84. Beyond the Ask: How Relationship Fundraising Can Transform Your Nonprofit
About this episode
Have you ever wondered why donor retention rates are so low across the nonprofit sector? As fundraisers, we pour our hearts into acquiring new donors, but somehow struggle to keep them engaged for the long haul. What if I told you there's a better way? Recently, I had the privilege of speaking with the brilliant Ken Burnett, the father of relationship fundraising, about the newly released third edition of his groundbreaking book, Relationship Fundraising, Third Edition. In our conversation, Ken shared invaluable insights that could transform how we approach fundraising. If you're ready to build deeper, more meaningful relationships with your donors and dramatically improve retention, keep reading. I promise you'll gain practical wisdom that can revolutionize your fundraising efforts.
The Essence of Relationship Fundraising
At its core, relationship fundraising is about shifting our focus from money to people. As Ken eloquently put it, "If you're nice to people, they'll be nice to you back." It sounds simple, but implementing this philosophy requires a fundamental change in how we approach our work.
Too often, we get caught up in targeting, segmenting, and asking for more money more frequently. We forget that donors are people, not just wallets to be tapped. Ken emphasized that donors don't want to be "marketed at" by their favorite charities. Instead, they want to feel valued, appreciated, and connected to the cause they're supporting.
One powerful example Ken shared was the concept of "continuous donor choice." This approach involves giving donors control over how, when, and what they hear from your organization. While it requires more effort on our part, the rewards in terms of donor loyalty and increased giving are well worth it.
The Culture Shift
Implementing relationship fundraising isn't just about changing tactics; it requires a shift in organizational culture. As Ken pointed out, many nonprofits still view fundraising as a necessary evil, relegated to the sidelines of the organization. To truly embrace relationship fundraising, we need buy-in from leadership, board members, and staff across the organization.
This cultural shift involves prioritizing donor retention as much as acquisition. It means investing in proper training for fundraising staff and viewing fundraising as a long-term relationship-building process rather than a series of transactions.
One of the most striking points Ken made was about the retention of fundraisers themselves. With an average tenure of just 16-18 months, how can we expect to build lasting relationships with donors? As leaders in the sector, we need to address this issue head-on, creating environments where fundraisers can thrive and grow.
Embracing Technology While Maintaining the Human Touch
As we look to the future, artificial intelligence and other technologies offer exciting possibilities for streamlining our work. However, Ken cautioned against removing the human element from fundraising entirely. He shared a touching story about a donor named Marjorie who valued her annual conversations with the organization more than the convenience of automated giving.
The key is to use technology to enhance our relationships with donors, not replace them. As Nathan Chappelle wisely said, "AI will not replace fundraisers, but fundraisers who use AI will replace those who don't."
Relationship Fundraising Isn't Just a Set of Tactics
It's a philosophy that puts donors at the heart of everything we do. By focusing on building genuine connections, giving donors choice, and creating a culture that values long-term relationships over short-term gains, we can transform our organizations and our sector. As Ken reminded us, we have the best stories in the world to tell. Let's commit to telling them in a way that inspires, engages, and retains our supporters for years to come.
Take a listen and I'd love to hear your thoughts on relationship fundraising. Have you implemented any of these principles in your organization? What challenges have you faced? Share your thoughts in the comments below, and let's continue this important conversation about relationship fundraising.
If you find this episode valuable, I encourage you to share it with your colleagues. Together, we can create a more aligned, effective, and fulfilling fundraising landscape.
With boundless gratitude,
Tammy Zonker
Major Gift Expert & Keynote Speaker
Our guest
Ken Burnett, Father of Relationship Fundraising, Author
LinkedIn / Contact / Website
“Relationship fundraising still has some way to go to achieve its potential. And I think when it does, we can raise a lot more money.”
Ken Burnett, Father of Relationship Fundraising, Author
Resources mentioned in this episode
Relationship Fundraising Third Edition by Ken Burnett
The Essence of Campaigning Fundraising in 52 exhibits and 199 web links by Ken Burnett
Retention Fundraising: The New Art and Science of Keeping Your Donors for Life by Roger Craver and Ken Burnett
Showcase of Fundraising Innovation and Inspiration (sofii)
Thankology: How to keep your donors longer, and giving stronger, through gratitude by Lisa Sargent
The Healthy Nonprofit: Inspirational Thoughts on Leadership, Purpose and Success by Harvey McKinnon
The Commission on the Donor Experience
Thanks to our friends over at Kindsight for sponsoring this episode of The Intentional Fundraiser podcast.
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