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| Re: Philanthropy-Driven “Membership” Campaigns: Want To Know The “How-To?”
Posted by Tony Poderis   on 9/29/2009, 12:45 pm, in reply to "Re: Philanthropy-Driven “Membership” Campaigns: Want To Know The “How-To?”"
VIP Poster
Julie: Thank you for helping to convey the idea that, in Membership Campaigns, the use of donors’ benefits & privileges (perquisites, i.e.,“perks”), having “market” value, is not to be taken so far as to shut out organizations not in position to offer such tangible items to their donors and prospects. The “What your money can help make possible,” in terms of ascribing explicit programs, services and projects to various donation levels, is a tried and true successful tool for any organization, especially social service and religious organizations.
“Perks” can work---when practical, manageable and economical---especially when offered to donors and prospects of performing arts and other cultural organizations---organizations which have obvious benefits they can offer, such as tickets to performances, receptions, discounts in gift shops, and other events.
Along with mission-connected benefits of membership described above, social service organizations may only require some creative thinking on their part to as well come up with “perks” when they can be useful to attract memberships. One way might be to have a corporation sponsor its membership program and provide the benefits and privileges in the name of the organization. Trustees, or other friends of the organization, could host parties and receptions at their homes, country clubs, yacht clubs, etc., for major membership donors as “perks,” which would prove to be desirable, attractive and appreciated---and cost the organization nothing.
But, let’s back up a bit, in the event that to some, the idea of providing privileges, benefits and rewards to donors for their charitable membership gifts is somehow looked upon as being counter to the basic tenets of philanthropy. In plainer terms, such a practice could be seen as the “tail wagging the dog,” in that we should not attach anything to “benefit” donors as an overbalance for their charitable support. To overcome such possible objections, we should see the practice in the following ways when we offer “something” for the donors’ membership gifts:
• They are sometimes persuasive to a prospect’s giving decision, but mostly are effective because they allow us to specifically tailor a suggested asking to the prospect relative to the explicit benefit level. The most ineffective ways to ask for money are all too often voiced as, “Give what you can,” and “Give what you are comfortable with,” and “We would appreciate a gift in the range of $ ____ to $ ______. None of those three ways lets any prospect know what our real needs are, and how the prospect can help us to meet the need. A stated membership level amount does.
• They are bolstering to the solicitor as an effective solicitation tool. Asking a prospect for a specific donation allows for confidence on the part of the solicitor when she or he can ask in this way: “We respectfully ask that you consider a donation to (organization) in the amount of $500, and for that generous gift, it would be our privilege to welcome you to be a member of our “Benefactors Circle,” where we can offer tokens of our appreciation to you in the form of ___________.”
Such a request made by a volunteer to a prospect, but ending the volunteer’s dialogue directly after the $500 amount was spoken, would result in “dead air,” and that could prove to be an uncomfortable and unsure spot to be in to not know what to say next. The gift-to-membership narrative solves that problem.
However, with the judicious use of “perks,” let us not lose sight of Philanthropy.
We must keep the benefits and privilege tokens of our appreciation to donors secondary in our minds, and in our donors’ minds, to the main reasons for giving to support our organization.
Philanthropy occurs when the donor and the solicitor share a sense of righteousness---a sense that something good has taken place---not simply that a tax deduction has been obtained, that there will be enjoyment of a benefit dinner or auction, that a name is printed in large type, that they will carry away a tote bag, etc.
Philanthropy occurs when the donor feels that the decision to give is justified---when the donor shares in a project by helping to make that project possible or to work better---and asks for nothing more in return.
Fund-raising is what makes philanthropy work, and philanthropy is what makes our multicultural democracy work better than anywhere else on Earth. I know, because I constantly hear from good people all over the world who want to know how they can use our philanthropic process to the best possible advantage in their own countries.
Best fund-raising wishes,
Tony
Tony Poderis
http://www.raise-funds.com
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