Marc A. P.
Author of "Ask Without Fear!," speaker, & nonprofit fundraising trainer, founder FundraisingCoach.com
What do YOU say when asked "Where do you find donors?"
I get asked this all the time. It's like people think there's a magic rolodex in the sky you can access and get donors.
I'm a huge believer in starting with the people you know, asking them to invest in your cause AND asking them for others they think you should ask too.
What about you? How do you answer the question?
Answers (32)
Every organization I have worked with has a couple of board members or donors who DO have a magic rolodex -- whether or not they knows it. The trick is to figure out who those people are, and ask the question in a way that they can access their inner rainmaker. It is also important to relieve them of the notion that if they give the names of their friends, the solicitation parade is going to begin the same day.
David U.
Unger & Associates LLC
Best Answers in: Nonprofit Fundraising (2), Nonprofit Management (1)
It is all about relationships.
Marc, I would take it a step lower...before you ask them to invest, you should have them at a place where they want to invest and the "ask" is just a formality.
Awareness
Education
Engagement
Commitment
I contact our amazing List and Media Services team to work, who use the latest & greatest strategies and tools to find prospective donors and members for our list of 50+ nonprofit clients.
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HI, Marc-
Start with the people who know your organization and don't rule many of them out at the start. You just never know about people, their assets and their inclination until you get to know them, and even then... Yes, I agree with just what you have written in response to thhis question. Mo magic. Just work.
Margery
What you said. Also collecting and photocopying published donor lists (newsletters, annual reports, event programs) from similar nonprofits that operate in your area, and asking board and staff to read through those lists and check off people they know.
Without repeating the obvious...relationships...your inner circle and their connections...here are a few ideas that come to mind (that work)...
1. Look at at the major gift donors on lists from other charity events, annual reports, capital campaign projects etc and research which ones are only one degree of separation...go after them.
2. Parlor meetings in your donor's homes bring out new folks that the donor may not feel comfortable making a cold intro. I also google map a few miles around the area, look at the homes and property sales, research the good ones, and ask the host if we can invite them (when appropriate).
3. Look for natural circles of associates (poker players, bikers, country clubs, golf buddies) and find ways for them to connect with your org in their own way.
Jonah Halper
www.jonahhalper.org
I love it when organizations think I'm going to snap my fingers and bring donors with me. AFP has some great resources to counteract this thinkging.
But back to your question. I generally start with a 'who's already connected with you' exercise. It's simple, but usually generates a good list of groups and helps people think of individuals to talk with.
The same way you build a list of people to invite to your party. You begin with your innermost circle of family and friends and begin working your way to the outside. As you go, you ask for the names of and for personal introductions to other capable people. Then, as you are making new friends/donors, you are still working hard to nurture the older friends. Like the old saying from kindergarden new friends are like silver, old friends are like gold--tend to them both and you will build your fold.
I agree, Marc - as a donor who has given some major gifts, I'm often treated as if I'm stingy for not turning over that mythical magical Rolodex you reference.
Or as if I must surely have a treasure map to the secret pile of donor money.
Or as if all of my friends have millions of discretionary dollars just sitting around waiting for a good cause to appear.
When people ask me where they can find donors, I ask, "If you are having so much trouble getting support from your current stakeholders, clients, donors, directors, and their circles of friends and associates, why does the organization deserve to exist?" The world is full of great causes, great ideas, great needs. Not every nonprofit can attract enough support to continue operations. Them's the grits.
I'm in total agreement. I've never encountered an organization that has maximized the potential already right in front of its nose. Almost every organization, except perhaps new ones, already has current donors to be further cultivated, lapsed donors to be re-engaged, volunteers who can be donors, and a host of other prospects - hand-raisers, event attendees, newsletter recipients, participants, etc. That should keep anyone busy for quite some time!
Brian
Hillel K.
Chief Development Officer Urban Edge
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I take a similar approach by- talking to people I know and also talking to people they know as you said -- I also always ask my insiders to go with me and talk to a friend or two--- and of course I start with donors and former donors
Tina C.
