That’s MY donor?!

There is a scene in the Miracle on 34th street where a shopper is in Macy’s looking for a particular toy.   

Macy’s is out of that toy.

The Macy’s Santa sends the shopper to Acme toy company where he knows they still have the toy. 

Santa comments, it’s important to keep the children happy. 

The shopper comments, I feel that way too, I didn't know that Macy's felt that way. 

In a later scene we observe Santa sending customers to Gimbels to acquire items that Macy’s does not have. 

Santa is called in to the Execs office to hear of the success. Customers are sending 100’s of letters to Macy’s expressing their undying gratitude to Macy’s for helping the clients find what they need. 

This became a new sales policy.  If Macy’s doesn’t have it, lets recommend a store that does. 

We will be known as a store with a heart. Public service above profit. 

During my career, I have often heard, “that is my donor”.  My donor?  

This type of thinking feels so limiting to me. What if the donor gives to your non profit out of habit? What if their gift is a sort of tax that they pay out of necessity not out of passion?   

What if you were to speak with the donor and excavate the things they are most passionate about and if your organization does not address this need direct them to an organization that does. Understand the landscape in your community of the other organizations that do fantastic work.   

When you become the conduit to connecting the passion of the donor with the actions of the organization, you become a trusted philanthropic broker. You have illuminated the flame that keeps them excited about their giving.    

My epiphany regarding the truth of this came when I was soliciting a major donor for an increased gift.  He said to me, Susan, my gift is my gift.  This is what I give to be a member of this community.  There is  more money available to give, if only I was motivated by a project or program. 

I sat across the table from David and shared just about everything I knew that our organization did.  We created a game.  Red, Yellow, Green. Red, not so interested, yellow, sort of interested, Green, very interested.  

Green light  ---  helping at risk youth. My organization helped at risk youth overseas. This donor was interested in the local community. 

My organization did not help at risk youth locally, another organization did. So I was the broker. Introduced the donor to the org that served that population. The donor gave a new gift that was many thousands of dollars more than he was giving me and this was called for celebration. 

David saw me as the person who, like in the story of miracle on 34th street, wanted to be the fundraiser with a heart. The heart I wanted to align with was the heart felt passion of the donor.  

I have seen this success many times. Donors are the ones who own themselves and their philanthropy. NO one owns the donor but the donor. Show them that we are interested in and invested in them and here to help them achieve their philanthropic dreams.

When speaking with a major philanthropist and friend, I asked her if she knew the story expressed in Miracle on 34th street.  She said,  I have seen Miracle on 34th Street. I actually use it colloquially as an example for the work we do at our organization. My goal as a fundraiser and funder  for this important program  is more that I am helping people connect to the things they want to support. If that happens to be a cause elsewhere, in our organization  or someone else, it all contributes to the good. Of course, I encourage them to shop at my organization  first . . . but if they can’t connect, try across the street!

Who owns the donor? The donor.