How To Qualify Donors For A Capital Campaign Using Values Alignment
There comes a time during every capital campaign when the prospective donor list gets developed. If you’ve conducted your own capital campaign, you know the labor of love that goes into investigating a donor’s interest, access, and capacity to determine if they’re a viable prospect for a sizeable campaign gift.
In a future article, I’ll take a deep dive into how to go through this vetting process and the methodology for determining interest, access, and capacity.
For now, let’s discuss how to qualify donors during a capital campaign by digging into the prospect’s values, and whether those values align with your own values as well as your organization’s mission and vision.
Achieving Donor and Organization Alignment to Find the Right Donors
It’s true. EVERY nonprofit wants to grow its donor base. And that makes it tempting to skip over the vetting process when any-old donor knocks on the door, check in hand. For most nonprofits, the conversation often starts and stops with questions like, “How much could the donor give?” And too often, important questions like,” Should this donor be a part of our organization?” don’t get asked.
So, why is achieving donor and organization fit so important if the end goal is to raise money?
For one, we’ve all heard the honor stories of donors whose gifts come with strings attached. Or, when a nonprofit accepts a donation, only they find out later that the donor is deeply problematic or downright unethical (Hey Sackler family! How’s it going?).
I’m happy to say, though, that more and more nonprofits are considering which donors they are – and are not – partnering with. I also believe we owe a lot of this forward momentum to individuals and organizations leading the fight against systematic racism and championing diversity, equity, inclusion, and justice.
Take These Four Steps to Make Sure You and Your Donors are Aligned
Determining whether your organization and a potential donor are aligned isn’t always as straightforward as it may seem. Follow these four simple steps to make the process not only easier but structured so you also achieve organizational buy-in.
Step 1: Live by Your Mission, Vision, and Values
Your mission, vision, and core values shouldn’t simply be feel-good measures created to check a box. And once you have created them, live by them! Promote your mission broadly, work in constant pursuit of your vision, and stay true to your core values – no matter what.
Step 2: Make Your Mission, Vision, and Values the First Topic of Discussion with a New Prospective Donor
The beginning of every exchange with a potential donor should connect back to your mission, vision, and values. This includes everything from direct, in-person conversations to the content your donor audience reads in your monthly newsletter to grant presentations.
If a donor is critical or pushes back, this is either an opportunity to continue the conversation in a constructive way and address their concerns or an early indication that they’re not a good fit for your organization.
If the latter ends up being true, it’s okay. While it’s stressful to have a donor withdraw their support, you’ll save future headaches and some heartache in the long run by avoiding a donor who does not align with your mission, vision, and values. And you’ll give yourself more time to focus on those donors who do.
Step 3: Do Your Due Diligence
Donors do their due diligence before writing a check to an organization. So should you!
Simple online research is a great start. Then, investigate their donation history, especially any political donations. And, depending on the size of the donor, it may be worth working with a prospect research firm to identify other potential problems, such as lawsuits or business, employment, or environmental violations.
Step 4: When in Doubt, Talk it Out
It’s difficult to decide whether to embrace or deny what a potential donor has to offer. And this is even more true when evaluating a current donor to determine if you want to continue your work together. It should not, however, be a decision that rests solely on your shoulders.
Whenever significant money or access to influential people is on the line, how to move forward needs to be a group decision.
I recommend talking to trusted partners, like board members and other nonprofit leaders. Inviting donor staff members into the discussion can also be helpful. They can assist in determining the impact of the decision and likely have useful feedback on the partnership, knowing their employer is taking a stand.
Finally, before you decide to walk away from a donor, especially one that’s indicated a strong interest in your work, talk to them! Again, it may be an opportunity to educate them and bring them along with you. And if nothing else, you’ll earn their respect by confronting the issue head-on.
Strive for Quality Over Quantity in Everything You Do, Especially When Establishing Donor Partnerships
There’s far more power in having a fewer number of donors when they are 100% aligned with your mission, vision, and values as opposed to the alternative.
That alignment leads to a might sense of purpose, clear focus, and a strong drive towards accomplishing your goals. It will also make the second step in the donor qualifying process easier because you’ve already successfully determined a crucial element – that you and your donor are both interested in and committed to a mutual set of values.
Taking these first major steps toward achieving donor and organization alignment will strengthen your capital campaign in immeasurable ways. I can’t wait to see you take these next steps and set your campaign up for success. And, as you get started, remember that I’m always here to help you along your journey. We’re always here and excited to chat, so feel free to get in touch.
My best,
Dani
About The Author
For the past 25 years, Dani has helped nonprofits at local, regional, and global levels find sustainable solutions to tricky growth and funding issues. She works with leaders and teams to optimize their approach to fundraising, strategic planning, marketing, and more! Dani is passionate about helping motivated people build vibrant and effective nonprofit organizations—so they can make a meaningful impact in the world!