Beware the ‘C’ Word(s)

February 4, 2014      Admin

Yesterday, in Overcoming The Noise, I raised the specter of competition in the nonprofit world … specifically that fundraisers needed to deal with the reality that they must compete for the attention — and ultimately dollars — of their prospective donors.

I was primarily talking about the ‘competition’ — the noise — from all the ordinary distractions of life, which must be fought through before your fundraising message has even a chance of being considered … only then are you at the point of ‘competing’ against other nonprofits for the donor’s favor (whether bestowed emotionally or rationally).

Loyal and very experienced Agitator reader Simone Joyaux wasn’t convinced. She wrote:

“I find the concept of ‘competition’ to be slightly off kilter. Rarely is it ‘competition.’ Most organizations are not competing for my gift. I pay attention to what interests me — so does everyone else. So the Super Bowl wasn’t competing for my time. I don’t care about sports. This nonprofit and that other one and the next one are not competing for my gifts. Those organizations are not within my interests.”

And then adds: “I think of the field as congested.”

‘Competitive’ or ‘congested’ … does it matter which? They’re both ‘C’ words.

Simone’s real bottom line was that it’s all about relevance. In her view, she and other donors have already screened out the causes and charities that simply aren’t relevant in the first place. I would say: They’re not competitive!

But OK, I’ll concede that point — if your passion is reducing family violence you probably don’t regard the errant appeal to support the Planetary Society as ‘competing’ for your donation.

However, I think Nancy Schwartz nailed it. She conceded the ‘not relevant’ point, but added: “From where I sit, as a nonprofit marketer, there is lots of competition within a prospect/supporter’s interest arena — first for their attention, then for their action.”

Amen!

Michelle James commented more pointedly:

“I can tell you that the main thing I’ve learned in the past 8-9 years it that fundraising, at least in our market, is without a doubt a competition. Donors/volunteers have trouble believing that when I explain it, but seasoned members of the rescue community have seen the dark side. There are extremely limited resources in our area, which do not tend to increase over time because of the general attitude here toward animals and their needs,and animal rescues are so underfunded here. I had to learn the hard way that other new and established organizations hoard resources diligently – some to the point of playing dirtier than any for-profit companies I’ve ever seen.”

I think what Michelle describes is the real world, where donor dollars are not fungible or unlimited.

I simply wouldn’t employ a fundraiser or fundraising consultant who didn’t perceive my organization as fighting for the last fried chicken leg amidst a crowded table of siblings! Would you?

In any event, whether you see your organization as faced with ‘competition’ or ‘congestion’, or simply noise, I think my advice of yesterday stands:

1. Get in the right mindset — you can’t take your donor’s attention for granted.

2. Make it relevant.

3. Keep it simple.

4. Deliver with ‘knock their socks off’ creative.

Tom

2 responses to “Beware the ‘C’ Word(s)”

  1. Claire Axelrad says:
    February 4, 2014 at 2:01 am

    I’m not convinced that donor dollars must be limited. I subscribe to the rising tide raises all boats theory. If Joe tells me he already supports another human services organization I’ll applaud him; then tell him that’s all the more reason he should support mine! He believes… sees the need… knows he can make a difference… and is doing something about it. Why not take advantage of the opportunity to do even more?

    I think part of our goal as philanthropy facilitators is to inspire more philanthropy. If we act like there’s a ceiling, we’ll probably reach that ceiling. Then what? Why give ourselves (and, by extension, our donors) artificial limits?

    I used to explain this thusly:

    Ever notice those intersections that have a gas station on every corner? Funny thing is that they all do better because everyone remembers “that’s the corner with the gas stations.” Can’t we be known as the community with the great animal rescue organizations that work together — with their donors — to rescue more animals than any other community?

    What we need is more Collaboration — another “C” word, rather than fearing competition and congestion. Maybe I’m sounding like a cock-eyed optimist, but anyone who knows me well would never describe me that way. I’m just ambitious! We can, and should, all do more to make the world a better, more caring place.

  2. Simone Joyaux says:
    February 6, 2014 at 11:07 am

    Nice back and forth. I suspect we are all somewhat aligned:
    – More philanthropy is good. Rising tide and collaboration from Claire.
    – Lots noise out there…competition, congestion, whatever.
    – Too many excuses from too many organizations and fundraisers who continue to universalize their own passion for their own cause. Too little learning and applying the body of knowledge.
    – Too little donor centrism and customer centrism and genuine interest and caring about what donors (or prospects) are interested in.
    – More than enough information about how to do this fundraising stuff well…and too little doing it well.
    – Imagine a community culture / a social imperative for great philanthropic communities.

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