Posted 1/26/22
This is a topic that may seem obvious to fundraisers, but it is an easy trap to fall into, especially if you are in a slump, have gone some time without securing donations, or the organization decides that fundraising needs to increase. The pressure is on! This blog post is meant to be a reminder.
One of the best ways to explain the idea of “forcing it” would be in golf (although you do not need to be a golfer to understand). Whether you are in competition, an outing, or just playing for fun, your golf score is an indicator of your success. If you are falling behind with your score, there is a tendency to press (this is also true in many areas of life). Trying to make up for poor performance often makes you swing harder, attempt ill-advised (miraculous) shots, or simply lose focus, making matters worse. It can be incredibly frustrating to try extra hard and force a good shot only to see the ball fly further off course. The harder you push, the worse it gets.
As I have indicated throughout this blog, I do not claim to be an expert, but I do have experience, and I know how easy it is to fall into this trap. Every fundraiser periodically hits highs and lows in their securing of donations, and the “lows” can even affect the most successful among us.
Regardless of skill level or previous success, falling behind on goals can persuade a fundraiser to push donors to give, even unintentionally, and as seen in the example above, it can have the opposite or unintended effect. I have found, even though it appears to be counterintuitive, that turning up the pressure to donate can often push the donor away. It is not so much scientific as it is a feeling. Donors can often sense desperation and it can negatively affect their trust level, sending up a red flag on the relationship. Just like swinging too hard in golf, pushing too hard for a donation can make the situation even worse. I have seen some donors give something, like a small token contribution, only to satisfy the pushy fundraiser, never to be heard from again. (Remember: It is much more difficult and costly to identify and cultivate new donors than it is to retain those for which you already have a relationship),
We all know that there can be extenuating circumstances impacting donor behavior, economy, negative press, donor’s personal issues, and more. To me, it is always important to be natural, be yourself in order to maintain that trust factor. While that can be difficult under pressure, I have found it more effective to step back, reevaluate strategies and take a little time to regroup. This might include adjusting your message to fit the current environment, maybe ask more questions of donors when meeting in order to clearly understand where they stand as well as identify any possible objections. The most important aspect is to remain genuine and transparent in your relationships. Again, I am not an expert but I have observed a variety of fundraising professionals and the idea of pushing to catch-up can often end with the opposite result. It requires self-discipline, especially when under pressure to perform, but presenting yourself as natural, genuine and focused on supporting the mission is very important to get back on track.
The key here is that it can happen to anyone, without even being aware of it. Sometimes managers/supervisors can objectively notice this behavior and may want to not only alert the fundraiser, but also offer some ideas on ways to regroup and refocus. The more challenging situation can happen to the sole fundraiser in a smaller organization. Since there is often no one to observe the stressed behavior, it requires some self-awareness, which can be easier said than done. Once you realize that you may be pushing too much, step back, take a breath, and evaluate the pressure you feel. Finally, a slump can often shake your confidence level, causing you to push even harder based on a feeling of insecurity and possible loss of the donor relationship. Try not to fall into this trap as well, especially if you have cultivated successful donor relationships. It is best to refocus, calm down, be yourself, and get back to doing what you do best. It happens to everyone.
Photo by Andrea Piacquadio (www.pexels.com)