publication date: Nov 22, 2011
Long-time fundraiser Fraser
Green of Good Works has written
a new book called 3D Philanthropy: Make Your
Donors Love You by Connecting with Their Minds, Hearts and Souls. This is the third in a series of interviews between Fraser and Leanne Hitchcock of Civil Sector Press about why he wrote the book, and specifically about the "soul"
How does the soul, the third component of 3D
philanthropy, fit into the mix?
The soul is the elephant in the room that
nobody talks about much.
least addressed of the three dimensions - yet in many ways, it's the most
important of the three because it's so central to who we really are. The
characteristics that make us soulful are the characteristics that drive
To me, philanthropy
is by definition the soulful expression of the human self. Philanthropy is one
of the deepest ways human beings reach out and connect with one another. And
all of my research and all of my personal belief points me to the idea that at
the end of the day in the human existence, nothing is more important than the
relationships we've had with one another in our lifetime.
have always practiced philanthropy from a very spiritual place. For example, 86%
of donors we've surveyed tell us that their giving is an extension of their
spiritual beliefs! Donors are clear about their spirituality - and we seem to
be afraid to go there.
The courage to approach spirituality
have somehow lost sight of that. What I'm trying to do with the book is to try
to bring the fundraiser much closer to where the donor lives and breathes. When
you look at the sessions at a CAGP conference, there are lots of sessions on
taxation, etc., but how many are about spirituality? The vast majority of
donors are more interested in expressing the true meaning of their life than in
tax avoidance. Of course those areas are important, but not most important to
book is trying to do is to get fundraisers more in tune with the donors, and
ultimately I believe we will raise more money. The economics of it all are
simple. Loyal donors are the economic engine of any charity's database. We
build loyalty in our donors by establishing deep human relationships with them.
And, those relationships are built in the heart and the soul more than in the
There is a
shift towards spirituality now more than ever. Maybe it's time to bring this
type of thinking into the work that we do. Plus - at the end of the day - it's
a lot more enjoyable and meaningful for us!
What's your ambition for the book?
My greatest hope is that fundraisers will read 3D
and have more hope for the future. I also hope it will
help them understand themselves and life better.
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