Looking for support? Who cares - -

Your mission needs funding

Who cares! No. Really. Who cares?

You have a mission that is unique and worthy of support. You need funds to do this good work. To collect funds, you need people who value what you offer. So first, figure out who cares about your results. Who cares about the people, or animals, or issue you serve?

Individual donors are key. Grantors will ask how you plan to replace their funding. Individuals will care about the cause you serve. You have the expertise to do the work. They want to make that possible. Because they care about your mission, once they understand all the good you do, they will be there through thick and thin – if properly cultivated. (Okay, not all of them, but enough of them.)

If you have a donor base, no matter how small, pat yourself on the back. You have a starting point.

Start mining your donor data. There may be more gold than you know. Look for people who have given more than once. Can you tell what initiated the giving? Was it an event? Do they only give at an event? They may not care about your mission. They may just enjoy a fun time. Still, they have heard of your organization. You have a point of contact.

So, start a conversation. Really. Give them a call. Send an email. Set up a meeting. Thank them again for coming to your event and for giving. (Now, in your mind remind yourself: a conversation means I talk and I listen - - and I listen!) Ask what drew them to your event. If it was a person, ask how they know each other. You are looking for common ground. Common ground can lead you to shared values. Now, briefly share a story about the good their dollars are doing. If possible tie that story to the shared values or common ground you have uncovered.

You’ve connected with your recurring donors. What else can you do?

Look for people who gave last year, but haven’t given yet this year. Time, once again, for conversation.

Same agenda:

1. Thank you!

2. How did you get involved?

3. Here’s the good you made possible.

4. Thank you

Notice there is no ask. This about relationship building. (In general, don’t ask unless you have made it clear beforehand that you want to discuss opportunities for financially support.)

Now, back to the data: who gave in the past, then stopped. Look for folks who were giving regularly or made a sizeable gift – whatever that is for your organization. They gave and then - - crickets. Definitely, give them a call. They may not answer. Leave them a message. “I wanted to thank you for all you have done for our organization. I would love to thank you in person and share what you made possible and what we have been doing.“ Follow up with an email with an invitation to talk. If at all possible, meet in person or on the phone. This might be a delicate conversation. Something caused them to stop. A mistake may have been made or perceived, but now you have a chance to make it right. And you really will learn. Donors can teach you what they need and want.

Donors, who feel appreciated and needed, are great marketing tools. They will sing your praises.

But, what if you are really just starting – or you have done all of the above – what now?

Steps to find initial donor base:

1. Board members are absolutely key. They need to give. Many grants will ask for a list of your board members. A number will ask about what percentage of the board financially supports your mission. They want the answer to be 100%. I always tell my board members, “If we don’t care enough about what we are doing to support it financially, why should anyone else?”

Board members will ideally be people of both influence and affluence. They should be respected by your community. They should be people that others turn to say, “What do you think?”

2. Recruit at least three - five additional people to serve on a Development Committee. They will be in training to see if they are a good fit for future board members. They will serve as your right hands in hosting small events that introduce people to your organization and writing thank you notes to donors. They will make gifts themselves, so they can thank others for joining them in supporting the mission. Make it clear from the beginning that giving is part of being on the committee.

3. Now, you have a core group that cares about your cause. You have a core group that gives, and can tell others why they give. You have a core group that will help you share your story.

Watch future blogs for ways to share your story and to collect contact information so you can share it further.