Creating a Culture of Philanthropy
Earlier this month, my husband, college roommate, and I visited our alma mater – Wake Forest University in Winston-Salem, NC. We enjoyed walking around to see what had changed in the (gulp!) nearly 40 years since we graduated and sharing our many memories of our time on campus. The culture of philanthropy that emanated from every aspect of the campus struck me as much as the beauty that I fell in love with so many years ago.
What does a culture of philanthropy look like and how can you create one at your organization?
Treat everyone as a major donor – even those of us who give very little. The few people we encountered as we wandered the campus on a hot summer day were incredibly friendly and accommodating. When we stopped in the new (to us) student recreation center to use the restroom and grab a drink of water, the signs clearly requested student IDs to enter. However, when we identified ourselves as alumni, the student staffing the front desk welcomed us, pointed us in the right direction, and took the time to answer our questions. My husband and I had a similar encounter at their new golf facility; the receptionist and two golfers chatting in the lobby invited us to take our time to explore, only warning that hordes of golf campers would invade within the hour. We also had a wonderful conversation with them after our tour.
Share the impact of philanthropy throughout your organization. The campus recently completed a $1 billion campaign with tons of new and renovated buildings. Nearly everything that could have a name or donor recognition did. While some may consider this gaudy, it clearly communicates the impact of philanthropy on the organization and the appreciation that the organization has for the people who support it. It also can have a bandwagon effect; people see that someone supported the organization and want to “join the crowd.”
Details matter. Everything – and I mean everything – was branded with black and gold and the Wake Forest logo, from signage to the light fixtures over the doors of the residence halls, to the targets on the driving range and chipping areas. Pride in the campus and its appearance emanated from everywhere. This attention shows that the organization cares about the details. It makes visitors – and potential donors – feel that pride, creating a sense that the organization will likewise pay attention to the details of their gift and use it well. Maybe not a logical connection but giving comes from the heart, so engage your donors’ hearts and their head and the dollars will follow.
Everyone plays a role in philanthropy. We did not see any major gift officers or development staff as we wandered around campus. But the students, receptionist, and bookstore staff all treated us very well. Call it southern hospitality, but should we ever have the opportunity to meet with development staff – or more likely when the next annual appeal appears in our mailbox – we will remember these friendly encounters and more likely respond positively.
What kind of experience do visitors – or callers – to your organization have? Are you creating a positive culture of philanthropy where everyone feels valued and welcomed? In what ways do you help them feel good about your organization and supporting it? What can you do better?
