Best of the Old and New
Attending the 24th Annual Austin Powwow in November 2015 was an amazing experience. I was excited to learn about the organization, Great Promise for American Indians.
“The mission of Great Promise for American Indians is to preserve the traditions, heritage and culture of American Indians, and to support the health and education needs of their youth and families. We do this to honor the past, and to ensure the future.” I urge you to review the website and consider supporting Great Promise!
The mission statement above brings to mind a concept I hold true in my own profession: nonprofit fundraising professionals should both honor the past – traditional, proven methods of educating, cultivating, soliciting and stewarding relationships with donors – while also adopting new methods. In this way, we will ensure a sustainable future for the nonprofit organizations we support.
The iPhone photograph above features a striking Indian in colorful formal dress using a mobile phone to photograph the traditional dances taking place on the floor below. He summarizes well the theme of this post!
npENGAGE noted in, “5 Ways Technology Will Shape the Nonprofit Sector” back in 2014 (and still true today), “Think back even five years ago, ten years ago – how different is the nonprofit landscape now compared to then? It’s pretty dramatic.” Follow the link to read about the five trends: mobile, analytics, software, cloud and social media.
In, “Enhacing Your Major Gift Fundraising Strategy with Analytics” by Carol Belair (August, 2015), she wisely notes,
“Growing a relationship over time with newly identified prospects is key to developing or enhancing major gifts programs or initiatives. Keep in mind that even though an analytics project may identify a new crop of prospects able and willing to give more significant gifts to your organization, the scores themselves don’t guarantee that you will raise a particular amount of money or that individuals will give you a more significant donation.”
One of my earliest posts focuses on using “high tech” research methods to identify major gift prospects. I consider those methods to be invaluable. I have seen firsthand how major gift campaigns that at first appeared to lack an adequate number of prospective donors, suddenly have a dearth of them once proper research was conducted.
The best of both worlds when it comes to major gift fundraising includes detailed research and analysis using the latest technologies, combined with traditional methods of education, cultivation, solicitation and stewardship, all with genuine caring and thoughtfulness on the part of the development professionals involved.
But the nonprofit sector still has work to do when it comes to marrying traditional and modern approaches to fundraising and communication. Nonprofits generally fail to engage current and potential donors using social media, for instance.
The New Hampshire Business Review notes in, “Charities Don’t Make the Grade on Social Media Scorecard” (October, 2015):
“’While the overwhelming majority of organizations are on social media and do a good job of posting regularly, very few use these channels to genuinely engage with their constituents,’ said Rick Dunham, president and CEO of Dunham+Company, a consulting firm specializing in nonprofit fundraising and marketing. ‘Charities generally use social media channels to advertise events or as a ‘billboard,’ but rarely do they use them as a way to engage donors in conversation. This will be important to remember as we approach the holiday giving season.'”
One of the prevailing themes of Carolyn’s Nonprofit Blog is that high net worth households own more digital devices than the general population, and they are highly active on social media. They conduct business and spend their leisure time using a variety of convenient mobile devices. It makes sense for nonprofits to use these tools to communicate with and engage those capable of making significant charitable donations.
Pew Research Center notes in, “U.S. Technology Device Ownership: 2015” (October, 2015):
“… Device usage has notable social and cultural implications, and there are sometimes important political and macroeconomic consequences to the way people use their gadgets. For instance, every major media industry – those built around video, audio and text – has been disrupted by these devices.”
Some fundraising professionals remain focused entirely on less modern methods in major gift fundraising. And, I have taken the “heat” for my blended approach on more than one occasion. But the fundraising profession is changing. My discovery is one person can accomplish a great deal when armed with the proper technology, software and positive attitude. Sometimes one person can accomplish as much or more than several major gift professionals and/or consultants.
This is a trend worth watching, and a situation of not only adapting to change, but embracing it for a more sustainable, efficient and effective future.