When the platform changes, the leader changes

Dear Fundraising Friend:

I was reminded the other day of when WordPerfect (Remember that?) had almost a monopoly on word processing when DOS (Remember this?).

Then Windows came along. And the guys over at WordPerfect felt they didn’t need to switch to this new platform. Why should they, after all they’re #1!

One year later, they were ghost.

When the music platform shifted from record stores to iTunes, Apple became the new leader and many record labels disappeared.

Anyone remember Atari? Nuff said.

When the platform changes, the leader changes. Over and over this rule applies. It always does.

Think it only applies to software? Think again.

TV switched from radio waves to cable. Books from real bookstores to virtual ones (“Anyone heard of Kindle or iPad?”). Next on the list are cars from gas to solar or hydrogen or electricity.

Now the platform for building donor loyalty is changing. Just today: mazi (“It means come together in Greek.” ) was submitted in iTunes.

Here’s the thing. It’s called “the fundraiser in your pocket.” What’s great about it is that nonprofits and the public can work together to make the world a better place.

Does your organisation have a service? List it on mazi. Or a program that needs people or funding? List it on mazi. Special event about to happen? List it on mazi.

Now here’s the best part: Seeking donations? Ask for one using mazi.

That’s right. People can now use their mobile phone to donate. And they’ll even get a receipt once they’ve done it.

Me and a small team of volunteers came up with the idea. We felt there must be thousands (perhaps millions) of people who don’t know how to help in meaningful ways. So we created mazi to help them along the way.

And giving the app away for free.

What better way to connect people with issues and nonprofit organisation relevant to them, so lasting relationships and meaningful action is fostered.

Once again, the platform changes. Insiders will become outsiders and new opportunities present themselves.

Excelsior!

They want to believe

Dear Fundraising Friend:

In the beginning, fundraisers focused on features. Fundraising was new, starting a charity was hard, and not many people wanted to help out.

Then someone convinced us that despite what donors claimed, they really made decisions based NOT on logical feature-for-feature comparisons, but on an emotional response. So we shifted to benefits, and we all sought the answer to a donor’s “What’s in it for me?” question.

We looked for our “unique selling propositions” that we knew (or hoped) was a hot button, implying that what we offered made them happier, nobler, connected… A person others would respect, love, or envy. We called these “meaningful benefits,” things that the prospective donor valued.

This idea of meaningful benefits still applies, but something has shifted. Something big. Something deeper.

Our donors are now looking for meaning.

Shallow goals are certainly still around for most of us. But the search for meaning seems to be taking hold.

So how do we add more meaning?

I mean if supporters want to believe in something more… something bigger, what are we as fundraisers doing to support that?

Do you know how Steve Jobs pulled Scully away from Pepsi. He asked, “Do you want to keep selling sugar water to kids, or do you want to change the world?” The Apple faithful feel they’re part of a world-changing movement. You and I (Well, I do.) might not understand how an iPod or iPhone changes the world in any meaningful way. But that’s not the point. If Apple has managed to take people a journey that feels more meaningful — that’s what matters. And it isn’t always about the experience… sometimes it’s about the company itself.

Most of us are good at pulling “benefits” from the list of features. But how do we come up with the questions that transform benefits into meaning?

One way is to just keep digging. The next time you figure out a benefit, play the Why, Who Cares, So What game, and don’t stop asking until your answer touches something a little deeper.

In other words, when the CEO or program manager says, “Our helpline will help people with violent tendencies find support more easily…,” don’t stop asking “and this matters… why?” until your answer has something to do with the quality of a supporter’s life. For example, your answer to the “Why finding support quickly matters?” question might be, “Because making society safer matters to our supporters!“.

This idea is important and powerful.

And remember, this isn’t about you. You’ll find as your questions focus more on your supporters, and less on you, your answers start to change. At first, you may think the difference is subtle–but it’s actually HUGE.

Excelsior!

Do it like you mean it

Dear Fundraising Friend:

Expressing good causes with belief and passion and genuine humanity is hard.

Most nonprofits can’t do it. If yours can, be excited.

Most nonprofits can’t do it for one of three reasons:

1. No talent. They’re hacks. Hacks cannot create compelling words and images. They can muck about, look fancy and professional. But ask them to inject human spirit and they lose it.
2. Stupidity. They’re idiots. Excuse me, when I said idiot, I meant “not creative enough”. Anytime they try to write like a human being (as opposed to a whipping-boy-for-cash) someone higher up in the food chain kills what’s done and sends it back to some cube for a re-write.
3. Fear. Better known as practicality. It’s a competitive world out there. Let’s minimise risk and conflict. Get rid of those emotion stirring words and replace them with dry, blithering, meaningless corporate speak.

