The Fundraising Skill Nobody Teaches You

[music] Hey, welcome back everybody. It's another episode of the nonprofit show. Great to see you Tony Bell. >> It's great to see you Julia. Happy Friday. >> Happy Friday. We're going to be talking about something that's a little dicey today about building your fundraising confidence. And I think sometimes it's really hard to admit that maybe you're not feeling it >> and yet you got to go out there and really be confident about what you're doing. And so this is a great followup to our episode last week which was building your professional value. We talked a lot about what are the things that you can do to elevate your place within the profession within your organization and your community. But then this is a little bit nuanced and so we are really excited to be jumping in on this. We have amazing partners that allow us to have this conversation. If you were with us last week, last Friday was our 1,600th episode of the nonprofit show. And what a joy to celebrate it with Tony on Fundraisers Friday. Our presenting sponsors include Bloomerang, American Nonprofit Academy, Staffing Boutique, JMT Consulting, Third Sector Company, and your part-time controller. I'm Julia C. Patrick, CEO of the American Nonprofit Academy, joined by Mr. Tony Bell to Mr. nonprofit consultancy, Mr. Mister, uh, one of the great thought leaders in the nonprofit sector in our nation. And so, what a joy it is every Friday to get to chat with him. So, let's hit it out of the park. First one, confidence is a skill. Confidence is a skill and like any skill you have to practice it >> in order to perfect it. Uh and the practice really come that's a lot of what we're going to talk about in today's conversation is how do we practice confidence building and what are some of the things that we can be doing to build our our confidence in you know in this work. Uh it's it's super important. We're going to talk about nos and the abundance of yeses that exist uh also in in this space. But yeah, confidence is a skill something that you develop and and build. A lot of it is what's the word? How do I want to put this? A lot of it is up to you and and the way that that you build your own confidence uh and your own um space within the nonprofit fundraising sector. And then part of it is what you how much you allow others uh to get into that space to build your confidence and and the different ways that that you receive uh that information. I know uh for myself sometimes even in the conversations with you, Julia, you're so kind and and and building me up and sometimes I'm like, "No, don't say it. I can't take it." No. >> Uh at at sometimes we're just not good at even just receiving uh you know the the messages that do indeed build our confidence which is different than ego. >> Yeah. It's really funny because I have noticed that and when I say that it's like super genuine. It's super genuine when I say that. And I I think I mentioned this last week. We were on um an episode with a guest and you were co-hosting that day and I I think off camera I said, "Look, you need to you need to connect with Tony Bell. He is he's like the real deal." And you I I could tell you were squirming and it was really an a and then I felt badly but then I was like I didn't know how to get out of it because it was a genuine >> I I just think the way I see you is the way it is and the way everybody see you right. And so I was just like oh man I felt kind of badly but then I was like mom keep going sister because it was really important. you said something really magical and and I want to just go back to it. You said that that you're responsible for this in essence, this this level of confidence. >> Yeah. I mean I I I think to some some degree we we are responsible uh and and we we um need to again like I said just embrace when when positive reinforcement comes our way. Uh don't think oh I don't deserve it or or you know or it's not genuine. Uh receive it and and own it and and grow from it. >> Yeah. It's really interesting. Well, I love that we're having this conversation because I think sometimes we we don't know where this comes from, especially when we're observing others. I think a lot of times, you know, I was just at an AFP um chapter meeting last week and I looked around the room and there was a difference of the people that were more confident, that were more I think sometimes we use the word leader, but that's not really the right word. um but confident like who was g who was leading in that confident way. Um and I I knew we were doing this show and so I was maybe more attuned to it and I thought it was just fascinating to see it. Um one of the things that we talk about and you have brought this up a lot over the years is that when you know your mission better than anyone that's a confidence booster. Can you talk to us more about that? [snorts] >> Yeah. Well, it's it's it's really important, I think, when you are a fundraising professional or a leader of a of a nonprofit. Uh I mean, hopefully there is a culture of philanthropy throughout the whole organization, but certainly within, you know, different roles, uh it's more important than than anyone else that you really know the mission and impact of your organization. Now, you're like, well, yes, of course, I know that. How does that build confidence? Well, it builds confidence because you feel assured uh and prepared for conversations that you might have with potential donors and investors. So, you need to be able to tell the stories uh you know connect those stories to the mission, connect the mission and the stories to the outcomes uh of the great work that you're doing. So it is really important that you know your mission better than than anyone else. That just again will boost your confidence. There won't be any hesitation in your delivery of that information. You won't do a lot of ums or you know uh so really just just know it and practice it. I I'm one of the I'm one of the first to say to, you know, roleplaying uh conversations, but I do know that when I have invested time and in roleplaying scenarios and and delivering messages and missions that it's been really beneficial and definitely boosted my confidence in doing so. You know, Tony, listening to you say that, it makes me think that for those in our sector who are getting new jobs, who are getting promotions, um, this