Everybody loves to win. Everybody loves that big announcement.
But, sometimes, when we focus on the big wins, we forget about the smaller pieces that build toward something even bigger.
You have to have the whole picture. And that’s why we always talk about integrated fundraising.
An integrated fundraising strategy means looking at the whole picture, not just major gifts, or events, or even annual giving alone. Everything, together, and all the time!
Not just once a year, or when you make the big plan.
One of the biggest challenges we see with this is changing who “owns” the donor relationship internally.
In a traditional fundraising organization, if a donor makes a major gift, they’re strictly a major gifts donor.
They don’t get invited to annual giving events, they don’t receive planned giving communications or direct mail.
That puts the donor in a bucket, a category that they didn’t choose.
Instead, we believe in giving the donor the opportunity to engage with the organization from multiple angles and touchpoints.
So they can choose how they want to give and they can choose the level of involvement they want to have.
If we don’t integrate the programs and allow for that fluidity of the donor leading it, then we’re missing out on more than funding, we’re also missing out on the strength of a relationship.
But it’s not just about integration for the donor’s sake, it’s for the organization and its teams, too. Instead of feeling like a series of disconnected programs, the programs and people start to feel like they’re all one thing.
One big change-making thing. And that’s motivating!
It’s rare, though, that an organization fully integrates their whole strategy in one go.
So we like to start the process with some questions:
Are our different programs talking to each other? Are they collaborating?
When we audit the current gaps with clients, we figure out where information is currently stopping. We’re looking for blinders and roadblocks.
Are we extending the invitation? It can be that simple. Are we inviting a major gift donor to an event, or adding an event donor to the annual giving mailing?
To get there, you may want to think about how your internal KPIs and metrics are currently recorded, and if they’re (secretly or not-so-secretly) encouraging siloed, separate work.
One of the ways we help work through that is finding ways to assess and motivate teams with collaborative, long-term, integrated goals.
Of course, this work is never truly “done,” (what fundraising work is?!) but there is a pay-off you’ll see throughout the process and evolution of your work:
For leaders, a more collaborative team that feeds off of each other‘s energy and success sparks more out-of-the-box thinking and readiness to seize creative opportunities.
And for the team itself, who doesn’t love working in an environment that’s cooperative, supportive, and buzzing with energy and enthusiasm?!
Before you get that long-term pay-off, though, you’ll start seeing early wins.
Some of that will be increased capacity with your team. Some of that will be better donor stories getting shared throughout the organization, instead of staying in their departmental silos.
And a lot of it will be the opportunity for your team to grow together, to explore new opportunities together, to laugh together, and get on the same page. All together!
We regularly meet with boards and leaders who want to understand the how and why behind an integrated fundraising strategy. And it’s encouraging to see that commitment to collaboration flow through all levels of the organization.
Because, yes, an integrated fundraising strategy is something your board can embrace and support, and contribute to as well.
This is just one of the ways we give fundraisers lift: by getting them flying in the same direction with a plan that can work for everyone and be worked on by everyone.
So, is your fundraising strategy integrated, or is it a series of silos?
Let’s get it some extra lift, by helping it (and you) all work together.
Joanne
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