"...We frequently make our gifts conditional on the giving of others, not because we wish to force people to do their duty, but because we wish in this way to root the institution in the affections of as many people as possible who, as contributors, become personally concerned, and thereafter may be counted on to give to the institution their watchful interest and coöperation...."

This week, I’m reading from Random Reminiscences of Men and Events by John D. Rockefeller, published in 1909.

Reflection questions:

• Who are the donors in your donor database that would likely catch the vision of leveraging additional generosity through their matching or challenge gift?

• What is your plan for growing the affections and the engagement of the donors who respond to that matching gift challenge?

Reflection on quote:

Christmas in July is a marketing gimmick. However, preparing for our year-end campaign in July and August is not. One aspect of year-end campaign planning is matching or challenge gifts. While often seen as a recent phenomenon in fundraising, it actually has a long history.

Rooting the nonprofits we serve in the affections of as many people as possible who, as contributors, become personally concerned in the cause is the primary goal of matching or challenging gifts. It’s not about the amount or number of donations. It’s an opportunity to gain more donors and engage current donors more deeply in the causes they care about. Because of this, when we ask for matching or challenge gifts, we can confidently ask the donor to help leverage additional generosity through their matching or challenge gift. We can confidently ask the donor to grow the affections of other potential and current donors.

This work has entered the public domain.

What do you think? Send me a text.

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Music credit: Woeisuhmebop