"Going Viral" is Not a Solid Fundraising Strategy (And Other Lessons Learned)

I’m so grateful for the lessons I've learned from wise fundraisers and my own mistakes over the last 25 years. Here are just a few...

1) Your fundraising problems are unlikely to be solved by MacKenzie Scott or the Ice Bucket Challenge. Supporters love suggesting you replicate the latest fundraising trend. However, these contributions get press specifically because they are so rare. The next time someone advises you to just reach out to Bill Gates or “go viral”, remind them about ROI and show them this graph…

2) Gratitude is powerful. Donors are not required to hand over their money to you. They could buy a boat (or a latte) instead. Really, it is miraculous that people are willing to part with their cash for the greater good! Thank them. Thank them sincerely. Thank them often. Thank them because it is the right thing to do. But also, thank them because when donors feel appreciated, their generosity grows. Then give them even more appreciation, they will likely give you even more of their time and money, and the positive feedback loop will continue.

3) Good grant writing does not equal a good grantsmanship program. It is tempting to believe that the dollars raised from foundations and government are all about writing compelling grants. However, that is only one piece of the puzzle. You aren't asking an institution for funds. You are asking a person who is deciding on behalf of an institution. Relationship building cannot be underestimated.

4) Development leaders are conductors not soloists. Let’s be honest… donors rarely give because of a development director. They give because of the impact they can make, the organization’s reputation, the benefits they receive from their gift, or because of their relationship with/respect for the leadership volunteer who asked them. Your job is to bring all of those pieces together. Make sure your organization’s staff and board understand their critical role in creating your organization’s philanthropic symphony.

5) You only have so much control. Sometimes, despite your best efforts, the gift doesn’t come in. Perhaps the economy takes a swing, the company already spent this year’s sponsorship budget, the donor had a personal situation that diverted their resources, there was a blizzard on the night of your fundraising gala. Give yourself a break. We’ve all been there. Do your best and let go of the outcome. Tomorrow is another day.