The absence of strong Funding Rationales (a.k.a. your reason for needing funds) likely means your organization is not maximizing relationships.
At a major-gifts level* there needs to be some specificity in terms of funding a specific program, outcome, or priority initiative. (See 10 Types of Funding Rationales). If you don’t have a specific Funding Rationale then one of two things usually happens:
The commitment is not maximized. People give to support a mission or a cause, and they invest more to support specific impact (or outcome). Our experience has been that a portfolio gives 3x more when you’re able to clearly define a strong funding rationale!!! This is the difference between asking,”Will you invest $10K in our vision?” And, “Will you invest $10K to help with this priority and these outcomes that will help us deliver on the vision?”
Funders (over) restrict the funding. When we see this, it’s an indication that the funder is creating a rationale because yours is not clear enough! Note: While restricted funding is not bad in and of itself, gifts committed with restrictions crafted by the funder hinder an organization’s efficiency or focus. Said another way, if you don’t define your priorities/rationales then someone will do it for you.
*For most organizations this is $10K+ and could come from an individual, corporation, or foundation.
I’m consistently reminded by clients and boot camp alums of the power this one insight has on them.
Don’t make decisions for your prospects.
Most recently, I got a note from the head of advancement for a college who told me this ONE insight TRANSFORMED fundraising for him in 2016. So, I think this is the perfect insight to reflect on as we start the new year.
Don’t assume the prospect has a ‘giving level’ just because they gave at X the past three years. Maybe they haven’t been asked.
Get comfortable with the Clueless Close. This is a great example of a way to ask – authentically – in which you’re not making a decision for the prospect.
Use this insight to question assumptions. At some point this year a natural partner will say to you, “You should ask for $X. That’s the right number for this prospect.” Unless that statement is product of extraordinary strategy and dialogue with the prospect, don’t make a decision to LIMIT the ask. (Don’t worry about under-asking or over-asking. (See tip #6 in 9 Tips to Help You Get to the Ask.) When you catch this thinking you can coach yourself by asking, “What would this prospect give if they were totally committed to the impact? If this was their number one cause?” See if you can build your comfort to ask from this place. Related: I sometimes find myself saying (with TOTAL authenticity), “It’s not my job to try and decide the appropriate investment level for you. It’s my job to make sure I make the best case for how we can have an impact and then let you decide if that’s right for you.”
Guard against the voice inside that says, “Maybe now is not the right time to ask.” We exist to save lives, change lives and impact lives. Deciding it’s not the right time to give a prospect the opportunity to save, change and impact lives goes against everything we are trying to teach.
Point of emphasis: This is an insight (or a guiding perspective), not a strategy.
This is an excerpt from the forthcoming For Impact Guidebook about Leadership Circles.
Every organization should have some form of Leadership Circle. In its simplest form, this is ONE baseline-major-gift level of support, positioned as the cornerstone of your annual fund. The Leadership Circle is not just another giving level – It’s a funding program and a strategic pillar of your funding model that qualifies prospects, simplifies stewardship, provides flexible funding and annuity! You’ve heard of Occam’s Razor; this is ‘Occam’s Ask’. It’s set at ONE level between $1K and $10K – messaged around your mission and vision in a way that represents your simplest and strongest sell.
HOW TO MESSAGE: (Examples)
STORY: “We would like to invite you to be part of the Leadership Circle – a group of 100 families, individuals and/or businesses that are extremely committed to the mission of the YWCA. Membership requires a minimum $10,000 investment in the fund, renewable annually. Each year, these funds will be used to make the biggest impact in the areas of after school programming, innovation and scholarships. But, ultimately,The Leadership Circle is about investing in our vision to transform our community.”
COLLECTIVE IMPACT: “This Leadership Circle level is significant because the collective power of its members – providing the core funding support that allows the YWCA to be an efficient organization, responding to the most important needs of women and families in our community. Additionally, this Leadership Circle has the impact of $2M in endowment for each 10 members.”
In working with over 1,000 organizations, I can’t think of a time when an organization didn’t benefit from a Leadership Circle. As a tool, its versatility rivals duct tape.
A FEW WAYS TO USE THE LEADERSHIP CIRCLE:
As a QUALIFIER. The Leadership Circle can be a GREAT ASK on a first visit. The story around the Leadership Circle should be tied to your simplest and strongest sell and if someone commits the $10K then you KNOW they are serious about your impact.
