Exclusive Excerpt from "The Essential Fundraiser's Handbook" - Introduction
My mission is simple: to save giving.
Why?
I believe the work nonprofits do, in general, is critically important for the millions of people and programs they serve (and, in turn, the world). I also believe research, in general, doesn’t lie. Research has shown an ongoing decline of donors and fundraising revenue over the last decade. Each time new statistics are released, the nonprofit industry seems shocked, but it’s clear to me and others that a comprehensive “reboot” of the way we do fundraising is in order (in fact, it’s past due). Fundraising is the engine that keeps nonprofits running. However, I hear again and again that fundraisers don’t know what to do, and I see the continuing frustration on the part of nonprofit staff members, their constituents, and their supporters. Individual donors represent 80% of all charitable giving, but many fundraisers are uncomfortable having an authentic relationship with these donors.
What’s the answer?
Time and again, the answer, or at least the starting point to solving the problem, is to look at the donors. Why do donors give? How can nonprofits engage them in a way that will inspire them to give more? We know that most human beings have a desire to “give back.” Couple that with the fact that more people are becoming wealthy, or wealthier, than ever before. This is especially true among groups often overlooked by the “traditional” fundraising targets, which have typically been older people who match the description of “givers” of the last century. If someone is a person of color, a woman, a young person, or any kind of donor who isn’t the “usual suspect,” chances are they won’t have a place on most fundraisers’ lists. If they haven’t been a substantial donor to charities in the past, they might not even be able to get the attention of a nonprofit they’re interested in knowing more about.
This has to change.
Since the 2020 publication of my first book, Philanthropy Revolution: How to Inspire Donors, Build Relationships and Make a Difference (HarperCollins), I’ve been, for thousands of fundraisers, the “de facto” voice of the major donor. For a very long time, the donor’s actual voice hasn’t been present in the conversation about how fundraisers can raise more money. More importantly, the conversation about how donors feel and why they donate has been notably absent. Why? Is it because fundraisers are intimidated by wealthy people? Maybe. I do know that (surprising to some) donors are intimidated by fundraisers! And just like any business or group that interacts with thousands, if not millions, of people, donors are living, breathing individuals who each do, hear, and say things differently than other people. Thinking of donors as a homogeneous group in which communication can be the same for everyone is a faulty strategy, but understanding donors as individuals can change that to a successful one. This book will give you quick and easy tools to help you see donors as the individuals they are and, in turn, teach you how to create an authentic, rewarding, and productive relationship with them.
The book’s essays provide a roadmap for navigating twenty-first-century fundraising as it explores topics such as:
The future of philanthropy: what does it look like and how can your team be the first to arrive?
Demystifying the $234 billion opportunity of donor-advised funds
The importance of adding millennials to your boards
Why new tech tools cannot obscure meaningful donor relationship
Avoiding tone-deaf outreach
How to retain a recurring donor
How not to lose a good fundraiser
Types of giving: pledges, donations, planned giving, volunteering
The book concludes with a glossary that is designed to help both fundraisers and donors understand each other’s vernacular. Having a conversation without understanding the terms used isn’t helpful to anyone, and it can surely stop a potential donor relationship in its tracks.
Whether you work as a fundraiser, nonprofit leader, board member, volunteer, or anyone with a stake in the sustainability of a nonprofit organization, this book is for you. Here you will find the insight and tools you need to garner impactful support for the social and environmental causes we all care about. If you’re ready to consider a change for the better, start reading!
I'm thrilled to share this glimpse into The Essential Fundraiser's Handbook, available for preorder now and officially releasing on July 9th. Packed with practical tips, this book will help you build authentic donor relationships and boost your fundraising efforts. I hope you'll give it a try!
Join me on July 9th at 9:30 AM PT / 12:30 PM ET for the virtual launch of "The Essential Fundraiser's Handbook"! Engage in a live Q&A, a book giveaway, and gain insights from industry leaders. Space is limited, register now to secure your spot!
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The Philanthropy 451 Team