Development and Fundraising

A hundred years ago, when I started in the nonprofit field, there was a great push to call it development rather than fundraising.  But it felt odd to describe yourself as a “development officer.”  That sounded as if we were people with uniforms and truncheons.  And if I said I worked in development, people thought I had something to do with real estate.  So “fundraiser” became the default description, unless I actually went with my real title (something I did less and less as I moved up the food chain). But recently, as I’ve been working with a lot of different groups and especially boards, I am beginning to see the value of using development rather than fundraising.

The latter seems to connote only the act of asking for a gift.  Indeed, many groups I work with talk about the “fundraisers” they hold as their singular way—beyond program fees--to bring in revenue.  And when I work with boards on their fundraising responsibilities, too many are bogged down by approaching people with their hands held out.

Development, on the other hand, really does describe what it is that we are (or should be) trying to do:  Build relationships.  Relationships between people and with our organizations.

If I look back over my career, that is exactly what I did.  I made friends for my organization or cause.  I created networks of people who could help me, my organization and, often, each other.

From these relationships came gifts.  Oftentimes, these were large gifts that helped my organizations do the work they did so well.  More often, of course, the gifts were more modest, but they were just as important.  And while I never brought a donor along with me when I changed organizations, oftentimes I would find a donor who was a friend from a former life.  Philanthropic people tend to support many organizations rather than just one.

Fundraising ‘s goal isn’t friendships; its aim is to bring in a gift not necessarily to nurture a relationship.  Fundraising often ends at the gift; development tends to start there.

We all know (or have heard) that the best prospect is an existing donor. But that is only true if you have treated that donor well.  Development understands that.  It puts stewardship front and center.  It cares as much about giving thanks as it does about asking for support.

Now of course it doesn’t matter what you call it.  What does matter is how you act and how you think about the steps that comprise getting support for your organization.

Or as Shakespeare famously said:  “A rose by any other name….”

Janet Levine is a consultant, writer and trainer who works with nonprofit and educational organizations helping them to increase their fundraising capacity.  Learn more at http://janetlevineconsulting.com.