5 Myths of Evergreen Philanthropy: Part 4

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 fourth of my top five:

Myth No. 4: It’s About Reaching Out to Everyone

OK, you’re saying, “You just told us that it’s about both big gifts and small ones. And now you’re saying that we shouldn’t be reaching out to everyone?”

Yes.

Nonprofit leaders are looking for donors in all giving abilities. But they are not looking for just any donor. They are looking for that subset of investors who share their values and vision and—by their life situation—are ready and willing to invest.

Nonprofits often make the mistake of reaching out and soliciting indiscriminately. Not only is this expensive, it’s also very inefficient.

Principle No. 4 of “The Eight Principles” is “Learn & Plan.” First, learn who would support your cause because of who they are then make your plan on how to reach out.

The leaders of nonprofit organizations who scale aren’t looking for any and every donor. They’re seeking those who can—and will—become evergreen investors.

To your fundraising success!