The economy is in recession.
We’ve experienced a natural disaster.
Our institution just endured a difficult leadership transition.
The latest downturn in the stock markets has hit our community especially hard.
What should we do now?
Whenever real or perceived crises hit, it is not uncommon for advancement professionals to urgently ask this question.
Too many advancement professionals, though, confuse the real purpose of the work. It’s not to invite more gifts. It’s not even to raise more money (although those are proxy metrics we use to gauge success).
No, the real purpose of the work is to design the environments, to construct the settings, to shape the circumstances within which people are encouraged to care.
When crises hit – or even when the sun is shining – what better way to do that than by personally contacting donors and simply asking, “how are you doing?”
Caring is contagious.
