Finding Common Ground With White, Male Donors
As an Afro-Latina fundraiser, I am often asked by colleagues and other POC professionals about finding common ground with a largely white, male donor base. In all honesty, I can share no magic antidote, nor secret formula that leads me to raise millions. I simply refer to one of the first, and most important, tools in my communication tool kit: listening. Over the years, I have learned that each donor has their set of values and code of ethics. As a fundraiser, it is important to understand where my donors stand, what things they hold dear, and what matters to them most. We talk. A lot. I get to know what types of organizations they´ve supported in the past and why they´ve felt compelled to donate. I try to figure out what inspires them and how I can align with their core values. I try to learn what makes them tick. Like building a friendship, I get to know them. I listen to their stories and look for the connective human tissue that binds us all–love, family, health, education–it´s all there in their story.
In addition to active and sincere listening, I find that creating a judgment-free environment is of optimal importance. When building relationships with donors, I become a blank canvas, ready to absorb all that the donor is willing and ready to share with me. I provide a comfortable space to discuss everything from their family histories to their political views. Nothing is too taboo. This is important because everyone, not just donors, wants to be heard and seen without judgment. This can be challenging for some; however, I have found that creating genuine human connection is one of the most important building blocks to creating trust. I find great joy in this process because I have a genuine interest in the human experience and all the complexities that come with this experience.
Once a level of trust and mutual respect has been established, I look for ways to connect the donor and their values to the mission of my organization. A word to the wise: as a seasoned fundraiser, it is important to align yourself with organizations you feel passionate about. If a donor feels like you are selling too hard, you may lose their trust and respect because you have failed to respect your values. Most donors that I have encountered, yearn to make a genuine impact in the world. They donate because they want to create change. It is our job as fundraisers to align their charitable aspirations with our organizations. It is our job to reassure their donors that their money will be put toward creating the world they are home to leave to future generations. Fundraising should NEVER be a transactional interaction. Instead, cultivating a lasting relationship based on trust, mutual respect, and reciprocity can help ensure long-lasting relationships with your donors. Remember: people give to give people, not to organizations.
