Buzzword: The real dictionary defines it as: "a word or
phrase, often sounding authoritative or technical, that is a vogue term in a
particular profession, field of study, popular culture, etc."
Urban Dictionary
has a number of definitions. I like this one: "a term or phrase that sounds good,
but means nothing."
Here are a few of my fundraising favourites together with some light-hearted thoughts and potential definitions!
Donor: the person (which should include you and me), that
gives money and keeps us in a job.
Stewardship: A fundraising friend and I were laughing about
this the other day. It was her son’s birthday and afterwards they wrote to
everyone and said thank you for the presents he’d received.
She jokingly called
this her ‘friend stewardship’ plan, because how on earth was she going to make
sure people didn’t forget her son, and celebrate his birthday the next year by kindly giving cards and gifts, if
she didn’t do this. It’s quite simple really.
Donor journey: No, not a coach trip together to the Munich
Christmas Market. Apparently this is about getting people to give again, and
give more. Or do something else (‘cross-selling’ the opportunity) for your
charity.
Engagement: Not Beyonce encouraging us to put a ring on it,
but basically talking to people in a human way. The crucial words here being
‘talking’ and ‘human.’ So when I meet my friend Mark at the pub, we don’t
‘engage’ for the evening. We talk, laugh, listen to each other, have fun and
appreciate each other.
Solicitation: Not the thing that happens after Mark and I
have been to the pub (see engagement), but that thing that all fundraisers
should be doing. Yep, asking for money.
Pipeline: I can never escape the mental image of a big pipe
through which money flows, falling and cascading into our arms, as we sit smiling
and sifting gold coins through our fingers. I suspect the people who are
planning to give (potential donors) would be horrified at our use of this term.
High Net Worth Individuals: Rich people
Elevator pitch: I have often heard people say that their
brand doesn’t give them the words to describe their charity effectively. I find
this interesting. If you care enough, have the passion and the love for the
cause, you’ll find the words. And if they’re your words, talking in your voice,
then this will come across. And will work for that solicitation.
Donor pyramid: A useful tool, admittedly. But it still
brings to mind a big pile of people all stood on top of each other, wobbling
precariously. All those donors, entering their journey, looking for a bit of
engagement and stewardship before they topple and end up in the big pipeline.
Funding landscapes: No, me neither
Change management: Apparently, an “approach to transitioning
individuals, teams, and organisations to a desired future state.” Sometimes a
euphemism for ‘update your CV immediately because you never know what will
happen.’ Often closely related to “period of consultation.”
Guru: I rather like the Urban Dictionary definition for this
one; “somebody who is supposed to be an
expert on something.” Quite often a white, middle-aged man.
Cultivation: According to the dictionary, cultivation is the
‘art of cultivating.’ Clear as mud then. I’m not sure that I, as a person who
gives money to charity, like to be compared to something I equate to bacteria.
Maybe I could be fostered (by a nice couple at the seaside), or nurtured (like
a baby), or courted (like a lover). Or I could simply be made your friend and
then you could ask me for some money.
Optimisation: Basically, doing something the best it can be
done. So, “I’m optimising my fundraising,” equals “I’m fundraising in the best
possible way so I can raise more money and change more lives.” (Normally
involves engagement and solicitation)
There are so many, we could be here all day. But I have to
continue being donor-centric and focused, so am off to maximise my income by
optimising my solicitation statements and building the perfect donor journey.
I would love to hear yours!
Danielle Atkinson
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