What Makes a Fundraiser Exceptional?

I’ve worked in development for more than 25 years and I have had the distinct privilege and honor of working with hundreds of fundraisers over that time.  I want to emphasize it truly has been an honor.  I have worked with some amazing people and I’ve learned a lot from them.  As a result, I believe I have an informed opinion about what it takes to be a truly great fundraiser.

What I’m about to share is obviously my own personal opinion.  I have very strong convictions about fundraising and you may or may not agree with me.  Please keep in mind this is simply my opinion, based on years of seeing both success and failure and by asking lots of questions along the way. 

For some background, you should know I’ve been a part of two, one billion dollar campaigns.  I’ve worked in healthcare, higher education and a cause specific organization.  All of the fundraisers I’ve worked with have in some way, contributed to my thoughts on fundraising. So with that…

Let me start by saying that finding a truly exceptional fundraiser is hard.  I’m talking about individuals who are truly masters of their craft; individuals who have a knack for being successful to the point where the donor becomes thankful for the opportunity to give. 

So, who are these people?  What attributes to they possess?  What makes them successful?  Let’s see…

It all starts with being a great listener.  I’m talking about having the ability to “be present.”  Good fundraisers listen with the intent to understand and look for ways to engage.  They’re not listening simply for the purpose of responding, they’re listening to truly get to know the person they’re talking to.  It’s never about themselves and it’s always about the prospect or donor.  Being a good listener is about truly being focused on the person you’re talking to, as opposed to thinking about a point you want to make and waiting for a chance to interject. 

Think about that. 

We all do it.  Something someone says triggers a thought in our head and we can’t wait to respond with our own story.  We make it all about us and not them.  Good fundraisers don’t do that.  They remember we have two ears and one mouth for a reason.

Great fundraisers want to uncover a person’s passion. Their goal is to connect a person’s passion to the right mission.  That’s truly being donor centric.  They’re not there to push their own agenda, they’re there to learn about what the donor wants.

The very best fundraisers are also fabulous story tellers.  Painting a picture with words is an art and a talent that is critical to fundraising.  We’ve all been in the presence of someone who knows how to tell a great story.  They capture our attention, they help us visualize because if we can “see it” we can “believe it” and ultimately be impacted by what we learn.

Good story telling moves us.  It moves us emotionally and intellectually.  It’s not about just stating facts and figures – it’s about making those things come to life.

As an example – statistics about how raising money can boost the number of scholarship opportunities for the under-served isn’t necessarily going to engage someone in and of itself.  Telling a moving story about a specific person and how it changed their life is much more meaningful.  It’s impactful.  It’s tangible.

Great story telling applies to both the spoken and written word.  Great fundraisers are simply terrific communicators as a whole.  They know how to help people dream big and are able to help people focus on what is important to themselves. 

The best fundraisers are relational.  They know how to engage people on a personal level. They know how to be friendly, but they draw the line at becoming an actual friend.

Now I know a lot of fundraisers will disagree with me on this, but I believe this whole-heartedly. 

The best fundraisers I know are very transparent in their efforts to connect a donor with an organization’s mission and not to themselves.  They serve as a conduit and if they leave the organization – the donor’s relationship with the institution is not impacted.  Great fundraisers don’t take donors with them when they leave because that’s not the kind of relationship they have with their donors.

We’ve all heard the phrase “donors don’t give to organizations, they give to people.”  I think that may be true with smaller gifts, but truly transformational giving is about giving to one’s passion and to a mission that is meaningful to one’s self.  The relationship with a fundraiser may be a factor, but I don’t believe it is the driving force in making large major gifts.

It’s one thing to give $50 to a friend who is participating in a walk for a specific cause, but a large donation to an organization requires an investment by the donor and that’s more personal.  

Large gifts are often about making a gift a bit out of one’s comfort zone.  You can scale that a number of ways.  You might have a donor who gives your organization a $1,000 dollars which is a nice gift, but if they’re capable of giving more – they’re only likely to give that larger gift because your organization’s mission aligns with their interests and passion and not because of their relationship with the fundraiser.

Continuing on that thought - there are some donors who can make a $25,000 gift without thinking much about it and if a fundraiser secures a $25,000 gift, their organization may applaud them for it.  A gift that size could very well come as a result of a friendship, but if that $25,000 donor is capable of a seven figure gift – that same fundraiser is unlikely to secure that larger gift. 

