5 Myths of Evergreen Philanthropy: Part 5

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 to make this a reality, nonprofit leaders 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 fifth of my top five:

Myth No. 5: It’s About Treating Everyone the Same

Just as many nonprofit organizations have one-size-fits-all fundraising appeals, they also tend to treat all their donors the same.

“What’s wrong with that?” you say. “Are they supposed to give the big guys special treatment?” Well, yes—and no.

An individual’s giving capacity—their financial ability is but one quality that varies from person to person. Two others—what I call “affinity” and “life situation”—are equally important as ability to give.

“Affinity” is the measure of alignment between the donor’s values and goals, and those of the organization they give to. Some donors are closer than others; closer because of their involvement, as to their service or relationship, and because of their “fit”—their personal goals.

“Life situation” is where they are in their own lives and how that intersects with their involvement in the organization to which they’re giving. Whether the donor is a college student, young professional, married with young children or coming into retirement will affect both their interests and their ability to give. Factor in life-changing events and personal tragedy and you see that what a donor is experiencing in his or her life has a meaningful and material impact on which organizations they support, at what level and for how long.

Principle 6 of "The Eight Principles" is Divide & Grow. It’s the principle of treating different people differently. Understanding and applying this principle is essential to growing the size of your fundraising program. Along with Principle 7 of The Eight Principles, Renew & Refresh, these truths form the foundation for creating sustainability to your fundraising efforts.

The organizations that understand and use this understanding as they work with their supporters are also the ones who build the strongest, longest lasting relationships with their supporters.

They’re the ones who’ve discovered the true magic of evergreen philanthropy.

With these myths, a common theme emerges: Fundraising isn’t about systems or techniques. Philanthropy isn’t about money, it’s about people. First and last.

To your fundraising success!