One on One
Posted on February 8, 2012
Last week I had the opportunity to catch up with Beth Hegde, of Redlands, CA. Beth has served as my preferred communications and writing partner since the inception of the firm. As we were discussing a variety of philanthropic topics, I happened to share that one of my favorite things to read is AFP’s Advancing Philanthropy magazine. They regularly feature a series entitled, “One-On-One” in which a seasoned fundraiser is interviewed about their experiences and perspectives. I always find these interviews fascinating and usually pick up a valuable nugget or two. And, truth be told, I always find myself answering the questions as I read along. So, you guessed it, Beth and I have teamed up to bring you Philanthropia Partners very own “One on One” with yours truly for February’s refreshMint blog. Enjoy.
P2: How many years have you been in the nonprofit sector?
Deb: It has been 25 years! During those 25 years, I’ve served as a program director, an executive director, a chief development officer and consultant.
P2: And how many years have you been a member of AFP? Why do you remain a member?
Deb: I’ve been a member of AFP for 17 consecutive years. I strongly believe that AFP has been, and remains the most relevant professional organization for fundraisers in the world. They provide access, relationships and thought leadership for 20,000 + worldwide members. No matter my organization or role, AFP has always been a relevant resource for me. I encourage all fundraisers to join if they haven’t done so.
P2: What are some of the biggest changes you’ve seen in fundraising over the years?
Deb: There are many — but three significant changes stand out. For one, the competition for the philanthropic dollar has become fierce. This competition requires organizations to be sharper with their messaging, more intentional with their relationships and more transparent in their leadership than ever before. Differentiation is paramount.
Secondly, the level of professionalism and body of knowledge in the field has exponentially increased. This has been a direct result of professionals seeking and obtaining the CFRE as well as the ACFRE credentials. And now there are a myriad of colleges and universities offering a wide variety of classes, internships and degrees in the field.
Finally, the emergence of technology has been mind boggling. It has allowed nonprofits to engage their supporters and constituents in ways they never thought possible. It has also allowed organizations to communicate in real time — which is particularly helpful for those issue-based organizations working in the arts, politics, social justice, civil liberties and the like.
P2: You are quite active in social media. Can you share some thoughts on that?
Deb: The world has changed. We need to change with it. I believe it is the kiss of death to be viewed as “pre-digital” whether you’re a consultant or nonprofit professional. With Facebook approaching a billion worldwide subscribers, there’s simply no room for continued denial of its impact or excuses to remain on the sidelines. I regularly use social media (Facebook, LinkedIn, Twitter) to connect with clients, potential clients, colleagues, donors and friends. I also use it to share ideas, content and perspectives. It has become such an integrated part of my life and practice, I can’t remember being without it! I should also mention that using social media is FUN.
P2: Talk about what you are seeing with younger donors. How are they different?
Deb: The younger donors remain steadfastly committed to one core value that their parents and grandparents did — that is, that philanthropy is very personal. They want to support causes that manifest their values and impact issues they deeply care about. They do not want to be told what to support and not support. They are also volunteering their time first, then providing financial support. In addition, the time they do give is often short in duration — more episodic in nature. Not surprising, younger donors also want direct access to decision makers. They have strong opinions and they want to share those opinions. Finally, younger donors are interested in impacting specific issues — they are not loyal to specific institutions or organizations as their parents were.
P2: What is a good lesson you’ve learned while continuing to fundraise in one of most turbulent climates we’ve seen?
Deb: There are important lessons we can all learn. Some say that the next decade will continue to present a challenging giving environment. It is important that we stay focused. Don’t dwell on negative news. Ask. Bring your donors closer to your organization during these times. Elevate the level of personalization in terms of how you engage with donors, be it face to face, email, a hand-written note, or Facebook for example. At the end of the day, this work is about consistently endearing yourself and your organization to the people who can help make the dreams come true.
P2: What are some tips when talking with donors about prioritizing their giving?
Deb: When talking with donors about their giving I ask them about their overarching values and issues they care deeply about. How would they like to see those issues impacted? What role would they like to play and where and how much do they want to be directly involved? Do they want to have local, regional, national or global impact? What organizations are best suited to carry this out? You may be surprised how much your donors enjoy talking about this as well as sharing how your organization fits into the plan.
P2: To someone who is new to fundraising fresh out of school, what would you recommend they do to get a good start and relevant experience?
Deb: One of the most important things they can do is volunteer. Volunteering for other organizations makes you a better staff person in your organization. You’ll pick up experience and skills along the way you might not otherwise have. When I was younger, for example, I wanted to learn how to conduct capital campaigns so I volunteered on one. It was such a valuable experience.
I also encourage them to join their local AFP chapter and their young professional networking groups. For me, getting involved with my local AFP chapter changed my life. In 1999, I was part of a national contingent that served in Russia, spending time sharing best practices with our colleagues there. It was a humbling experience and I learned to do much with little from their example.
I also suggest getting a Master’s degree. There are an abundance of programs that offer credentials and certificates in nonprofit management and fund development. In the Midwest alone, we have two great institutions — The Center on Philanthropy at Indiana University and our own Dorothy A. Johnson Center for Philanthropy at Grand Valley.
Finally, know how to write and speak publically. That seems simple, but you’d be surprised how many students graduate without these refined skills. It is so critical to be able to speak articulately to donors, to a board, to the media — to be able to clearly articulate your ideas. Writing is also essential for grants, board reports, annual reports, blogs, case statements and more.
P2: What’s your definition of a perfect day?
A perfect day for me is when a client has a breakthrough. They get better. They increase their capacity for even greater impact. That’s about as good as it gets.
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As always, feel free to chime in: Deb@philanthropiapartners.com