Fundraising in uncertain times?
Embrace your inner bricklayers.
As a veteran fundraiser, I’ve lived through a fair share of disruption: The ‘98 Asian Financial Crisis, The 2000 Election, 9/11, Hurricane Katrina (my wife and I were living in New Orleans at the time), the 2008 Great Recession. You’d think that this uncertainty thing would be familiar territory by now.
And yet coronavirus has us drinking from a uniquely powerful firehose of doubt. And when there is so much doubt, it’s tempting to sit back and wait for something concrete, for the fog to lift, for the storm to lift before taking action in any direction.
But for organizations that depend on philanthropy, we can’t sit still. And the ones who focus on creatively strengthening engagement and stewardship programs, sharpen and differentiate their storytelling, and boldly craft new initiatives can come out of the darkness stronger than ever, more engaged than ever, with a willing and capable body of enthusiastic supporters ready to build on your already bold vision.
Even so, the uncertainty is real and still leaves us wondering what to do hour-to-hour, day-to-day, week-to-week. What can we, as fundraisers, do to move the needle when sometimes the needle feels like it’s moving in the wrong direction?
To answer this I thought it would be helpful to share my favorite parable, the story of the three bricklayers (Which I will tell in the 1st person)
One afternoon I met three bricklayers working at the same job site. They were doing the same thing: mixing cement and laying brick. I asked the first, “What are you working on?” And the bricklayer said, “I am setting these bricks in a Flemish bond, to make a strong foundation. Once I have finished with this pile of bricks, I will be done for the day.”
I thanked the first bricklayer and asked the second, “And you, what are you working on?” The bricklayer replied, “I am building a church for my village, which will be admired by my children, and by my children’s children. Since early spring my team and I have been working on the basilica, and once that is finished, we will work on the apse.”
After speaking to the second bricklayer, I turned to the third and asked, “What are you working on?” The bricklayer turned and said simply, “I am building a house of God,” and returned to his work.
In the past, whenever I’ve shared this parable, I used it to categorize the bricklayers in the following ways:
Bricklayer One has a job; Bricklayer Two has a career; and Bricklayer Three has found his calling.
But in times of uncertainty, when formerly reliable predictions become an exercise in blind dart-throwing, each of these three answers are critical components of a successful development program.
Bricklayer One PUTS FIRST THINGS FIRST
Bricklayer One Knows what to do right now and focuses on that sole and specific task: laying brick. This is the allocation of your energy on progress towards your goals. It means knowing what’s most important, and executing on that task day-by-day, hour-by-hour, minute-by-minute. For the fundraiser, this means setting goals (Making X Calls) and fastidiously tracking your progress (total number of daily calls). This can also let you know when you’re done for the day so you can leave work and recharge for the next day’s effort.
Bricklayer Two KNOWS WHERE THE ORGANIZATION IS GOING
Bricklayer Two is clear on the objective of the work (To build and finish the church for the village) and that now and for the foreseeable future the focus is on the basilica before moving on to the apse. So in the midst of executing on daily actions and meeting daily goals, fundraisers should be refreshing their knowledge of critical strategic priorities, making strategic internal appointments to better understand the strengths (and weaknesses, we all know they’re there!) of the organization they represent. And if there is a lack of clarity about this direction, the fundraiser needs to seek clarity at all costs. There is no way to articulately advocate for an organization without a clear sense of direction. So if you’re not sure whether you’re building a church or a chicken coop, use this time to find out.
Bricklayer Three IS COMMITTED TO THE MISSION
For the third bricklayer, he is working for a higher cause. This is one of the many reasons for being a mission driven professional - it gives us the chance to commit to something bigger than ourselves. But when the sands are shifting its hard to know where you’re headed. So my advice is to embrace your inner Third Bricklayer and recommit. Why are you working for your organization? What motivates you to authentically represent your organization every day? Who are the people who depend on your work, who rely on your best efforts? Empathize with their needs and reliance, the find ways to engage your friends and donors in new and inspiring ways. This will be sustenance for you and your worklife, but will also reap enormous goodwill and support down the road. Your authentic belief in the mission of your organization is essential to your, and your organization’s, well being.
So whenever the walls of uncertainty start closing in around you, or you lose sight of where you are and where you’re going: Embrace your Inner Bricklayers.