“The economy is the reason donations are down!”
This is something we hear frequently from our clients before a project begins. In their opinion, donations would be up this year except for the economic difficulties. Do you share their belief?
Mission Enablers works with nonprofits of all types (traditional nonprofits, churches, schools, and faith-based groups). We help them prosper and build their capacity to serve others.
When the economy is weak is when our client’s need us the most. When the economy is weak is when your clients need you the most.
Is it reasonable for either of us to withhold services or tell a client success is unlikely because the economy makes it hard to do business?
Without regard for how hard or easy it might be, it is the job of the development department and executive staff to raise funds for the mission and the clients. It is certainly true that a strong economy makes fundraising easier. It is equally true that a weak economy makes fundraising difficult. Regardless, the clients need services and those services depend on money.
If blaming the economy is unreasonable and withholding services is unreasonable what is the reasonable response?
Discover what your agency does better than anyone else does. “Anyone” means anyone without exception, explanation, or excuses.
Here is a counter example. I was asked for a donation recently. My response was, “Why?” I was told because the agency needed the money to serve their clients. I asked if it was possible for the client to receive serves elsewhere. The response was, “Of course they could but we don’t want them to start using another agency.”
The implication of that conversation is that the clients are indifferent about who serves them and the services are just as good somewhere else. In rare instances that is true. Most of the time clients choose the agency for a specific reason. Usually, the community has a specific reason for referring clients. Rarely, do donors know the reason.
If the donors knew the reason, they would have more motivation to give. They would give more generously. They would help recruit new donors. New donors would understand why your agency instead of another.
Your agency excels at something. “It” is something you can document with hard evidence rather than anecdotally. Clients value “It”. Donors value “It”. The community values “It”.
If you are unaware of what “It” is, talk to your donors, alumni, clients, staff, and the community. If you ask the right questions, they will tell you.
When you know what “It” is, document “It” (prove it with facts and statistics), formalize “It” (create a structure, do “It” intentionally, and find a way to reproduce “It”), and tell everyone. Tell everyone why “It” is important, what the value and benefits are, and why your agency does “It”.
As soon as you have “It” documented and formalized, donations will begin to increase. More clients will appear. When you begin telling everyone, the response will surprise you.
Follow this advice and your agency will achieve sustainability. Doubling donation in five years is a reasonable expectation for most agencies.
As always, if you want help contact us.
