Podcast Summary: Nonprofit Lowdown Episode #315 – Starting Your Major Gift Program with Elizabeth Goldberg
Release Date: December 2, 2024
Introduction
In Episode #315 of Nonprofit Lowdown, host Rhea Wong engages in a profound conversation with Elizabeth Goldberg, a seasoned fundraising professional and the current VP of Strategic Fundraising. The episode delves into the intricacies of building major gift programs from the ground up, offering invaluable insights for nonprofit leaders and fundraisers aiming to elevate their fundraising efforts.
1. Elizabeth Goldberg’s Background and Journey
Timestamp: [01:09]
Elizabeth Goldberg begins by sharing her unconventional entry into the nonprofit sector. Initially working for a textile manufacturer, Elizabeth found greater fulfillment in her volunteer work within nonprofits. This passion led her to pursue a master's degree at Brandeis, ultimately steering her career towards fundraising.
Key Quote:
“I got more joy out of the work that I was doing in the nonprofit space than working for a textile manufacturer.” – Elizabeth Goldberg [01:23]
Elizabeth’s fundraising career commenced at the Jewish Federation in Milwaukee during the tumultuous economic downturn of 2008. Despite initial uncertainty, mentorship played a pivotal role in honing her fundraising skills. Over the next 15 years, Elizabeth evolved from aspiring CEO to a dedicated Chief Development Officer (CDO), focusing on donor relationships rather than organizational leadership.
2. Donor-Centric Fundraising Approach
Timestamp: [03:49]
Rhea highlights Elizabeth's donor-focused methodology, contrasting it with the often organization-centric approach prevalent in many nonprofits. Elizabeth emphasizes the importance of building genuine human connections with donors by understanding their passions and philanthropic desires.
Key Quote:
“Our job is to help educate our donors and then help them do the thing that they want to do in the world to get the impact that they want to see.” – Rhea Wong [05:08]
Elizabeth discusses her early experiences with young leaders, teaching her to ask meaningful questions like, “What are you passionate about?” and “How can I help you make a difference?” This approach not only cultivates trust but also fosters long-term donor commitment.
3. Shared Values and Community Building
Timestamp: [05:32]
The conversation shifts to the role of shared values in fundraising, particularly within the Jewish community. Elizabeth explains that philanthropy transcends religious affiliations, focusing instead on common values and community building.
Key Quote:
“Philanthropy can do that without religion. It can do that. What, who do you want to help and how do you want to do it? And where are like-minded people?” – Elizabeth Goldberg [06:04]
Rhea and Elizabeth discuss the challenge of maintaining shared values in a diversifying societal landscape, emphasizing the power of common humanitarian goals to unite donors, irrespective of their religious backgrounds.
4. Navigating Generational Differences in Fundraising
Timestamp: [15:49]
Elizabeth addresses the generational gap between frontline fundraisers, often younger (Gen X, Millennials, Gen Z), and major donors, typically Baby Boomers and Gen X. Understanding and adapting to different communication preferences is crucial for effective donor engagement.
Key Quote:
“When I got to Milwaukee, I was 30 and probably the youngest by 20 years in the office who was a frontline fundraiser. And there was lots of conversations about generations.” – Elizabeth Goldberg [16:04]
Rhea underscores the importance of tailoring communication strategies to suit the preferred modes of various generations, advocating for personalized outreach to bridge the communication gap.
5. The Art of Listening in Fundraising
Timestamp: [10:02]
Rhea introduces the concept of three levels of listening, vital for successful fundraising. Elizabeth concurs, sharing a personal anecdote about misinterpreting a donor’s cues, which led to a valuable learning experience.
Key Quote:
“The rejection is not about them. And it shouldn’t be about us.” – Elizabeth Goldberg [30:07]
Effective listening involves not just hearing words but understanding underlying emotions and unspoken needs, enabling fundraisers to respond empathetically and appropriately.
6. Building and Managing Donor Relationships
Timestamp: [13:51]
Rhea inquires about strategies for relationship building, prompting Elizabeth to highlight the importance of authentic engagement over transactional interactions. Personalized communication, such as handwritten notes and tailored conversations, can significantly enhance donor relationships.
Key Quote:
“Let the process play out. Why did I have to say no?” – Elizabeth Goldberg [24:38]
Elizabeth emphasizes maintaining donor-centric interactions, where the focus is on understanding and supporting the donor’s journey rather than merely soliciting funds.
7. Establishing a Major Gift Program: Case Study
Timestamp: [22:35]
Elizabeth recounts her experience establishing a major gift program at Chris180. She outlines the importance of structured planning, including defining target audiences, communication strategies, and personalized engagement tactics.
Key Quote:
“Get your structure down, have a plan, know where you want to go and just lay it out and let that machine do its thing.” – Elizabeth Goldberg [22:35]
By implementing a structured approach and leveraging personalized interactions, Elizabeth successfully increased major gifts, demonstrating the effectiveness of strategic planning combined with genuine donor engagement.
8. Overcoming Challenges in Donor Engagement
Timestamp: [26:05]
Both Rhea and Elizabeth discuss common obstacles such as donor non-responsiveness and the fear of rejection. Elizabeth advises adopting resilient strategies, such as diversifying communication methods and involving board members for introductions, to enhance donor responsiveness.
Key Quote:
“Hope is not a strategy. Talk to the people who actually want to hear from you.” – Rina Wong [28:53]
Elizabeth advocates for targeted outreach to engaged donors while respectfully acknowledging and accepting donor disinterest, thereby conserving resources for more promising engagements.
9. Final Thoughts and Best Practices
Timestamp: [41:10]
In concluding the episode, Elizabeth imparts essential best practices for building major gift programs. She stresses the importance of comfort in discussing wealth, authenticity in interactions, and the acceptance that not every relationship will yield a gift.
Key Quote:
“You have to be comfortable to be around wealthy people, and you have to be authentic.” – Elizabeth Goldberg [41:10]
Rhea echoes these sentiments, emphasizing that the act of asking itself is a victory, regardless of the outcome, and encouraging fundraisers to focus on actions within their control.
Conclusion
Episode #315 of Nonprofit Lowdown offers a comprehensive exploration of establishing a major gift program, enriched by Elizabeth Goldberg’s extensive experience and practical advice. From understanding donor motivations to navigating generational communication differences, the episode equips nonprofit professionals with the strategies needed to cultivate meaningful and lasting donor relationships.
Notable Quotes:
- “We are just the conduit.” – Elizabeth Goldberg [30:22]
- “The rejection is not about them. And it shouldn’t be about us.” – Elizabeth Goldberg [30:07]
- “Let the process play out. Why did I have to say no?” – Elizabeth Goldberg [24:38]
- “Hope is not a strategy. Talk to the people who actually want to hear from you.” – Ria Wong [28:53]
Resources Mentioned:
- Elizabeth Goldberg’s Professional Role: VP of Strategic Fundraising
- Rhea Wong’s Program: Big Ask Gift Program
For more insights and strategies on running your nonprofit like a pro, subscribe to the Nonprofit Lowdown podcast and explore additional resources at riawong.com.