You can get lucky with lust, but you get married and stay married with trust.
You’re probably thinking, “What does that have to do with marketing or fundraising?”
A lot.
You see, many think philanthropy is about getting that one-time donation, whether it be $10 or $10,000 — or, as some call it, getting lucky. But getting lucky is not a long-term solution for any nonprofit. Or, should I say, for anything.
Because It’s Not a Commitment
So let’s examine philanthropy from a different perspective. Instead of looking for ways to land an annual gift, let’s look at ways to establish a lifelong relationship — trust — with donors (whether it be one-on-one or through marketing). Though annual gifts provide income; the latter (trust) provides both income and equity. And what’s equity? It’s an endowment. Isn’t that what planned giving is all about?
You can even call it a marriage.
Don’t Raise Money. Raise Friends.
It’s about friendraising… (a term which I recall was coined at Penn in 1996)
In philanthropy, rather than getting donors to raise cash, it is smarter to raise cash to get long-term donors. Sounds like a tongue-twister, but it’s not. The first provides income to your nonprofit, but the second provides income and equity (again, think endowment).
The majority of fundraisers possess a daily income mentality — like 95% of the population. There’s nothing wrong with that. But the very few who get the equity (endowment) part, do exceptionally well for their organization — and for their careers. Like my clients.
Be honest with your donors. Establish a relationship with them and earn their trust. Once you earn their trust, you’ll earn far more than just annual gifts. It’s rewarding in many ways.
Think Income + Equity. Even in your personal life.
It’s just common sense.
