“Be genuinely interested in everyone you meet and everyone you meet will be genuinely interested in you.”
– Rasheed Ogunlaru
The LORD would speak to Moses face to face, as one speaks to a friend.
Exodus 33:11
Early in my tenure as a college president, at a dinner hosted by the Council of Christian Colleges and Universities, I happened to sit beside a seasoned president who was known for his excellent leadership and fundraising abilities. For 90 minutes, I asked questions, probed his thinking, and learned about fundraising from a college president. My major take-a-way from the conversation was that becoming a genuine friend with the donor and building the relationship with them was most important. I remember thinking, “This is not that difficult. I know how to become friends with people.” From that moment on I became committed to relational fundraising rather than transactional fundraising. I saw fundraising as friend- raising.
“People give to people” is considered to be the number one rule of fundraising. When a strong, positive, and trusting relationship has been forged, donors will respond with a transformational gift. A donor trusts the ministry to the degree that they trust the messenger representing the ministry. And who the messenger is becomes critical in the response of the donor.
People are hungry for friendships. Genuine friendships where friends spent time together telling stories and loving each other is an enjoyable experience. You can gauge the depth of the friendship when the donor calls you rather than you calling them.
I have found people do not want to be treated as objects or loved because of their wealth. They desire connection. They deeply appreciate that personal touch where people are genuinely interested in what is happening in their lives.
The habit of our advancement team at the college was when an area of the country was hit by a storm or newsworthy event, we would get on the phone and call just to see how they were doing. When COVID hit, in a two week time, the team of 4 people made more than 600 calls just to see how people were doing in the pandemic. Many of these calls ended up being quite lengthy. Our team had a wonderful time and our donors deeply appreciated our love and care.
I cannot emphasize enough the importance of sitting with a potential donor face to face and talking about your ministry and their potential involvement. In this era of video conferencing, Zoom, FaceTime, and texting, there is nothing that can top sitting with a donor, in person, and discussing your project. Like God and Moses, speaking “face to face as one speaks to a friend” is the crème de la crème of fundraising.
Average fundraising close ratios as reported by The Timothy Group with 1850+ clients are as follows:
Direct mail: 1-5% (depending on the need communicated and quality of mail piece)
Telephone: 30% (mostly with lapsed donors)
Group events: 50% (who invited them is important)
Personal request: 75-80%+ (key is right person making the call)
The personal touch is so important in receiving a sizable gift when the time is right.
About the Author: Jules Glanzer served as a pastor and church planter for 25 years, a seminary dean at George Fox University, and the college president at Tabor College. While at Tabor, God used his efforts to raise more than $53 million with no gift over $2 million. Jules serves as an adjunct professor, mentor, senior consultant with the Timothy Group, and recently authored Money. Money. Money. Actions for Effective Fundraising.
Watch Pat for his insight on these advanced steps of donor engagement: (1) Information, (2) Education, (3) Cultivation, (4) Inspiration, and (5) Solicitation.
Watch Pat’s helpful webinar here!
https://youtu.be/UtcEwqtEo7s
“Be more concerned with your character than your reputation. Because your character is what you really are, while your reputation is merely what others think about you.”
– John Wooden
“Whoever would love life and see good days must keep their tongue from evil and their lips from deceitful speech.”
1 Peter 3:10
I was looking for a part-time job to supplement my church planter income. Back then, the “want ad” section of the newspaper was where one could find employment. I saw an ad which read, “Work as much or as little as you want. Set your own hours. Represent major brand companies like Litton, Proctor & Gamble, Sears…” and the list went on with well known companies. Call 123-456-7890. I made the call and the person insisted that he come and talk with me face to face about the employment opportunity. We set an evening when he would come by the house and explain what the job entailed.
When I went to the door, a well dressed man was standing with a tripod, 3×4 foot whiteboard, and a large briefcase. I immediately knew what he was selling… Amway. When I asked about how representing the brand names was part of the multi-level marketing plan to sell soap and cleaning supplies, he said that I had access to purchase these products at a discount for myself when I signed up. I felt deceived. I was expecting to learn about being a manufacturing representative and instead I was presented with a multi-level marketing opportunity.
