Being a Successful Fundraiser in 2021
Successful fundraisers will mix the best of high-tech and high-touch tactics.

Being a Successful Fundraiser in 2021

I have an obsession: Defining what makes a fundraiser successful, bottling it and empowering the legions of non-profit professionals and volunteers to be more productive in securing gifts to advance the charities and good causes they’re so passionate about.

I enjoyed being a higher education fundraiser for about 25 years, and had the privilege of working closely with business and community leaders who were absolutely fearless in virtually everything they had to face in their lives with the one exception — asking for a gift for their favorite non-profits.

What caused this? I concluded that, more than anything, it’s fear of the unknown. As practitioners we need to do a better job of demystifying the art and science of fundraising. Make no mistake — it is both.

So, my wife Andrea and I launched Eskin Fundraising Training in June 2018. After leading more than 100 workshops, webinars and board training sessions, we’re convinced that we can work with non-profit staff and volunteers who combine a knowing head, honest heart, passion for their organizations and the commitment to learn and turn them into fundraisers.

Start with this truth: You can contribute mightily to resource development success without ever having to ask for a gift yourself. Instead you can play indispensable roles by introducing prospects from your networks, breaking the ice, introducing them to the mission of your organizations and thanking them for the resulting gifts of time and money.

When the time is right, the CEO, Director of Development, Board Chair or someone else representing the non-profit can step in and make the ask. We like to think of those individuals as frontline fundraisers.

This is why we like to begin our training sessions with an open and candid dialogue in which board members and other non-profit leaders share their fears which lets their peers know that they are far from alone.

I value nurturing relationships with and learning from the nation’s most respected and accomplished fundraising authorities who have tirelessly written, presented, coached and mentored a wide range of organizations and their leaders to raise billions of philanthropic dollars. (See Part II that summarizes their key observations on core skill sets, attributes qualities — and muscles to be developed in 2021; each provides a timely and valuable insight.)

So, what does it take to be an effective frontline fundraiser — one of a special breed that actually welcomes the opportunity to solicit gifts, the bigger, the better?

First all, he or she must be an incorrigible believer. They believe in the nobility of the mission of their organizations. They believe in the better nature of the donor prospects. And finally, they believe in their own abilities. Let’s take a closer look at each of these beliefs.

Believing in the non-profit is almost like falling in love with it. Like someone you love, that doesn’t mean they’re perfect. But you know everything admirable and good about them, and you cherish telling their stories and answering questions about them. Your voice, face and mood convey pride.

The best fundraisers hear “no” frequently. That’s a sign that they’re not afraid of asking. (Frequently it’s not an absolute ‘no’ … it’s more often ‘not now, not for that purpose, not for that amount,’ etc. so the door to a significant gift remains open.) It’s also a sign that they’re not afraid of asking. When you overcome the fear of rejection that means you’re to hear the beautiful favorable responses and facilitate a magical loop in which solicitor, donor and, especially beneficiaries, all emerge winners. After soliciting hundreds of gifts from $100 to several million dollars I’m firmly convinced that the donor derives the most satisfaction from this loop as they actualize the best that is in them and typically glow from seeing the impact of their gift dollars.

Believing in yourself as a fundraiser is not cockiness. Rather it’s a reflection of acquiring over time the knowledge and experience that replaces fear with comfort and confidence. You embrace the mechanics of the gifting cycle from discovery to cultivation to solicitation to stewardship. When principles, strategies and best practices are executed consistently, they will produce amazing results.

Second, you’re not content with forging relationships, you desire friendships. I once heard a relationship defined as something you have until something better comes along. Friendships are much deeper and stand the test of time. Our goal in fundraising is not a single gift transaction, but rather earning a lifetime association that steadily grows closer and closer and produces ever increasing gifts of time and money. This is expedited by the donor prospect knowing your family and you knowing theirs. For that reason, I always brought Andrea with me to any event in which donors participated as couples.

Third, they share a relentless commitment to continuous process improvement. The most productive fundraisers are never content. You can and should learn from every solicitation, whether the response is yes, no or maybe.

Our fundraising profession, built on face-to-face meetings, especially when soliciting major gifts, has been turned upside down by COVID-19 and the realities of social distancing. We’ve entered a new era of virtual fundraising.

Fortunately, we’re seeing evidence that it works and even major gifts of 5-, 6- and 7-figures can be obtained through video conferencing and other new technology. This demands learning new skill sets such as how to best establish eye contact and a human connection without being there in person.

Fourth, effective fundraisers embody an entrepreneurial spirit for virtually everything they do. Each donor presents a whole new set of challenges and requires a flexibility in responding to their philanthropic wishes and aligning those with the mission of the non-profit. There is a steady stream of challenges to be solved and overcome. So, there is a fanatical desire to move the process forward.

Major gifts usually require several meetings, or what we call “moves.” We like to follow up immediately – within 24 hours, if possible -- on any requests expressed by the donor. This emphasizes a sense of urgency in the need for a commitment to be made sooner instead of later to bring the request and the good it will accomplish to fruition.

Finally, a ferocious commitment to the highest ethics goes hand-in-hand with a fiercely competitive spirit. Donors must know, like, and most importantly, trust the fundraiser and their non-profit. A single ethical misstep can destroy the relationship, not to mention the friendship and the prospect of gifts.

The successful fundraiser wants to obtain the gift, in the largest amount possible, with all their body, mind and soul. Fortunately, I’ve enjoyed that uplifting experience of asking and getting major gifts to energize good works. It feels terrific. Conversely, going a long time without making an ask feels empty. It’s like having your muscles atrophy because they are never used.

In 2021, the work of frontline fundraisers will be more valuable than ever. At the same time that government and philanthropic funding is compromised, the needs that non-profits fill are escalating. Fortunately, American philanthropy is remarkably resilient. According to the Fundraising Effectiveness Project, at the midpoint of 2020 giving was 7.5% ahead of its pace in 2019. The American people once again are demonstrating a beautiful tradition of responding. even during tough times.

Fundraisers connect this amazing tradition of caring and sharing to a wide range of worthwhile endeavors including healthcare, education, economic development, social justice, the arts, seniors, children, animal welfare and others.

Fundraisers aren’t magicians. They are people like you and me who have trained hard to steadily improve and excel at their craft. Their lessons of success deserve emulation throughout the non-profit sector so that it can more robustly serve their beneficiaries during such a profound time of need.

Jim Eskin's leadership roles span more than 30 years in fundraising, public affairs and communications in the San Antonio area. During his career, he established records for gifts from individuals at three South Texas institutions of higher learning. He enjoys training non-profit boards on fundraising best practices and overcoming the fear of asking for gifts. His consulting practice Eskin Fundraising Training builds on the success of his fundraising workshops and webinars and provides the training, coaching and support services that non-profits need to compete for and secure private gifts. He has authored more than 100 guest columns that have appeared in daily newspapers and business journals across the country, and publishes Stratagems, a monthly e-newsletter exploring timely issues and trends in philanthropy. Sign up here for a free subscription.  He is author of 10 Simple Fundraising Lessons, which can be purchased here.




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