As a component of your overall FUNDING MODEL and CASE. It’s helpful for top funders to see that you’re building a base. This should offset the perception (and reality) that you’re going back to the well with the same funders again and again. It’s really helpful to be able to show (in your plan) that at the same time you are asking for LEADERSHIP SUPPORT, you are also building giving-based-relationships through the Leadership Circle.
As a MOMENTUM BUILDER. If you’re working on leadership support for a major project the Leadership Circle can be a powerful momentum builder. It’s one thing to go to your board and announce you THINK you will have some leaders on board. It’s another to back that up with the cash flow and commitments from 20 new memberships in your Leadership Circle.
As an ANNUITY and ENDOWMENT EQUIVALENT. The membership base of support becomes an annuity. For example, 20 families at $10K is $200K per year which is the equivalent of having $4M in endowment!
As a FOCUSED way to TEST and BUILD TALENT. Having a Leadership Circle offers a safety valve for new salespeople. “When you don’t know what else to do, ask for a membership.” This is a clarifying directive. Asking for a membership does not eliminate the potential for a larger gift – if anything it qualifies the relationship (offering objective insight to the sales manager.) If a new major gifts officer fails to close a $1M gift it could be for a number of reasons. Maybe it’s a prospecting issue. Maybe it’s the story. However, anyone should be able to close Leadership Circle membership. Having developed dozens and dozens of new major gifts officers, I cannot emphasize the importance of this idea. It’s the simplest way to build confidence and funding momentum.
As an engagement strategy that PAYS. ‘Nuff said.
As a STEWARDSHIP CIRCLE. Get rid of all events and focus that energy on just providing stewardship and thanks to your Leadership Circle investors! Here is an idea, make it someone’s job to simply get every member of the Leadership Circle to your organization to SEE the impact (return-on-investment) in a given year. Good things will happen.
As ‘BUDGET RELIEF.’ Everyone wants ‘unrestricted funding’. A better message would be around budget relief. I would encourage you to try and create a funding model in which the Leadership Circle monies are unbudgeted. You can then report back to membership the IMPACT of their COLLECTIVE investment.
As a way to get into a PLANNED GIFT. Participation in the Leadership Circle for a few years offers a rationale to get ask for a planned gift to PROTECT the annual gift. “You’ve been giving $10K every year as a member of the Leadership Circle. Could we ask you to PROTECT that with a gift from your estate?” A $200K planned gift would ‘protect’ the $10K. Bonus: This can also be part of a TRIPLE ASK.
This week’s theme is: Just Ask. Just Ask. Just Ask.
In his book, The Power of Habit, Charles Duhigg explores the formation of organizational habits. (You can read this quick summary by BusinessWeek.) One case study examines Alcoa’s remarkable business turn-around in the 80’s/90’s. CEO Paul O’Neill focused the cultural energy (and habits) around safety–more specifically, around the number of safety violations.
We call this the ONE LEVER. Meaning, to maximize team cohesion and culture change you need to focus energy on ONE LEVER at a time to create organizational change.
What will that lever be? Be specific. Be clear.
The Orlando Magic focus on ‘butts in seats’.
FedEx focuses on number of packages that don’t arrive when promised (aiming for zero).
Just about everyone reading this is seeking some form or another of improved funding results.
Call it a culture of philanthropy.
Call it a sales culture.
Call it greater revenue for impact.
Call it funding the vision.
When you’re bringing your team along there is so much ‘other stuff’ that can obscure progress. Events, predisposition activities, reporting, deadlines, board meetings.
As it relates to INCOME DEVELOPMENT the ONE LEVER is – in most every case – the NUMBER OF ASKS.
This is what we emphasize, design-around, message, measure, reinforce.
Obviously a funding goal is pretty important. However that is a RESULT of this measurable activity. Similarly, Alcoa’s leap in quality (and then profits) was a RESULT of increased safety.
One lever: Number of Asks. Preach it. Measure it. It will be transformational. I promise.
Note: It’s not uncommon to see an organization (of any size) with fewer than 10 real-asks per quarter. In fact, it’s a safe bet that by our definition most are at ZERO.