Turning Corners

24 Mar Turning Corners

25 March 2024

By David Allen, Development for Conservation

Joe just made a one-time gift toward a land acquisition project.

Patrina just bought a couple of tickets to the Gala.

Raine gave $100 in memory of an elderly neighbor who just passed away. The family is directing gifts to the Conservancy in her memory.

Thomas made a $50 gift because his friends Alex and Lindsay requested that people give to the Conservancy instead of giving them wedding gifts.

Toni went on a field trip with her extended family and bought T-shirts for everyone to commemorate the occasion.

All of these people have something in common – they did not necessarily give out of an allegiance to the Conservancy’s mission. They gave and received something of value in return.

You could argue that Joe – the first example – didn’t get something of value in return. And you may be right – we should figure that out. But we really don’t know that yet. Perhaps he lives right next door to the property being protected and appreciated that it wouldn’t be developed into condos or apartments. Sure, he gave $50K. But he gets relative peace and quiet in return. That’s not nothing.

They have something else in common also. Each of them has opened a door to further contact – a thank you note if nothing else. But that door is very likely to close quickly. Lives are busy and full. Attention spans are short.

So how do we turn these transactional donors into philanthropic donors? How do we help them turn the corner?

The first answer is to separate out the memorial gifts. These gifts were made at the request of the family and do not really signal any particular cultivatable intent from the donor. It really would be gauche to turn around and ask for another gift.

The second answer is simple – don’t wait. It will seem wrong to say thank you with your left hand and please with your right, but we need to get over that. From their perspective, the transaction is complete. Value received for value given. Our next conversation is starting from a clean slate. And you want the time lag to be close enough that they remember that it was the Conservancy they were supporting.

And the next answer is related. Gifts and transactions are completely different from each other and do not need to be separated in time. You certainly don’t need to wait a year, and usually you don’t need to wait even three months. Take a deep breath, exhale, and send the request as a follow-up to the transaction.

Dear Joe – I’m really glad the Conservancy was able to complete the project thanks to gifts from you and others like you who value protecting undeveloped spaces for Nature – and people – to enjoy. The Conservancy was in place to make this happen because of the hundreds of members and donors who give every year in support of the mission. Now that you’ve had a chance to see us in action, I hope you can support the mission as well. Please consider a gift of $100 today!

Dear Patrina – It was such a delight to meet you at the Gala. I hope you had a great time. At the Conservancy, we believe that everyone should have access to Nature like the preserve you saw featured around the room. The Conservancy can make these things happen because of the hundreds of members and donors who give every year in support of the mission. Now that you’ve had a chance to see us in action, I hope you can support the mission as well. Please consider a gift of $100 today!

Raine – Do not follow-up – memorial gift

Dear Thomas – Thank you again so much for your thoughtful gift last month in honor of Alex and Lindsay’s wedding. We were so pleased that they included the Conservancy in such a great way. As I’m sure you know they have supported the Conservancy for many years. We are doubly appreciative because of their willingness to use their special day to introduce you to the Conservancy. The Conservancy and its critical work is supported by hundreds of members and donors who give every year in support of the mission. I hope you can find a way to support the mission as well. Let me know if I can provide any information to help you consider a gift of $100 today!

Dear Toni – It was so great to meet you at the field trip last week. Thank you so much for coming. I’d love to have a copy of that picture you took with everyone in their T-shirts, if you might be willing to share. That preserve at Lone Lake was protected by the Conservancy back in 2006. The Conservancy was in place to protect it and we were lucky, because it would certainly have been developed if we had not been there. The thing is, we would not have been there if it weren’t for the hundreds of donors who give every year in support of the mission. Help us be there for the next opportunity that comes along. Please consider a gift of $100 today!

Here’s the thing: these messages don’t get out by accident. They are planned well in advance. In some cases, the letters and emails are created even before the events happen, and the transactions are complete.

A “buyer” is done when they go home. A “donor,” treated well, may give again and again for years. Helping transactional buyers turn the corner to supporting the organization as philanthropic donors will help you raise money this year and for years to come.

Cheers and Have a Good Week!

-da

PS: Your comments on these posts are welcomed and warmly requested. If you have not posted a comment before, or if you are using a new email address, please know that there may be a delay in seeing your posted comment. That’s my SPAM defense at work. I approve all comments as soon as I am able during the day.

Photo by courtesy of Pixabay