is just a great place to start, right? >> You know, as opposed to trying to navigate that time spent and hopefully absorbing that, really leaning in from the get-go as to what those points are and and to your point, roleplaying and and being able to speak that could just like amp you up in a way, you know, really quickly. >> Yeah. And I also think authenticity is important in this conversation, Julia, because it when you it's it's not just knowing the mission, uh, but knowing how to deliver it in an authentic way so it really doesn't sound like you're just, you know, uh, spewing some script that you've read. Uh so you know I just want to point out that your authenticity in delivering uh these messages uh whether it be about the mission of the organization or the outcomes of the great work uh your authenticity and and just embracing your authenticity and doing that is also a great way to to build your your self-esteem. >> Right. I think when you said that, I think of that tool. I'll never forget the time. You know, I'll never forget the time I saw a child who had gone for the weekend without eating. I realized that and and that they needed help throughout the weekend and they weren't getting it at school. You know, things like that that help you to pull the story back in and to make it more personal. And I like what you said, I think, and more genuine. Let's talk more about problemolving. This seems to be something that I don't want to say is new, but I hear more and more nonprofit leaders talking about this. Knowing what your organization is doing to solve a problem, not just, oh, we're here to, you know, help people that need it, >> but we're here to solve a problem. How are you seeing that play? How do you see that playing out? Yeah, this is a really good conversation and and I think the way that you queued this up, Julie, it's like we of of course fundraising professionals do this, right? I mean, they they know what your organization is doing and they know the problems that they're trying to solve. This is where when we talk about in in my opinion, this is where we talk about things like what is the real value proposition >> of the organization to the community. Uh and that value proposition will all often include kind of what are you doing, excuse me. And and again what is the impact or the outcomes of you know of that work? Uh when you are talking to a potential donor or investor, uh you are asking them a lot of questions so you can also understand what are their passion points, what are the things that that they're most concerned about and then connecting those with your programs and services and then looping that all you know looping in the outcomes of those programs and services. uh again just being well prepared with that knowledge uh and and and timeliness. So, I think it's important that you're reviewing this data at least weekly. Uh, just if it hasn't changed, great. But if it has changed, then you know, uh, but just to to make sure that whatever you're sharing on a daily basis is the latest and greatest when it comes to exactly what your organization is doing to solve a problem, why it matters, and and what that what that looks like. I love that you brought up the whole metrics aspect because we know this to be the the case that this next generation of donors, they're not just falling for a sob story. They want to know the metrics. They want to know the data. Doesn't mean that you are always successful, but that that they're this is the way their minds work, right? And so I love that you brought that up. I think that's like one of those things. talk about building confidence or talk about disrupting confidence because if you have a donor that like leans into that and you're not able to articulate even >> what data metrics that your your organization uses. That's got to be really like literally frightening because you just be sitting there going I don't know. [laughter] >> Yeah. Yeah. That does not build confidence. >> No, it does not. It really does. >> Well, and to your point, Julia, I'm seeing this more and more, uh, you will see nonprofit organizations in their value proposition saying things like $250 will feed a family of four for a week. $500 will ensure that a family of six has a safe place to stay for three nights or or whatever that is. So when we talk about a new generation of donors to your point and and what is important to them uh I'm seeing a lot more of that kind of messaging uh that really speaks very specifically to a certain donation amount will have a you know a very definite result and outcome uh for the betterment of the community. >> Right. And you know Tony I think it's where we should be right. I mean I think this is the right thing to do. Um, so when along those lines, we're talking about then more than stories. And it used to be for a long time, I'm going to call it out. It was all about who could tell the more powerful story. Storytelling. Storytelling. I mean, my goodness, there conferences and classes just about how to tell your story. Um, and now it's not necessarily just that Saab story. It's about the actual nuts and bolts behind the programming. And I think that's good. >> I think it's really good actually. But I think this is going to be hard for some organizations because they might not really have all these numbers at their fingertips or used to be working with donors in this way. >> I Yeah, I think you're spot on with that. I mean I'm I'm sure the data is readily available whether it you know it's there whether they can just press a button and get a report or whether they have to spend a little more time data mining uh to get the you know to get to the actual truth of of of the data. uh I was making some notes and and to to support this I would say things like when you are telling more than stories when you're talking about cost of programming and then you're you're sharing with your donors that that you really are critical thinkers and that there's a lot of strategy uh built into uh your programs. And so uh you know we we we get the heart glow from the from the stories but then we you know we have to make sure that they they they meaning our donors or investors also understand that one we are great stewards of their of their gift and their investment. And and a part of being a great steward is that they understand exactly how it's being used. Uh and