This morning the Chronicle of Philanthropy featured a live discussion with Pilar Gonzales, of the Global Fund for Women, and Ann Ellinger, of Bolder Giving, hosted by Staff Editor Maria di Mento. Maria di Mento led conversation on the challenges of creating social change in today's economy and how fundraisers can improve success by creating closer relationships with their donors. Both Gonzales and Ellinger gave excellent insight into the mind of the donor and the importance of understanding your audience.
You can view the entire discussion at: http://philanthropy.com/section/Live-Discussions/222/
Here are my personal highlights:
Pilar Gonzales is an activist for migrant workers and other marginalized groups. She is not only a successful fundraiser but a donor herself, sometimes giving up to 50% of her annual income to the causes she supports. Pilar believes that as a donor herself, she is able to be a more successful fundraiser by gaining a better understanding of her audience: "It made my fundraising more thoughtful and more creative. But mostly I was able to relate to donors as a donor and not just a fundraiser."
When asked about her greatest influences Pilar referenced some of the first women she worked with as Director of Major Gifts but ultimately responded, "My grandmother was a big influence. As poor as they were, she always had enough for others. Never complaining. Always modeling faith that there would be more. Some day. And she was right. Each day I have more. More to give." This in an important point to make, especially in today's economy where we all feel we have a little less to spare. Today's donors have to be more conscious and thoughtful about where they give, and fundraisers have to be careful not to get discouraged over scarcity of donations.
Pilar made an excellent point about fundraising and the reliance on large sum donations. Yes, it is easier to find one BIG donor, however, we cannot simply rely on these types of donations. We must remember that fundraising is not only about donations but about brokering relationships between issues or causes for donors, we must also "broker dreams." More donors means more supporters and the greater the power of the cause.
Finally, a few tips on managing your own giving:
Pilar Gonzales' 3 Point Model for Types of Giving
Pilar outlines three types of giving and ways to make your dollars count:
1. Through immediate urgent giving, or in the moment giving, such as crisis relief.
2. Giving upstream to the root of the problem. i.e. poverty: give to knowledge leaders, effective leader activists, etc.
3. Give to legal services; marginalized groups who deserve effective legal representation
Ann Ellinger: Making an Annual Giving Plan
Often challenges can arise when you serve as both a fundraiser and a donor. In order to avoid monetary conflicts it is beneficial to create an annual giving plan. In this way you can create a personal budget for how much you can afford to give, and where. Within this plan you can also allot for a particular amount of "spontaneous giving." Ellinger also suggests that when a large sum donation may effect your relationship with a particular organization or individual, an anonymous donation can be an effective solution. You can also visit www.morethanmoney.org for more tips on how to manage your giving.
Follow these groups and individuals on Twitter:
Global Fund for Women @globalfundwomen
Anne Ellinger @boldgivinganne
Maria di Mento @midimento_cop
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