The Biggest Mistake: Jerry Koontz Talks About Fundraising

In a new series of blog posts, we're asking seasoned nonprofit leaders in our area to share what they view as "The Biggest Mistake" when it comes to raising money. To kick it off, we've posted an insightful perspective from Jerry Koontz, President of United Way of Manatee County:

Fundraising is much more an Art than it is a Science, and that makes it somewhat of a challenge to identify which are the biggest mistakes one can make that impact being successful. However, I welcome this opportunity to share what I consider to be two mistakes that merit your attention.

Assuming all donors are alike.  No two donors are exactly alike. For example, they have different priorities. What is an important Cause to one, might not matter to another. Most want to be recognized and thanked for their contributions, while some wish to remain anonymous. Almost without exception, donors want to know what was accomplished with their contribution. So, it is critical to do as much as you possibly can to know your donor, and respond accordingly.

Not asking/not making a good case for support. In fundraising, it is commonly accepted that the primary reason for not contributing is not being asked. Ask yourself, how often have you contributed to something without being solicited? So, do the Ask. While I believe that most people have what I call a Charitable Giving Need, they are often not sure how to best satisfy that need. Two things are important: a Cause that is worthy of their support, and the assurance that a very high percentage of their gift will go to that Cause and not be diminished by excessive administrative costs. If you don’t make a good Case for Giving, and can’t demonstrate low overhead, you most likely will not get the gift.

I will close with a true story that supports the importance of knowing your donor. An executive of a non-profit was calling on a prospective donor hoping to get a sizable contribution. The prospect asked, “How much do you want?”, to which the executive cautiously replied “$10,000.” The prospect asked, “Is that all?” At the end of the discussion, the prospect pledged $1 million.

Many thanks to Jerry for taking time out of his sharing his experiences with us. Check back soon for the next post in The Biggest Mistake series.

Would you like to be a guest blogger for The Biggest Mistake series? Let us know!