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LeBron’s Homecoming Story Mirrors My Own Journey

LeBron James Comes HomeFor those of you who follow sports and professional basketball, the most recent LeBron free-agency media hurricane could be seen as fascinating, inane, or some combination of both. Most of us remember the widely criticized facepalm moment which was The Decision four years ago when The King decided to leave his hometown of Cleveland to take his talents to South Beach. At the time, I was one of his detractors, not just for instigating the circus but running out of a town desperate for one of their own to deliver them from sports purgatory. (All of which is rather funny considering that I’m a Pittsburgher with enmity toward Cleveland sports teams.)

He left his boyhood home, joined a successful franchise in the Miami Heat, and achieved what many expected him to do: win championships. But there appears to have been a nagging yearn to return to his roots and do something important. Think about it. It’s similar to the journey most of us make in our own lives. We grow tired of home with its constant expectations and suffocating familiarity. We wonder if there may be something better “out there” and leave it all behind. Yet it’s in that journey where we explore new territory, try out different identities, experiment, risk, love, and lose. This process helps us find out who we are and what we want from our life. Eventually, there is a point where coming home is the most obvious and desired choice. Perhaps its one of the reasons why the parable of the Prodigal Son is such a revered story in the Bible.

So, LeBron…I understand your decision to come home because it largely matches the decision I made this year. After leaving for Texas and the shiny attraction of the corporate world, I chose to come back to the East Coast and return to the nonprofit work where I began my career 15 years ago. It’s funny because I confidently swore at one point that I would never go back East and definitely wouldn’t go back to nonprofits after I fought so hard to escape them. Now? I laugh and understand why it’s never wise to use the word never.

My eight years in Texas was a journey where I explored new territory, tried out different identities, experimented in my career, risked much financially, loved family and friends, and lost my soul for a while. But I’m proud of that decision to leave for the Lone Star State and even more proud of the decision to come home. Now that I’m in Atlanta, I’m back near the old mountains that I love dearly, near the ocean that holds so many joyful boyhood and young adulthood memories, near family and friends who helped me become who I am, near my ancestral roots.

Plus, I’m back doing the work I know I was always meant to do. Each day, I put my talents, experiences, and passions to good use to help make a difference in the world and end poverty housing. Having lived through the good, bad, and extremely ugly of corporate and startup life, I’m all the more grateful to have soulful, purposeful work that I love to do (almost) every day.

Cheers to you, King James. And welcome back home.

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How to Motivate Donors: The Donor Persuasion Model

As I speak with nonprofit leaders, one key question continues to emerge: Why do our donors give? On the surface, the answer may seem obvious, but the question persists because it’s truly difficult to answer. We all give for different reasons and with different motivations. Yet, the question of “Why?” follows the challenge of “How?”: How do we motivate giving of all types: money, time, talent, and energy? As The NonProfit Times wrote in a recent blogpost: “There is no denying that you can’t force someone to give if they don’t want to.”

To help answer both questions of Why and How, I’ve started constructing a model called the Donor Persuasion Model. It’s based on the work of Stanford Professor, BJ Fogg, and his Fogg Behavior Model. Fogg’s research shows that “three elements must converge at the same moment for a behavior to occur: Motivation, Ability, and Trigger. When a behavior does not occur, at least one of those three elements is missing.”

This model attempts to address motivations for giving, as well as how to encourage our donors to take action on those motivations. At a high level, here are the basic components of the Donor Persuasion Model:

Motivation

There are three core motivators that we all share as part of the human experience:

1. Sensation: Pleasure/Pain
Will our giving lead us to greater pleasure or diminish pain – either for ourselves or for others?

2. Anticipation: Hope/Fear
Will our giving help us provide hope or reduce pain, suffering, or fear in the world?

3. Social Cohesion: Acceptance/Rejection
Will our giving help us to feel more accepted by others or keep us from being rejected from social groups?

Ability

Each ability is focused on the notion of simplicity.
1. Time
2. Money
3. Physical Effort
4. Mental Effort

As nonprofit leaders, we must constantly focus on making actions as easy and simple as possible, particularly when it comes to online fundraising. Fogg advises us to think of the relationship between Ability and Simplicity like this:

Simplicity is a function of your scarcest resource at that moment. Think about time as a resource, If you don’t have 10 minutes to spend, and the target behavior requires 10 minutes, then it’s not simple. Money is another resource. If you don’t have $1, and the behavior requires $1, then it’s not simple.

Trigger

Think of Triggers as recipes for spurring action depending on levels of Motivation and Ability.

1. Facilitator: High Motivation/Low Ability
A supporter has just read an amazing story or watched an impactful video about our organization’s work. They’re primed to give, but don’t have the time to complete a lengthy donation form or can’t easily get their credit card. This Trigger is about finding ways to make the donation process simple. Think of Amazon’s One-Click Shopping button as an example.

