Don't Get This

The plan had been not to get Covid.  The problem, however, was in the implementation.  And when exhaustion—unbelievable fatigue—hit, I knew that being in that particular place with no masking for several hours had been a real mistake.  And my Apple Watch was not doing anything to make me feel better.  Indeed, in the mornings, it noted that “yesterday you barely moved your rings.  You can do better today, Janet.”  And periodically throughout the day, it exhorted me to stand—really hard in the first two days when lying down was about the extent of my physical ability—or to “get a 7-day workout week!”.  I took off my watch and didn’t wear it for the duration.

Getting Covid reminded me how even the best-laid plans need to have alternative strategies.  When that big gift turns out to be low 3 figures instead of the 5-figured one you were counting on.  Or that grant fails to materialize.  What are your options?

At the start of the pandemic, many organizations who relied heavily on events for their fundraising, realized that they had to pivot.  And many did it well.  Many organizations, in fact, noted that the appeals  they send out instead of the event they usually did was far more effective, and brought in not just more money overall but a huge increase in net revenue.

So why did they decide to go back to the event that, actually, isn’t quite so profitable?

When I finally do get over Covid, will I actually be stupid enough to hang about indoors with strangers unmasked?  I don’t think so.  So why are organizations returning to their least profitable ways of raising funds?  Even more oddly, during the first 2 years of the pandemic, so many organizations did variations on virtual events.  Even those that were very successful have now opted to go back to in person, expensive events.

I get it.  Virtual is not the real world and does not allow for networking, true socializing, all those things that special events can offer to attendees.  But here’s the question:  in truth, is the event for the benefit of your attendees or is it so that your clients or your cause can benefit?  If the latter, shouldn’t you be considering the most cost effective way to bring in dollars?

Classic individual fundraising techniques—mainly meetings—were easy to deal with.  Couldn’t meet in person?  We could zoom, or talk on the phone, or use social media, or text. Indeed, most major gift officers I know began using all of these as they continued qualifying, cultivating, stewarding, and yes soliciting these prospects from who they were hoping for larger gifts.  And they got them.  Many told me that times were actually shorter—easier to get and stay in touch.  But most of them are back to lunches and taking their prospects to—yes—events. And stretching out the time between gifts.

Indeed, the number of donors is on a downward trajectory. As is the size of gifts.  Much of this has to do undoubtedly with inflation, but much has to do with not building strong relationships with those who give.  So easy to say no when the ask is for an event rather than to support truly transformational work.  Money is tight; I’ll happily forgo a night out.  Harder to say no to a strong relationship—not just with the person asking for support but especially with an organization that does so much good.