Why?

Because their relationship with the donor is based on their friendship and not the donor’s level of engagement with the organization they represent.  Who is the donor more committed to?  The fundraiser or the institution’s mission?

I’ve given nice gifts to organizations I knew very little about simply because I knew the person who is asking was passionate about a cause.  I gave the gift because the cause was important to the person I know.  But if that person asked me to give a truly major gift – I wouldn’t be able to do that because the organization’s mission; while important, isn’t something I’m passionate about.

I’m adamant about this. 

I think it really separates the great fundraisers from the rest of the crowd.  There’s a huge difference between friend raising and fundraising and some can’t separate the two.

Great fundraisers can step out of a relationship without jeopardizing the relationship the donor has with the organization.  In my personal example above – I would stop giving to the organization of my friend if they stopped championing the organization’s cause.  I’m really supporting them and not necessarily the cause itself.

Once someone connects to a cause that’s important to them – the fundraiser isn’t going to necessarily factor into future giving.  Good fundraisers understand that. 

I’ve seen this played out many times. 

I understand it is human nature to want to become friends with some donors.  I’m simply stating the great fundraisers I have known – just don’t do that.  They really don’t. 

I’m sure there are examples contrary to all of this, but I strongly believe that isn’t the norm.

The most effective fundraisers I know operate with a certain “ignorance is bliss” attitude.  In other words, they don’t need a lot of research to reach out to a potential donor.  All they need to know is if the constituent is worth their time and the resources of the organization.

A simple summary of their wealth screening and/or modeling results and snap shot of the donor’s history with the organization is all they need to know to get them on the phone or out the door.

As I said earlier, the best fundraisers are relational.  They want to approach donors organically and engage with them naturally.  If I can help tell the fundraiser a bit of the donor’s story – that also helps, but good fundraisers find a way to personalize the approach.

And believe me, it’s all about the approach.

Great fundraisers don’t send out form letters and don’t read from a script when they make calls.  They do a little bit of their own research to find a way to personalize their approach. They call out something that lets the donor know – they’ve taken some time to understand who they are. Nothing about their approach is transactional. 

I once worked with a fundraiser who failed to understand this (actually there have been a few over the years) and as a result wasn’t successful in securing meetings.  Once this person left, I took their portfolio and found personal approaches to the constituents and began reaching out on my own.  As a result, I was able to get meetings. 

Now, that doesn’t mean that I’m a great fundraiser myself.  Ha!  Not at all.  It just goes to show the true value of personalizing the approach.  Great fundraisers do this intuitively. Again, they’re relational (I've said that 3 times now).

The best fundraisers handle rejection well.  They understand the goal is to find philanthropic people whose passions align with their organization’s mission.  When those things don’t match up – they move on.  They know they may have to meet a lot of people before they find those that want to engage and they accept that.  They don’t take it personally. They know they’re providing a donor a unique and personal opportunity, but philanthropy isn’t for everyone.

They also know if they don’t ask, people aren’t going to give or at least give significantly.  They don’t wait for gifts to come in through the mail or magically appear somehow.  They ask and they follow up.

In fact, the most successful fundraisers view receiving an unsolicited gift as a failure.  They know that money is being left on the table when that happens. 

They actually ask. They do so thoughtfully and purposefully, but they ask.  They usually prepare a proposal and deliver it in person.   They don’t ask via the mail or email – unless specifically instructed to do so.  They also don’t just hand over a proposal and leave it up to the donor to read it.  They engage them in an actual conversation about giving.

It’s amazing to me that many of the fundraisers I have worked with, fail to actually ask for a gift. Those fundraisers usually don’t last and jump from organization to organization.  The best fundraisers tend to stay at organizations for a very long time.

Great fundraisers make decisions.  They move on when someone isn’t willing to engage or have a meeting or a conversation.  If they’re not willing to engage, they move on.  Not every wealthy person is a prospect for their organization. They know it’s just as important to disqualify someone as it is to qualify an individual.  They just don’t waste time or resources.

Truly successful fundraisers plan. They map out a course of action on how to move a person to an “ask.”  They remain flexible in the process, but they have an actual written plan.  They figure out who else needs to a part of the process; they collaborate, they converse with the appropriate people and in the end, they also share the credit.

