Small Things Make a Large Difference

by Jerry F. Smith, CFRE

Several years ago a client told me that the reason we got the job was, in checking our references, they found we always created a written proposal and left it with the prospect.

You never know what will impress someone. 

I once asked a prospective donor for $18,000, payable in equal amounts over three years. When she called the president to share her decision, this donor said when asked for $18,000, she immediately thought there was no way she could do it. However, after reading the proposal, she understood we were asking for $6,000 per year for three years. She made the pledge.

So now, when asking for a gift or pledge, I always break out the amount payable in equal amounts over the pledge period. It may seem like a small thing to the fund-raiser asking, but it is a large thing to the prospect. Why? Because $6,000 sounds much better than $18,000! As fund-raisers, we have to be very clear during the solicitation meeting as to what exactly we are asking.

I just finished reading, "The Power of Small" by Linda Thaler and Robin Koval. To quote from the book, "Going the extra inch-whether with a client, customer, family member, or friend-speaks volumes to others about our talent, personality, and motivations. After all, if we can't take care of the small details, how can we be counted on to deliver when it really matters."

I believe that the fund-raisers who are concerned with the small things, are the ones who make such a huge difference. I talk about the importance of sending thank you letters within 48 to 72 hours after receiving a gift. More importantly, it's not just getting the thank you letter in the mail quickly that makes a difference, it's taking the time to make sure the letter is personal. For example, call the donor by his or her first name if you have a personal relationship and write a short P.S.  Most people today are so busy they will not take the time to read a long letter, but regardless of the length of the letter they will always read your P.S. Another small thing that can make a big difference is to call your donors and thank them when they make a gift or make a pledge payment.

Fund-raising is a very competitive business. Every non-profit is looking for that charitable dollar. There are over 1.4 million non-profits, and if we as fund-raisers don't learn the importance of doing the small things, then we will see our donors move on to those other organizations. After all, there are many options.

John Wooden, a Hall of Fame basketball player and UCLA coach, talks about small details in his book, "A Lifetime of Observations and Reflections On and Off the Court." He says it's the small things that make a difference between champions and near champions. At the beginning of each practice, Wooden taught his players how to correctly put on their socks. Seems like a pretty small detail. But Wooden says, "I wanted absolutely no folds, wrinkles, or creases of any kind on the sock. Wrinkles, folds and creases can cause blisters.  Blisters interfere with performance during practice and games." Small detail. Big difference.

I have learned if you go the extra mile, you will be miles ahead of your competition! Look for and do the small things, and I will assure you it will make a large difference with your current and prospective donors.