LEADERSHIP many fundraising professionals often overlook the value of stewarding of legacy donors since the gift is not realized at the time of the bequest commitment. However, organizations must steward legacy donors to maintain their bequest, and motivate them to increase their annual giving. So, it is important to ensure that organizations work to include all types of donations when developing a stewardship plan.
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Tell stories that connect with all audiences. Storytelling is important, but particularly, telling your organization’s story in a way that connects to your donors. Nonprofits can often fall into the trap of the “hero complex” where they position themselves as the one that has “saved” a particular person or community. This can be perceived as distasteful, especially by marginalized communities. Truthfully, an organization can only enhance someone’s life rather than solve all their problems. So, when telling stories, appeal to what is important to all people. What is the topic of the day? What are the basic values that all people have? This will ensure that your storytelling language is inclusive.
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Diversify the perspectives on your team. The easiest way to ensure that your communications to donors are both authentic and inclusive is to ensure that your team is diverse. This starts with the board of directors since they are responsible for setting the overall strategy within your organization. The more varying thoughts and perspectives you have on your board, the better for your organization because great minds don’t think alike. But be aware, just because you have one Indigenous volunteer, it doesn’t mean that their perspective represents that of all Indigenous peoples. Also, diversifying your team is only one part of the equation. Once you have diverse perspectives at the table, you must be willing to listen to them and include them in your stewardship plan. Appealing to a diverse group of donors is ongoing work that involves a process of regular self-awareness and re-evaluation of the way you are engaging with your donors. However, when you choose to focus on diversity and inclusion, you will form stronger relationships with a broader group of donors, and thus strengthen your overall fundraising strategy. ROXANNE TACKIE is the Co-Founder of Story Point Consulting where she collaborates with nonprofit professionals through coaching, training and consulting. You can reach her at info@storypoint.ca.
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foundationmag.ca
July/August 2021
FOUNDATION Magazine
35