Mahatma Gandhi said “you must be the change you wish to see in the world”. Nowhere is this clearer than in nonprofit organizations. For a non-profit organization, in order to turn the vision into reality, its staff, volunteers and donors must act first and lead by example, demonstrating their own commitment.
This commitment is the foundation of a culture of philanthropy. It is the platform from which a non-profit organization can ask the rest of the world to join them in their efforts. In essence, it all starts on the inside.
So how, exactly, can a culture of philanthropy be nurtured and entrenched in an organization? The following are 10 time-tested tips:
1. Define a Culture of Philanthropy.
A formal definition of the term says that it is a culture that synergistically encourages generous response and investment from those who can connect the organization’s mission and value. The word “philanthropy” comes from the Greek words philosophy what it means to love, and anthropus which means human species, combining to convey “love for humanity”. The word culture simply means an organization’s collection of core values, beliefs, and norms of behavior. So you have Culture of philanthropy promotes love of humanity… care for others.
A philanthropic culture tells the rest of the world “we exist to fill a void or a need that is important to advance a cause that is critical, will you join us?
2. Understand the characteristics of a philanthropic culture.
Organizations that have embraced a philanthropic culture see philanthropy as an opportunity to advance their highly valued mission and are excited to present this opportunity to the world. The following are features to look for:
- They all behave like ambassadors, helping to identify new friends and partners.
- The organization operates in a donor-centric manner, making it easy and comfortable for donors and creating a dialogue.
- Everyone can make a case for giving and describe how contributions are used.
- Beneficiaries are seen as the focus of the organization and are invited to share their stories.
- The organization’s leadership is visibly involved in leading fundraising efforts.
- Board members are personally involved and contribute financially.
Ask yourself this important question: does fundraising permeate all levels of my organization? Successful fund development starts on the inside with the people who care most about the organization.
3. Educate the organization about its role in Development.
Ninety percent of the work that goes into Development is preparation, and only ten percent actually asks. The truth is that no organization could hire enough development staff to properly develop everyone potential donors in the donor universe and produce maximum fundraising results. Organizations need a ninety-percent army of people involved in that work to ensure that applications produce positive results. That’s where the culture of philanthropy plays such a crucial role…it’s where the military is built.
4. Give with joy!
Staff, volunteers, and others close to the organization should give first. And it must be a stretch gift. The idea here is to show that your organization deserves philanthropic support. Challenge staff, volunteers, and others to make your organization one of their top three philanthropic investments.
5. Share your stories.
Encourage supporters to speak from the heart and get the facts about why supporting your organization is an investment worth considering.
6. Connect to others.
The Donor Development Cycle takes a donor from discovery to philanthropic profile. This is done primarily through conversations with the potential donor about values, interests, and motivations. It is done in exchanges that focus on the potential donor and not on the organization and its goals. Fund development requires everyone’s participation. Building relationships takes a long time.
7. Show gratitude.
With frequent recognition, authentic and personal!
8. Increase commitment to increase investment.
Our make up they are closest to us… they are familiar with our mission… they may have heard our story. So constituents make up the best of our universe of potential donors. But how do we get them to go from just getting to know each other to supporting each other?
The answer is this: the more we get them involved, the more likely they are to give a gift.
9. Prepare your ambassadors.
Help staff, volunteers, and donor advocates feel ready for conversations by providing a supportive case or “elevator pitch” about your organization. If you have an annual report, it’s another great reference tool for discussions with potential sponsors.
10. Enforce fundraising rules.
A review of the basic fundraising rules is always helpful in guiding our work as fundraisers. These are my three favorite rules:
- If you don’t ask, you don’t receive.
- People give to people.
- It is easier to renew support than to purchase new support.
As we have established, a strong culture of philanthropy will support an organization’s fundraising efforts becauseeveryone participates in the development of funds.
In nonprofit organizations, a philanthropic culture has an attitude that advocates building relationships, which is the very essence and foundation of successful fundraising. In this culture, you will see an inclusive approach to fundraising that emanates from the heart of the organization and is embraced by everyone in the organization. There is a clear understanding and respect for how philanthropy helps an organization advance its mission.
Creating a culture of philanthropy starts with the people closest to your organization, and is truly the first step toward creating a strong fund development program.