Best Strategies To Reframe The Fundraiser’s Role To Achieve Nonprofit Success

Transforming Fundraising: Embracing the Role of Philanthropy Facilitator

I write a LOT about the role of the fundraiser as “philanthropy facilitator.” This individual guides people along the pathway to passionate philanthropy. Philanthropy facilitators don’t do the work for donors, but with them — standing by their side along the journey.

Dr. Russell James recently wrote one of the best articles I’ve read on the role of the fundraiser vis a vis the donor. ‘Fundraiser turnover solutions: Transforming the story character’ is a tour de force for what is often termed “donor-centered fundraising.” Except it’s not “fundraising” so much as what I like to call “philanthropy facilitation.”

What Dr. Russell brings to the discussion table is the notion that the way many organizations treat folks in the fundraising role makes it impossible for them to do their work effectively. Fundraisers are treated as “money grubbers,” and no one likes people in this role. Accordingly, they are treated with disdain and siloed.

These organizations have no culture of philanthropy. And, absent such a culture, fundraisers don’t thrive. It’s arguably the reason there’s so much turnover in fundraiser positions. The average new fundraiser leaves their job in only 16 months.

What I like about Dr. James’ perspective is he heads away from the culture of philanthropy paradigm (something that’s hard for many organizations to understand and fully embrace), and talks instead about the STORY. There’s an organizational story, a fundraiser story, and a donor story. And we need to make them all heroic.

Sometimes people chafe at the idea of making donors heroes. But I say why not make everyone heroes? Not based upon how wealthy they are or how much money they give, but based upon the positive impact they make?

• The donor story is one where they do something that makes them like who they see in the mirror. It’s not a story about giving money. It’s a story about self-identity and purpose as a change-maker.
• The fundraiser story is one where they help someone, and some organization, make a mission-focused impact. It’s not a story about begging or coercing people for money. It’s a story about self-identity as a collaborator, coach, and guide.
• The organization story is one where vision, mission, and values are enacted to make the world a better, richer, more caring place. It’s not a story about money collection, whether “for” or “non” profit. It’s a story about organizational identity focused on solving a pressing problem.

When the fundraiser helps the donor tell their hero’s story, they accomplish something monumental – for themselves, for the donor, and for the organization that employs them. As Dr. Russell so eloquently states:

“In the donor’s hero story, the fundraiser fills a critical role. The fundraiser is the wise sage who guides the donor through the hero’s journey.”

The Donor is Not the Only Character in the Hero’s Story

As powerful a role as the donor’s is the role of the person who facilitates their journey. Dr. Russell points out the pivotal role of this facilitator as it appears in fairy tales and myths. The “Wiseman.” The “Helper.” Yoda, Gandalf, and so many more, without whom the hero could not reach their potential.

Keeping fundraisers in their jobs, maximizing donor lifetime giving potential, and fulfilling the organization’s mission all require a paradigm shift. You can call it culture of philanthropy. Or you can call it a reframing of the stories you tell, internally and externally.

How to Reframe the Narrative

Fundraising never exists in a vacuum. The goal is not “to raise $X amount.” Rather, the goal derives from the why of the organization’s existence and the why of the donor’s search for meaning and purpose.

The best philanthropy facilitation comes from a place of love. When the fundraiser is focused on bringing out that love, rather than extracting money as if from an ATM, good things ensue all around.

You can’t have a fundraising goal absent an organizational goal that requires philanthropy. If someone interviews for a fundraising job, and doesn’t ask questions about the strategic plan (aka, rationale for fundraising), this is a red flag.

The Best Practitioners Guide Towards a Goal

Beyond knowing the organization’s impact goals, the fundraiser must consider the donor’s goals. Why? Because the best fundraisers are matchmakers.

Engagement really is at the heart of the matter; all of philanthropy is based in values. Within the values universe, it’s our job to convey where we sit, what we do, why what we do is necessary, and that we’re effective doing it.

Fundraising is servant to philanthropy. It helps us fulfill the values we seek to enact in the world. It doesn’t stand on its own. That’s why we need to do some reframing. People love philanthropy. It’s fundraising they don’t like. Let’s help folks do what they love to do.

“Advancing the donor’s hero story is not just about delivering money to the organization. It’s about delivering meaning to the donor.” — Dr. Russell James