A bridge makes connections possible. Bridges facilitate the crossing of people, “from one side to the other.” Shown is the breathtaking Pennybacker Bridge, a “through-arch bridge” located on the west side of Austin in the scenic hill country.
I have always thought of nonprofit fundraisers as “bridges” between their organizations and donors. Development professionals must constantly make connections and translate their nonprofit’s mission and needs to individuals, families, foundations, corporations and governments in such a way that funding is provided.
Nonprofit programmatic staff and some board members sometimes lack the skills (or the inclination) to speak with potential donors, and often they do not enjoy asking for financial support. This is where development staff shine, of course.
When I lived in Dallas in the 1990s, I worked on a variety of nonprofit fundraising campaigns, some in their entirety (from start to finish), others for more limited engagements (only for grant research, writing, solicitation, publications and the like). Once, I came across a nonprofit board chairman who was highly regarded in the community, but he had an abiding fear of asking anyone for a donation. A fundraising consulting firm his nonprofit had hired felt the board, including this noteworthy volunteer, were generally useless. Everyone involved had become frustrated. But, I knew there was a way to turn this situation around.
I assured the volunteer that during our forthcoming meeting – which happened to be with one of the leading bank trust departments in Dallas – that he only needed to speak about his passion for the nonprofit and the good it was accomplishing in the community. I promised to pick up the conversation once he was finished, to handle the request for funding and how best to follow-up. Luckily he trusted me and our meeting went very well. Together, we lined the nonprofit up for a six figure donation, which was ultimately received.
In this way, I acted as a bridge between the nonprofit and the prospective donor, but also between my distinguished volunteer and the trust department staff. I understood intuitively that in order to get this critical job done, we had to build a few bridges before arriving at the desired destination.
There is another factor I have discovered in working with major gift donors and nonprofit organizations seeking support, one that reminds me of being a “bridge.” This concerns the donors themselves.
Nonprofit staff (and the general public) sometimes assume that sophisticated, affluent donors are experts in every topic under the sun. But the truth is, they are experts in the fields where they have excelled and thrived. This may or may not include understanding how your nonprofit works and what it is accomplishing (or what it hopes to accomplish).
Nonprofit development staff can be of invaluable help by translating organizational information to donors and prospective donors in an easy-to-understand fashion, and vice versa. Yes, sometimes translating the donor’s needs and perceptions to fellow staff is required. This enables you to continue forward with a successful partnership negotiation, for example.
Development professionals are indispensable links between their organizations and funding partners. This often takes both verbal and written forms, as the case may be. Development staff must be able to translate in an understandable fashion critical information, and in both directions: internally and externally. This is truly an essential role that should not be taken for granted!
Understanding Affluent Donors
- Lila MacLellen wrote for Quartz, “Science Confirms Rich People Don’t Really Notice You – Or Your Problems” (October 23, 2016). “No one can pay attention to everything they encounter. We simply do not have enough time or mental capacity for it. Most of us, though, do make an effort to acknowledge our fellow humans. Wealth, it seems, might change that.”
- For me, Taylor Shea’s article for Reader’s Digest nails my experiences with affluent donors, “How Rich People Think: 25+ Things They Won’t Tell You” (N.D.). “Anytime the newspaper lists my name among the 100 top-paid executives in the area, I get a ton of requests from people asking for money. It happened so much that I had to come up with a strategy to deal with it. Now I say, ‘I’m happy to give. I’ll match however much you raise yourself.’”