Smart ideas from Hartsook Companies, Inc.

November 17, 2009

Who Cares?

Of course, everyone in the world should care about your organization. After all, you are doing good work, changing lives, and providing services that benefit your community. Who wouldn't say "yes" to an opportunity to support you?

The truth is, almost every organization is worthy of support. So why do some organizations thrive while others struggle to keep the lights on?

Often, fundraising success can be traced to the attention paid to identifying prospects early in the fundraising process. Too many organizations get seduced into only going after the "usual suspects:" the affluent families in town and local philanthropists. This can be discouraging; even if successful, you may be leaving money on the table as a result of poor research and cultivation.

The challenge for your organization is identifying who cares about you. Good major gift prospects have already demonstrated in some way their interest in your work or the work of your organization. Whether a new nonprofit looking for donors, or a longstanding organization seeking to broaden your donor base, the following three questions will help identify your prospects.

1. Who shares your organization's interest?
   Look for prospects who have joined your board, either currently or in the past, or those who have involved themselves in your mission. In higher education, more than 60% of all major gifts come from two fields: alumni who are successful, and businesses that need the employment resource. In hospitals the major gift prospects are grateful patients, families of grateful patients, and those who benefit economically from the hospital. Who is or has been connected to your organization or cause? Don't forget current and past employees, volunteers or even past clients. 

2. Who has already demonstrated a modest interest?
   An often-overlooked prospect is one who is already giving. If someone has already made a gift of $100, or $1,000, or $10,000, it is tempting to say "thank you" and mark him/her off the list. While remaining grateful, learn the capacity of your donors to find out if they are giving at their level. Who is waiting to be asked to change a life? When you've exhausted your list, consider who doesn't fit your usual donor profile and make a point of learning his/her story.

3. Who can help you solve your problem?
   Encourage the engagement of those who support you at the small gift level by asking them to give you their ideas about future needs. Major gift fundraising is a very personal activity. Who has demonstrated a lasting interest in you or your organization? Ask them to help you explore ways to fund your project.

Identifying your prospects may seem to slow your fundraising efforts, but mistakes early on can waste significant time and result in a failed effort later. At the same time, a well-thought-out prospect identification plan can yield great results to change the lives of those you serve and the lives of those invited to play a major role in advancing your mission.

- Karin Cox, Executive Vice President and Chief Creative Officer, Wilmington, NC

Free Teleconference: Growing Philanthropy in Greater Kansas City
Friday, December 11, 2009

Please join us for an energetic and insightful discussion of Giving in Kansas City," a recent report commissioned by the Greater Kansas City Community Foundation and prepared by the Center on Philanthropy at Indiana University.

Our esteemed expert panelists include:

The Honorable Peggy Dunn, Mayor, Leawood
Laura McKnight, President and CEO, Greater Kansas City Community Foundation
Bob Regnier, President, Bank of Blue Valley
Bob Hartsook, Chairman and CEO, Hartsook Companies
Matt Beem, President and COO, Hartsook Companies

To register and receive conference call details, including call-in number and conference code, please RSVP to tammy@hartsookcompanies.com. Space for this complimentary teleconference is limited. Please make your reservation today and invite your friends and colleagues to participate. 

Growing Philanthropy Conference
January 22, 2010
Westin Crown Center, Kansas City

Mark your calendars. This is an event you won't want to miss!

For too long, fundraisers have competed with one another for a bigger slice of the same philanthropic pie. What if fundraisers knew how to expand the pie?

For the first time, leading philanthropists, fundraisers, academics, and nonprofit professionals will gather to address the goal of increasing philanthropy. Additional details coming soon! Contact info@hartsookcompanies.com for priority registration.

Global Reach; International Flavor

Our mantra "Fundraising Counsel Worldwide" illustrates the global reach of our company. To better accomodate international clients and prospects, Hartsook Companies' website can now be translated into 40 lanuages via the Google Translate button on our home page.

On the Web

• Examine This ... In this week's Examiner article, Matt Beem discusses those in the community who "fill buckets" and how by focusing on making others' lives better, our lives improve as well. For the full article, visit our web site.
• Timely Tips and Tweets! Follow us on Twitter using keyword HartsookTips. Tweet of the week: A donor prospect pool should be expansive and ever changing. When you think you've thought of everyone, think again.
• Facebook. Get more fundraising tips and see what's new at Hartsook Companies by following us on Facebook.

Another Smart Idea...From the Hartsook Best Practices Collection^SM

"Personalize everything. Take the extra time to make form letters more personal to show donors they count!" - Jennifer Friedley, Director of Development, Midland Hospice Care, Inc., Topeka, Kan.

If you are interested in Best Practices and smart ideas, see these additional resources from Hartsook Companies:

• "Reality Fundraising: Proven, Practical Ideas for the Enlightened Fundraiser" by Bob Hartsook (2005, ASR Philanthropic Publishing). The book features great ideas, insights and lessons learned through hundreds of best practices from nonprofit professionals nationwide. To order the book, visit the Hartsook store.

• "Best Practices Coast to Coast^SM," a compilation of best practices from every state in the union.

• "Hartsook Best Practices Collection^SM," our original collection of 250 best practices and great ideas.

For a free copy of "Best Practices Coast to Coast" or the "Hartsook Best Practices Collection", please email Cathy Rutz, cathy@hartsookcompanies.com, or visit our web site. We also invite you to contribute your own best practice by emailing Annette Lough, annette@hartsookcompanies.com.

Visit the Hartsook Companies web site for:

• Educational opportunities
• Books/reference articles
• Conference/workshop speakers

Strategies for Success explores smart ideas, connecting with more than 2,000 fundraising professionals bi-weekly. We welcome your contributions or comments. Send to Strategies for Success editor Annette Lough, annette@hartsookcompanies.com. If you'd like a free subscription to Strategies for Success - or its monthly companion, eHartsook on Philanthropy - contact Cathy Rutz, cathy@hartsookcompanies.com. You also can reach her at 316.630.9992.

Our web site is located at http://www.hartsookcompanies.com.