The best fundraisers also keep their prospect development team informed.  They share stories and update the team as they go.  Personally, I love it when a fundraiser calls me after a visit or stops by my office to share how things are going.  It helps keep me engaged and it’s always much appreciated. Most of us in prospect development want to be in a partnership with our fundraisers.  The top fundraisers understand this and help foster the relationship.  They’re not only relational with their donors, they also connect with their development teams.

I have also found that the best fundraisers I know don’t take themselves too seriously.  Most of them are definitely extroverts, but that isn’t always the case.  They treat others well.  They’re accountable.  They’re generally just great people to work with.

I have great admiration for fundraisers.  I know their jobs aren’t easy and they put in long hours.  Most of them have a great work ethic too.  It has been my profound pleasure to work alongside many of them over the years.  It has been my goal to help make each and every one of them more successful and in the process make the organizations we work for a success.

At the end of the day – it’s all about bringing two entities together – the donor and their passion and our organization’s mission.  Great fundraisers bring it all together and in the process are truly making the world a better place.

And you may ask yourself, well... how did I get here?

So, here I am at Azusa Pacific University (APU) and there’s a Talking Heads song running through my head… “And you may ask yourself, well… how did I get here?”  Lyrics from “Once in a lifetime.”

David Byrne the front man for Talking Heads, gave his take on the song to NPR a number of years ago.  He said, “We’re largely unconscious. You know, we operate half-awake or on autopilot and end up, whatever, with a house and family and job and everything else. We haven’t really stopped to ask ourselves, ‘How did I get here?’”

With all due respect to Mr. Byrne - I’ve actually asked myself that question and I’ve pretty much always been able to answer it. Even now as I begin my newest journey at APU.

The “how” is something I think about a lot.  As I look back at my career and my life in general, I can see a path that clearly makes sense. It may not have made sense at the time, but in hindsight, it most certainly does.

Every step of the way, I could easily quote Proverbs 16:9 – “A man’s heart plans his way, But the Lord directs his steps.” 

So, with a tip of the hat to Bryne, I thought I’d share how I currently find myself here at APU. 

When I decided to make this move – I surprised quite a few people; including myself. After all, I really loved the Pancreatic Cancer Action Network (PanCAN). 

You could say – my coming to APU is a “calling” – but that doesn’t give you enough details. 

Let’s begin this story by going back in time...

I started in this business a number of years ago and I really began to settle in once I arrived at City of Hope (COH), where I worked for nearly 12 years.  Back in that time, I used to ride the Blue Line from Long Beach to downtown Los Angeles. As I walked up the hill on Wilshire to our development offices – I used to wonder if I could picture myself doing this for the rest of my career.

I wasn’t necessarily just talking about riding the train and walking to work – but more about if City of Hope was going to be my “home” for the foreseeable future.  Most days, I could see that being a possibility. 

God had guided my steps there for sure.  Not only did COH become a highlight of my professional career; my dad ended up being a patient there, as did my father-in-law.  They most likely wouldn’t have ended up there if it wasn’t for the fact that I worked there and learned so much about the incredible and passionate care they provided.

I ended up leaving COH for an opportunity to be closer to my mom who lived in South Orange County by taking a position at U.C. Irvine.  Again – I know God guided me there as my mom ended up becoming quite ill and battled pulmonary fibrosis for a period of time.  My being at Irvine allowed me to provide her with a great deal of care and allowed me to do things that would have been virtually impossible to do otherwise.

When I left COH, I remember the Executive VP at COH (Kathleen) writing me to say that it would “take some time, but eventually UCI would feel like home. “

Well... for better or worse - that never happened. 

Every morning; as I pulled in the parking lot, I would say to myself, “This doesn’t feel like home.”  I said that routinely for about 3 years.  There are lots of reasons for that, but I just never felt like I belonged there and I never felt like I could just be myself. 

For better or worse, it was just never "home."

The most important thing UCI did for me was cause me to look at my career and try to figure out what was next.

That introspective look at myself lead me to a conversation with the VP of University Advancement at APU.  This was in 2015 and a seed was planted.  My conversation with Corbin (VP of Advancement) wasn’t typical in anyway.  For the first time ever, I began to consider the possibility of taking my experience and skills to an organization that put "God first."

At the same time, I began to reach out to development professionals at a variety of non-profits.  I interviewed.  I networked.  I dedicated myself to making a change.  My plan was to transition into major gifts.  Well, that was my plan.

God had other ideas. 

