Aligning Nonprofit Priorities for Success

What happens when Mission Impact + Nonprofit Leadership + the Fundraising Team are not aligned

Recently, while working with a client, she shared exciting news over Zoom. They had received a generous $25,000 gift for their museum. I was overjoyed for them! Initially, the plan was to meet with the donor, thank for the previous gift, showcase the impact of her previous contributions and highlight new opportunities within that department.

However, to the fundraiser’s surprise, a notice that the gift was already receive – and earmarked for a different department. The museum director had instead met with the donor and discussed various needs across the museum, leading the donor to redirect her generosity. While donors have the absolute right to direct their gifts, this situation highlighted a misalignment.

The issue was that the department receiving the funds wasn’t a priority at that moment.

Identifying giving priorities is crucial 

Whether you’re part of a small nonprofit or a large, intricate institution, identifying and agreeing on institutional priorities is essential. It ensures that support flows toward the most critical needs.

Strategic plans, typically spanning 3, 5, or even 10 years, are developed with input from the board, leadership, and staff. These priorities guide fundraisers and leaders in their discussions with donors. While priorities might shift slightly yearly, having a clear direction prevents mission drift, which can occur when donations are pursued purely to meet financial targets.

Leadership and the fundraising team must be aligned

Effective communication between leadership and the fundraising team is crucial. When there’s competition or a breakdown in communication, it can lead to missteps.

In my example, the fundraiser had planned the approach, only to find out that the museum director had intervened, and the check arrived and was deposited before the fundraiser even knew the meeting had happened. Situations like these can derail institutional goals, especially when significant gifts are involved.

The relationship between the nonprofit’s top leader (President/Executive Director/CEO) and the chief fundraiser is one of the most vital within any nonprofit. If this relationship is strained or contentious, it can reflect in the fundraising results that miss the mark or fail to move the nonprofit forward.

Practical Solutions to Misalignment

1) Encourage Strategic Planning: Prompt the board to initiate or renew strategic planning. The National Council of Nonprofits has helpful resources if direction is needed. 

2) Understand Funding Needs: After strategic planning is completed, clearly identify funding needs across the organization, including unrestricted donations. Aligning fundraising plans with these priorities ensures that efforts are directed where they are most needed. 

3) Create a Giving Menu: Develop a menu of giving opportunities to share with donors. This menu should include options for unrestricted giving (like an Opportunity Fund). Transparently outline how each contribution fits into the bigger picture to engage donors meaningfully.

 Remember, donors want to be partners in creating impact! Inviting them to be part of the solution, rather than just asking for specific amounts, helps align their values with your mission and impact. 

4) Strengthen Key Relationships: Foster a strong, collaborative relationship between the top leader and the chief fundraiser. The M.J. Murdock Charitable Trust offers insightful perspectives on this. Moving away from transactional fundraising towards building long-term relationships is key to sustainable success.

Alignment within the organization, ensuring everyone is moving towards common and aligned goals, and inviting donors to support the most critical areas of impact, should be the cornerstone of every nonprofit and fundraising team!