Rethinking Your Definition of "Donor"

As you may already have suspected, this model requires that you let go of the "old reality" roles for donors in your organization and do some new-reality soul searching.

Are you truly willing to have donors get involved in ways that are meaningful to them as well as you? That is what today's donors are asking for. If they are going to become lifelong members of your family, they want to know that you value their feedback, that they can call you up and have a frank conversation with you, that you will call them once in a while for their input.

Let's stop for a minute and consider this picture from the donor's point of view.

Imagine yourself as one of the guests at your organization's Point of Entry^® Event—a tour, a reception, a box lunch informational meeting. You attend one event and you were impressed. You could see that this organization is right on the mark.

Now what? They didn't ask you for money. They sent you home with some materials. You take a minute to read them. How interesting. There is an easy-to-read Wish List of all kinds of things they need. There are little items like toothbrushes, shampoo, pots and pans, help in the office once a week. And there are some medium-sized items like old computers, carpeting for the youth room, a van, math tutors. The list goes all the way up to the really big stuff: a new gymnasium, an underwriter for their international conference, a new office building, a properly staffed reading program.

You see that you could actually contribute some of the things on that list, but you are too busy to pick up the phone and call them or you might not want to appear that "forward." You put away the Wish List and go on to the next activity in your day.

Two days later, you get a phone call from that nice staff person you met at the tour or lunch meeting. She is thanking you for taking your time to come and asking for your input. "What did you think of our program?" You tell her in a reserved way how impressed you were. You mention that the intercultural studies program was especially appealing. At some point, she asks: "Is there any way you could see yourself becoming involved?"

You may be thinking about underwriting that international conference. After all, it links to many other interests of yours, yet you donÌt want to lead off with something so big. "I notice you need some old computers," you respond. "I could help you with that."

She is very appreciative and tells you immediately how much they are needed and for which program. The demand has increased so much that the computer lab is now open every evening and there are still people who can't get the computer time they need. My goodness, you are thinking, my old computers could really make a difference. We've upgraded our system at the office and those old ones are actually in the way. I'd be a real hero if I found a good cause to donate them to.

"Would it help if we came to pick them up?" she offers. "I know how happy it will make the people in the computer lab to have them before the new round of classes start." Next thing you know, they have picked up the computers and you are getting a call inviting you to come back and see the expanded computer program in action one evening when it is in full swing. "Feel free to invite anyone else you'd like," offers that same warm, efficient staff person.

You arrive with your husband and two work colleagues just to check it out on your way to dinner. You are dazzled. Those old computers that had been cluttering the back room at the office are now front and center, with eager, curious children and their parents clicking away. The head of the computer program happens to be there in the midst of all the action. He can't thank you enough.

Of course, as part of the evening's show-and-tell of the computer center, your low-key guide points out the students from the intercultural program, communicating with their international "e-pals." "It's just a start," she says. "They're always hungry for more real connections with other cultures." You go off to dinner with your friends. Everyone is feeling good and you are looking like the person of the hour.

The next week, the same nice staff person calls back to thank you for coming out again and for bringing those friends. "What did they think of it?" she asks. "Do you think they'd have any interest in getting involved? Would it be all right with you if I give them a call? Is there any more you would like in the way of information or involvement?"

And so it goes. A one-time visit to a Point of Entry Event and an effective Follow-Up Call lead to more and more.

A few points to consider:

• Are you making your needs known to potential contributors?
• Do you have a Wish List with a wide array of items you'd really love to have? Could you link each item to a staff person or department that would be thrilled to receive them?
• If someone chooses to get involved on a volunteer basis, are you prepared to take care of them to ensure a super-positive experience?
• What if they identify an area of interest that you've never thought of? Are you flexible enough to think it through together?