Strategic Fund Development: Building Profitable Relationships That Last, Third Edition

Our Really Big Fundraising Mistake

Before we go much further, let’s confront the devil. In the press for money, too many fundraisers and their organizations make bad choices about fund development. Really bad choices. Moreover, these bad choices are often uninformed, having little to do with the body of knowledge, research, or best practice. And there’s no excuse for this mistake. None whatsoever.

For example:

• Fundraisers and their organizations give lip service to donor centrism but fail to demonstrate it in attitude and behaviors, strategies and tactics.
• We act like giving is a financial transaction rather than a personal act and choice.
• We treat donors like interchangeable bank accounts anonymously standing in a queue at the automatic teller machine.
• We expect our board members to trespass on their personal and professional connections to get money and convince those connections to be interested, despite any indications to the contrary.
• Fundraisers and their organizations focus on solicitation strategies rather than relationship-building programs.
• We think relationship building is just a few outreach strategies tossed out at our convenience.
• We concentrate on major gifts from the affluent, ignoring how disrespectful and hurtful this is to others, and ultimately to our organizations, too.
• We target major gifts and major donors too often, oblivious to years of loyalty from other donors.

You know the phrase “you reap what you sow.” That’s what’s happening. Over and over.

These ...