Fundraising and Timeshares

Have you ever attended a presentation promoting timeshare condos or resort space?

If you have, you may have had a sense of déjà vu.? They may feel familiar to pitches you may have received from nonprofits seeking your financial support.

Read—"being solicited for a gift.”

Your typical timeshare pitch comes on strong and hard.? The benefits are continually extolled. ?Life will be (almost) perfect after you buy.

During the presentation, you either get the queasy feeling that it sounds just a little too good to be true.? OR—you’re fighting revulsion while tamping down guilt for being so cynical.

Time share sales depend on “targets” being swayed very fast making a commitment—often a substantial commitment—at the very first meeting.

Sound similar to some charitable giving pitches??

Some that immediately come to mind are those which involve photos of young pathetic appearing children with serious medical conditions or animals who are obviously in serious distress from abuse.

Embed these images in a pitch with a compelling script and music specifically chosen to elicit an emotive response, and the attempt to manipulate becomes clear.

You make a gift.?

Then there’s what comes afterward.

The solicitors move on.? To the next target, that is.

Some donors feel a lasting sense of satisfaction and accomplishment.? Many others, unfortunately, have a lingering aftertaste.

Taken for granted.

Such is so much many of the “relationships” between nonprofits and those who invest in them.

Pure transaction.? Wham, bam and done.

The cycle gets repeated with other donors.? Sooner or later the donor becomes disinterested or turned off altogether.

Two things happen. First, the nonprofit becomes trapped in an endless cycle of one-time low-level gifts even as they churn through the donors who would naturally support them.

?Second, the donor who is still feeling a philanthropic impulse goes elsewhere or perhaps seek refuge in a donor advised fund.

Much is said these days about a “missing middle” in giving.? Look more closely and you’ll discover a philanthropic public weary of being “solicited”.

Instead of repetitive solicitations, try inviting one.? When the gift arrives, seek to get to know the investors BEFORE asking them again.

There are all sorts of things that donors will tell you, if you simply ASK.? Including when, why, and how they would give again and even raise their investment.

Principle 2 of The Eight Principles? is Begin and the Beginning?.? Begin by first understanding your investor and communicating with them in a way THEY will understand.

Seems like a no brainer.

With first-time donor renewal rates hovering just below 40% with the typical amount of first time gifts largely stagnant, it’s pretty clear that the majority of nonprofits still haven’t got the message.

Message to nonprofit executives and fundraisers:? Before you rail against a supposed dwindling charitable impulse and/or the bogey man of donor advised funds, I strongly recommend you look inward first for an explanation.

One final note.? If you’re looking to eliminate financial insecurity in your organization or perhaps address a pressing fundraising issue, give us a call.

We will show you how to solve this problem

Let us hear from you.

Larry C Johnson, Founder, The Eight Principles

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Larry is the founder of The Eight Principles and the recipient of Marquis Who’s Who World Humanitarian Award. ?He will be featured on the cover of the upcoming issue of Millennium magazine. He works with nonprofit leaders enabling them achieve financial security for their organizations. During his career he and the teams he's lead have raised over $1B.

Want to offer a story of your own?? Give him a call.