Nonprofit Fundraising Consultant: Individual Giving, Donor Relations & Communications, Board Training, Coach & Speaker
Great responses so far! I couldn't agree more with what Brian said about orgs not making the most of all the people already connected to their work. And I often feel nonprofits aren't thinking broadly enough about all the different types of people who stand to benefit from their success. Andy's point about looking at people who support liked-minded causes and seeing who you know on those lists is a great strategy. Asking current supporters to connect you with people they know who'd support your mission. The danger in all of this -- and I see this a lot -- is groups who are asking people to give (friends, family, etc) as a personal favor to them and not because they care about the cause. This people give to people they know can be a double-edged sword -- raising money in the short-term but not building a sustainable, invested supporter base in the long-term.
Connie J.
Assoc. Director Corporate and Foundation Relations at UMass Medical School
So many great answers! I start by looking at current donors, why they gave/give and what is important for them. When there is the opportunity for discussion, I want to explore referral opportunities, and here it is tricky! Like Tina wrote, I want to be introduced to people that have a connection to the mission (not just friends and family), are charitably inclined and open to an introduction. Not everyone fits that definition, and not all donors are open to making introductions. Working with the board is exactly the same, and Andy gave some great ideas of how to present names to them for review. Of course this requires that the board is prepared for the expectations of facilitating introductions.
Nick P.
SEO Strategist, Market Research Geek, Professor
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I think from a grant writing perspective, I look at the foundation directory first. From a personal and local perspective, I try to look at who would best benefit by being attached to our services and what kind of give and take relationship can come about.In other words, I ask, what would they see in the benefit of giving me money and who would like to do this. Then, how can I make good on that promise for money or services and show outcomes (because ROI is dead in libraries).
Ephraim G.
Directing Traffic at the Crossroads Where Social Media & Fundraising Converge
in Israel we have a saying- "chaver mavei chaver" a friend brings a friend. that's my fundraising mantra
I've been asked in interviews "how large is your list" meaning: how many people can you go to right now and collect donations from. or in your words- how many names are on my magic rolodex. directors are stunned when I say I don't have a magic rolodex
I agree with everyone who has stated already start with the inner circle- speak to the orgs. employees, volunteers, participants and ra-ra donors. there's a wealth of info (i.e. names) to be found right there and then branch out. but I guess most nonprofits want the quick fix
Since Penelope Burk's research showed us that we're abandoning our current and lapsed donors in our lust for new ones, I encourage nonprofits to spend more energy on retrieving lapsed donors (especially the larger ones) before they put any effort into finding new ones. If we can re-engage them and deepen their relationship to the mission, tending to their desire for stories of impact, not only will they give us more, they will do our acquisition work for us, telling people in their circles that they're getting good value from their investment in our organizations. I think too many of us are too eager to find new donors. We should model retrieving lapsed and retaining current, and discourage people from constantly looking for shiny, new donors! Susan Howlett, author of Boards on Fire -- Inspiring Leaders to Raise Money Joyfully. P.S. One of the main points in my book is that if we ask hesitant board members to help us re-engage lapsed donors rather than asking their friends, they actually learn to enjoy the process so much that they start engaging their own contacts organically. (Thanks for starting the discussion, Marc!)
Identify, inform, involve, invest. Keep the circle going and you will reap the rewards. Thank before you bank. Keep donors informed about what you did with their money, show them appreciation in a timely fashion and often, cherish the relationship.
Wallace J.
Multimedia Producer, i3D Programmer, Acrobat 3D PDF, Android App, Virtual World & iTV Design, Kindle, Nook & Sony eBooks
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Ask Medical Expert Darin Gilstrap at Inner City Medicine!
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Cynthia G.
Director of Development at the San Francisco Court Appointed Special Advocate Program [SFCASA]
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Excellent question, excellent responses. Yes, we all forget to go back to our lapsed donors and draw them back in. In addition, I've gotten annual reports from other nonprofits in our area that have a similar service/emotional appeal and had my board and key fundraising volunteers go over their lists of donors to see if any of their friends and associates are donating to them. We don't try to shift their donations, just expand the organizations to which they donate that have similar appeal. This information also helps add a certain comfort level in the individual soliciting the donation and gives them a starting place for a conversation.
Of course it all starts with a sound strategic marketing plan that includes public relations, marketing communications[print and online], and events. I also work to push our services providers to be as out front in the public eye as possible to raise awareness.
Magic Rolodex®, smile. Don't we all love the volunteers who have those--few and far between as they may be.
Contact mapping! Start at home and then build outwards in degrees of separation.
