result you’re looking for. Any laundry list of activities they provide will be irrelevant unless the final outcome is what you had in mind.

What happened to me at the Apple Store that day? The tech team couldn’t match a new screen to the brains of my phone. So they gave me a new phone. Nice!

The activities they carried out behind the scenes to reach this outcome mattered little to me. I left feeling “satisfied” with the nice people who helped me. More importantly, I left with an iPhone that worked—a result I was happy to invest in.


 

Outcomes guide Hal Williams is currently working with a group of seven local organizations on a small change project through the Community Foundation of Sarasota County to help redefine (and simplify) the way they track outcomes for a specific program. Look for case studies shared on this blog.

-Susie Bowie
Community Foundation of Sarasota County

Jennifer Vigne

Jennifer Vigne, CFRE

Anecdotal stories abound about non-profits that have raised significant money.  “ABC organization receives largest gift in its history.” “Generous donor bequeaths biggest gift to her alma mater.” “Charity X endowment grows by double digits.”  You get the idea.

These accomplishments create tantalizing headlines that singularly focus on highlighting a non-profit’s new revenue.  Yet as successful fundraisers well know, there’s always more to the story than what’s mentioned in the headline and much more work involved that got them to that success.

As President of the AFP Southwest Florida Chapter, our association is committed to advancing ethical and effective fundraising.  We recognize that fundraising is a long-term investment that needs daily shepherding.  If done well – thoughtfully, consistently, and strategically – then non-profits will transition from survivability to thrivability.

Listed below are ten things each of us should know about successful fundraising.

  1. Have a Vision:
    Be willing to dream big and create ambitious goals.  As Jim Collins, author of Built to Last: Successful Habits of Visionary Companies, remarks “Have a big, hairy audacious goal (BHAG) and seek progress toward an envisioned future.”   Donors are inspired by a compelling vision and they want to see your vision in action which is evidenced by your passion.

  2. Create a Plan:
    A recent post in the Stanford Social Innovation Review highlights research that suggests the clearest predictor of successful fundraising is the existence of a formal fundraising plan. Creating a clear plan of action with quantifiable metrics, timelines, and goals will keep the lens clear and help you remain focused on your objectives.  As Stephen Covey says, “Begin with the end in mind.”  Don’t let your plan get dusty on a shelf, use it! And, if you don’t have a plan, begin one today. It’s really that important.

  3. Master the Art of Communication:
    People remember 10%-30% of what they hear, and 80% of what they will say so allow your donors to share their story before you tell them your story. Before you know it, they will be telling your story if you actively listen to them. Isn’t it ironic that the word listen has the same letters as the word silent?

  4. Value the Relationship:
    It’s important to understand fundraising trends and general fundraising principles, but it’s equally important to understand your donor as a remarkable individual.  They are each wonderfully unique, thus understanding their individual values and giving preferences is key.  Giving USA reports that in 2014, 72% of all giving was by individuals and 8% came from bequests.  That’s a whopping 80% of all giving that can be attributed to the individual donor.  In short, this is an area worth your time and investment.

  5. Appreciate the Donor Cycle:
    Solicitation is only one part of fundraising. Sure, it’s an essential part of raising money, and no organization will be successful without it.  But successful fundraising strategies include all components of the donor cycle (identification, qualification, cultivation, solicitation, and stewardship).  This moves management system requires the element of time, and gifts will harvest at varying rates.  Just remember, long-term fundraising within a true philanthropic culture will not be effective if the donor only hears from you when you are asking for money.

  6. Leverage Fundraising as a Shared Responsibility:
    Philanthropic support thrives when fundraising is a shared responsibility.  With the changing philanthropic landscape and heightened sophistication of donors, the most successful organizations are now expanding beyond the development staff and involving their entire community – the CEO, board members, staff, and even volunteers – in their fundraising efforts.

  7. Recognize Fundraising is a Relational Business:
    If you’re dedicated to successful fundraising, then you already “get this.” Yet, this simple term is often misunderstood.  It is a fundraising approach that puts the donor right in the center.  That’s right, the donor.  If you’ve followed tips 1-6, then you’re already well on your way.  The donor will notice your authenticity and transparency.  Focusing on the donor relationship means that you are also willing to invest in the personal touch. Start your day by writing handwritten notes, thank your donor more than once, and by all means, don’t under-estimate the power of a personal face-to-face meeting.  A donor-centered approach will pay dividends.