that's not something that you're going to necessarily put in a story. that's something you're going to share with them either through explaining your budget needs or what the long-term goals are uh for the you know for the organization and sharing program costs. I love that you brought that up because I think that to me stewardship is it's got to replace the word storytelling, right? I mean because I love what you just said. I think that's really powerful. See, this is why you are a national thought leader >> because you're right. What does it cost to do this work? >> It's not it's not uh it's not free. And sometimes if you if you don't understand what the real problem is or you've never faced this as a donor or philanthropic investor, you might need a little education on what it takes, how much it it costs. And uh having that being able to share that is super powerful. I also think that when you're meeting with a donor and you can say, you know, $500 will feed a family of, you know, four for a week. It's easy to say only one family. Well, I I'm going to do if if I double my, you know, my donation, I can feed two families. And if I triple it, I can feed three families. I mean, I think it it comes back to the donor sensibility of what they can budget and what they're willing in some cases to stretch. >> Um, and again, that is something that will build your confidence like nothing else as as a fundraiser. When when you see that light go off in that donor's eyes, it says, "Holy moly, I can be part of the solution." It's very magical to me, I have to say. >> Yeah. No, I I I completely agree. The the other thing that I was I was thinking through this this part of the conversation is that we have you know the the nuance is and making sure that folks are very clear. Uh of course the big win as fundraisers is when we get unrestricted dollars. It's like woohoo we got this money and we can invest it however we feel is appropriate uh for the organization to deliver its mission. So when when we see some of those uh campaigns that say $250 will feed a family of four, uh to me that you know now that is a restricted gift, >> right? If somebody's if somebody's going to give that money very specifically to feed a family of four. >> Uh so you know so you just have to kind of be mindful too around that messaging and and whether that sends a message of restricted or unrestricted usage. >> Yeah. Thank you for clarifying that because you're absolutely right and and you know you used the word authenticity in the beginning of our conversation, but that's being disingenuous if you're not, you know, if you're not representing exactly where where those funds are going to go. Yeah. So, thank you for for kind of cracking the whip. [laughter] Okay, let's talk about this next issue which is kind of an interesting aspect and and that's the sh there's a shift there's a mindset shift that we need to have um I think in our in our ask process when we're going before um donors and to me the confident fundraiser understands this >> and that means that You are offering a donor an opportunity to simply and not so simply activate change. >> Absolutely. >> And I think that's a really cool way to go before a donor. >> It's very cool. And and so when we when we think about like impact selling and we think of that cycle, you know, the prospecting, the pre-approach and and and those steps that are used in in for-profit sales cycles. >> Uh and you know, and I I know sometimes when we have conversations around cause selling or impact selling, sometimes fundraisers are like, "Well, I'm not selling." Um you are. And I think that this slide and this part of the conversation really supports that. And to your point, you're selling like a solution to a community need. >> Yeah. >> That is what you are selling. You are selling a commu, you know, a a solution for a community need and that is part of the conversation that you're having uh with your potential donor, you know, and and investor. And that can feel empowering. So, you know, going back to the core theme of of today's conversation, >> uh, you know, building your your your self-esteem, that's really empowering. If I'm going to sit in front of someone and and share our mission and and the outcomes of our our work, and then I'm going to say, you know, if you support this this mission, you are going to be part of the solution to this community need. Uh, that that's pretty powerful. >> It is. And I think Tony, when you phrase it that way, I think you you build the confidence of the donor to be a longer term uh participant, right? Because I think it's like this isn't going to get solved overnight. That's why we need people to march with us and we need people to understand that they're activating change and it's going to take some time, >> right? Um, and so I think that's part of that power of of getting people on board versus that arm twisting. Okay, I'll do it. And then you never you you haven't really engaged them. Right. >> Right. >> Um, and so I think this is, you know, part and parcel to that really an interesting way to to be thinking about this. Let's talk about the answer. N O. No, >> there is no there's only K. [gasps] >> Well, I remember on on one of our shows, Julia, I think I had s said something like the answer is always no if you never ask the question. >> Wow. Yeah, that is great. >> Right. The answer is always no if you never ask the question. Uh and and so I think when we when we talk about confidence in this space, uh you're going to hear no. Uh and and I think we we talked about this. I think Julia, this is my 120th show, uh on on the nonprofit show. So I'm thinking way back to maybe six years ago. [laughter] I can't believe we've we've we've been, you know, engaged so long in this. Thank you for keeping me around. Yeah. we uh oh see I lost my train of thought I just lost all my confidence >> you know the the actual aspect of no if if you don't ask it's always going to be a no >> and it's very e it's very easy especially for folks that are are newer to this work to take it really per you know really personal uh but but you you can't uh your I think your obligation uh to yourself uh and to your nonprofit when you hear no is to to do what you can to understand why the answer was no. Is it no because the timing is not is it you know again not right now but maybe later, right? >> Is it no because