“Marketing,” to an advancement professional almost always refers to the marketing of their institution’s programs and services. You market what you do. Or more importantly, the impact of what you do. You market your mission as a way to communicate the rightness and goodness of people giving in support of your institution’s efforts and outcomes. …
Author: Jason McNeal
I provide leadership, advancement and fundraising consulting services to educational, healthcare, and non-profit organizations.
This Next Year. . . And Beyond
Today marks the first work day of 2020. And, while there is some measure of confusion, today also marks the first work day of the new decade – the decade of the ’20s. Every New Year holiday brings with it the time and opportunity to reflect on the past and plan for the future. A…
The Most Important “Impact” of Giving Is Not What You Think
With the dawn of another U.S. Thanksgiving holiday just days away, we will soon welcome the commencement of the official “season of giving.” The month of December will experience millions of donors acting with great generosity and each year at this time I am reminded of the concept of philanthropic impacts. Specifically, and, it seems,…
The Nuanced (But Key) Lesson Behind Robert F. Smith’s Gift
Amid all of the publicity regarding Robert F. Smith’s announcement to repay the student loan balances for each of the Morehouse College graduates a Sunday ago, there is a key lesson to ferret out, if advancement and nonprofit leaders are willing to look (and listen) closely. Yes, the gift is wonderful and should be applauded. …
It’s All About The Donor, You, and . . . Who?
Just recently I was consulting with a university president when, in a moment of personal and professional transparency, he shared his lamentation that he had “gotten too close” to one of the institution’s most generous donors. I asked him what he meant by that and here was his all-too-familiar story. “I’m not quite sure how…
Giving The Gift
Imagine with me for a moment that you are sitting with one of your most generous donor couples. It is a husband and wife who are now contemplating the 7-figure gift invitation you have just extended to them. In the past they have given significantly to your institution – but not at this level. If…
They Aren’t
They aren’t. . . your donors. You are one of their charitable recipients. your Board members. You are one of their volunteer priorities. your staff. You are one of the key factors in their workplace satisfaction. your Twitter followers. You are one of their social media interests. your prospects. They may not even be aware…
You Have 2 Missions – And You Should Choose to Accept Both
I sometimes wonder how many nonprofit leaders realize they are serving two distinct but related missions? First, of course, is the mission of service particular to your institution or organization. You may have an education mission, a healthcare mission, a nutrition mission, a faith-filled mission, a mission to assist the homeless, etc. Most nonprofit leaders…
You Are Not A Fundraiser
How do you respond when someone asks about your profession – what you do for a living? While it can be tempting to offer a knee-jerk and readily-understood response such as, “I’m a fundraiser,” please don’t. Ever again. For the sake of our authentically-transforming work, just don’t. Fundraising is the transactional, point-in-time act of donating. …
Every Donor Is An Exception
Over the last few years, I’ve taken to explaining the purpose of donor and prospect management as the “management of exceptions.” By that phrase, I simply mean that all major donors and major donor prospects are “exceptions” to any conceivable universal rule one might use to engage them as a group. Each of these identified…