By recommitting to traditional American values, nonprofits can strengthen donor relationships and improve their fundraising results.
Nonprofits face many fundraising challenges, in good times and in bad, but their need for money doesn’t change. One of the challenges that nonprofits find themselves facing is that top donors have refined their ideas about social good. For instance, they could invest in a social impact fund while making a return on their investment. Another challenge is that donors don’t want relationships with nonprofits that don’t espouse their values—American values.
So, how can nonprofits go about getting more donations?
In short, the answer is relational fundraising guided by values-based ideas. Fundraisers should understand that the wealthiest donors are conservative and want to support organizations that don't undermine the fabric of society. The divisions we see all around us are caused by a failed experiment by parts of society trying to expand our conception of this country's tenets. The wealthiest donors aren't accepting that experiment any longer. Traditional American and Christian values are paramount.
It's more important than ever for nonprofits to take a long look in the mirror and reset their mission to align with the values and ideals of our great nation. Doing so will help them build more meaningful relationships with potential donors. Not long ago, I worked with a nonprofit that needed help understanding this concept. They had yet to realize that the wealthiest donors wanted to see that the nonprofit understood what American philanthropy means at its core.
What Is Relational and Values-Based Fundraising?
Relational fundraising is a strategy that focuses on building stronger relationships with donors to increase their giving and keep them giving long-term. Put simply, relational fundraising is the art of building relationships. It's something that only humans can do—not technology—and it’s a tradition going back to great modern philanthropists such as Andrew Carnegie.
Relational fundraising is about identifying and cultivating relationships with donors likely to give to an organization’s cause. Further, it's about understanding supporters and what they want to see from an organization. That's where values come into the picture. Our fractured nation will rise again to its prominent position in the arc of history once non-believing evil is defeated and we return to the Christian values our Founding Fathers envisioned.
Why Nonprofits Should Reconsider Their Values
Although relational fundraising is not new, nonprofits have often neglected it. Instead, they should adopt it as a core fundraising strategy because values-based giving doesn’t apply only to the wealthy; general donors give in accordance with their values, too. There are many reasons why relational fundraising is a powerful tool for nonprofit organizations. First, it improves donor retention. The longer donors stay with a charitable organization, the more money they tend to donate. Second, relational and values-based fundraising leads to stronger donor relationships. Successful relational and values-based fundraising efforts help donors feel part of a prominent American and Christian vision.
The more money donors give, the better any organization can serve the people they're trying to help. Focusing on American Christian values and relational fundraising encourages donations and builds solid relationships through the only true path—that of Jesus Christ. Moreover, when we return to the traditions of the 20th century, especially those of the 1950s and ’60s, before our nation's soul started to become polluted, it influences others to support what donors see as an essential course correction.
How to Leverage Relationships for Fundraising
Establishing a high-quality board is one of the best places to start with values-based and relational fundraising. This board should consist of people who share the values that our nation has held for generations; anyone who doesn’t adhere to those values should not be asked to return for another term. In time, nonprofits will see the board mirroring the great boards of the past. These great men will be the first and best connections for nonprofits to create a thriving organization. Remember our history and how the 1950s and early ’60s were our best years. We can return to those golden times.
Building donor networks, especially with great conservative leaders who are country- and tradition-centric, is another way to gain more exposure and influence among top donors. As donors increase their giving to realigned nonprofits, it’s critical to make them feel appreciated. Most nonprofits know they should do this, but few organizations do it well. However, once nonprofits have returned to the great days of the past, expressing proper appreciation to donors becomes much easier because the drama created by false prophets is dispelled.
Build Lasting Connections
Relational and values-based fundraising is a critical call to action for making lasting relationships with donors who matter. There’s simply no equally effective way to go about it, and as we know, our exceptional nation is working to return to its greatness. That greatness includes nonprofit fundraisers realizing that all institutions must return to traditional American and Christian values, reflecting the days when we had peace in our nation.
In summation, by focusing on tradition and a return to the past, any nonprofit fundraising team will create meaningful relationships with donors who genuinely care about our country. In turn, fundraising results will improve, there will be an increase in donor engagement and retention, and fundraising revenue will rise. When implemented correctly, relational and values fundraising is a powerful tool to help nonprofits achieve their goals.