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December 04, 2008

New Blog: Reassure -- Don't Alarm -- Donors About the Economy

Penelope Burk, fund-raising consultant and author of Donor-Centered Fundraising, is starting a new blog that will cover fund raising amid economic turmoil.

In Burk’s Blog, Ms. Burk says she will feature “comments, research results, advice, and encouragement on a weekly basis — or more often if warranted.” She also plans a January survey to examine whether and how donors intend to give throughout 2009.

Ms. Burk’s first posting, which went live on Tuesday, offers what some might call counterintuitive advice to the growing number of fund raisers worried about declining contributions. Many are now issuing emergency appeals about increasing demands on their organizations and the need for donors to step up their giving.

“As your anxiety level rises, you may be putting a lot of thought into how to express your ask in an even more urgent tone,” Ms. Burk writes. “If so, you’re making a mistake.”

Instead, she continues, “now is the time to tell your donors that you will be able to keep going forward, not if your donors give in the future but because they have stood by you in the past.”

She advises fund raisers to express concern about donors’ own financial wellbeing and to reassure them that, regardless of the economy, the organization will continue to do the best of its ability. “Now is the time to tell your donors that you’re thinking of them, that you know they’re hurting, and that you hope they will be okay,” she writes.

Do you agree with Ms. Burk’s advice?

— Holly Hall

Thursday December 4, 2008 | Permalink

Comments

1. I do agree with Penelope’s approach. It reinforces the mutual alliance between donor & organization and that is important at any time, not just during financial crises.

   — Gail Abramson    Dec 4, 02:11 PM    #

2. I also agree. Penelope understands that desperation in an appeal implicitly warns donors that the agency may be on the verge of collapse. NOT a good message to send if one hopes to attract more funding.

   — Richard S. Thill    Dec 4, 02:34 PM    #

3. I hope everyone listens to Penelope. Expressing to donors that we understand and are in this together will bring better results than crying that the sky is falling. Whenever possible, in addition to reassuring donors, we should include examples of steps our organizations are taking to ensure the most effective and efficient use of donors’ gifts. And should any donors be unable to fulfill a pledge right away, this is not the time to give up on the relationships: stand by them. Thanks, Penelope, for this timely advice to our industry.

   — Ivana Pelnar-Zaiko    Dec 4, 03:52 PM    #

4. I think it makes sense not to be alarmist about your financial status, but not patronizing about their financial situations. It seems a bit personal and presumptuous to discuss how they are “hurting”.

   — Gail Coffey    Dec 8, 04:53 PM    #

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