Just like in the for-profit world, in the non-profit landscape, the larger organizations receive all the attention. They benefit enormously from branding, marketing, staff, budget and infrastructure advantages. But don’t believe for one moment that smaller non-profits don’t pull huge oars in championing noble missions that so robustly touch, improve and save more lives, especially helping those who are struggling. There are countless examples of little engines accomplishing awesome results each and every day.
For starters, they are the norm and not the exception. It is estimated that 90 percent of American non-profits have annual budgets under $1 million, and there are many that are even much smaller.
Organizations of all sizes must embrace the power of the truth that major gifts are the surest — if not the only — realistic strategy to expedite financial viability and sustainability. This recognizes that the definition of major gifts varies from non-profit to non-profit, and even within the same organization the amount changes over time.
Those who contend that doors to major gifts aren’t as open to smaller organizations are plainly misinformed and wrong. In fact, smaller non-profits start out with a treasure chest of assets like good will, creativity, and deep roots in their respective communities.
Let’s take a closer look at 10 distinctive edges that non-profits enjoy when competing for major gifts.
- Passion: It’s true that professional and volunteer leaders of smaller non-profits face more challenges. It’s far from easy work, but that means to work or volunteer in a non-profit you must be motivated by an enormous emotional and personal conviction in the mission. You are a true believer and much more. Nothing is more important to donors and prospects than that type of commitment when making the excruciatingly difficult choices where to invest their finite resources of time, talent and treasure in a fiercely competitive philanthropic environment.
- Gifts of so-called lesser amounts achieve greater impact: In organizations with annual budgets of $1 million or less, a $50,000 gift can be a game changer. Those donors can and should be treated like heroes. Every organization can only have one first million-dollar donor.
- Innate entrepreneurism: So often, innovation, new ideas and solutions are born out of necessity. Small non-profit leaders don’t shirk challenges, they welcome them. They are very familiar with stretching nickels into quarters and making the most effective use of resources, particularly the use of precious time of staff and volunteers.
- Management and board leaders must serve as solicitors in chief: Donors always prefer to make their largest gifts to those at the top of the food chain. This is not an option but a necessity in smaller organizations. CEOs, EDs and Board Chairs must play a hands-on role in the discovery, cultivation, solicitation and stewardship processes. They can lavish attention on top prospects. They must be superb at making the ask.
- Everyone is a resource development player: There is no place for delegating this responsibility solely to development staff and volunteers. Everyone on the team plays a substantive role in spreading the word, making friends and proudly representing the mission.
- Greater cross-team understanding and collaboration: Donors are much less likely to hear “That’s someone else’s job,” and “We’ll have to get back to you with an answer.” Staff members can provide immediate and factual responses.
- Being nimble is a superpower: Bureaucratic layers and approval channels are held to a minimum. Every moment counts in the fundraising continuum. Being able to act swiftly and change strategy, priorities and top prospects makes all the difference in accessing gift opportunities. Those who snooze — lose.
- Donors love giving locally: How often do you hear the question, “How much of my gift will remain in the community?” This is where community-based, smaller non-profits rule the roost. Not one penny leaves the local community.
- There is a distinct sense of being family: Everyone knows each other. There’s a very good chance that entry level employees will work alongside senior leaders. That nurtures genuine teamwork and presents great growth opportunities.
- Major gift donors live next door: Don’t be misled by appearances. America has more than 25 million millionaires and some 1,000 billionaires. Many of them achieve that wealth by living below their means. The Six Degrees of Separation reminds us that everyone on the planet is separated by no more than six personal relationships, and in many communities it’s more like two degrees of separation. There will be loyal supporters in your database just waiting to be challenged to become heroic champions of the mission.
Returning to the lessons learned from the for-profit sector, there are so many high impact success stories that began in the basements of small shops, if not single-person entrepreneurs. Their contributions in challenging the status quo, taking risks and experimenting with new ideas and approaches led to awesome advances. Smaller non-profits can also be incubators of exciting steps forward in advancing social change. By working hard and working smart, they can and should grow and prosper by earning 5-, 6-, 7- figure and other game changing leadership gifts.
About Jim Eskin
After a successful career leading advancement for three institutions of higher education, Jim Eskin’s consulting practice, Eskin Fundraising Training, launched in 2018, builds on the success of more than 250 fundraising workshops, webinars, webcasts, podcasts and board sessions, and provides the training, coaching and support services to equip non-profit leaders to replace fear of fundraising with comfort and confidence. He has authored more than 150 guest columns that have appeared in daily newspapers, business journals and blogs across the country. He publishes Stratagems, a monthly e-newsletter exploring timely issues and trends in philanthropy. Sign up here for a free subscription. You will also receive invitations to free virtual learning community programs. He is author of 10 Simple Fundraising Lessons, an 82-page common sense guide to understanding the art and science of fundraising, and How to Score Your First or Next Million-Dollar Gift, 104 pages filled with strategies, best practices and homework assignments to unlock exciting opportunities that elevate organizational impact to the next level. Both are available in print and digital formats through Pathway, the book distributor, and Amazon. Quantity discounts are available to non-profits who want to share books with teams of management, development staff, board and volunteers. Eskin is also available for customized virtual training for boards, staff, and fundraising committees. His newest customized service, Fundraising Urgent Care, offers 48-hour turnaround in addressing general strategy and tactical challenges that require immediate responses.
FOR MORE INFORMATION:
Jim Eskin
Founder
Eskin Fundraising Training
10410 Pelican Oak Drive
San Antonio, TX 78254-6727
Cell: 210.415.3748
E-Mail: [email protected]
www.eskinfundraisingtraining.com
