Developing a culture of philanthropy — people working together to support an organization — requires organized expansive thinking that engages your most dedicated supporters. Think about the people who love your organization, get them together and make the magic happen!
Let’s break down the steps of engaging supporters to help build a more sustainable organization.
Photo taken for Literacy Network. Used with permission.
First, be clear about what you do. Put together a small group of your most passionate supporters and clients. Ask them to think about the future growth of the organization.
Start by looking at the mission – does it needs to be more clear? Consider having one or two brief sessions in which you encourage clients, staff and volunteers to provide you with feedback about your work. If you’re working with an organization that serves people with low income, pay clients for their time spent providing input and actively encourage their involvement throughout the process. Ask them a simple question: “What does this organization do to help you?” If the answers that come back are significantly different than your mission, it might be time to make revisions. If the answers line up well with your mission, you may be in a good place to move forward. This clarity will help build momentum and interest among supporters and create a spark of engagement.
Second, how are you improving the world with your work? What difference does your work create? Capture the energy of your group without editing any responses. Be as inclusive as possible by putting the mission and people supported by it in the center of your work. Seek clarity on people’s ideas and listen carefully. Continue to redirect the conversation to your mission to remain focused on the positive impact of your work. How are you addressing the injustice in the world that created the need for your organization?
Third, think about why people should care about what you’re doing. Philanthropy is the love of humankind. We should put the well-being of the community above our organization’s survival. What is your organization doing to help us all look out for one another? What other organizations are also doing this work and how are you connected to build a stronger ecosystem of support for people and communities?
What impact do you have on the communities where your clients live and work? Invite members of the group to write down their answers and share them with each other. This isn’t the time to edit responses – just get it out there and have a chance to read through all of the responses. Read with an open mind, without ego or defensiveness.
Fourth, how might supporters connect to you? Envision how the members of the community might react to all that you’ve come up with so far. What would they tell you about the mission? Based on the causes they’re involved in today, what would spark an interest in them tomorrow about what you’re doing?
Fifth, invite clients to tell their stories. Seek to create a culture in which people and communities who have experienced injustice are front and center in the work needed to address it. Ask them to provide a brief quote about how their lives have been changed by your work. Ask if they would be willing to share a photo, or if you can take a photo of them to accompany their message. Then develop a piece with your logo and their quote, along with a link to your website, social media handles, and/or phone number. Ask your core supporters– including clients– to review and share their feedback with you about the piece. Be sure they approve before moving forward.
In creating these stories, we should try to engage in honest conversations with donors about racism and inequity without tokenizing people or communities.
Sixth, invite supporters to tell their stories. Why do they care so passionately about this work? Would they be willing to do the same thing that you did with the client story?
Seventh, invite supporters to share materials you’ve created together to invite others to join them.
Pretty soon, you’ll have a lot of amazing stories to share with the world, and your team will be energized and engaged in supporting your mission. You may be able to increase the number of people who highlight the impact of your organization. The magical culture of philanthropy will have its seed in support of your work.