Mission Alignment: the Importance of Understanding Your Donors
Mission Alignment: the Importance of Understanding Your Donors
By Julie Weese, Grant Writer
Mission: The word carries a lot of gravitas in the non-profit world. An organization’s mission belies its primary motivator, a Yellow Brick Road that directs the flow of activities toward its guiding principles. With one (hopefully well-written) sentence, a clear image of who an organization is and how it serves forms.
Making requests from donors who do not share your organization’s priorities is like having a neighbor who wants help cleaning the gutters but knows of your fear of heights. You may try to complete the request but in reality, everyone’s time was wasted. You may feel resentful and avoid their future requests. Your neighbor didn’t like your attitude, and now they will not lend you that cup of sugar in the future. In the end, no one feels good about what happened.
According to GrantWatch, the top five reasons a grant application is not accepted are:
The applicant doesn’t meet the eligibility criteria.
The proposal does not align with the funder’s donation parameters and interests.
The applicant wasn’t ‘grant-ready’ and missing vital information.
The applicant didn’t follow the application guidelines and requirements.
Though potentially eligible, the funding source received other proposals containing priorities that were higher on their list.
When attempting to build a relationship with a donor, it is usual to think about it solely from the framework of your organization’s needs. However, to successfully foster a connection, it is crucial to tap into the donor’s passions. Inside of every person is a desire to make a difference, to leave behind their mark on the world. Treating donors solely as a means to an end will burn a bridge you have yet to cross. By showing donors how their gift makes an impact that aligns with their interests, you are ensuring the initial acceptance of your proposal and ongoing support for years to come.
How do I find out if a donor’s mission and goals align with the needs of my organization?
Research the client’s biographical and financial information-what drives their giving? How long have they been in operation? What type of causes are they involved in?
Giving History-what geographic region do they serve? Do they award general operating grants or prefer to fund specific programs? What types of organizations have received funds from this donor? What is the average gift amount?
Look into their grant application process-what are the guidelines for submissions? When are the deadlines? Do they require ongoing reports?
Cultivation-just like your mother on the first day of school, I encourage you to “go up and say hi!” An introductory email or phone call letting the donor know who you and your organization are is an excellent way to get on their radar. Try to find their contact preference ahead of time, if possible. When that initial conversation occurs, it is vital to keep the focus on getting to know the donor and their funding interests to see if they align with your organization. An ask should not occur on first contact.
Where to Find This Information
Start with the funder’s website-if there is one, it generally has a dedicated section for grant guidelines and applications, as well as other organizational information.
Tax returns-ProPublica offers free access to donors’ IRS form 990. The 990 is a financial and operational snapshot of an organization. It can show you how to apply, areas of focus, amounts given and contact information for who handles applications.
The relationship between donor and non-profit can be mutually beneficial or as frustrating as shopping for a bathing suit in January. As you set fundraising goals for the coming year, a top priority should be getting to know your possible donors and letting them get to know you. Donors receive large volumes of requests for funds. The best way to distinguish your organization is to treat them like the humans they are, not the donors you want them to become. Despite a world where we seem to be racing headlong toward artificial interactions, the non-profit sector will always need that human touch.