That’s when I found myself at PanCAN.  It was there that my love for prospect development was rekindled.  It was there that I began to once again embrace the idea that I could make a difference through the work I had been doing for so long.

I needed those two years at PanCAN to recharge my batteries – to reconnect with fundraisers in ways that I had almost forgotten about.

So – there I was working at a wonderful organization and having a great time.  I had autonomy.  I had great colleagues.   I had the resources I needed and I could clearly see how I was making a difference.  For the most part – I was happy.

I say “for the most part” because no organization is perfect and we all have days where things might not go the way we’d like.  Again – I loved PanCAN and I still do – but one day I found myself taking a peak at the job board on the CARA web site and I saw an opening at Azusa Pacific University.

Hmm.  APU.  Corbin.  God first.  Hmm.

I decided to reach out to Kristen who was leading the prospect development effort at APU.  I was curious.  I asked her what was going on and it was then that I learned she was leaving.  She was moving to Kenya.

Hmm.

I thought about applying.  I wasn’t exactly sure why, but I thought about it.  I thought about it some more.  Should I?  Why?  Maybe… I don’t know.  Am I crazy?  Why would I leave PanCAN?

Half-heartedly, I applied.  I reached out to Corbin to let him know I was applying. 

Within a couple weeks a phone interview was scheduled with Kristen and the hiring manager (Amanda). 

First question they asked - “At APU our motto is ‘God first’ – what does that mean to you?” 

Boom. 

This was different.  Not in a bad way by any means.  Unexpected for sure.  It wasn’t something I prepared for (in the traditional sense of interview prep) at all, but never-the-less – it was a question I was prepared to actually answer…  In fact, it was probably the easiest question I have ever had to answer.

The rest of the phone interview is somewhat of a blur.

God first.  Ok.  Yes. 

Am I ready for this?  Do I really want to leave PanCAN?  Hmm. I don’t know.

A couple weeks passed and Amanda reached out to schedule round 2.  It took a day or two for me to respond and when I did – I decided to withdraw my name from the process.  I felt I needed to stay at PanCAN.  I still had work to do.  I had to help more donors tell their stories.  I wasn’t done.

Funny... God had other plans.

What happened over the next several weeks is hard to put into words, but I will try. 

Up until this point, I was really only thinking about me.  What I wanted.  What I needed.  Never-the-less, in the back of my mind – I kept asking myself – who are they going to get to take on the role that Kristen held at APU?  Even though “God first” really resonated with me – I clearly wasn’t putting Him first in this process.

So, I prayed. 

In the meantime, Amanda asked how they could stay in the conversation with me.  Hmm. 

mm.  I could see that this wasn’t going to be easy.  I couldn’t just walk away now.  I had to keep talking with APU.  I wasn’t sure if I wanted to, but I felt compelled to do so.  The Holy Spirit was working in me.

As I continued along in the process – it became clear to me that APU put my skill set and experience 3^rd on their list of importance.  Yes, third.  More importantly – they wanted to know if I was a fit for the culture and mission of the university and was I fit for the culture of the office?  God first. 

Each interview and each interaction painted a clear picture for me.  This was more about my faith journey than about my work experience.  I began to pray “God, if this is where you want me to go, I will go.” 

During the process, I had a revelation. I knew that PanCAN could replace me.  I knew they could find someone to do the work I did there, but I wasn’t so sure APU could replace Kristen as easily.  I asked myself – “If not me – then who?”

I felt God was calling me to go to APU.  I didn’t necessarily want to go – but I felt I had to go.  I tried to withdraw my name from consideration – but again, God had other plans.  I began to realize that after so many years in this field, it was time to take my experience and put it to work on His behalf.  That realization helped me make the decision.  Now, I wanted to go.

It was a humbling thought.  It was even a bit scary. 

I went through four rounds of interviews.  Through the process we talked about the mission of the university.  We talked about the culture.  When all was said and done, an offer was made and I said yes.  What started as a half-hearted effort, ended with my whole heart embracing the opportunity.

Luke 22:42 - "Father, if you are willing, take this cup from me; yet not my will, but yours be done."  This verse ties it all together for me and I was reminded of it this past week.

Jesus didn’t necessarily want to go to the cross.  He knew what was waiting for him, but asked if there could be another way.  He did what He did not want to do.  He did what he had to do.

I’m not suggesting my coming to APU is on the same level by any means. 

