Every nonprofit needs more than just donations. So be ready with a short list to answer this important question from a prospective donor: How can I help?
Sometimes it can come as a gift in unexpected wrapping.
What do you want?
One donor used to always answer the phone like this:
“Oh Melanie, it’s you. What do you want?”
It terrified me.
Over several years, I worked with this man and his wife to find the “right” project that would inspire a 6-figure gift. By the time we finally did, I’d spent many hours and days with them. They were absolutely lovely people. Passionate about the work, I think they may have been just as eager as I was to find a project that would feel like they could make a real impact in the work through a much bigger gift. As we celebrated together that evening, I asked him why he answered the phone that way. His response?
Well I was just giving you a chance to tell me what you wanted.
Two lessons learned.
- Don’t ever make assumptions about donors’ interest. Ask them.
- Have a list of things that you want.
Nonprofit work feels personal. This work really matters to us. So it’s hard not to take things personally in donor conversations. Let’s be real: it can feel hard just to make the call to try and connect with a donor, because of all the “but-what-if-they-say-this?” negativity we tell ourselves.
Well, guess what? Donors are just people. If someone seems short or hard to reach, chances are that it has absolutely nothing to do with you or your work. They’re busy. They’re having a bad day. They’re distracted with another priority. There are lots of reasons why a donor might not rejoice at a call from an executive director, board member or fundraiser that likely have absolutely nothing to do with you.
Still, it’s completely normal to feel this way. Even after decades of talking to donors, I often have to take a deep breath and psych myself up to pick up that phone and call.
“I love the work you do. How can I help?”
Let’s put an even better spin on it. I know you’ve spoken to people who really love the work you do and want to help. Maybe they’re friends. Maybe they’re donor prospects. Maybe they live in the community you serve and are grateful to learn about what you do.
This kind of interaction is a golden opportunity to get creative in meeting your nonprofit’s needs. It’s vital to have a specific answer to this question! You never know what resources or connections they have to offer, which is why your most important list isn’t your to-do list or your funder list, it’s your wish list — that’s how you grow.
When it comes to your wish list, the key is to get specific. So, here are some specific goals to include as you start or build or revise your wish list.
Hard-to-reach donors
As a fundraiser or executive director, you always have a mental short list of pie-in-the-sky donors (individuals or foundations) who make really big donations to work like yours, but not yours. (Yet.) Some may be foundation program officers, or philanthropic advisors to high net worth clients. Others may be philanthropists you’ve read about in the news. And then there are those multi-million-dollar, multi-year, by-invitation-only foundation funders.
Put them all on a list.
You truly never know when someone knows someone who knows someone who knows your dream funder.
Program needs
So you’d like to expand your program, but how?
- Do you need more space?
- Can you quickly articulate the cost to launch a pilot program? (Be realistic, but aim high so you’re covering all your start-up expense for that pilot.)
- Are there in-kind donations that would help offset expense?
- Can volunteers help get an important job done? If so, how many and for how long?
Come up with one specific need that will expand your program. To the extent that you’re able, keep your wish list tied to this person’s interests or expertise. This “ask” also gives you a chance to get feedback on your Impact 2-pager. (Free template here). Remember: ask for advice and you get money. So ask for advice!
Reach others with similar interests
Perhaps you’d like to reach more folks who care about your issue. Ask them if they know a few others who share their interest and may want to learn more. And then ask if this person would make an intro or set up a lunch for you all to meet.
Or prepare a template for social media posts that they can easily share with their network. Keep the post short and sweet. Highlight the problem and your solution. Include a call to action — donate, volunteer, meet with a staff member to talk more, etc. Give this person the opportunity to do something for an issue that is important to them. (Your issue!)
Secure pro-bono services
Consider what expertise you could use: Technical? Legal? PR? HR? See who in their network could potentially fill that knowledge gap and ask them to make an introduction. Even if they aren’t able to provide pro bono services, you could gain a lot of insight over a cup of coffee in whatever area you think you need extra expertise.
Host a small event
If someone offers their help, ask if they (or someone they know) could host a small event to connect your ED with their network and the greater community. It can be something simple! You’re not asking them to host a gala, just an informal gathering of friends. This is a casual, intimate, and high-impact way to spread awareness of your mission.
Good luck (and get creative) building your wish list. Be strategic. Be specific. And don’t be surprised when your wish list comes true — growth is easier when we ask for what we need.
