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Will donor support take a nosedive in
2010? I suggest the outlook is bright for nonprofit organizations
that engage the discerning major donor.
You might
remember those ads from investment firms calling upon the
“discerning investor” to use their services exclusively. I firmly
believe that the current economy with all of its potential pitfalls
presents non-profits with some unprecedented opportunities to
advance their vision and expand their donor base. The ball is in the
court of nonprofit leaders and their board members.
Consider the generosity displayed by individuals in the U.S. Check
out this visual summary from
mint.com depicting how Americans lead
the world in charitable contributions, giving more than $300 billion
a year to charities. Also, note the generous response from major
donors in the faith community. Very encouraging indeed!
Have you noticed that these donors are asking many more questions
about your goals and outcomes from your service?
• They are the new breed of discerning major donors
• They view their stewardship as an investment with a desired ROI
• They look at the past performance and capacity of the organization
of prospective organizations
• They are being more intentional in directing their gifts to
organizations that match their values and demonstrate good outcomes
• They want to invest in non-profits with faith-stretching vision
Want to attract many more discerning major donor/investors this
year? Gather your leadership team and ask, “What does God want us to
do next to serve our region?” Involve some of your current major
donors in prayerful brainstorming and strategic planning. Some
Christian radio stations have opened up this discussion to their
audience by use of videos from experts such as
Bobb Biehl, founder
and CEO of Masterplanning Group International. Check out this
sample
video for questions to ask your major donor team.
What ideas do you have to engage your discerning major donors in
advancing your vision?
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With 24 years of experience in corporate and non-profit leadership
positions and almost a generation of experience in listener
supported Christian radio, Mark Kordic helps radio stations across
the country grow income from major donors and pledges.
Before joining Advocace, Mark was the Director of Media Advancement
for CDR Radio Network-The PATH®, the media division of Cedarville
University in Cedarville, OH. At The PATH® he successfully served
in a number of marketing and executive positions, helping fund
network expansion. Kordic also previously served as assistant pastor
at Shawnee Hills Baptist Church in Jamestown, OH.
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