Building a Culture of Philanthropy Within Your OrganizationThe whole institution benefits from a commitment to philanthropy.
Does Your Organization Understand and Embrace Fundraising?
Is your fundraising department operating on an island?
“That’s something that happens over there…And I really don’t know what they do anyway …”
So, tell me, what is that you do in your department? That phrase, spoken with a bit (or a lot) of disdain, is often directed to development professionals from the faculty or staff of their organizations. The implied meaning of the phrase is “why don’t you go out and get me some money or pay attention to my area of this organization.”
Throughout my career, I have worked in development operations that were out of synch with the rest of the organization, an island onto themselves. It’s frustrating, defeating, and it’s more often the case. It makes raising dollars, especially major gifts even more challenging.
The rest of the organization feels that fundraising is something that’s done “over there,” and rarely participates. Okay, maybe you don’t want all your co-workers involved in fundraising calls, but I bet there are a few that can make a real difference. Additionally, when it comes to raising funds not all these staff or faculty need to be on the front lines as there is a place in the process for everyone.
When the organization accepts, understands, and embraces the work of the development department the ability to engage more donors in better ways increases substantially, and the whole institution benefits from the increased donor investment.
Building an Understanding of the Importance and Impact of Fundraising
How do you break down these barriers and bring unconditional acceptance of the importance and impact of your fundraising work? Well, you probably can’t do it overnight, but you can begin to bring your colleagues from other departments into the fold, help them understand, and even build collaboration in your efforts. By following these steps, you can be on your path to breaking down silos and building bridges for your colleagues to cross into the realm of philanthropy.
These steps for building a culture of philanthropy could be taken as a 3-4-hour training, or conducted as separate sessions over time.
1) Demonstrate the impact and wonder of philanthropy: talk about the power of philanthropy often and always. How it benefits the organization and fulfills your mission and even vision, the journey and the positive feeling it can evoke from the donor and recipient, and that everyone can and should be involved in philanthropy.
2) Discuss the giving experience: what are the biggest giving motivators, why people do not invest, invite donors to speak about their giving, provide testimonials of productive cross-functional partnerships.
3) Explain the process of donor engagement and investment: how everyone is different, it’s relationship based, the various types of gifts, levels of commitment to the organization, and the time it takes to move through the fundraising cycle. Demonstrate how you utilize both art and science when building relationships with donors and making asks.
4) Address the different ways your non-development colleagues can be involved in the fundraising process: defining and building the vision, identifying donors (alumni, members, volunteers, patients, etc.), helping to build relationships, serving as an ambassador, stewardship, and involvement in the solicitation.
5) Open-up about your fundraising process: Do away with any attitude that there’s some black magic taking place that your non-fundraising colleagues could not possibly understand. Show them the process of engaging donors, why you focus on certain donors, even a template portfolio and pipeline. Discuss how priorities or opportunities for investing are set, how you measure your work. I guarantee if you show them the process they will understand and even embrace.
This is by far not an exhaustive list. Several other fundraising areas are not included and might better fit your organization. The bottom line is that the more you engage the people of your organization in the philanthropic process the better they will be able to partner with you. With this new-found collaboration, you will be sure to start experiencing greater return in your fundraising efforts.