WHY I USE THE L WORD IN FUNDRAISING

Sometimes my free and easy use of the L word makes nonprofit execs uncomfortable, when they’re new to working with me.

I’ll see it in a raised eyebrow during a strategy session on Zoom.

Or in a comment like “Not sure about this word… It’s not something we normally say” on copy written for donors.

When I used the L word in a tagline for my website, a fundraising friend remarked that it was a bold choice. (Would I seem too woo-woo?)

And I get where the discomfort comes from!

We’ve all been socialized (again and again) to mimic the norms of corporate and institutional culture – to “sound professional.” Trying to prove our legitimacy, we follow scripts that don’t always serve us well.

Of course, love isn’t objective, formal, or bureaucratic. So it makes us squirm a little, professionally speaking.

And that’s exactly why I talk about love in fundraising. I’ve found that the discomfort invites the best conversations: What’s your mission really about, anyway?

Turns out, the answer is always some version of connection, care, wellbeing, and betterment. It’s love.

And when we ask donors why they give, they don’t talk about transactions, investments, or tax credits.

Turns out, when a donor gives, it’s so personal and relational. They’re expressing their identity, their best, most loving self – as a compassionate neighbor, a warrior for equality, a fierce conservationist, or a faithful Christian (as examples).

Turns out, donors see themselves as philanthropists in ancient Greek terms: Loving others.

And there’s a science to all of this! Research shows its untapped potential.

Just through some tweaks to communications, we can INCREASE:

• A donor’s companionate love (the “walking life’s journey together” kind of love, not just feeling sorry for others).
  

• A donor’s sense of wellbeing and self-love.
  

• A donor’s intention to keep giving, increase giving, and leave a legacy.
  

• Our own wellbeing and sense of self-love as fundraisers.
  
  

So, while many nonprofiteers have warmed to the concept of “donor love” – as in, good stewardship – I think there’s more.

What if we not only normalized the L word in our profession, but placed it at the center of everything?