You see, last week - we had the amazing opportunity to come together as faculty and staff and have what is called a “Spiritual Refocus Day.”  The message was delivered by Bishop Charles E. Blake.  His message was centered on Luke 22:42.

His message really spoke to me.  It reminded me of my journey to APU.  It reminded me how I was reluctant to come and kept trying to focus on what I wanted; all the while, acknowledging that I would ultimately to do what God wanted.  I decided to take the leap, trust God and answer to His will and not mine.  I didn't come to APU for me, I came for Him. I'm so glad I did.

I’m blessed to be here.  I'm incredibly happy about this path.  I am honored and humbled to be here.  My skills will be put to good use here.  You could say I've prepared my whole life for this is a once-in-a-lifetime opportunity.  

David Byrne may not know how he got to where he is – but I surely know how I got here.  I'm supposed to be here.  I belong here. 

I am here to serve, but I know I will also grow here. I will grow in my faith.  I will grow in ways I can’t even imagine right now.  I need this.  God knew.  He always knows.  I’m thankful to finally be "home." 

A Tribute to the Pancreatic Cancer Action Network

They come.  By the hundreds. By the thousands.

They come heart-broken, scared, angry, frustrated and yet – they come.  Many have experienced loss.  Tremendous loss.  Heart-breaking loss. 

They are caregivers.  Friends.  Family.  Together, they form an army.

Some are survivors who are still fighting.  They are few; far too few – but they are mighty. Courageous. Inspirational. And they are growing; although slowly – their numbers are increasing.

All are giving everything they have – physically, mentally, emotionally, and spiritually.  Everything.

They come determined, oh-so-committed and passionate.  That passion runs deep.  It’s not the kind of passion you see at a stadium with 100,000 people on their feet.  It’s much more than that.  It is a passion that burns even in the quietest of moments, far away from any crowd.  Together they are unstoppable.  They move mountains. 

They come from every corner of the nation and beyond. From every walk of life.  They are our parents, our grandparents.  Our spouses.  Our brothers and sisters.  Our aunts, uncles, nephews, nieces and more.  They’re our friends.  Our neighbors.  Our co-workers. 

They belong to a family they hope no one else will ever be a part of.  A family they are thankful for and have great love for, but still not the family they wanted.

Their passion fuels their mission.  To find answers.  To make a difference.  To give hope and to find hope.  To connect with others who have shared experience.

Hope is the key.  Real hope.  Tangible hope.  Something they can hold on to and feel in their heart.  The kind of hope that makes them clench their fists. The kind of hope that brings tears to their eyes because they have a reason to believe.  Together, they Wage Hope. 

Hope is their weapon.  They wield it like a sword.  It is also their protection.  A shield.

Losing someone is always hard.  Losing someone to pancreatic cancer has a devastating impact.  The fight; although incredibly fierce, is often terribly short.  The odds against fighting pancreatic cancer are overwhelming.  Tidal-wave overwhelming.  Fall-to-your-knees overwhelming.  Collapsing-in-the-arms-of –loved-one overwhelming.

“They” are the PanCAN volunteers and survivors.  Magnificent.  Inspirational.

It has been my profound honor to serve them.  To Wage Hope with them and for them.  To do whatever I could to help them move forward. 

Every story has touched my heart. Every single one.  Especially the stories of you, my PanCAN colleagues.  Julie.  Pam.   Julia.  Cheyenne.  Sheri.  Britney.  Natascha.  All of you working here who carry the torch for someone who has been impacted by this disease.  It has been an absolute pleasure to Wage Hope with every single one of you.  It has been humbling to be surrounded by such greatness.  That includes those who have gone on to other places and causes. 

I have often said that I came to PanCAN to make a difference and to have an impact, but I have found the impact all of you have had on me is much greater than what I was able to give. 

Thank you.  From my whole heart – Thank you! Thank you for allowing me to be a part of what you have done and continue to do.

Now, it’s time for me to say good-bye.  I hate good-byes, but this is in fact “good-bye.”  At least for now.  I do not know if or when I might see you again – so rather than leaving without saying anything – I want to wish you well.  All of you.  Every single one of you.

I am embarking on a new journey.  Next stop - Azusa Pacific University (APU). To answer the “call.” It’s a long story… and I will tell this story one day soon.

APU will be my new home and although I am leaving PanCAN – PanCAN will always be a part of me.  Always. 

It’s time to look forward.  Onward I go.  God bless.