There is nothing quite so invigorating to a fundraiser than reading the details of real fundraising campaigns, or how an outstanding special event was pulled off, or what the copy said in that successful direct mail piece.
That is what you get from Yours for the Asking: An Indispensable Guide to Fundraising and Management by Reynold Levy (Wiley, 2008).
Levy has had a storied career, from serving as President of the International Rescue Committee; President of the AT&T Foundation, and, currently, as President of Lincoln Center for the Performing Arts.
Lincoln Center, under Levy's leadership, has raised more than one billion dollars in the six years since Dr. Levy took the reigns there. That is intimidating for most of us. But I found Levy's stories, suggestions, tips, and philosophy completely applicable to any nonprofit, large or small, high flying or grassroots. Yes, you might have to translate a bit, but Levy's success may just inspire you to greater effort and creativity.
What did I like most about Levy's book? It is hard to pick out just a few favorite parts, but I read with fascination about how a fabulous event was put together; welcomed Levy's thoughts about the worth of soliciting the small businesses that surround one's organization; and appreciated his thoughts about e-philanthropy. But there are many other possibilities for your own favorites, including the funny stories in his chapter on humor, his collection of favorite quotes suitable for fundraisers, and his vision of the future of nonprofits and philanthropy.
In one memorable chapter, Levy provides 27 "lessons" learned from his career. I've summarized five of them here.
- It's the Board of Directors, Stupid
The fundraising equivalent of cultivating your own garden is attending to growing and encouraging board giving. If directors are well selected, deeply involved, and highly motivated, then giving and getting gifts will become habit forming.
- The Right Way to Ask
The most cited reason for why donors do not give is that they were not asked. Or, they were not asked by the right peer solicitor who has already given generously to the cause. Or, the case for giving is too complex and not compelling enough.
So ask early. Ask often,. Ask persuasively. State your case simply. Get the right donor who has a strong relationship to your prospect to ask with you. Remember, donors give to people that they admire and not just to causes and organization that they respect.
- Practice, Practice
In fundraising, an ounce of experience is worth a pound of logic. Successful fundraisers become successful through practice...just as students do that graduate from the Julliard School.
- Speed and Agility Matter
"In soliciting donors in writing, it is far better to be roughly right, brief, and early, than perfect, comprehensive, and late....The race often goes to the swift, not the fastidious."
- Early Money: The Best Kind
When starting any fundraising campaign, remember EMILY. EMILY is the acronym for a political action organization, and it stands for "early money is like yeast."
No one wants to fund a cause or organization that seems to be failing. So, start soon, pick low-hanging fruit, and then enlarge that base as you move forward.
There is much more in this breezy, well-written book. Stuff you can take to the bank. Get it, enjoy it, take notes.
