It’s NOT JUST About the Money by Richard Perry and Jeff Schreifels is a must-read for major gift fundraisers. The book covers essential topics, from adopting a donor-centric approach to measuring impact and celebrating success. Here are five specific takeaways and we highly recommend buying the book to take in all this actionable information.
1) Personalized Thank-You Calls
The authors share an example of a nonprofit leader who personally called donors to thank them for their gifts, without asking for anything in return. This simple act of gratitude significantly strengthened donor relationships and led to increased giving over time.
2) Using Storytelling to Inspire Giving
A fundraiser successfully connected with a donor by sharing the story of a specific individual whose life had been transformed by the organization’s work. The emotional resonance of this story led the donor to make a larger, more committed gift.
3) Donor Portfolio Management
The book emphasizes organizing and prioritizing donor portfolios, with a specific example of a nonprofit creating a 1:1 donor-to-staff engagement plan. This allowed fundraisers to focus on cultivating meaningful relationships with top donors rather than spreading themselves too thin.
4) Focus on the Why” Conversations
One example involved a fundraiser asking a donor why they were passionate about the cause, rather than simply discussing the organization’s needs. This approach uncovered the donor’s personal connection to the mission, which deepened their engagement and increased their contributions.
5) Showing Impact Through Reports and Updates
The authors describe a nonprofit that sent donors detailed updates, including photos and progress reports on projects they funded. This transparent communication helped reassure donors that their gifts were making a difference, leading to repeat and larger gifts.
These examples highlight the book’s core themes of gratitude, emotional engagement, and transparency in donor relations.
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