Relationships are built on trust. When the foundation of fundraising is relational, the last thing you want to do is deceive the potential donor. If your friendship is genuine with the donor, you do not want to use the friendship to get a gift or employ a bait-and-switch method when you are with the donor. The way to avoid this is being clear when scheduling the meeting. Communicate to the donor, with their permission, you want to present to them a project for their consideration. Let the donor know you are seeking their involvement. Even if there is not an existing relationship, it is still advisable when calling to schedule the visit, to let the potential donor know you want to talk with them about a charitable gift opportunity. If they say no, you have saved your time and theirs. If they say yes, everyone knows this time you are going to make an ask. The donor can be mentally prepared for your conversation and have thought about how and if they want to be involved.
I have always thought that pride, greed, and deceit are the root of all other sins. When these enter a donor relationship, the relationship is doomed. Nothing will turn off a donor more than a fundraiser who thinks highly of themselves, projects an attitude of wanting more, and comes across as untrustworthy. Humility, generosity, and integrity always gain respect and increase the potential of a gift. One might say these three positive characteristics make fundraising a God-honoring and noble profession.
Your character begins to show when scheduling the visit. I found that it is the most difficult part of the fundraising process. Jerold Panas says, “Eight-five percent of getting the gift is setting up the visit.” Being honest and transparent is crucial in setting up the call. Integrity is the glue of a genuine positive relationship and an important character quality in fundraising. Trust and respect are essential in receiving a gift. When integrity, trust, and respect are broken, charitable gifts will cease. And it all begins with scheduling the call with integrity and transparency.
About the Author: Jules Glanzer served as a pastor and church planter for 25 years, a seminary dean at George Fox University, and the college president at Tabor College. While at Tabor, God used his efforts to raise more than $53 million with no gift over $2 million. Jules serves as an adjunct professor, mentor, senior consultant with the Timothy Group, and recently authored Money. Money. Money. Actions for Effective Fundraising.
Lessons from the Friend at Midnight
5 Then Jesus went on to say: Suppose one of you goes to a friend in the middle of the night and says, “Let me borrow three loaves of bread. 6 A friend of mine has dropped in, and I don’t have a thing for him to eat.” 7 And suppose your friend answers, “Don’t bother me! The door is bolted, and my children and I are in bed. I cannot get up to give you something.”
8 He may not get up and give you the bread, just because you are his friend. But he will get up and give you as much as you need, simply because you are not ashamed to keep on asking.
9 So I tell you to ask and you will receive, search and you will find, knock and the door will be opened for you. 10 Everyone who asks will receive, everyone who searches will find, and the door will be opened for everyone who knocks (Luke 11:5-10, CEV).
The parable of the friend at midnight teaches us some profound fundraising principles.
Our friend faced a desperate need.
Why couldn’t this man wait until morning? What was the compelling reason he needed three loaves of bread right then? Was his request made so he could save face with his guest? That seems a little shallow. Perhaps his visitor had just arrived from a long journey and hadn’t eaten in days. Perhaps he had small children who were crying from hunger or an elderly family member who was weak or sick. Whatever the situation, this man asked his friend because he couldn’t solve the problem by himself. You probably can’t write a personal check to accomplish all your ministry goals. What problems could you solve if you only had more resources? Who won’t be reached if you can’t move forward with your plans? What essential programs won’t be accomplished without help? Why should a donor make a significant gift to your ministry? How desperate are you?
The hour was late.
It was midnight—not an ideal time to make a donor call. Rudeness and obnoxiousness are not usually desirable character traits for development professionals. However, some people are so fearful about offending a friend that they never bring up the subject of money, even in broad daylight! By going at midnight this man proved how motivated he was to provide for his guest. This was urgent. Successful fundraisers have passion to do whatever it takes to meet the need. If you’re a board member who is not passionate enough about your cause to ask your friends for money, maybe you should question whether or not you should continue serving on the board. Effective board members are willing to give and to get others to give, even if it’s inconvenient.