Sorry to whinge. But it’s another thing I’m passionate about. I feel if I’m knowingly writing meaningless gobbledygook, it’s my fault.

I chose to work for that cause. I did what they wanted. I took their money. It’s not their problem. It’s mine.

All creatives are responsible for what they craft. Your cry of “My boss won’t let me,” just doesn’t cut it with me, mate.

Excelsior!

The audience for “something to believe in” is infinite

Dear Fundraising Friend:

I feel we’re here to find meaning. We’re here to help other people do the same. Anything else is doesn’t matter.

We humans want to believe in good causes. And we want people and organisations in our lives that make it easier to do so. It’s human nature.

Features and benefits don’t excite us. Belief does.

Think less about what your organisation does. And think more about human potential.

What statement about humanity does your organisation make?

I feel the bigger your statement, the bigger your idea, the bigger you will be.

It’s not enough for people to believe your cause does what it says. People want to believe in you and what you do. Or else they’ll go elsewhere, if you don’t.

No vision, no supporters.

Excelsior!

Pardon me, I forgot you can work here

Dear Fundraising Friend:

Not too long ago, I was chatting with Bob (not his real name) a customer service rep at an organisation (where I’m in the process of transforming their culture) when he told me something that shocked me, and I quote: “I don’t donate. I don’t volunteer. All I do is work here.”

That comment knocked my socks off. I started to say, “If you’re not passionate about your cause mate, why not work somewhere else?” But quickly realised that my beef wasn’t about what Bob was doing. It was about how Bob was doing it.

I mean… Isn’t everyone at a charity supposed to be passionate about what they do. Isn’t it fair to expect that even from customer service?

But then I began wondering, “Does a bank teller really need to be passionate about banking?”

To be fair, passion about what you do is more important than passion towards the mission. Belief in the mission matters (a lot); but it doesn’t replace skill.

Best case scenario: Someone who with skill and insight about their work and passion for the mission.

I almost forgot that the latter can never replace the former. But such situtations are nothing to be scared about. Places packed with true believers worry me. Because they often use their passion as an excuse for poor performance. What scares me is staff who have neither expertise nor passion.

In general, I strongly believe that our work in fundraising is important and grounded in the mission of our cause. So do it with skill and style and passion. But other stuff like balancing the books or treating supporters well usually has nothing to do with the mission itself.

All that said, when it comes to fundraising, expertise and passion is not just a nice combination. It’s a requirement.

Excelsior!

Not Just Watching the Wheel Go Round and Round

Dear Fundraising Friend:

Normally, I would chat about a great cause that follows me today. But I think it’s time I spoke again about an ordinary person William Kamkwamba whose doing extraordinary things instead (If you missed it, read about the last person here).

William is a born inventor. At 14, he built an electricity-producing windmill from spare parts and scrap working from sketches he discovered in a library book. That windmill powers four lights and two radios in his family home.

TEDGlobal Conference Director Emeka Okafor learned about William from a blog and spent several weeks tracking him down at his home in Masitala Village, Wimbe, and invited him to attend TEDGlobal on a fellowship. Please take the time and listen to William talk about his dream.

Following William’s moving talk, there was an outpouring of support for him and his vision. The TED community got together and helped him improve his power system (by incorporating solar energy). The community also further educated him through school and mentorship. Subsequent projects have included clean water, malaria prevention, solar power and lighting for the six homes in his family compound; a deep-water well with a solar-powered pump for clean water; and a drip irrigation system.

You can learn more about William’s story in his autobiography, The Boy Who Harnessed the Wind: Creating Currents of Electricity and Hope. There’s also a short documentary about him, called Moving Windmills, which won several awards last year.

Also, I encourage you to continue following his amazing journey on his blog and support his work and the other young inventors at MovingWindmills.org.

I hope William’s story can serve as inspiration for all those “ordinary” people who are fans and friends of mine on Twitter to act on those “extraordinary” dreams they have.

Excelsior!

Who Cares?

Dear Fundraising Friend:

Is it me or do things not seem to be working?

May be it’s the oil spill (or whatever local disaster’s that happening today.) But the public’s in a sour mood. Gridlock is everywhere. Solutions get blocked, while problems grow.

The worst part is no one seems to be leading.

I say this because it’s what I see. Over and over, I hear “all about me” messages (which sometimes come across as forceful or desperate.)

What ever happened to “We’re all in this together?”

What ever happened to philanthropy?

Remember that? Where’s the effort (let alone the inclination) to increase the well-being of Society?

