Creating a Culture of Philanthropy with JLW’s Friends of the Junior League

Molly DiGiammarino

The Friends of the Junior League of Washington (FoJLW) has recently made a strategic shift in how it views, communicates with, and recruits donors. With a renewed focus on creating a culture of philanthropy in the organization that reaches beyond large annual donations, FoJLW is working to create a community with the common goal of upholding the Junior League of Washington’s (JLW) mission, vision, and values.

Donations to FoJLW are unrestricted in that they support all aspects of JLW’s operations. Dues only cover about 40% of the League’s operating budget, therefore the nearly 60% of funds raised through FoJLW efforts unrestricted giving and support of fundraisers is essential for JLW to serve our members and the community.

Prior to the 2020-2021 League year, complimentary tickets to a fundraiser or event were used to incentivize donations, which could be thought of as transactional in nature. While the donor rewards and perks were appealing, they were expenses that reduced the gross revenue totals of FoJLW and other JLW fundraisers. Donors were also unable to deduct the full amount of their gift if they accepted tickets or some other benefit.

For these reasons, and with the implementation of the JLW Fund Development Strategy in 2020, there was a desire by JLW leadership, Ways & Means Council leadership, and the FoJLW Chair and Rising Chair to ensure more donors’ gifts directly support JLW’s mission.

In this new era of FoJLW, it’s not just about one donor making a sizable gift, but rather the entire JLW community coming together to support JLW through avenues like engagement with community partners and monetary donations, no matter the size. However, donations aren’t required to be monetary in nature, they can come in many forms including time, talent, or treasure.

Instead of only focusing on large, annual donations, FoJLW now prioritizes other metrics such as number of gifts/ total raised from new donors, re-engaging with lapsed donors, donor retention, and repeat donors.

FoJLW also partners with other committees to increase buy-in and participation across the League. From November 1, 2020 to January 31, 2021, FoJLW partnered with the Season of Giving Committee for its Season of Giving (SoG) Donation Challenge. The call to action was not only for financial gifts, but support for community partners in their respective donation drives.

WITH A RENEWED FOCUS ON CREATING A CULTURE OF PHILANTHROPY IN THE ORGANIZATION THAT REACHES BEYOND LARGE ANNUAL DONATIONS, FOJLW IS WORKING TO CREATE A COMMUNITY WITH THE COMMON GOAL OF UPHOLDING THE JUNIOR LEAGUE OF WASHINGTON’S MISSION, VISION, AND VALUES.

Participation in the fundraiser, no matter the size of the donation, was even more important to the two committees than the dollar amount raised. Nearly 21% of active members and 16% of the entire JLW (active members and sustainers) participated in the SoG Donation Challenge.

FoJLW is also working to help educate JLW members about the committee’s role in fund development. Committee members engaged in a League-wide committee blitz from November 2020 to January 2021 to speak directly to members about the importance of donating to JLW beyond annual dues. In November 2020, FoJLW hosted a Development & Training with Fund Development Project Management managers and sustainers Sara McGanity and past president Carly Mitchell to discuss JLW’s Fund Development Strategy and how FoJLW supports the organization’s operations.

In addition to changing the way donations are solicited, FoJLW is also changing how donors are recognized for their contributions. To create a better donor experience, donor thank you messages are now personalized and sent more frequently. Each month, FoJLW sends out handwritten cards to donors and a virtual donor appreciation event in May 2021 thanked donors for their ongoing support.

Donors are also acknowledged in League Lines, Sustainer Spin, the JLW Annual Report, 3039M magazine, and on social media. FoJLW is always brainstorming new, creative ways to thank and engage donors and will be implementing new ideas throughout 2021.

It is still imperative for FoJLW to meet its annual revenue goals with financial and planned gifts, as nearly 60% of the League’s operating budget is supported by unrestricted giving via donations to FoJLW and support of fundraisers. However, there is now a greater focus on ensuring participation by all members including new, active, and sustainer, at any giving amount.

FoJLW likes to think of this transition to establishing a “culture of philanthropy” as a process, not necessarily an endpoint. The committee will continue to educate members on the importance of donating beyond dues dollars, provide transparency about what FoJLW donations support, and collaborate with other committees in support of the JLW mission.

DID YOU KNOW? FRIENDS OF THE JLW EDITION

What Your Donation Supports

Donations to the Friends of the JLW are unrestricted donations to support all aspects of the League' s operations.

Your Donation ' s Impact to the League

Nearly 60% of the League' s operating budget is supported by unrestricted giving via donations to Friends of the JLW and support of fundraisers.

Fostering a Culture of Philanthropy

In 2018-2019, the average donation to Friends of the JLW was $79.94. Supporters are encouraged to give no matter the size of their donation. New Ways to Give

Members can set up recurring donations for smaller amounts instead of making one large donation or spread their donations out throughout the League year or calendar year.

We Are in This Together

There are many way to donate including time, talent, or treasure. All donors and contributions are valuable and important to the success and future of JLW.

Become a Friend by Donating Today

www.jlw.org/donate