Our friend was asking to benefit someone else.
Some executive directors struggle with asking because a portion of the gift will cover their salary. They stumble over a mental block because it feels like they are asking for their own benefit. It’s proper for non-profit organizations to pay their staff members. “The worker deserves his wages” (1 Tim. 5:18). Assuming that your salary isn’t exorbitant, it’s completely legitimate to ask for a gift. The man in this parable probably enjoyed a piece of bread with his guest, but the reason he asked for the bread was to benefit his guest, not himself. The same goes for every ministry fundraiser. The reason you ask for money is so that your ministry has enough resources to provide the programs that change lives. Keep yourself focused on the people who would be lost were it not for your ministry’s impact. As a fundraiser you must avoid the love of money at all costs, because “Some people, eager for money, have wandered from the faith and pierced themselves with many griefs” (1 Tim. 6:10).
Our friend turned to his friend for help.
If God called you to the mission field, who would you ask for prayer and financial support? The man in this parable asked his friend for help. He didn’t approach a total stranger; he went to the person with whom he had cultivated a close relationship. Many executive directors have reality show fantasies of an anonymous mega-donor knocking on the door with a big smile and a big cardboard check. They’ll have to keep dreaming. People give to people they know and trust. A generous donor in California has a vision to develop hospitals in third world countries. His strategy is, “I don’t have enough money to build these by myself, so I have to get my friends to help me.” A true friend will answer a midnight phone call.
Our friend wouldn’t listen to excuses.
People make lots of excuses for not being generous. Some excuses are legitimate, most are not. The friend in this parable was no exception. He had a laundry list of reasons for why he couldn’t give. “The door is already locked, and my children and I are in bed. I can’t get up and give you anything.” Today’s donors also have a list of ready excuses for why they can’t give you anything. “It’s an inconvenient time.” “I’m focused on other things.” “I’ve got my money locked up in something else.” Countless circumstances stand in the way of generosity. The bottom line for the man in our story was simply, “I can’t.” Notice that he didn’t say, “I don’t have anything to give you.” This man had the capacity to give; he just wasn’t motivated. It wasn’t a matter of “I can’t” but “I don’t want to.” That didn’t deter our friend, and it shouldn’t slow you down, either. You can’t make anyone give, but you can pray boldly that God would compel them.
His friend gave because our friend kept asking.
The interesting fundraising application from this parable is that the friend didn’t give just because he was a friend, which goes against all we think about friendship fundraising. “He may not get up and give you the bread, just because you are his friend. But he will get up and give you as much as you need, simply because you are not ashamed to keep on asking” (Luke 11:8 CEV). Asking is the key. Friendship might get you in the door, but asking gets a gift. How many times should you call? A donor representative recently made six attempts to catch a prospect on the phone. On the seventh time, the donor answered, and they had a wonderful two-hour phone call. Most people give up too early. Persistence pays.
Don’t be ashamed to keep on asking!
Ron Haas has served the Lord as a pastor, the vice 
president of advancement of a Bible college, a Christian foundation director, a board member and a fundraising consultant. He’s authored three books: Ask for a Fish – Bold Faith-Based Fundraising, Simply Share – Bold, Grace-Based Giving, and Keep on Asking – Bold, Spirit-Led Fundraising. He regularly presents fundraising workshops at ministry conferences and has written fundraising articles for At the Center magazine and Christian Leadership Alliance’s Outcomes magazine.
“The most dangerous person is the one who listens, thinks, and observes.”
– Bruce Lee
Everyone should be quick to listen, slow to speak and slow to become angry.
James 1:19
When relationship is the foundation of your fundraising, it is important you listen carefully to the potential donor. In the course of time, they will tell you what they like to give to, when they could most likely make the gift, and how much they are considering. Finding out this information all comes not from asking direct questions, but simply listening to them talk.
