Reflecting on Gather@ADRP

Mark Lanum
Director of Donor Relations
University of Washington

Maybe you’ve heard the joke: “Meteorology is the only occupation where you can be wrong all the time and still get paid for it.” Nevertheless, we still expect the local weather person to tell us if we’ll need a raincoat tomorrow, or if we’ll need sunglasses. We rely on their experience and expertise to prevent weather related fashion disasters, event failures, and bad hair days.

In Miami, ADRP convened a group of more than 40 senior and experienced leaders from across the profession. The goal of this day-long event was simple: address the unique professional development needs of this group while drawing upon their experience and expertise to identify the forces and influences shaping our profession. In other words, create a forecast (of sorts) that would help prevent a “professional bad hair day” for others in the field. Below is just one participant’s “forecast” for the DR profession based on conversations with Gather@ADRP participants.

5 insights from Gather@ADRP about influences on the profession:

1. Artificial Intelligence (AI) isn’t coming – it’s here. And we better get on board.
   Gather@ADRP keynote speaker Nathan Chappell pointed out that AI is already here—Siri, Netflix, Google, and other technologies we use every day utilize AI. As with many technologies, the cost is coming down as machine learning, natural language processing, and robotics become more refined and common. Non-profits—which can lag industry by 10–20 years due to risk aversion—risk being left behind and missing out on important opportunities. It’s in our best interest to explore how AI can begin to help us now, rather than waiting.

2. Institutions are under increasing scrutiny.
   With plenty of recent examples to point to, it’s clear that organizations are well advised to take steps to better understand who their philanthropic partners are. Further, it’s increasingly important to ensure that financial practices are reviewed and refined to avoid reputational damage that can result from the misuse of funds. Unspent gift funds aren’t the only risk factor, as scrutiny by both government and public entities can lead to public relations issues for other reasons. Donor Relations professionals would do well to develop close partnerships with their administrative, financial management, and prospect research colleagues.

3. Donor expectations are changing; they’re shaped more by for-profits than by non-profits.
   It’s no longer generational differences that are prompting changes in donor expectations. Nor are donor expectations being shaped by peer organizations or other non-profit “competitors.” Rather, the donor experience is being shaped by the likes of Amazon, Google, banks, airlines, and other technology-driven companies that non-profits often do not consider relevant for comparison. There is much to be learned from these businesses, especially how they engage and retain their customers, understand their customers’ needs and desires, and how they measure their success.

4. Proactive DR professionals are more likely to get a seat at the table than those who wait for an invitation.
   While the question “how does Donor Relations get a seat at the table” is still top of mind for many, much can be learned from those who are already there. The mindset of those at the table is, perhaps, the most crucial aspect. They strive for influence, not authority, and they do so in politically savvy ways. They are good partners to their fundraiser colleagues, seeking to understand and anticipate their needs. They suggest solutions to problems, instead of simply pointing them out. They educate colleagues and donors about their role, purpose, and plans, and invite feedback and input on them to create shared ownership. They are proactive and strategic, communicating clearly their contributions in ways that advocate for themselves and their work.

5. Savvy professionals are using metrics (and conversations about metrics) to demonstrate DR’s value.
   While donor retention continues to be the de facto measure of DR success, other, more sophisticated measures are coming into the main. Engagement scores, typically compositing a variety of donor behaviors into a single score, are one such measure. While both retention and engagement can serve as meaningful proxies for success, it’s worthwhile to align and display them alongside total dollars raised goals in order to more closely align donor relations to the organization’s overall success.