Posts Tagged ‘fundraising’

Service of Opening Wallets for Charity

Tuesday, January 20th, 2015

 

Give generously

In Anna Prior’s Wall Street Journal article “How Charities Can Get More Out of Donors,” I learned that the emotional ask—sharing heartwrenching descriptions of people in dire need–isn’t as effective as it once was. What is? “Trumpeting the fact that the charity got a gift from a big-name donor.” Experiments cited in the article proved the point. Bill and Melinda Gates open checkbooks. Why? “Because it’s so hard for individuals to evaluate charities these days,” Prior wrote.

The issue of the effectiveness of public recognition–even for smallish donations–show that the probability of giving was 13 percent + for alumni who were told their donations over a certain amount would be published in a newsletter vs. 11 percent for those who weren’t. Further, contributions were $8 more on average with the former group.

high end office designFor those who resent paying for overhead–large executive salaries, meetings at resorts or fancy office furniture for example–a study showed that those told that every penny they donated was going to the cause, as overhead had already been covered by previous gifts, tended to give more.

“As part of the research,” wrote Prior about a study conducted by Uri Gneezy, Elizabeth Keenan and Ayelet Gneezy at UC San Diego’s Rady School of Management, “they sent 40,000 solicitation letters to people, divided into four groups. One group received a standard letter asking for money, the second got a similar letter saying a private donor had already given seed money to the cause, and the third group’s letter noted there was a matching grant available. But the fourth group got a letter telling them that the charity had already secured donations to cover its overhead costs, so every subsequent dollar donated was going directly to programs.

“According to the study, 8.55% of people in the fourth group donated, compared with 4.75% in the second group and 4.41% in the third. And total donations for the fourth group were $23,120—almost triple the first group’s $8,040, and nearly double $13,220 in the second group and $12,210 in the third. ‘The average donor doesn’t seem to care about the size of the overhead, as long as they aren’t the one paying for it,’ says Mr. Gneezy.”

solicit outside storePrior also covered what’s most effective for in-person solicitation. No surprise that those outside a store got more when they asked for it than those who silently stood by a bucket. The question charities need grapple with is: when does aggression become an annoying turnoff?

There’s also pressure for people to announce their gifts via Facebook, such as offering incentives via matching grants of from $1 to $5 in the donor’s name if givers promote their donations on their Facebook walls. People preferred doing this via Facebook than sending email messages to friends.

Have you been convinced to donate money to a charity based on correspondence; seeing on social media that a friend or colleague donated; via requests from friends or colleagues or promises that your name would be publicized as a donor? Do you have your list of charities from which you never waiver? Do you like others to know you are a donor? What inspires you to open your checkbook and what turns you off?

write a check

Service of a Famous Name: 21st Century Fundraising & Avery Fisher

Monday, November 17th, 2014

Avery Fisher

Avery Fisher

I’m terrible at remembering names of people and places although those I’ve heard for eons–like Avery Fisher Hall [photo right, below]–fall off my tongue. When I read about how Lincoln Center was planning to attract the mega funds it feels it needs to update the hall my keyboard beckoned.

avery fisher hallThe Broadway World news desk wrote: “In a milestone philanthropic agreement that will help ensure the future of one of the world’s iconic performing arts spaces, the children of the late Avery Fisher – Nancy Fisher, Charles Avery Fisher and Barbara Fisher Snow – today joined with the leadership of Lincoln Center for the Performing Arts to announce that they have entered into an agreement to enable the renaming of Avery Fisher Hall.”

Danika Fears wrote in the New York Post: “After threatening to sue, Avery Fisher’s heirs agreed to let the performing-arts organization drop his name in exchange for $4.5 million more than the original $10.5 million the Fisher Electronics founder donated back in 1973.”

Some colorful example of inflation, no?

fundraise 2Fears continued: “Now Lincoln Center can tempt another well-to-do donor willing to sink serious money into a planned $500 million overhaul in exchange for their name being emblazoned on the building.”

I wish someone with that kind of money would give it, ask the Fisher children to return the $15 million to Lincoln Center and leave the name as-is.

I have issues with the concept that to attract big bucks an institution must offer the naming option, though this is beside the point and a distraction to the current situation.

I wasn’t tickled with Avery’s children for accepting money in this regard. Plus I’m surprised that the Fisher lawyers didn’t make it clear, when the original donation was made, how long the hall would sport Avery’s name and/or under what circumstances it could be erased. This move doesn’t seem like such a great precedent for attracting the next big donor: “Give us multi-millions and we’ll chip off your name when we need another injection of cash.” And what about the loss of branding and cost of new stationery, new domain name and so on?

I like the idea of donating money in the name of someone else–a deceased relative, a good friend. I’ve done this myself.

How do you feel about Lincoln Center’s fundraising techniques? If you had the money, would you name an institution after yourself or, in the example of a performance space, the name of a worthy industry celebrity or maybe someone who isn’t famous like your wonderful Uncle Joe?

fundraise 1

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