Be the Water
It's election season and year-end. Stay present, stay patient. Trust that the river knows the way.
Letting Go in Fundraising: Focus on What You Can Control
In the world of fundraising, we all desire to make an impact. Another meeting, another phone call or email, more strategy sessions, more asks. We’re a passionate bunch and believe in our ability to make a difference.
But the truth is that whether we like it or not, we don’t always control our own destiny and bounce about at the mercy of unseen and random events. And for those of us who see ourselves as responsible for resourcing a sector that relies so heavily on the generosity of others, the convergence of a US election and end-of-year fundraising mania (even in the absence of a global pandemic) calls for a quixotic, almost counterintuitive approach.
My advice: Let. Freaking. Go.
I know. Sounds insane, right? But hear me out.
In fundraising, we often believe that being successful and bringing in resources for our organizations is entirely within our power, like an input-output function that leads to magical outcomes:. We craft inspiring special events and gorgeous direct and email marketing pieces that dovetail with our viral social media strategies. We thank the hell out of our donors with customized stewardship activities. We meet them, we ask, we cajole, we listen, and we celebrate.
If it were only that easy.
But this year, I sense that earning a donor’s attention will be more difficult than usual (or exactly as difficult as in 2016 and 2020), and I hypothesize that letting go will lead to more fulfilling results for the fundraiser and better outcomes for our organizations over the long term. So this year, and just until December 31, resist the need to fully control the fundraising function. Stay focused only on the exact present moment rather than working to engineer anything substantive.
Navigating the River: Focusing on What You Can Control
At its core, letting go doesn’t mean giving up or losing sight of your fundraising goal. Rather, it’s a recognizition of what’s genuinely within reach and what’s not. In an election year, donor attention might be impossible to secure. Gifts might require more calls, more emails, more …. everything, just to achieve the results you expect.
And maybe you have it in you to fight those headwinds. If you do, good for you.
But if you don’t, that’s OK too. Maybe it’s OK to say to a prospective donor, “Hey, this is not a normal year, and as a civic leader, a lot is coming at you right now. Of course, we would love to have earned your annual gift. But it’s also OK to let this crazy season slide by and meet up in the New Year. I’d enjoy the chance to update you on our organization and discuss what’s important to you. How’s that sound?”
Just like how an experienced kayaker understands when to paddle with force and when to let the ‘yak flow, the successful fundraiser knows where to invest their energy and when to bank it.
And what aspects of fundraising are within our control? Well, here are a few:
1. Quality of Engagement: We control how we approach each donor interaction, whether with a longtime supporter or a potential new donor. The authenticity of the relationship and the way we listen to and understand their values and interests are within our realm of influence.
2. Preparation: Be prepared and thoughtful. Invest time in strategy and prepare for various contingencies. Because even though the outcome is never guaranteed, you have to lay the groundwork.
3. Bring Energy and an Abundance Mindset: The best fundraisers are persistent, creative, and resilient. But we’re also human beings. Bring your best human self to your organization every day.
Releasing the Current: Accepting What You Cannot Control
But no matter how well-prepared, thoughtful, or abundantly-minded you might be, two things are for sure: 1) Never underestimate the insignificance of nearly everything, and 2) There are always elements that lay way beyond the reach of even the most capable fundraising pro. Recognizing these uncontrollable forces and learning to “be with the water” as it flows can be a profound act of wisdom and courage.
A few examples include:
1. The Economy and Donor Circumstances: External factors can impact giving, whether it’s a downturn in the market or a donor’s unforeseen personal situation. These events are beyond anyone’s control and often lead to outcomes that may not align with initial expectations.
2. A Donor’s Decision-Making Process: Donors bring their own values, experiences, and priorities to the table. A fundraiser may present a compelling case, but ultimately, the decision to give rests with the individual or their family. Here, we can only control our part of the conversation, allowing the donor to determine the next step without feeling pressured or pushed.
3. Public Perceptions and Trends: The causes and themes that resonate with society change over time. Shifts in public opinion or the emergence of new, pressing issues can affect donor interest. Rather than resisting these changes, successful fundraisers stay attuned, looking for opportunities to adapt and align their message with current values.
Trusting the River’s Path
I’m not saying this is going to be easy. It isn’t. As a fundraiser, letting go is a courageous act. But this year - and especially this year - acknowledge the uncontrollable forces whirling around you, like a milkshake in a blender on a tiltawhirl taped to a braying donkey.
Don’t drink the milkshake, ride the tiltawhirl, or try to get the donkey to stop making such a racket until all three have stopped their twirly whirly nonsense.
As fundraisers, we serve as stewards of our causes and carry our missions forward. And when things get crazy, trust that staying within yourself (or in the river to keep with the water metaphor) will lead you and your donors to places of deep connection, clarity of purpose, and profound impact.
So, as we move into the November election and year-end fundraising season, work with the water and not against it. Embrace what you can control with full attention and let go of the rest. Let the river take you. It’s a tacit agreement that the right opportunities will emerge when we allow the current - and our mission - to guide us into the New Year.
What do you think?