If you follow me on Twitter @AmyEisenstein, you already know that I was at the most amazing AFP (Association of Fundraising Professionals) conference this week in Chicago.
One of the sessions I attended was called “From Bonsai to Redwood – Cutting Edge Thinking from the Frontiers of Philanthropy.” The speaker was Jon Duschinsky. I wish you could have been there with me.
Changing the Fundraising Paradigm
Mr. Duschinsky spoke about changing the fundraising paradigm and how organizations need to work on building movements around missions and lose their acute focus on raising money. (It was a fundraising conference, after all, so this was fairly revolutionary for most of us.)
The message was simple: If you build a movement, the money will follow.
He posed the question, “What is the change you want to achieve in the world?” And he gave an example from an organization he had worked for whose mission was simply:
Eradicate AIDS
How many of us can say our missions that quickly, succinctly, comprehensively and confidently?
He showed us how philanthropic dollars comprise only 2% of the GDP in the US and worldwide. So how can we change the world with only 2% of the dollars? In order to be truly successful, he argued, we need to access the other 98%.
The way to do this, Jon suggested, is to build a sustainable business model in the philanthropic sector. And corporate social responsibility should be an investment, not a cost.
Back to the paradigm shift…
ATTENTION COMPANIES: The more good you do, the more you will make. And the good you do must be connected to your brand.
This session got me thinking about how the organizations I work with could benefit from this paradigm shift. How are they positioned to help change the world? As a fundraising consultant, I have a special opportunity to help organizations clarify their mission and really build momentum into their movement. And as Jon notes, the money will follow.
Jon’s material was truly inspirational and wonderful food for thought. I wanted to share a piece of it with you to the best of my ability. I apologize in advance if I’ve unknowingly misrepresented any of his information or intent.
Visit Jon Duschinsky’s Website
I strongly urge you to check out Jon’s “reframing fundraising” website at Be the Change.
So how is your organization changing the world? What’s your super-simple mission that lends itself to raising more money through the good you do? Tell me all about it the comments.
Wow. Sounds like a great session, Amy. I love speakers who get me thinking outside the box. And focusing on impact and change is way more appealing to most donors/supporters than focusing on how much money is needed. Thanks for the great recap!
Lori – It’s a whole new way of thinking, but so lucrative for the organizations that are good at it.
Kicking myself for not getting to Chicago this year. Keep the recaps coming.
Me too, Gayle. We’ll just have to make it next year, won’t we?
Amy, not being at the conference (which I heard was fabulous!) I appreciate you drawing attention to this model approach to fund raising. Thanks for sharing!
Now I’m really sorry I wasn’t there – the past two years I got to attend sessions that Andrew Watt and Jon Duschinsky co-taught. It’s definitely changed the way I think about philanthropy and finding support for the organizations we work with. And it sounds so easy, but for some reason it can be really difficult for leaders of agencies to stop thinking about the next service they will provide and start thinking about a much larger scale impact. Thanks for sharing this!
Kirsten – thanks for your comment. Yes, it’s so hard for some nonprofit leaders to think long term, especially when they are putting out fires on a daily basis. However, long-term, they would do better to think big picture.
Loved this, Amy! I missed Jon Duschinsky at the conference and know he’s terrific. Now he’s simplified and expanded his message: build a movement and the money will come. What an amazing perspective, and one that really can change worlds!
My mission is to “Educate Everyone”. I do this through the use of the Media Arts, based on early childhood development, multiple learning styles, the neuroscience of learning, and I use technology and pop culture as my tools. Need help fundraising.