1. EXPLORING ANALYTICAL FRAMEWORKS IN NMP 622DONOR BEHAVIOR AND
GIVING METHODOLOGIES PREPARED BY: COLE REESE 5 NOVEMBER 2013
2. INTRODUCTION TO THE COURSE Donor Behavior and Giving
Methodologies analyzes the question, why do people give, and how do
they go about doing it? The four overarching themes that are looked
at throughout the course are: Assessing motivational factors in
giving The principles and mechanics of giving options Defining the
needs of the Donor Developing a gift proposal/going through the
asking process
3. ASSESSING MOTIVATIONAL FACTORS IN GIVING Related to this
theme, NMP 622 looks at why donors give, and why do donors choose
not to give. The readings and discussions explore the internal
motivations of donors and the external influences that affect
giving. One key learning related to this topic is Ken Burnetts
theory of the nine keys to building a relationship (2002). The
importance of relationship building as an element of fundraising is
references several times though out the readings and discussion
forums.
4. THE PRINCIPLES AND MECHANICS OF GIVING OPTIONS The
principles of giving is an overarching theme that not only touches
on the rational behind fundraising, but also the ethic surrounding
fundraising practices. Proper stewardship of a gift and concrete
ethics are key elements to any successful development department. A
basic code of conduct, like the code of ethics adhered to by
members of the Association of Fundraising Professionals, is a
invaluable part of any development departments foundation.
5. THE PRINCIPLES AND MECHANICS OF GIVING OPTIONS (CONT)
Mechanisms of giving cover two related topics: programs within a
development department and donation vehicles. Standard programs
within a development department are the annual fund, major
gifts/planned giving, and a capital campaign to fund special
projects. Donors in each program require different levels of
cultivation, but they all require some level of cultivation.
Standard donation vehicles include direct appeals, e-philanthropy,
and in person solicitations/asks.
6. DEFINING THE NEEDS OF THE DONORS This concept closely
relates to motivational factors and giving principles, but is
separated because of its emphasis on operations. In addition to
cultivation and recognition, donors also need basic physical
elements from a development department. Things like a tax receipt
for their finances, and an annual report to see how their gift is
being used serve an additional function to thanking the donor.
These items help to illustrate that the donors gift was received,
allocated to the correct fund, and used in accordance with the
donors wishes. If an organization cannot be transparent with their
accounting, they are not meeting the needs of the donor.
7. DEVELOPING THE GIFT PROPOSAL/GOING THROUGH THE ASKING
PROCESS The process behind asking for a gift is just as crucial as
the ask itself. The work leading up to the ask, everything from the
prospect research to developing a gift proposal, is what ensures
the fundraising is asking the right person for the right amount of
money at the right time. Planning is critical because it makes sure
the fundraiser is using their time wisely, and the donor feels that
the organization is taking their relationship seriously. Not all
people are comfortable asking for money, so it is important to
practice the skill.
8. PRIMARY PROGRAM LEARNING OBJECTIVES The primary program
learning objectives that are covered in this course are: #2:
Demonstrate knowledge and awareness of the standards and codes of
conduct that are appropriate to professionals and volunteers in
philanthropy and the nonprofit sector. #5: Understand and adhere to
the appropriate legal, financial, and ethical frameworks under
which nonprofit organizations operate and are regulated. #7:
Analyze, design, implement, maintain, and evaluate
problems/solutions in the key nonprofit functional areas including
fundraising, planning, financial management, board governance,
volunteer management, and information management.
9. REFERENCES CITED Burnett, Ken (2002). Relationship
Fundraising. San Francisco: Jossey-Bass.