In one instance, I called on a donor to make a request for the auditorium. After hearing my presentation, he said, “That is really not my interest. But I am interested in giving you a gift for a residence hall.” Twelve months later, in the midst of a campaign for an auditorium, we dedicated a new residence hall.
In another instance, while still in the relationship phase, a donor told me about a major gift he wanted to give to another organization that refused to commit to using it in the way he intended. So he did not make the gift to them.
When he told me the amount, I knew immediately how much to ask for when the time came for an ask.
Time is also significant. Donors often have to rearrange assets and consider tax liabilities in order to make a major gift. Appreciated assets often are the source of a major gift.
If you listen to them, they will tell you how much to ask for, when they are ready to make a gift, and what they want their hard earned dollars to impact.
“You should never be too busy to listen because it’s the ultimate form of respect anyone can give a person. And donors deserve our respect.”
Jules Glanzer served as a pastor and church planter for 25 years, a seminary dean at George Fox University, and the college president at Tabor College. While at Tabor, God used his efforts to raise more than $53 million with no gift over $2 million. Jules serves as an adjunct professor, mentor, senior consultant with the Timothy Group, and recently authored Money. Money. Money. Actions for Effective Fundraising.
“If you aim at nothing, you will hit it every time.”
– Zig Ziglar
In their hearts humans plan their course, but the LORD establishes their steps.
Proverbs 16:9
We all have the same amount of time in a day. How we use it often determines how successful we are. When calling on potential donors, both your time and the time of the donor needs to be taken into consideration. Early in my fundraising activity, I would set an appointment, go spend time with the potential donor, and see where the conversation would go hoping for a good outcome. I often felt like I was not maximizing my time and possibly wasting the time of the potential donor.
My mentor, Pat McLaughlin, shed some significant light when he introduced me to the six R’s of fundraising. It revolutionized my calling.
Research. The more you know about the donor, the more likely you will receive a gift. The first million dollar ask I made was for a football stadium. I made the ask and the donor said, “No.” A couple of months later I was with the same donor on campus giving him a tour of the construction site hoping to at least receive a smaller gift. As we talked, he told me his wife had only seen one half of a football game and she hated football. If I had known this prior to my million dollar ask, I would have never asked for that amount. Whenever you are with a donor, listen, observe, and learn about them. Know your donors.
Relationship. Cultivating a relationship takes time. Demonstrating love to the potential donor is an important ingredient. Spending time with them, attending events together, engaging in the things that interest the donor, and simply relating to each other on a personal level is an important aspect of fundraising. Showing appreciation and genuinely caring for them and their families is essential in building a relationship. When the pandemic swept across the nation, our team spent two weeks making more than 600 calls to donors simply asking them how they were doing. Birthdays, anniversaries, holidays all are opportunities to make a connection. On Thanksgiving Day, I usually spend the first half of the day calling, texting, and emailing many of our donors thanking them for their involvement with the college. You know the relationship has reached a level of maturity when the donor contacts you. When I was in the hospital due to COVID-19, most of our major donors repeatedly called or texted me to see how I was doing. Simply put, love your donors. Wait for them to love you back.
Request. There comes a time in the relationship to make an ask. It is important to let the person know in advance you are planning to make a presentation and ask for a gift. Many people are fearful of making an ask. Some even refuse to ask. Just know if you do not make a request, you probably will not receive a gift.
Recognize. Showing recognition is tricky. Some donors seek it and thrive on it. Others want to be anonymous. Whichever the case, showing appropriate recognition to the donor for their gift is an important part of building trust. Most people think it is about being praised for the gift. I have always understood recognition as a way to build a legacy. The recognition allows future generations to see what was important to the donor. Recognition serves as a value statement for the donor. However, all donors love appreciation. Saying thank you within 48 hours of receiving a gift is a good goal. Larger gifts should receive a hand written note from the president or CEO. Staff should send thank you notes to their respective portfolios. Showing gratitude for a gift is the simplest way to recognize a donor.
