We often refer to the Benevon Model as a model for building a self-sustaining individual giving program. Just what does that mean? What would it look like if your organization had an individual giving program that was self-sustaining? And how would you even know if you had one?

Self-Sustaining = Self-Generating
By self-sustaining we mean self-generating. It would be a system that, by itself, generated more happy donors who kept giving money to your organization. If you cultivated the soil and took care of the donors, they would bring in more potential donors who would want to know about your organization and would, after getting to know you themselves and becoming involved as donors and volunteers, choose to introduce others.

The natural human response when we have made a true contribution is that we want to share our enthusiasm with others. This does not mean that we want them to give money to the organization, but merely that we want them to know about the great work of the organization—to check it out for themselves.

In the process of checking it out at a non-threatening, inspiring Point of Entry^®, a certain percentage of the people would naturally become interested and want to get more involved. The others would choose not to become more involved, but perhaps they have friends or colleagues who would truly appreciate knowing about your work. Having experienced firsthand how professionally they have been treated so far, they would not hesitate to give you the name of their friend so that you could invite them to a similar Point of Entry.

Eventually, if you stick with the system, giving each person who expresses interest the personal attention they need—following up with each of their requests, initiating contacts on topics of interest to them—they will naturally want to give you money. In fact, they may wonder what took you so long to ask. Your organization's work will have become so important to them that they will stay involved with you for many years to come.

Making a Multiple-Year Commitment
Therefore, when they hear that you now have a special giving society for people who are willing to make a multiple-year commitment to your organization, they know that they would naturally plan to give you money every year anyway; in fact, pledging to do so in advance lets them feel that much more a part of your organization's family.

Have you ever made a pledge to give money to an organization over several years? I recommend you try it. If you did so voluntarily, rather than having been pressured or strong-armed by a friend, you will know that good feeling that comes from making a pledge for the right reasons. While the organization may want to list your name in many prominent places in its printed materials, and while you don't mind having others know what you have done, that is certainly not your main motivation. You gave because you wanted to. You gave because you felt genuinely connected to the mission of the organization.

In the course of your day-to-day work and social life, as you connect with friends and family and colleagues, you tell them about the organization and they ask how they can learn more. You put them in touch with that same helpful, friendly person you talk to regularly at the organization and they, in turn, attend a Point of Entry. They decide on their own whether this is something that interests them, whether they would like to become more involved.

A Self-Sustaining System
Over time, enough people like you keep referring others who become more involved, make multiple-year pledges and introduce others. Eventually, the organization has a large and ever-increasing list of loyal donors like you who have chosen to make a multiple-year financial commitment.

When the organization decides to launch a capital or endowment campaign or a campaign to raise money for a special project, you are delighted that they come to ask for your advice and support. You gladly agree to help with a gift and by serving on a committee to talk with other loyal donors about the new campaign or project. If they are inspired by the new project and are in a position to help, they give happily. If the timing is not right or if they are not interested in this particular project, they decline this opportunity but encourage you to come back to them the next time the organization has a need.

Eventually, these loyal donors may begin to ask about your needs for an operating reserve fund, a capital campaign, or an endowment. How much money would have to be accumulated and invested wisely so that the interest off of that investment alone would ensure ongoing funding for your work? They agree to undertake such a campaign amongst themselves. Over the next five years, the endowment is funded. While having a large reserve fund or an endowment does not ensure the growth and fulfillment of every new program the organization may need to fulfill its mission, it puts an end to the struggle of year-to-year, hand-to-mouth financial survival and launches your organization into the world of financial sustainability.

That is what we mean by a self-sustaining individual giving program. Loyal donors naturally spread the word. Those who are capable continue to give more and get more involved. No one is pressured or made to feel inadequate. Each interaction with every donor honors the donor's true commitment to the work of the organization as much as it honors the organization's mission. Your organization steps off the treadmill and into the new reality of self-sustaining funding.