109: Conditional Generosity

"...We frequently make our gifts conditional on the giving of others, not because we wish to force people to do their duty, but because we wish in this way to root the institution in the affections of as many people as possible who, as contributors, become personally concerned, and thereafter may be counted on to give to the institution their watchful interest and coöperation...."

This week, I’m reading from Random Reminiscences of Men and Events by John D. Rockefeller, published in 1909.

Reflection questions:

• Who are the donors in your donor database that would likely catch the vision of leveraging additional generosity through their matching or challenge gift?

• What is your plan for growing the affections and the engagement of the donors who respond to that matching gift challenge? 

Reflection on quote:

Christmas in July is a marketing gimmick. However, preparing for our year-end campaign in July and August is not.  One aspect of year-end campaign planning is matching or challenge gifts. While often seen as a recent phenomenon in fundraising, it actually has a long history.  

Rooting the nonprofits we serve in the affections of as many people as possible who, as contributors, become personally concerned in the cause is the primary goal of matching or challenging gifts.  It’s not about the amount or number of donations.  It’s an opportunity to gain more donors and engage current donors more deeply in the causes they care about.  Because of this, when we ask for matching or challenge gifts, we can confidently ask the donor to help leverage additional generosity through their matching or challenge gift.  We can confidently ask the donor to grow the affections of other potential and current donors.  

This work has entered the public domain.

To explore small town capital campaign coaching deeper and to schedule an free explore coaching call, visit ServingNonprofits.com.

Music credit: Woeisuhmebop

Transcript

Welcome back. This podcast isn't about fundraising best practices or techniques. It's about the deeper wisdom of the beautiful space where generosity occurs, a weekly five-minute reflection to ground you for the week ahead. If you like this podcast, please rate and review it in your favorite podcast app.

Christmas in July is a marketing gimmick. However, preparing for our year-end campaign in July and August is not.  One aspect of year-end campaign planning is matching or challenge gifts. While often seen as a recent phenomenon in fundraising, it actually has a long history.  This week, I’m reading from Random Reminiscences of Men and Events by John D. Rockefeller, published in 1909.

Quote

"It is easy to do harm in giving money. To give to institutions which should be supported by others is not the best philanthropy. Such giving only serves to dry up the natural springs of charity.

It is highly important that every charitable institution shall have at all times the largest possible number of current contributors. This means that the institution shall constantly be making its appeals; but, if these constant appeals are to be successful, the institution is forced to do excellent work and meet real and manifest needs. Moreover, the interest of many people affords the best assurance of wise economy and unselfish management as well as of continued support.

We frequently make our gifts conditional on the giving of others, not because we wish to force people to do their duty, but because we wish in this way to root the institution in the affections of as many people as possible who, as contributors, become personally concerned, and thereafter may be counted on to give to the institution their watchful interest and coöperation. Conditional gifts are often criticized, and sometimes, it may be, by people who have not thought the matter out fully.

Criticism which is deliberate, sober, and fair is always valuable and it should be welcomed by all who desire progress. I have had at least my full share of adverse criticism, but I can truly say that it has not embittered me, nor left me with any harsh feeling against a living soul. Nor do I wish to be critical of those whose conscientious judgment, frankly expressed, differs from my own. No matter how noisy the pessimists may be, we know that the world is getting better steadily and rapidly, and that is a good thing to remember in our moments of depression or humiliation.”

Unquote

Rooting the nonprofits we serve in the affections of as many people as possible who, as contributors, become personally concerned in the cause is the primary goal of matching or challenging gifts.  It’s not about the amount or number of donations.  It’s an opportunity to gain more donors and engage current donors more deeply in the causes they care about.  Because of this, when we ask for matching or challenge gifts, we can confidently ask the donor to help leverage additional generosity through their matching or challenge gift.  We can confidently ask the donor to grow the affections of other potential and current donors.  

Let’s reflect on two questions this week:

Who are the donors in your donor database that would likely catch the vision of leveraging additional generosity through their matching or challenge gift?

What is your plan for growing the affections and the engagement of the donors who respond to that matching gift challenge? 

Share this podcast if you enjoy these five-minute reflections and subscribe to receive these reflections released every Monday. To explore fundraising coaching deeper, visit Serving Nonprofits dot com. See you next week.