5 Myths of Evergreen Philanthropy: Part 1

So, what’s “evergreen philanthropy”? It’s investors that keep on giving. And giving. And giving more.

“Does that really happen,” you say? Yes, it does. And yet, when asked how you make this a reality, leaders of nonprofits usually offer a series of predictable myths. Creating the situation where a philanthropic investor will become “evergreen” isn’t all that hard—or unusual. It’s often counterintuitive, however.

Those myths? Here is the first of my top five:

Myth No.1: It’s All About the Cause

Nonprofit leaders are well-motivated people. They want to do good in the world. Their goals and visions are laudable even as they are far-reaching and expansive. Nothing is wrong with this.

When they reach out to potential investors—some call these “donors”—they’re eager to share their cause. It’s what they spend their time thinking about. What they work for every day.

This is where the myth begins. Nonprofit leaders too often operate from the assumption that philanthropists—those with resources who want to invest for the well-being of other people—will be as passionate about their cause as they are.

Well, no.

You see, philanthropists are people just like us. They have their own set of dreams and aspirations. They, too, have core values they seek to realize in their lives. And it’s on these that philanthropists have their focus.

Attracting evergreen support from investors, then, isn’t about making the most convincing passionate case for your cause, it’s offering your potential investors the opportunity to fulfill theirs. Magic happens when you show you potential supporters how investing in you will fulfill them.

Principle 1 of The Eight Principles™ is "Donors are the Drivers®." Donors drive philanthropy with their visions and values, not their money. And make no mistake, they are in the driver’s seat.