Recruit. When making a call, it is always appropriate to ask if they have any friends you could call on to make a presentation. Major donors hang out with other major donors. Asking about their friends is a great way to expand your donor base. It also is the least expensive way to engage in donor acquisition.
Report. Once your donor gives, report back to them how their gift was used and how important it was to your ministry. When our auditorium was built and we began to use it, I would often take pictures of what was happening and text them to our major donors. Reporting back to the donor demonstrates integrity and accountability to them. It increases the likelihood they will give another gift.
Following the 6 R’s is a simple and effective way to plan your course of action with your donors. However, in the holy partnership, it is good to remember that the Lord is leading the way. As Stephan Joubert tweeted, “When I walk with God, He does the talking. He also determines the pace of the walking… as well as the route!” In a fundraising holy partnership, the Lord is integrally engaged in your relationship with the donor. Our responsibility is to be sensitive to His nudges, practice the 6 R’s, and allow Him to arrange the various aspects of the relationship including the outcome.
Jules Glanzer served as a pastor and church planter for 25 years, a seminary dean at George Fox University, and the college president at Tabor College. While at Tabor, God used his efforts to raise more than $53 million with no gift over $2 million. Jules serves as an adjunct professor, mentor, senior consultant with the Timothy Group, and recently authored Money. Money. Money. Actions for Effective Fundraising.
“Successful fundraising is the right person asking
the right prospect for the right amount for the
right project at the right time in the right way.”
Stanley Weinstein
I planted the seed, Apollos watered it, but God
has been making it grow. So neither the one who
plants nor the one who waters is anything, but
only God, who makes things grow.
1 Corinthians 3:6-7
In real estate, there are three factors in a successful project or purchase… Location. Location. Location. The same is true in fundraising. There are three factors in a successful campaign. See the people. See the people. See the people. And may I add a fourth… See what God will do.
For over 60 years, the institution I served as president had longed for an auditorium. Land on campus was designated for it. The board had already named it. It was part of the fundraising effort for two capital campaigns. But each time they fell short of raising the needed funds to build it.
A pre-campaign study determined there was significant pent-up desire to build an auditorium, so we launched a campaign. Many voices kept telling us we would fail. Our vision was too big. The cost was too high. The facility was too extravagant. Even the board had a “go ahead and try” attitude. Throughout the campaign right up to the last $1 million push to pay for the entire 52,000 square foot facility debt free, we were told it could not be done. The Dedication Weekend was a huge celebration like nothing the college had ever experienced in its history. The Shari Flaming Center for the Arts was dedicated debt free. There were many factors in the success of the campaign, but the one principle we practiced diligently and religiously was what we affectionately called “The 4 Sees.” See the People. See the People. See the People. See what God will Do.
There is no substitute for sitting down face to face with a potential donor and presenting your case asking them for a gift. Fly-ins, banquets, events, mass mailings, slick brochures, you name the means and method, nothing is as successful as sitting down, looking the donor in the eye, and communicating the purpose, the vision, the need, and making an ask.
In fundraising, measure your input goals, which you can control. The results of your goals come from the Lord moving the hearts of the people we see. We do not control their hearts and motives. At best we only influence them. The most important input goal is how many people are you seeing. That is how the holy partnership works. We make the call. God moves the hearts to give.
Jules Glanzer served as a pastor and church planter for 25 years, a seminary dean at George Fox University, and the college president at Tabor College. While at Tabor, God used his efforts to raise more than $53 million with no gift over $2 million. Jules serves as an adjunct professor, mentor, senior consultant with the Timothy Group, and recently authored Money. Money. Money. Actions for Effective Fundraising.
Is there a limit to how often a development officer can ask a supporter to give? The answer is a loose translation of James 4, “we have not because we ask not.” You’ll never raise the resources necessary to support your ministry if you don’t ask people directly. But how do you know when it’s too much or too often. “People give to people for people.” Invest in knowing your donors, particularly those of high capacity, so you can invite them to partner with your organization when and how they prefer.
Watch Pat’s helpful webinar here!
https://youtu.be/YAWGNcs5VEU