  8. Collaborate with Others:
    Collective impact is a buzz word these days, and for good reason.  Donors want to see more shared vision and we need to perpetuate generosity for our community’s benefit, so collaborating just makes sense.  No singular organization “owns” a donor anyways so be willing to work together and exchange ideas.

  9. Remain Flexible and Adaptable:
    If you truly have your donor’s best interest at heart, then be patient, flexible and adaptable when they respond with a “no” to an ask.  Timing is very important.  Use your discernment.  Perhaps they need more time to understand your mission, or maybe they have other pressing needs to address.  How you respond to a “no” can speak volumes to your donor.  Until they tell you “No, not ever,” continue your efforts with them.  They will appreciate your long-lens view, and the donor relationship will be preserved.

  10. Be Your Best Professional Self:
    Ethics and professional knowledge matter and donors value the consummate professional who is committed to doing the right thing.  It builds trust.  In order to serve our donors well, we need to invest in our own professional development.  Commit to taking continuing education courses, obtaining professional certificates, or attending conferences and seminars.  Read professional fundraising books, follow fundraising blogs, and join AFP! We look forward to seeing you!

Jennifer Vigne, CFRE is the president of the Association of Fundraising Professionals Southwest Florida Chapter and the executive director of the Education Foundation of Sarasota County.

knowyoursupportersThe new year is all about starting fresh and finding new perspective. Setting goals — both personal and professional — is only natural. But there’s always a catch. The trick is creating goals you can keep instead of falling into the pesky two-week resolution trap. (We know — we’ve been there, too.)

The same is true in the social sector. There’s no better time than now to refresh and revitalize your nonprofit’s communications strategy. But with limited time and resources, where do you start and what steps can you take to succeed?

We’re sharing our top five things to know as you begin this new year and hope it will help you set the tone for successful nonprofit communications in 2016.

  1. Learn to write it down. We’re not talking about writing a thesis. A one or two-pager can really help everyone in your organization understand your communications plans for the new year. Writing it down — whatever it is –shows that you care enough to develop something with goals that you can measure and have thought through some ways to make it happen.
  2. Prioritize strategy before tactics. Does this send a shiver down your spine? It’s like when you’re told to eat more vegetables. Most people don’t want to do it and prefer to skip to the cupcakes instead.Strategy is the building block for everything — it guides what tactics you choose and gives you the best chance to meet your communications goal. Strategy is about the cohesion of the timing of what you want to share, how to say want you want to say and who to inform before the entire community hears about your nonprofit’s announcement.
  3. Get to know your audiences. Your audience is donors, you say? Not all donors behave in the same way. The more you know about your supporters and stakeholders and tailor what you want to say and how you deliver it, the more responsive they will be. This translates to more donations, volunteer time, positive word of mouth about your organization and more.In the communications world, we call this defining a persona. What is it really? Digging deep and creating a written profile — a story — about your targets. If you put pen to paper and really define this group –create a fictitious name, add a picture, dive into their lifestyle, beliefs and habits — you will uncover new ways to reach them and help them become loyal to your cause.
  4. Think quality before quantity. It can be easy to over commit to digital channels in your communications strategy. Rather than feeling the pressure to produce a certain number of blogs or tweets per week, try listening and engaging on a limited but strategic basis. Set up social streams based on topical and mission-driven hashtags that will provide opportunities to grow your audience and increase engagement.
  5. Simplify in a multi-channel environment. It seems like every time you turn around there are new communications channel options being introduced — including some you may not have heard of (Viber, ShareWall, RebelMouse to name a few). You don’t have time to evaluate all of them — let alone try to be an expert at each one. Pick two or three that will reach those you care about and focus your efforts there instead of spreading yourself and your resources too thin.

That wasn’t so painful, was it? Here’s to a more strategic and successful 2016 for you and your organization!

Special thanks to strategic communications guru Roxanne Joffe, Founder of Magnify Good, for sharing these smart communications tools with us. Learn more about Magnify Good online at www.magnifygood.com.