Angie Thurston of Sacred Design joined a group of fundraisers as part of the Donor Participation Project to discuss the implications of the How We Gather report for nonprofit engagement and donor participation.
The document below summarizes the main points discussed:
- The sector also needs a reliable way to know what is working well in the areas of donor engagement. In the current pandemic environment, especially in the area of digital engagement.
- Angie shared a great thought:
- Donor participation as it is sometimes defined can become a superficial numbers game. A deeper definition of authentic donor engagement is seen as necessary.
- It is important that there is wide representation among donor constituencies. The current trend toward fewer donors making larger gifts feels undemocratic.
Q: What are the common threads among the organizations in your report that have been able to grow large communities?
“Community” is a word that is frequently used in an empty way, but we its true that we found a hunger for authentic community. This is different from something like “networking,” which can be valuable in its own right.
Q: Larger, more established nonprofits include a broad variety of interests under their umbrella. How can we connect with and leverage those communities?
In larger nonprofits, like universities, communities develop organically around different issues. Sometimes these communities have a separate identity from the main organization. How do we have those communities embrace the values of the “mothership”?
Angie: This reminds me of meetup.com. There are thousands of communities made possible by this platform but its members identify with each other not with meetup.com. Some suggestions:
Q: How do we message the values of the organization, especially to sub-communities that have their own values?
Angie: Messaging about values depends on the extent to which the “real thing” is happening. Naming “values” is more effective if they match what is already going on. Otherwise, they come across as empty.
People should testify to the values of their community, based on their experience.
This connection between what is really happening and the official “values” can break down as organizations scale and grow. Some organizations are so reliant on the founder for these values that they fall apart when he or she is not there. We’ve all been guilty of this: “Developing Leaders for the 21st Century” sounds empty.
Among Millenials, there is a noticeable search for community, accountability, and an authentic voice. Communities must engage their constituents to be active, be purposeful, and demonstrate value to their members.
Angie: What we found striking is that lot of people (especially Millenials) are looking for deep community. But they are hesitant to talk about it in those terms (there is still a stigma for “loneliness”). People are wary of hyperbole. What they find appealing is “come play live music for one hour.” In other words, they want to hear the unexagerated reality of what the offering is.
Messaging should come from this lense. What are you actually doing? In real-life terms? Why have you made the decision to do that? Corporate messaging has exploited the word community and other concepts so much that people are hungry for a sense of reality.