Why is it important to have a culture of philanthropy in
your organization? Imagine this:
Every year your nonprofit hosts a
big program event. As the new Director
of Development, you are tasked with trying to establish a major gifts
program. You suggest adding a
cultivation event following the program.
Your colleagues are skeptical – “we’ve tried that, no one ever comes.” Undeterred, you press on.
You personally make over 300 phone
calls inviting donors and potential donors to attend. The big day comes. You stay late the night before, lugging
chairs around and helping with the set up.
You spend the morning helping with logistics for the daytime event. In the afternoon, you shower and change and
prepare for your cocktail party.
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| Photo by Rafa Braga on Flickr.com |
It’s hot and you’re all dressed
up. You notice a few looks from the
program staff who see you sitting down while they’re running around.
The moment of truth – your cocktail
party – and 70 people show up. People
who could really make a difference to the organization. The party is a huge success, and your
Executive Director is pleased.
The next morning you arrive at the
office and feel a cold vibe. There’s
whispering in the lunch room. No one
will meet your eye. You’re still
relatively new on staff, but there are a couple people with whom you feel
comfortable speaking openly. The
feedback you get is that you are viewed as a prima donna. Like you think you’re better than everyone
else.
You’re exhausted. You’ve been working overtime to pull off this
big cultivation event, and the event was a tremendous success. But all you want to do is lay your head down
on your desk and cry.
It doesn’t matter how hard you work or how much money you
raise. If your boss and board and colleagues
don’t understand what the process of fundraising is all about, your efforts
will never be valued and appreciated.
Fundraising is a joyful process of matching donors with
impact. It is not shameful or
embarrassing. It is honorable and
mission-critical, and is the responsibility of every person who is associated
with your organization. Just as your
organization is client-centered, it must also be donor-centered to thrive.
Developing a culture of philanthropy takes time and effort. It requires cheerleading and communicating
and sharing credit for successes. It
requires gratitude and a commitment to excellent customer (donor) service. It is hard work, but it is essential, both
for your professional sanity and your organization’s ability to attract and
retain donors.
For specific ideas about how you can begin to build a
culture of philanthropy within your organization, check out my blog post: No One Understands What You Do All Day.
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