A Conversation About Fundraising

I recently sat down with Luis Gonzalez, our new VP of Development at the Center, for a chat about fundraising. Here’s how our conversation went:

Katy: So Luis, (sips coffee) tell me your secrets for bringing in the big bucks.

Luis: Well, as the adage goes, “People give to people.” Another observation of mine is that peers give to peers. For the right cause, you can count on me for $10. Now…if you want $100K gift for the Center, I can help you find a generous person who loves the Center, knows that we’re mission-driven and has given a sizable gift the agency.  My job, then, is to assist that philanthropist in finding the perfect community of peers who will support the Center with a six-figure gift.

Also, (getting excited) on some level, we all have what we need or are at least six-degrees of separation from what we need. I’m of the “Dorothy from Kansas” school of fundraising – click your heels three times and say there’s no place like home. Then ask your lunch buddy for help, then your neighbor and your colleagues from work.  

When I administered an organizational development program and new nonprofits would come for a session, some would tell me how they were planning on applying to one of our Dallas foundations.  I would say, “Have you asked your mother for money?”  I’d get this befuddled look and a response asking me why they should ask their mother.  I would challenge them by saying that if your mother hasn’t giving you money for this effort why should a foundation or anyone else for that matter give you money.

Katy: Great advice…

Luis: (Interrupts) …AND, if you want money, ask for advice. If you want advice, ask for money. People love to give their opinion and feel needed. As fundraisers, our job is to listen and try to take people’s suggestions to heart and communicate them gently and respectfully to our agencies.  This is always the hardest part for me. Once a prospective donor sees that you value his or her input and most importantly, that your agency is responsive to that advice, then trust begins to be build between all parties. 

Now, as fundraisers, we have to be vigilant that the proverbial “tail wagging the dog” does not occur, in other words doing something in an agency only because money is being used as a carrot. Often, the service delivery folk are already engaged in similar type of activities, and then it’s the fundraisers job to communicate either through reports or visits.

Katy: What about an elevator speech? What do you think makes a good one?

Luis: Oh, definitely less is more. If you can’t tell people about your mission in 2 sentences, then forget about it. Be concise or go home.  And don’t forget theater darling! If after you say your 2 sentences they don’t go, “Ah,” and raise their eyebrows with some semblance of enthusiasm, you’ve wasted your breath. Only when they go, “Ah” do you follow with offering to send them information. Don’t give them your card unless there is a reason for them to move to action. Of course, if they offer you theirs, then it’s polite to reciprocate.

Katy: What do you see as the future of fundraising?

Luis: Hmm… (looks thoughtfully) The future of fundraising is… Well, it’s going to be very different. How exactly? I’m not really sure…  Message us on Twitter (@CNMDallas) if you know the answer (chuckles).

Katy: Um, very helpful. Now tell me some things you do each day to raise money.

Luis: There are 2 things I do every single day – Number one, I prospect for new gifts, and number two, I am working on closing the deal on those in the works.

Katy: Interesting. Any thoughts on the solicitation and thank you process?

Luis: Absolutely! (Making wild gestures) Everything must be mission driven, even the solicitation process. Close the deal in a meaningful way that connects the donor with the mission. Do you serve children? Then invite the donor to have juice and cookies with the kids and let them interact. It’s all about letting the donor see the potential for their dollars to do good.

Most importantly, ALWAYS say thank you! I don’t care if someone gives $25. Thank them appropriately and sincerely. I love saying thank you. It’s a gift for me to work with such amazing human beings, people who give from their hearts, who respond to need and give personally significant gifts.

Katy: Wise words, indeed. Any final thoughts before we wrap up?

Luis: Respect people’s time. Don’t exhaust your volunteers and friends just because you can - Use them optimally and they will replay you with loyalty. People are more important than things, and that includes money. (Luckily my boss agrees with me!) Don’t just be about the money, be about service and people.  If the mission is worthwhile and the agency has communicated that effectively and demonstrated integrity, efficacy and good stewardship, then the money will be there. Lastly, ALWAYS say thank you! Did I mention that already?

Katy: Yes you did. Thanks, Luis! Very insightful stuff.

Katy Spicer                                 Luis Gonzalez
Director of Sales and Marketing     Vice President of Development