Let me tell you a secret: “When it comes to philanthropy, I don’t care if a donor gives a gift to your organisation or to another organisation.”

It’s all philanthropy. And philanthropy isn’t about your organisation. Believe it or not, it’s bigger that.

I strongly believe that “a rising tide raises all boats.” In other words, when we get people hooked on giving – even if it’s not to us. Eventually, we all benefit. Because the very nature of philanthropy is a process that builds communities.

To be clearer, I’m not talking about getting someone else to give a gift, or to volunteer, or even provide sound free advice. I’m talking about you leading by example. Openly respecting the mission of OTHER organisations.  Even when faced with the very real prospect that YOUR volunteers, donors, and staff may be supporting the mission of another worthy cause.

So, here’s a radical idea or two… or three:

1. Champion philanthropy to build Society
2. Champion philanthropy to strengthen Communities
3. Champion your mission

Try harder to design and create innovative community collaborations between what you do and government, business, citizens, and other nonprofits.

We learned long ago that when people work together real differences happen in our lives and in the lives of others. Call me a bit “mad“, but I still believe that.

But I’m not sure others do. More and more, I fear we are losing our traditional faith of working together solves our problems.

I admit it: “I’m on a soapbox.”

But what I suggest here may show someone (may be you) how the nonprofit sector can help build healthy communities and restore in our people a “We Can Do It” spirit.

Excelsior!

You’re NOT a Mac. I’m NOT a PC.

Dear Fundraising Friend:

You’ve probably seen the Mac VS PC ads from Apple that feature these two guys? They’re popular (at least 24 ads). I’m a big fan. And those ads really work with me.

This type of comparative ad is legal, and you see it all the time. But not in the world of nonprofit… Which led me to wonder, “Are charities and nonprofits simply not bold enough to use ads like that?”

Can you picture it?

• For every $20 you give, we provide 125 patients with test for HIV. Charity X only does 75.
• Last year we fed 154,000 hungry children. Charity X only feed 75,000.
• More of your money goes directly to our mission than any other charity.

I don’t know about you… But now that I think about it. I don’t like this.

First of all, do you really want to give your competitor free PR?

But also the only purpose of these ads is to mention a competitor and then pull a “Brand Smackdown,” no matter how mild, on them. That could lead to people losing their trust in what we all do.

Excelsior!

What a Picture’s Really Worth

2009 National Wildlife Winner by Rob Palmer

Dear Fundraising Friend:

I feel the big prize in a photo contest isn’t the money. Sure getting a big check is always great. (After all, it helps pay for all the fancy equipment.) But the promise of publication. That should be all the motivation to start sending in photos.

National Wildlife’s Photo Contest offers a top prize of $5,000. More important is that that the winners are published in National Wildlife magazine. Who knows. Someone may see those photos and feel like a million. Either way, we learn more about the natural world.

For instance, from these three fantastic photos, I learned heaps!

• Starlings need rear-view mirrors.
• Pumpkins should beware masked barn owls.
• Squirrels really cannot read.

2009 National Wildlife Entry by Patricia Kline

I feel this win-win situation is smashingly brilliant!

National Wildlife Federation (@NWF) is America’s largest conservation organisation that strives to protect wildlife for our children’s future.

Through this contest their supporters are a part of National Wildlife’s mission in a meaningful and authentic way.

And some years, even amateurs win. Talk about being in the right place at the right time.

So may be this year is your year. But hurry you only have til 6 July to enter your winning photo.

Good on ya, National Wildlife Federation!

Excelsior!

2009 Wildlife National Entry by Marcia Olinger

Learn or burn

Dear Fundraising Friends:

Think of when you wanted to learn something. Remember high school? How much biology do you remember? I mean, really remember?

OK, so it was a pretty long time ago. No matter how well you learned something, there’s a little bit of a use-it-or-lose-it when it comes to learning. I’m sure it’s all still in your brain, but remembering it is a bit hard.

But now think about something more recent. Think about the last thing you learned from either a class or a book. How much do you remember? Your answer probably depends a lot on whether you needed to do what you were learning.

And that’s the problem: Just-in-case learning sucks compared to just-in-time learning.

That doesn’t mean just-in-time learning doesn’t have a lot of problems. Normally, just-in-time learning is also “ just-what-you-need to survive the current situation” learning. And you might not even understand why the thing you’re doing works. But here’s a compromise that I try (not always successfully) to do:

Give a compelling benefit for the thing you’re learning, before you learn it!

In other words, try to make just-in-case learning feel more like just-in-time learning.

Excelsior!