by Steve Smith, Co-Founder of St. Raymond’s Society, This email address is being protected from spambots. You need JavaScript enabled to view it.
Here we are again, at that time of year when we’re enjoying the warmth of a good bowl of soup. It’s also the time of year when we focus on those year-end donations. People are figuring out their tax liability and looking to make charitable gifts before year's end. Donors are going to be getting plenty of requests for donations. If you haven’t spent time building those relationships throughout the year, these donations are going to be tough to get.
What does any of this have to do with soup? Glad you asked!
One of the things we did years ago was to have the ladies in our maternity home help prepare the chicken, broth, and all the “fixin’s.” We put it all together in a nice basket and delivered it to donors as a thank you for their support. It was wildly successful! We did it for a few years and have since moved on to other ideas. Well, almost.
We still have one donor who asks every year if we would still do the soup. The answer is yes, for him! We only do it for one now, but he gives between $20,000 and $30,000 a year! Yes, he gets soup! (If you’d care to send us $20,000, we will make sure you get some too!)
I took that story and used the acronym S.O.U.P. as a pattern for a strategy for high-capacity donors (partners).
S - See the Person - Understand the donor before approaching them for a gift. What are their interests, values, and family priorities? You know, like it's a relationship! Treat them as a partner, not a prospect. We do this with our partners. I’ve seen donors out in public and thanked them, and on more than one occasion, I’ve had them say, “Well, you do the hard work. We just write a check.” My response is always the same: “Well, we’ll keep doing our part if you keep doing your part!” They are that critical to what we do!
O - Offer a Compelling Opportunity - Connect the donor’s interests to a specific opportunity. Present a clear problem and your nonprofit’s solution. Show measurable outcomes and evidence of impact. Here’s a place where stories are effective in making your point. When possible, let the donor see the impact firsthand!
U - Understand Their Vision - Discover what the donor wants their philanthropy to accomplish. (By the way, calling it philanthropy is a good idea. The word actually means “love of humanity.”) Find out whether they want to fund programs, facilities, innovation, or direct services to people. Build their gift around their interests and how those interests align with your organization’s mission.
P - Partner for Impact - I said it earlier but make them strategic partners. It’s not about making the “ask” and then they never hear from you again…until you need money again. Involve them in the journey. Communicate results. Celebrate with them and let them know the impact of their giving (think stories again). Continue to cultivate that relationship even in times when you’re not asking for a donation.
Here are a couple of ideas we’ve used to stay connected with high-capacity donors. Every year, we hold a VIP event for donors. It’s a fun night held on our campus. No ask is made. The only thing we present is our gratitude to our PARTNERS! We don’t do the soup anymore, but last year we did charcuterie boards. Yes, actual boards with our logo burned into them! Donors who gave at the $5,000 level or above received one. Along with the boards, we included all the things that go on a charcuterie board and delivered everything in a basket…right before the holidays. These folks will be hosting parties, and our logo will be prominent! There are other ideas I could share, but I’ve used my allotted space.
In conclusion, think See - Offer - Understand - Partner. In the end, I guess we are still doing SOUP!
And remember, you don’t have to spend a lot of money to make your donors feel appreciated. Sometimes a personal phone call, handwritten note, or simple invitation to visit can mean just as much. Maybe invite them to lunch…for a bowl of SOUP!