"From you". <pause> wait for the bemused look and then continue!
I start by asking who has donated already - and for one or two organisations I've worked with, this can be a very short short list. (I tend to work with organisations that are losing statutory funding, or think they're going to)
From there, I work in stages.
1. Who knows you
2. Who do you know
3. Who (what kind of person) gives us a donation.
The third sometimes flows neatly from the first two - other times, it simply helps open up the organisation's eyes into the potential donor base.
Sometimes there does happen to be someone in my magic rolodex, but they're likely only going to be interested once we have the other three areas covered.
I think the best answer is, I look at my current donors. Too often we're not cultivating or asking the people that already love our organizations, for greater gifts. Your time and resources are better spent with your current donors, making sure they're being asked at the level they should be and then asking them to be advocates.
Gary B.
Non-Profit Management and Fundraising Consulting. Strategic Coaching of Philanthropy
Best Answers in: Nonprofit Fundraising (1), Nonprofit Management (1)
I say ask your donors. The peoplel that already love you will be your best conduit to new donors. Plus, you get an additional cultivation step from the process.
Amy N.
Marketing, PR, Mobile, Branding, Web Design, Social Media, Cause Marketing || Good + Tech || GoodPlusTech.com
Like all of life -- business, charity, & otherwise -- I agree with other posters who think that donation activity and support begins with relationships. Social media relationships/connections are some of the strongest I’ve established. Never underestimate the power of first proactively connecting via passion on social media -- and then take it to a phone call, email, tweetup, coffee meeting IRL. Social media lets you find & develop relationships with people you'd have no other way of finding. PS, That's my favorite thing about Twitter. (And also LinkedIn.)
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Steve D.
Business Analyst at Sterling Jewelers
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Donors are everywhere, it is all about tapping into the emotional impact the group promotes and gaining potential donors by getting them to feel the same.
I say think outside the box and find a source of donors that has not been tapped. Approach them with something different than the usual tax receipt.
Kenneth L.
Retired Aerospace Contracts Manager, MicroMentor Volunteer and Founder "Smalltofeds"
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The nature of grants needs to be understood. Not only from the government but also from commercial or corporate donors. I recevied so may inquiries at my volunteer web site for small busienss on this issue that I wrote a special article on it linked below. Perhaps the content may be of use. Here are some exerpts:
"Start-ups, entrepreneurs and new small businesses regularly seek information regarding small business grants. There are many misconceptions about the nature of such instruments, who qualifies for them and what constitutes a small business grant. The misunderstanding stems from advertising on the Internet and other media creating the impression that grants are readily available and that they are "Free Money".
There is no such thing as “Free” small business government grant money. In many instances individuals seeking grants should be looking to direct government contracting; this article will explain why.
Most small business government grants go to non-profit organizations because of the nature of the work such entities do.
Small Business government grants are a type of contract and involve performance of a statement of work for agencies that are in some socio-economic endeavor serving the public, such as health care, public information, communications, high technology, or similar undertakings. A small business entity receiving a grant from a government agency becomes an extension of the agency mission and obtains funding to enhance that mission while growing as an enterprise.
Small Business Government Grants have the effect of supplying lump sum funding to a non-profit organization for a specific period once the grant is awarded. In general the funding is used to further the stated mission of the business. However, the grant provider may reserve the right to receive reports on how the money was spent and may require deliverable items associated with performance of the work under the grant.
Certain grants take the form of cooperative agreements, whereby the non-profit and the agency commit to supplying mutual funding amounts to a project. Under limited or special circumstances involving 0 profit, a for-profit entity may be eligible for such a cooperative agreement with the federal government.
Both small business government grants and direct government contracts are highly competitive. Selecting potential agency sources and submitting winning proposals are acquired skills."
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In the Health Care arena there are many places to find donors. The most direct way is through people who have been patients at your facility. Of course, they must be given an opportunity to either opt in or opt out of being solicited per HIPAA. I've found that most people are extremely happy and willing to give back to the doctor or institution that helped cure them or their family member.
Brijendra C.
Human Resources at Dodsal E & C Pte Ltd
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Big marketing event , Fashion Houses and Inauguration event are full of potential people where you can find donors
Courtney D.
Updates / Data Entry at DMI
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Look at your goals, and your target market. That is where you start.
