Connecting Meaningfully with Donors

I am linking you to a great article in Charlotte Viewpoint about nonprofits' need to, well, connect meaningfully with donors. Chris McLeod of the Greater Charlotte Cultural Trust makes the point that organizations need to connect with donors beyond just inviting them to black-tie "galas" (or the now-popular blue-jeans events) and chasing the same "500" during every capital campaign. To quote Janet Jackson, what have they done for you lately, to capture your interest and your engagement?

One organization in town seems to have an amazing ability to garner support from lots of people who run in my circles, so I asked one friend why she supported them. "Because a friend asked me," she said. Doesn't that say something? It isn't that she has a particular affinity for THAT cause--she has an affinity for that friend that translates into a donation to that cause which--following Matthew 6 "where your treasure is there will your heart be also"--increases her commitment to that cause.

But, when you are done giving to everyone else's causes, whether you sponsor their run or sit at their table or dance at their gala, how do you decide what to do with your philanthropic dollars and your volunteer hours? Are there organizations that reach out to you as an individual? What about organizations that do work that you believe in but who don't engage you at all?

Which brings us back to Chris' great article. What gets you involved? What fresh approach is needed by the nonprofits you support to bring more people into the fold? Are you one of the known 500, or one of the 250,000 newcomers to Charlotte who are overlooked?

To Do: Read Chris McLeod's article in Charlotte Viewpoint. What should nonprofits be doing to engage you that they currently aren't doing?