A Donation Request You Should Not Do

Not too long ago I was having a conversation with a seasoned fundraiser. This person works with a large organization as a consultant. My colleague was lamenting about how much of a mistake this was, and I couldn't agree more with the assessment. 1,000 gift from a high-profile billionaire, the last thing he should have done is to send an acknowledgment with an ask for more money. The reality is that the billionaire will likely never donate to the organization again.

The letter missed the whole point of development. The first thing that likely came to the mind of the CEO who sent the letter was, this donor is a billionaire. He has the money! While that is, of course correct, just because someone has the money to give to your organization does not mean they have the propensity to do so. Think about it, why should they give to your group,

No one wants to give money, even if they have a lot of it, to anyone and everyone. Additionally, millionaires and billionaires tend to get hit up with requests all of the time. Many years ago, I served as the CEO of a nonprofit organization, and I've been in your shoes.

I've had people that I've wanted to get to fund our group send a check, and I've experienced the excitement that comes from receiving one of those major gifts. 1,000 and in the same letter asking for more money! Sent a personalized thank you letter in the mail with a penned signature and perhaps a little note. 1,000 gift could have been given for a multitude of reasons, such as a friend asked him to donate, or he somehow came across our group. 1,000 gift to see how a relationship could develop.

Therefore, I would have then followed up the letter in the mail (email is fine, but the chances are that a letter that is personalized will get opened because people receive too much email). My follow-up would have been a note, email or perhaps even a personal call to thank the donor.

I would have developed a strategy to figure out how I could get a conversation with him in person. All the while, I would have been sending information and regularly keep in touch to start building awareness of our group. Once I had secured a personal meeting with the billionaire prospect, I would have gotten to know him.

I would have asked about his background, interests, family, why he gave to our group, other philanthropic interests, etc. As CEO, I would have made it a point to learn as much as possible about the donor. I would have recognized that getting to know the billionaire personally was probably the most critical activity I could do because it was the creation of a relationship.

I would have served as his liaison with our group and the work we do. Once I understood his motivations and interests, it would have been only then that I would have considered beginning to see how we could engage him more substantially with our group. Author of "Not Your Father's Charity: Grip & Rip Leadership for Social Impact" (Free Digital Download available at http://notyourfatherscharity.

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