you it's just the wrong time of year? Is it no because they're they're not connected to the mission? So instead of being like h I gotta know, empower yourself to to say okay well let me figure out why they said no and let me let me learn this you know learn from this and and uh >> treat this like a learning opportunity uh when when someone says no to to an ask to donate or invest in your your organization. >> I think that can be empowering. So al along those lines, is it ever appropriate or have maybe have you ever done this when somebody says no? Is it appropriate for you as the fundraiser to say is this a no for right now or can I reconnect with you? You know, so that we can measure that the the veracity and the strength of that no like what are your thoughts on that? >> I would do you again so many nuances. So it depending on you know on the potential donor or investor if they're like no then you're like okay then maybe this just isn't a good fit. Uh but you could you could ex you could say well you know thank you for taking the time uh if it's okay with you. I would still like to in in a few months or maybe at the end of next quarter just send you some information on some of our impact and and some of the results of what you're of what we're doing. Uh because through the course of our conversation and getting to know each other, you seem passionate about the work that we're doing. So, I'd love to be able to just keep you informed on on what's what's happening and and how we're, you know, living up to our promise to the community that we're serving. >> Yeah, I like that. I think that's a great way to go. I think that's also, you know, um something that you might be building a champion of your organization in a way that you hadn't anticipated. um early in my my community career and I always want to make sure that everybody knows that I've never been a paid fundraiser. I've been a community fundraiser um and engaged, you know, without being paid, without being professionally trained. Um but I did on behalf of a board I served on was very privileged to attend uh the great Terry Axelrod raising more money um and then ultimately uh Benavon was her company's name >> right >> and uh she was she taught me this amazing amazing phrase that I still use and it's bless and release >> you know and it's like this might not be a good fit. Okay. But thank you for what you do in our community, what you can do. Um and maybe you can arrange an introduction to something else, right? Or you know, someone else or and but not to sour somebody and and and build a new prejudice against the process of fundraising. >> Because if somebody has a negative experience with one of us, it's with all of us in a lot of ways, right? We've got >> Absolutely. >> And that's a confidence issue, right? I mean, that's like we need to be confident that we are doing the right thing for our communities might not be the right fit. >> Okay. >> But we know that our problem needs to be solved and that we need to get people marching with us. So, >> yeah, that's my soap box. No, I agree with you and and we've talked about that too at you know our responsibility to be really good stewards of the sector. Uh and and like you said if it's not a good fit for our organization then let's still lift them up in the fact that they were we're willing to have conversations and that they want to participate in philanthropy and then recommend organizations or do an introduction to an organization uh that might be a better fit. That's very empowering >> and you can walk away feeling really good about your work in the sector uh when you're doing that kind of of outreach above and beyond what you're doing for your own organization. >> I agree and I think Tony that's the right way to live >> you know that's a good value >> for sure. I mean because you might have come across a donor investor that will be a make a transformational gift to another organization down the road that they might never have known. They might never have had that opportunity. And so absolutely that to me I think is a great way to go. Um well it's always a great way to go when I get to have a Friday with the amazing Tony Bell. Um, if you like the conversation that we've had, I'm gonna invite you to pick up a copy of The Architecture of Fundraising. This is a collaborative book that uh Tony and I wrote together and it's all about building a career, developing your relationships with donors and structuring success. How do you structure your success? You don't just like for most of us fall into it, right? No, it takes practice. It takes um a strategy and it takes grit. And so I just love that that we um have this um opportunity to connect with people who watch the show and then maybe want more or maybe need, you know, to to hear those voices in their head. So >> Architecture Fundraising, you can find it on Amazon. It's 1999. Um if you've got questions or concerns, reach out to us. You can connect with us at info@americanonprofitacademy.com. We're both very active on LinkedIn. Um definitely connect with us there and we would love to hear and know what it is you're thinking and what it is that's going on in your part of the world. Tony, we had an amazing guest on from Bloomerang this week um who's just released some fascinating research that they did along with the Harris Pole Company. It's a major piece of research and they found that there are tremendous and documented and measured differences in the regions of of our country when it comes to donors and what donors are thinking and how donors want to be spoken to. I think most of us would say, well, yeah, but I mean they've drilled down to very specific things. Um, and so this is a really important part of our of the conversation that we have. We get to have these conversations day in and day out because we have amazing partners. Bloomerang, American Nonprofit Academy, Staffing Boutique, JMT Consulting, Third Sector Company, and your part-time controller. They are our presenting sponsors and make all the difference in the world. Tony, I know you're gonna um scadaddle out for a little weekend getaway to read revive, regenerate, and uh I wish you a happy weekend. >> I'm wishing you the same, Julia. Thank you so much. >> Thank you, everybody. We end each and every episode with this message, and it goes like this. To stay well so you can do well. [music]