A lot of the nonprofits we work with are well-established organizations. They have a good grip on best practices and they execute the basic principles of fundraising well. But just as a start up can shake up a whole industry, so can a new nonprofit teach all of us old hands a few things.
Recently, a blogger and author was so distressed by the plight of Syrian refugees, she decided to activate her whole network to work together to help. How she did it – how she asked, how she gave, and how she thanked, is not the way a traditional nonprofit, school or church would do it.
She did all of it differently. She thought like a donor.
FIRST, SOME BACKGROUND
As a blogger, Glennon Melton (momastery.com) has created a connected and passionate tribe of loyal readers. She’s vulnerable and candid about her struggles and is committed to helping others. She created a nonprofit organization just to activate this tribe. Their purpose is to “support each other’s children, families and communities.” Read more about togetHERrising.org
THE PROBLEM
With her focus on family issues, the organization has helped to support midwives and birthing clinics around the world among other things. The Syrian refugee crisis, and the toll it has taken on children and families especially, captured the attention and focus of this organization, so they put out an appeal to Glennon’s readers.
THE SOLUTION
They held what they call a “love flash mob” – a social media-fueled one day campaign. And this is what happened next.
But that isn’t the end of the story.
THE (BRILLIANT) REPORT BACK
Two months later, Glennon wrote a post to report back on all the steps that had been taken. She titled it: Your Broken Hearts are Saving Lives
Let that sink in for a moment: not “your generous contribution” or “your recent donation.” Your broken heart… With just a few words, she re-invoked the fire and commitment established when the reader first decided to give.
The report then goes on to show real people receiving useful things like strollers or infant carriers. The report shows how they determined how best to distribute the money, working with local agencies on the ground. And finally, this post is deeply personal, bringing the recipients and donors and aid workers together in a community of moms, just trying to help their families and the families of others. It’s full of candid photos that bring the donation recipients to vivid life.
I encourage you to read the whole thing and study it carefully. It’s like no other thank you note I’ve received as a donor… and it’s the only one to make me cry.
My resolution is to start thinking like a donor. You and I are not in the same boat as a blogger from Florida. But we have that same fire burning for the causes we’re passionate about… don’t we? Maybe it’s time to step away from the procedures and plans and, just for a little while, get back to basics.
Who’s in trouble? How can I help? Did my gift do any good?
Those questions should be at the core of your donor communications. If the answers to those questions aren’t crystal clear in your next appeal, take a lesson from Glennon, and start thinking like a donor.
