This post comes from the Gravyty Fundraising Academy, a series that examines how fundraisers adapt and strategize to evolve what's possible through philanthropy.
Your guide for the Gravyty Fundraising Academy is Director of Customer Success, Lisa Alvezi. Lisa has worked with countless fundraisers across Higher Education, Health Care, and Nonprofit organizations to transform fundraising. As a former frontline fundraiser herself, her goal is to help you see better results from your fundraising efforts.
Every day, fundraisers have a balancing act to perform – weighing the needs of their donors, managers, and organizations. Often, each segment's needs are not aligned, and it's up to the fundraiser to navigate the path to success.
Too often, donors are turned off by an organization always asking for what they need versus what the donor wishes to support. How do you stand up to ensure a donor's wishes are the focus, so they want to continue giving, time, and time again?
For example, a donor may wish only to fund a pet project. At the same time, the Director of Annual Giving wants the dollars directed to the annual fund for unrestricted use. But, the organization would prefer a multi-year commitment to the capital campaign. If the donor wants to support a project or program within the organization's current mission, the donor's wishes should always be the focus. So what does success look like when the daily Venn diagram looks something like this?
What Can I Do?
The key to making the right decisions and focusing attention comes well before a solicitation and one that technology handles amazingly. To find your balance, I recommend making an ally on the Advancement Services at your organization. If you do not have Advancement Services, it's likely someone in IT who manages your CRM.
These folks are experts in the best practices of making your CRM work for you. Once you make your ally, start by identifying the priority programs and projects for your managers and your organization. Then identify the motivations or needs of your donors. Finally, work with your ally to appropriately tag each of these fields in the CRM. It's critical that you know how to update and use these fields, moving forward, because identifying and entering attributes is an ongoing process.
What's The Result?
Suddenly, that intersection of the Venn diagram above comes to you, rather than having to go out and seek it in every situation, every day. From here, establishing and staying in balance becomes easier because you leverage technology to approach each party's priorities from a place of knowledge.
Suppose this approach is successful for you and your ally in Advancement Services. In that case, you can scale this tagging process as gift processors learn what to glean from gifts and how to associate that data with donor records, matching the right donors with specific organizational needs.
If you’d like to learn more about how artificial intelligence can empower your fundraising staff to act as 2-3x its size, personally reach new donors, and inspire giving at scale, click the button below and let's connect.