03 May Donor-Centric Communication
President John F. Kennedy inspired a generation his with Inaugural Address on January 20, 1961, “Ask not what your country can do for you — ask what you can do for your country.” JFK changed the focus from receiving to giving and motivated hundreds of thousands of volunteers to give their lives in public service to make the world a better place.
Nonprofits should apply this famous quote to their donor relationships, “Ask not what your donors can do for you – ask what you can do for your donors.” We fixate on meeting our needs and ask donors to help us achieve our goals. There is a practical side to fundraising. We must meet our budget or risk going out of business. But this organizational self-focus overlooks the mutual benefit donors can share by partnering with your ministry.
This concept of doing something for your donors doesn’t mean giving them some tangible gift although that’s a nice way to express your gratitude. Doing something for your donors involves the intangible gift of including them in your mission to change lives for eternity. Paul referred to his relationship to the Philippian church as a “partnership in the gospel” (Phil. 1:5). They were partners because they gave generously time and time again to share in his troubles (Phil. 4:14-16). They saw themselves as co-workers. Here are three ways to treat your donors like full partners.
1. Communicate Good News and Bad News
The Philippians were partners with Paul through thick and thin. In 2 Corinthians 1:8, Paul wrote, “We were under great pressure, far beyond our ability to endure, so that we despaired of life itself.” Paul was authentic about the challenges he faced. Our donor communications tend to be guarded especially when we share bad news. A ministry recently sent a cryptic letter explaining why the executive director was fired. One donor reacted, “The letter said something without saying anything.” Open and transparent communication will strengthen your bond with your donors.
When Paul sat chained in prison, in a real sense those Philippian believers were right there with him. When he floated to shore during his shipwreck (Acts 27), they were also bobbing up and down in the waves with him. When he preached the gospel and men, women and children came to faith, the Philippians shared in his harvest because they had invested in planting the seed.
2. Speak from your Donor’s Perspective
Too often we ask our donors to support us as we do the work. Help them see their value by placing them on the front lines of ministry. Recently at a donor event the executive director of a relief and development agency made his appeal extremely personal. “Next week you will be serving food to refugees in Syria providing a warm meal and hope. You will be in Thailand rescuing young women trapped in sex-trafficking. You will be in Iraq sharing Bibles with people who have never seen a Bible. And you will be in India meeting the most urgent needs of a child in poverty.” These phrases transported donors from being spectators to becoming participants.
3. Emphasize Eternal Dividends
Who really benefits from a donor’s gift? You do, because you can raise the funds to stay in business. The people you serve benefit, because you can continue serving them. But your donors also benefit because they will receive eternal rewards. Paul responded to the Philippian’s generosity, “Not that I desire your gifts; what I desire is that more be credited to your account (Phil 4:17). Donor partnership is not just a one-way street. It should be a genuine partnership mutually beneficial to both your ministry and your donors. As a Christian ministry, you give your donors the unique opportunity of laying up treasures in heaven.
In all your donor communication you must tell great stories of changed lives. It’s not about your buildings, but what happens inside your buildings. It’s not about your professors, it’s how they impact your student’s lives. It’s really not about your ministry at all, its about helping your donors fulfill their God-given responsibility to be good stewards. Give them compelling reasons to partner with you to impact eternity.
Ron Haas has served the Lord as a pastor, the vice president of advancement of a Bible college, a Christian foundation director, a board member and a fundraising consultant. He’s authored two books: Ask for a Fish – Bold Faith-Based Fundraising and Simply Share – Bold, Grace-Based Giving. He regularly presents fundraising workshops at ministry conferences and has written fundraising articles for At the Center magazine and Christian Leadership Alliance’s Outcomes magazine.