2. Spark: Low Motivation/High Ability
Another scenario is where we’ve made the donation process easy…now we have to know which message will best motivate and mobilize our donors. This is the most challenging trigger because it demands that we have consistent, current, and deep data on our donors. We don’t just have basic contact data, response rates, and giving history; we also have an understanding of what each of our donors believes is important about our organization’s work. This Trigger urges us to provide an emotional Spark to ignite action and complete the ask.

3. Signal: High Motivation/High Ability
All of our nonprofits have true believers who champion our cause. But life can get busy and they just need a little nudge every once in a while to continue their role as champion.

Here’s where I need your help. This Model is currently in version 1.0 and I welcome your input. I’d love to get your feedback on what works for you as a fundraiser and how the model can be improved. You can download a PDF of the model below. I truly look forward to the conversations to come.

Nonprofit Donor Persuasion Model (32 downloads)
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A Donor Is More Than a Transaction

“Jeff and I have continued to say that major gifts work is not about the money. It’s about helping donors to fulfill their interests and passions for a hurting world through your organization. So the relationship is way more than getting the next gift. It is about providing information, building relationship, dealing with questions and concerns, offering insights into how the donor’s interests and passions can be fulfilled in an even greater way – it is even about walking with the donors on whatever personal journey they choose to include you.”

via Prospects or Donors? What Should You Call Them?.

The Easy Way To Drive Away Online Supporters: Email Flooding

This is a short post, but one that I believe is important. I receive emails from other nonprofits – many of which I support and want to hear from. I also want to see if I can “borrow” good ideas for my own work.

However, there is one thing that I’m seeing that simply is not a good idea…unless you really do want to drive away precious supporters, volunteers, and donors.

Simply put: Yes, it is possible to send too many emails to your constituents. If you’re sending out more than 2-3 emails per week, ask whether your efforts are yielding the desired results.

If you’re unsure of what results you desire, then you’ve definitely identified a problem: you lack a Call-to-Action.

If you’re unsure if other parts of your organization are sending out emails at the same time as you, you’ve also identified another problem: you lack coordination.

Don’t drive away your most vocal advocates by flooding them with your email messages. Before long, those messages will just be like much of the other flotsam and jetsam that floats in their inbox.

photo credit: charlottenordahl

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Building Strong Donor Relationships

I recently got a card from my 85 year old grandmother. It was a cute card with a dog hanging in a rather precarious position and looking troubled. The message inside was: “Hang in there.” While things are going well for me, it was just her way of showing concern and also expressing a desire for me to give her a call more often (she’s not subtle when it comes to how much calling her will “make her happy”). How could I not feel compelled to pick up the phone and give her a call to make her happy?

It’s not like we don’t talk…she just doesn’t feel like she hears from me enough. She wants to know how I’m doing. She wants to know how my family is doing as we prepare to move to Atlanta. She wants to know that we’re safe and feeling good about all the great things taking shape in our life. She wants to know if there’s anything she can do to help.

And it’s really not about how many times we talk, it’s how we continue to build on a loving relationship.

Now while the relationship I have with my grandmother is not quite the same as we have with our donors, there is some relevance. It connects to an excellent question raised by Richard and Jeff at the Veritus Group blog: Are you asking too often or not enough? While they’re largely focusing on major gifts, the questions is applicable to individual donors, volunteers, and supporters at all levels.

We often get wrapped up by our own sense of myths and half-truths. In this case, we feel we shouldn’t bombard our donors with constant asks. Well, when stated like that, there’s some validity to the concern. It would be like me hitting my grandmother up for a few bucks every time we talked. Similarly, if those asks come from an organizational “me-centric” perspective which disregards the value and relationship to the donor, then constant asks will not just annoy them, it will drive them away to give their money and support elsewhere.

However, as Richard and Jeff write, if the messages speak from a place of “we” and “us”, if they’re not always about asking for money, if they’re about building stronger relationships, then those communications take on a new level of meaning and power. In their post, they offer an example of a successful nonprofit, which:

“most likely, was continually telling the donor that her past giving was making a difference, was excitedly talking about what “more we can do together,” and was not shy about talking about need at a variety of times and in a variety of forms. In other words, there were a lot of touches and quite a few points at which the donor could engage and give, i.e., a combination of soft and hard asks.”

Think of it this way. It’s less about frequency (too much or too little) of fundraising appeals. Instead, always ask: Will this communication help deepen our personal donor relationship?

If your answer is, “No” then reconsider why you’re possibly jeopardizing your relationship with someone who cares about your organization’s mission and their desire to be a part of it.

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