We have a traditional Giving Day in November and many other giving days taking place throughout the year in different communities. “It's more blessed to give than to receive” as the verse states. Every one of our clients gives of their time, treasures, and talents to a nonprofit, and I believe all of them support more than one. 

The process of a business making a donation is often different than for an individual. Businesses invest in the communities in which they operate for a variety of reasons. Over the past few decades, I’ve observed companies making contributions—both to the nonprofits I lead or serve (The Spot on Kirk, Help Save The Next Girl Foundation, Healing Strides of Virginia)—and to other worthy organizations.

During a recent presentation I made to the partners of the Community Foundation of the New River Valley, I shared four reasons businesses usually give:

                                                                                                                                            To feel good

                                                                                                                                          To get attention

                                                                                                                                                 To help

                                                                                                                                   To exercise their passion

Naturally, some gifts are given in honor, in memoriam, or in recognition of someone or something, but bundle all the other business donations and you’ll find they fit neatly in one or all of these buckets.

How2Shift Your Approach

One-size-fits-all—except when it doesn’t.
 
If you’re a nonprofit or serve on the board of one, take a moment to look at the above list and help your executive director or director of advancement understand the impact of this information. Most nonprofits have their prepared selling presentation (aka, “canned approach”) and it’s usually focused on the good they do and the needs they have. So, continue to share those stories that lay out your organization’s mission and the projects that need funding.
 
At the same time, be sure to align the mission and needs of your nonprofit with your donor’s interests and reasons for supporting you. Doing that will make everything come together for the nonprofit and for the donor. It’s a win for everyone.
 
Taking this extra step also strengthens the meaningful connections and relationships you have with your donors. Additionally, the donor gains insight on how their support can provide a greater return on their investment. Help your donors make an even bigger difference by making a difference for them too. Grow together!

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