5 Social Fundraising Lessons That Can Influence Your Overall Development Strategy

If major gift fundraising is Morton’s, social fundraising is McDonald’s. 

We’re not talking about the food; we’re talking about scale. We’re gaining insight from the millions of people — both staff and volunteers — who do social fundraising. The great thing about the scale of social fundraising is that you get a lot of data: Some is in numbers, some is in experiences and some is non-quantifiable (at least, not yet). So, here’s what the fast food of fundraising has to offer other income channels. 

1. It’s the Constituent’s Party, Not Yours 

You’re thinking, “But I’m the one who got the permit and issued the insurance and this and that.” None of that matters. 

It’s your job to make them believe they created this beautiful beast. It’s their idea. It’s their story. If you accomplish that, the fundraising (or donating for other channels) just happens, naturally. 

Related story: Why Your Nonprofit Needs to Build a Community: 3 Ways to Do It Right

In social fundraising, active and engaged volunteers simply spread joy through their fundraising and recruiting. Well-managed major donors simply move money from one of their bank accounts to another of their bank accounts, managed by the nonprofit. That’s the way it feels to them. 

2. Engagement With a Constituent Exists on a Spectrum

Pay attention to the range. Know where you are. We’ve all been victimized by a person or business going too fast, too soon. Don’t be that person. 

You have a relationship with every constituent. Understand where that constituent is and engage or respond appropriately. The moment you push, they lean back. Let them push. Open the door, hold it open and invite them in. 

In social fundraising, an invitation to the next level may mean an invitation to become a team captain, lead a committee or lead at the event. In other revenue channels, it could be telling the mission’s story to others instead of just listening to the story. That other kind of invitation, and the acceptance of it, almost always precedes successful invitations to donate. 

3. The Constituents Must Like You

They just have to like you. An unfortunate aspect of humanity is that we have evolved to want to genuinely like those with whom we engage, even when “liking” doesn’t result in success. Here’s how to be likable:

• Like them first. The best way to be likable is to like them first. Tell yourself that you do and define in your mind why you like them. 
• Listen and ask them questions instead of pushing your ideas. 
• Make eye contact, listen and affirm with your body language. If you’re meeting on video, move their video window as close to the camera as possible to simulate making eye contact. Reduce the size of the window so you can get it closer to your camera. Ignore your own image — put a sticky note over your own irresistible image if you need to (yes, you are looking good).
• Follow the rules of etiquette for the environment you are in and for the person with whom you are speaking. 
• Take your time. They will feel your internal timer. 

4. It’s Not About the Mission; It’s About the Constituent

No one who ever walked a walk, ran a 5K or climbed the stairs to the top of a skyscraper did it for the mission. They did it for themselves. 

“For themselves” may mean that they lost someone to a disease, have conquered a situation or are simply sufficiently sensitized to a situation to respond. But it is that person who is the lever for participating, fundraising or making a major gift. So, what matters to them is what is most important. Hopefully, what matters to them overlaps with your mission, but don’t be confused in thinking it’s all about you or your mission. It’s about the constituent. 

5. Retention (aka All of the Above)

Retention is more complex than acquisition. We like to focus on acquisition because it is easier. Online dating taught us that getting a first date is pretty easy. Focus your effort on your second date. Show up authentically — flawed, but with good intentions. Ask them for help to be better. 

Why is retaining supporters hard? First, retention requires understanding the journey of the person with whom you are engaging. What’s their level of engagement? How do they feel? What have they done? What do they want to do? What have they done for others? What do they want to do for others? What do they need? 

Retention requires understanding their needs and how the mission can be a vehicle to meet them. Retention is ultimately more productive than acquisition. Not only do you get the donor’s money, but you also get their story, network, ideas and relationships. 

So, whether your fundraising strategy is McDonald’s or Morton’s, retention is the key to success. Understand your constituents and their needs. Be authentic. And most importantly  — like them.

The preceding blog was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.