The Metrics Behind Relationships

Days of Giving are a hot topic these days.  You don’t have to look far in the world of philanthropy without hearing how such and such state raised $20 million, or so and so county raised $3 million, or x college raised x millions.

It would be easy to think that somehow these days of giving are all about the money, but the more we learn with our partner customers the more we realize that the money is just a by-product.

DAYS OF GIVING ARE ABOUT BUILDING RELATIONSHIPS

Ok, you say, that sounds nice and all, but what exactly am I talking about here?  “Building Relationships” sounds touchy feely.  We’re a metrics driven organization.  Can we actually impact and track this?

Yes.  And yes.

We have established four components to relationship building, and we also believe that your organization can have a huge impact on all of these areas.

Relationship 1: You and your participating organizations

First, you – as the organization behind the day of giving – want to build stronger, long-lasting relationships with your existing members.  This is more than just helping them raise money on one day.  This is more than just sprinkling in a few webinars and emailing them a pdf of some basic day of giving to-dos.

Days of Giving may only be 24 hours, but they are an opportunity to become a trusted partner and advisor through the year!

• It is crucial you find a partner or provide a path to continue to help their online fundraising efforts throughout the year.
• Days of Giving are an opportunity to build a network effect that will help volunteers, advocates, and of course donors.
• Track data for the day of giving of course, but track it for the rest of the year as well if possible.  This will help you and your partners year-round.

Relationship 2: Your participating nonprofits and their current supporters

Your participating nonprofits want to build stronger relationships with their existing base of donors, volunteers & advocates.  This is not a one-day thing.

• Make sure it is easy for the participating nonprofits to integrate their day of giving into their donor and volunteer databases and other tools.
• Make sure you choose a tech partner that allows your participating nonprofits to do other fundraising campaigns and events. If nonprofits can keep all or most of their fundraising in one place, they can save time and money, and also gain better results, as they get better at using a specific tool.  (Bonus: They’ll also be better online fundraisers by next year’s day of giving.)
• Donors are often volunteers and vice-versa.  Find a tool that combines both.

Relationship 3: Your participating nonprofits and new supporters

Days of Giving are fantastic ways to find new donors.  Make sure you provide your participating nonprofits tools & advice on how to turn these new donors into repeat donors, dedicated volunteers, and passionate advocates.

• Again, easy data share with their donor & volunteer databases is crucial.
• Provide tools to turn donors into fundraisers – the key to finding new donors!
• Best case scenario – use the momentum from your day of giving to become the place for online fundraising & volunteering in your area.  Your partners will trust you as the local expert because you make their jobs easier and more effective.

Relationship 4: The relationship between you and your tech partner is crucial

Great days of giving require a great relationship between you and your tech partner.

• Make sure your partner provides subject-matter experts that are actively involved in helping you succeed.
• Align interests on that day.  Making sure you, your participants, and your tech partner all have a path to win is the best way to ensure 100% across the board effort.  Good tactics: Revenue share and data share.
• Align interests throughout the year.  This tech partnership needs to help you and your participants throughout the year.

Ironically, by focusing on these relationships, you’ll end up raising far more donation dollars than you would if you just focused on the money.  Relationship focus puts your donor’s needs front and center, making it easier to do all the little things that make fundraising campaigns and events successful.  It is the winning paradigm that should drive your organization.