Sat, 3 April 2010
This podcast includes: Brad Layland and Pat Rhoades discussing women and fundraising with Elizabeth McRae. Elizabeth is one of the best fundraisers we have on staff. She works in Northwest Atlanta and she is Campaign Director for Sharp Top Cove.
In the U.S. women control 14 Trillion dollars in assets. Elizabeth says, “Bloom where you’re planted.” Women know how to connect with women. Reach out to moms with kids. When they’re going to watch their kid play basketball, go along and do contact work with those you’re developing relationships with. Join into their world, get to know them and then that fosters later conversations about giving. Partner with a man who is on staff or a volunteer when you go to have coffee or lunch with a male donor. This avoids any chance of giving a wrong impression. Do the reverse if you’re a man taking a female donor out, bring along another woman. This also makes getting to know them easier because you’ve got someone along who has an inside insight into their own gender. A team approach is perfect. Going in twos is completely biblical and it also provides an extra set of ears to listen and then of course that’s the safest approach.
Women own 40% of businesses in the U.S. Women are responsible for 80% of all consumer purchases.
The more involved the women are the more likely their men will give. So a good strategy might be to get a lot of ladies involved in the ministry. Their husbands will follow. In many homes the wife controls the checkbook.
There’s sometimes the misunderstanding that women need to hang out on the golf course or go hunting in order to raise money. That’s not true. Women just need to figure out how to connect with other women. If they’re passionate about their family, then get to know their family. Women are pros are developing relationships.
How does a man create an environment to connect with women? Reach out to women? People give to people. Build a connection with someone who you both know and take that person along as a bridge. Women ask other women to join with them in a common goal. It’s much easier to ask another woman. Women have deep relationships with other women and if you find some who are connected in the community – you’ve found a bridge, a connection. Women may shy away from thinking they can do “fundraising” but their gifted at relationships which is what you need to raise funds.
To maximize your time for ministry with kids understand how women relate to fundraising.