Holiday Reading, part 2 - Brandful of Bucks

You can’t swing by Borders and grab the latest Stanford Social Innovation Review, but you should find a copy of the Winter issue. One of the feature articles debates the merits of nonprofit brand building and fundraising.

In short, authors Adrian Sargeant and John Ford undertook a body of research looking at a handful of U.K. charities and their donor activity against the perceived brand. Finding? Most nonprofit brands are “undifferentiated” and this should concern fundraisers. This is not breaking news, but their points are a worthy launching point for internal leadership discussions about your organization’s brand and personal reflection on brand value and fundraising.

A strong nonprofit brand is vital for successful fundraising. Brands are built and/or changed over decades not months or years. If you raise money for a category killer like I did at the Smithsonian, you quickly understand the power of brand when fundraising. While the Smithsonian is a highly regarded institution nationally and internationally, what’s behind the curtain would give most people some pause. But none of that internal muck mattered. When I picked up the phone to raise money all I had to say was I was calling from the Smithsonian. Instant name recognition, validity, and perception of quality. **Note: This got me the foot in the door at least. I still had to sell the project or event which was always a challenge, but less so with the Smithsonian brand backing it.

(I feel compelled to throw out one caveat for upstart or small nonprofits. This is where brand is often delivered in the service provided to the community and “brand building” isn’t in the budget: It’s not impossible to be successful, but it is admittedly a lot harder. I would argue that the power of your under-recognized brand is valued with funders in a way that can be translated into a windfall.)

I learned early on that to be successful asking for money I needed two things: control of the message and distinctive programs or services that consistently meet or exceed expectations. Essential to fundraising success: there must be a there there. Since I wasn’t the business of crafting programs, it became clear to me that communications and fundraising efforts must be close bed fellows. This led me to be a proponent of the “external affairs” staff structure (which brings development, communications, and sometimes other related staff under one department manager, usually a fundraiser). If the executive in charge of raising money has a leadership control in crafting the overall message of the organization in all its variations and channels, the power of the development effort is much more lucrative.

A related point is made by the authors as they challenge nonprofits to “pay attention” to all of the brand dimensions (vision, mission, etc) so all of the organization’s parts are consistent and supporting the brand. Often, the language of the fundraising message doesn’t match the reality of the organization’s work. The appeal messages are articulated in lofty language well beyond the organization’s scope or frame vanilla programs and services in a glorifying manner that’s not real. Donors can sniff this out instantly.

The authors emphasize the need to start talking to the people you serve, principally donors to figure out your brand position. I couldn’t agree more and I would add media or other community influencers who work outside the day-to-day framework of your industry. Once staff stops talking and starts listening to the outside, you’ll hear mostly subtle micro-differences between your organization and competitors, if any at all. Name a category killer brand that got to that spot with nuances and subtlety.

My advice for fundraisers as it relates to brands is simple: get your message right! Emphasize what makes you different. Identify the qualities that make you distinctive (including competitors’ work as the authors note). Find at least one distinct element of your organization and drive a truck through it for fundraising.

The SSIR article is worth a look. You may not be able to control your brand but you can help shape it. That’s work that will pay off in the long-run.

Random Acts of Giving

Fundraising lore is full of providential moments. You can plan, strategize, research until the cows come home, but sometimes luck and a higher power are on your side when looking for money.

Two days ago I welcomed my third child into the world. She’s a beautiful, healthy vision of an angel. And, with two older brothers, she’ll likely hold her own quickly. This experience, like the previous two, gives me pause to think of how lucky I am to father a brood and without the tremendous burden that some families do with a serious infant or child healthcare issue.

With this in mind, my wife and I have decided to make an annual contribution in each of our children’s names to three organizations that address, research or assist families with serious infant/child illnesses. Our first act is going to the National Association of Pediatric Nurse Practitioners (NAPNAP). The women (I’m sure there are men, but they weren’t in our hospital with us) who served, cared for, listened, educated, encouraged, and cajoled confidence into us for those adrenaline-filled 12 hours pre-birth were testimony to the health care profession. I can’t imagine the sights they see day in and day out. Before a baby arrives they are dealing with people who are largely void of sensical decision-making powers. Each person walks off the street bringing personal baggage, expectations, education of the birthing process, and of course, pain tolerance. Some are with a team of family supporters; some are alone. These nurses ease into each situation. Talk about customer service skills. Going from room to room, they hold a power to articulate a situation in a caring tone with civility and authority, while exuding an unguarded openness for dialogue. To grapple with the fact that at any moment in one or all of the rooms they are serving could deliver life altering news is intense.

I say all this as a preface to, I have no idea what NAPNAP’s fundraising goal is. Maybe my gift will put them over the top? I don’t know really what percentage of my dollar will go to programs vs. operations, and quite frankly nor do I care. I don’t expect to get every mailing and be recognized broadly. This is a random act of giving. We were so personally moved by the work of these individuals, we are going to act. Isn’t that what we all hope for in raising money? That the cause or people working for a cause so move a prospective donor by the work that they act with their bank account? (This is why letting prospects see your organization's work firsthand is vital to your fundraising succes. Let the programs or services sell themselves.)

Kick off 2007 with your ‘thankful in 2006’ list. Don’t just give to your usual suspects. Pull out your wallet, checkbook, or internet browser and give. Enjoy the fulfillment of a random act of giving and become part of the lore.