Celebrating 10 Years of Advancing Philanthropy
An Interview with Jeffrey D. Byrne, President & CEO
Editor’s Note: In 2010, Jeffrey Byrne & Associates will celebrate 10 years serving the development needs of the nonprofit community nationwide. A recognized leader in philanthropy, Jeffrey Byrne recently sat down with us to reflect on the past 10 years as a fundraiser and a business leader.
The Decade
Some would argue that the past decade may have been the most challenging for fundraising when you consider all that has happened: 9-11, the Tsunami, Hurricanes Katrina and Rita, the wars in Afghanistan and Iraq, and now the recession. Was the philanthropic community ready for what the decade brought us?
JDB:
I don’t think anybody was ready for some of our experiences in the past decade, but that extends well beyond philanthropy. Economically, politically and environmentally there were dynamics we hadn’t faced prior to 2000. However, it was the nonprofit community that showed some of the greatest strength and perseverance during the decade.
During every natural disaster and economic crisis, we have seen the level of concern among nonprofits rise. First, the obvious concern is the ability to fulfill one’s mission, especially for those who are called on the most during disaster. Second, all nonprofits worry about the ability to raise funds when there is so much pressure on limited resources.
The greatest learning in the past decade? Those who support philanthropy continue to rise to the occasion. You need not look further than giving levels following the Tsunami or Hurricane Katrina to see that when needed most, Americans give.
Were we ready? Absolutely! Did we respond beyond expectations? Without a doubt.
How have nonprofits, donors, and the philanthropic community responded to the highs and lows of the past decade?
JDB:
Donors give regardless of external factors. Yes, the level of giving may fluctuate, but donors give. The research from Giving USA proves this year after year. In the worst of scenarios, giving levels stay consistent or even rise in many sectors. We should never forget that.
Nonprofits responded in various ways, but the most successful at fulfilling their missions did so by being consistent in their fundraising. Efficiency became the mantra in recent years as nonprofits used technology to their advantage.
Planning, while always important in fundraising, become even more of a focal point during the recent recession. With little to waste, many nonprofits used planning in all its forms to find efficiencies in fundraising.
So we ask the proverbial question: If you knew then what you know now, would you change anything about how you led capital campaigns in the past decade?
JDB:
No, but best practices will always serve well. These include sufficient planning to prove your readiness and “case;” being donor centric, which means patient cultivation and really listening to donors’ passions and interests—not taking donors for granted, which we should never do; adequate training and positive experience in solicitations to help ease volunteers’ fears of fundraising.
One reason our campaigns have succeeded among highs and lows is the volunteers who have passion for their causes. Also we implement creative solutions with an eye toward “total project development,” taking into account non-traditional sources that can help finance the project and leverage charitable support. It’s important to plan well and work the plan. It helps immensely to hold to a tight timeline so that volunteers and the community do not become “campaign weary.”
The Art & Science of Fundraising
You’ve been involved in fundraising since even before these last 10 years of leading JB&A. What has been the most dramatic change you have seen over the course of your career?
JDB:
Many aspects of fundraising simply don’t change. Community needs remain consistent. Nonprofits, philanthropists and fundraisers simply need to adapt according to each situational analysis and adopt strategies that respond to community input.
That being said, the biggest change during my career certainly is the advancement of technology and its use in fundraising.
We hear so much about the differences in giving among generations. Have donors really changed that much in the past decade?
JDB:
Not really. Philanthropy is still a deeply emotional activity for many people. We hear a lot about a new generation of younger, more committed philanthropists participating in the giving process. This is true, but the essence of fundraising still lies in communicating your mission to your constituents.
Certainly technology plays a new role in fundraising, especially when we consider the impact social media has on our lives. But social media is largely a delivery mechanism that has tremendous impact because of immediacy. It is still incumbent on the nonprofits to tell their stories, share their missions, with great passion and effectiveness.
Let’s not forget the importance of the personal and emotional connection in fundraising. Yes, I can connect with many people quite effectively via new technologies. But if someone explores my nonprofit, visits our facilities, engages directly – and hears the stories of how we change lives – the likelihood of them becoming a donor rises greatly.
If you had the ear of every nonprofit leader, what is the one thing you would want them to understand about the art and science of fundraising?
JDB:
Perhaps the answer lies in your question. Fundraising is both an art and a science. There are proven strategies, plans and tactics that make fundraising more effective. There is research, data and technology to enhance fundraising in all its forms. This is the science.
The art of fundraising lies more in helping nonprofits connect with their stakeholders on a deep, emotional level. Tactics aside, if you want someone to give they must believe in your cause. The more they believe, the more success you will achieve.
It may sound obvious, but many times my plea to nonprofit executives is to look at fundraising holistically. From proper planning, through a lengthy campaign, to donor recognition upon conclusion – every step must be seen along a continuum. Disrupt any one aspect of the campaign and you jeopardize the entire effort.
So if I had the ear of every nonprofit what would I tell them? Stop. Step back. Look. Listen. Plan. Anticipate everything. Plan again. Then move forward with tremendous conviction.
During the 10 years of JB&A, what has contributed the most to the firm’s success?
JDB:
First, our clients have shared in our belief that campaigns done the right way pay great dividends. They have stood by our side, in partnership, throughout the good and the bad. Each success led to another opportunity. Our first client success 10 years ago has led to our most recent success, 10 years later.
Second, our consultants come from the nonprofit community. There has been no greater asset to our organization than the fact that our entire group of consultants has been on the front lines, in every capacity imaginable.
And then there are the hundreds – thousands – of caring, committed volunteers who have been willing to work for the cause to help make the vision a reality. There’s no substitute for that level of commitment.
The Future of Fundraising
Assuming the recession continues at least through 2010 and we remain engaged in a war, what does the immediate future look like for nonprofits embarking on a capital campaign?
JDB:
Without sounding redundant, most nonprofits now realize they can’t wait for things to get better. Sure, in some cases a building expansion can wait a little while, but in most cases the mission can’t cease because the economy is struggling. In fact, many of our clients are experiencing their highest demand for services in years. They need more resources, programs and the capital to support their missions.
We have responded to this by greatly enhancing our services to clients. We are still, first and foremost, capital campaign fundraisers. But we are also highly experienced leaders of nonprofit organizations. As a result we have expanded many of our educational offerings to address the business of fundraising in all its forms.
Today, our clients and the nonprofit community can look to us to help expand their knowledge of fundraising. Through our participation and leadership with the Giving Institute and the Giving USA Foundation, we are committed to helping connect nonprofits to their communities.
As a business leader, do you see changes for JB&A in the near future; how you serve your clients and the community?
JDB:
Technology will continue to play a role in service delivery, but this is not new for us. We have always looked to technology to help us deliver service, not replace it.
We also have an obligation to be good stewards of our clients’ resources. This, too, is not new to us but has a renewed focus. Under tight financial constraints, many nonprofits are closely reviewing every investment and expenditure. This close scrutiny means service partners must be on their toes in all aspects of the relationship. We demand this of our vendors and our clients demand it of us.
And lastly, give us a peek at 2020 – your 20th anniversary.
JDB:
I’m still processing 2000 – 2010, and now I should think about 2020? A difficult, but important, question.
I am a fundraiser. I have always, very proudly, defined my role as that of a fundraiser. Our mission will always be to help nonprofits connect their missions to their stakeholders.
So in 2020 my hope is to simply serve more. As long as there are missions to be supported, we will do our part to help them raise the funds they need to grow and succeed.
