After working with nonprofit leaders for more than two decades, there are patterns and bad habits I see over and over. Through the years, these frequent fundraising mistakes have turned into my personal pet peeves. It drives me crazy when I see fundraisers doing them because I know how much it undermines their efforts.
If you really want to raise money — specifically major gifts — avoid doing (or not doing) the things on the list of my personal fundraising pet peeves.
(That said, if you are guilty of any of these, don’t panic. You’re not alone. Once you’re aware of them, you can take actions to improve your work behavior and habits. Knowing is half the battle.)
Top 7 Pet Peeves that Undermine Your Fundraising Efforts
In no specific order, here are my top personal fundraising pet peeves. These are the ones that really get under my skin and each one serves to sabotage your fundraising efforts.
1. Not meeting with donors.
Over and over, I hear development directors tell me why they haven’t met with any donors this week, this month, or even this year. If you haven’t met with any donors this month, make it a priority for the rest of the year. I’m talking about sitting down with a donor (in person or on Zoom) to have a meaningful and strategic discussion about your organization and the donor’s philanthropy.
If you’re not sure how to get started, start with your board members and loyal donors. Go on a listening tour to learn why they give and how you could improve your communication, cultivation, and stewardship with them.
2. Not asking for a specific amount.
You will raise more by asking for a specific amount. Whether in person or by mail, let donors know what your needs are and how much they cost. This will help them determine how much to give. You might say something like:
Sue, we would like to ask you to help us keep one child safe after school. That costs $5,000 per year. Is that something you could consider?
3. The board does not donate or help with fundraising.
Honestly, I thought we were past the time when board members didn’t support their own organizations, but it just came up again the other day. Fortunately, I’m not hearing this nearly as often as I did 10 years ago. But recently, I met with an ED because he wants to start a capital campaign — yet his board members do not give or help with fundraising. It wasn’t the only red flag, but it was a big one.
4. Believing major donor are “out there” somewhere.
Most development directors understand that donors are not “out there” somewhere, however, there are plenty of nonprofit leaders — both staff and volunteers — who believe “finding donors” is the right strategy. While I’m all for identifying new donors, they will come from your community and your connections. They are not random people out in the donorverse.
5. Dreaming about celebrities.
Along the same lines as #4, thinking you can approach celebrities to help your cause is an exercise in futility. (Sigh.) And yet, this came up just the other day.
I was on a call with an organization about identifying donors for their capital campaign and someone mentioned Taylor Swift as someone she thought she might approach. I calmly asked if she had a connection with Taylor. Of course, the answer was no… and yet she still seemed perplexed when I told her she was wasting her time.
Please stop thinking celebrities — including Mackenzie Scott — are the answer to your fundraising prayers.
6. Lack of personalization.
The other day, I received a letter. The mail merge on top was correct (it had my name and address at the top of the letter). Yet, it was then addressed, “Dear Friend.” Seriously? I would understand if no mail merge fields had been used, but to have one without the other was simply absurd.
Currently, with mail merge technology, there’s simply no excuse for a “Dear Friend” letter when writing to a current or former donor. Don’t do it.
7. Failure to listen.
Listening is a critical skill in fundraising:
- Listen for tone.
- Listen for intent.
- Listen for insinuation.
Ask follow up questions. Ask for clarification. And listen, listen, listen.
Are You Guilty of Any of My Pet Peeves?
So… how many of my pet peeves are you guilt of? If you’re feeling particularly bold, go on record below in the comments and let me know. I’ll be kind — I promise. After all, admitting you have a problem is the first step toward fixing it. And my ongoing goal is to help you improve your fundraising. We all want to make the world a better place.
Don’t worry — you’ll get there.
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