Do you give or get?
A recent article in Forbes magazine about the “give or get” model for fundraising within nonprofits. I have strongly advocated for this model throughout my career, but this article is shifting how I think…a little.
Here are the article’s summary and arguments:
Fundraising relies on the “give or get” model and thus it limits fundraising potential. This model promotes transactional philanthropy. This model creates a ceiling for accomplishment. This model might also regard fundraising as “aggressive” and thereby reinforce stereotypes about fundraising. “Give or get” focuses on short-term versus long-term relationship building. The article concludes with the following proposed shifts in strategy: encouraging a culture of philanthropy and relationship building.
I agree. Let’s build a stronger culture of philanthropy but we can do that alongside setting an expectation of involvement and fundraising with board members. But I think for small and mid-size nonprofits, a “give or get” policy is a great way to initiate the conversation about what is possible in fundraising. Here are my top three benefits why this policy is valuable and could work for you.
It allows for greater diversity on your board. Younger and marginalized groups may not have the personal capacity to make a significant contribution. This is a means to invite them to join and support them in reaching a financial goal that will help the organization.
Instead of one fundraiser - you get multiple. More voices, eyes and ears on what is possible and who has an interest in donating, makes it possible for staff members to leverage the connections of their board members.
It provides a “floor” for establishing the fundraising expectations with the board. “Give or get” creates a clear standard and offers options to board members to put skin in the game.
I’ll be honest, the only shift in my thinking is how this can be limiting. I have seen research that indicates such, but not much work has been done. Removing the “give or get” with “give” may do that, but it has broader implications that can hinder the involvement and engagement of board members toward larger goals.
Fundraising is not easy. It is work. Your board members are not there to pad their resumes and avoid the work of sustaining your nonprofit mission. Providing guidelines and setting expectations is important in making sure that every one is giving and participating in a meaningful and supportive way. This is a great way to make sure everyone participates.