47. When Donors Turn Away from Nonprofits: Why People Turn to Alternative Forms of Generosity with Lynne Wester

Nearly a half-million people and counting have chosen to help Ukrainians by booking Airbnb rentals in that war-torn country. Why? On this episode of the What the Fundraising podcast, my guest Lynne Wester and I untangle some of the factors behind this impulse to give 1:1 rather than through traditional nonprofit organizations. The founder of Donor Relations Guru, her team partners closely with nonprofits large and small to develop a sound strategy, leveraging technology to create meaningful, sustained donor engagement. In many cases, it all starts with a step-by-step plan that honors “small but mighty” as well as longtime loyal supporters, engendering goodwill, trust and repeat contributions year after year.

Many of us saw during the pandemic that our nonprofit partners were more committed than we realized, eager to step up and continue giving without bells, whistles, events, and swag. The impetus to support whatever cause is genuine. The question is: Do we honor their giving well enough? Lynne highlights ways in which we cultivate good faith by treating donors with respect and personalized expressions of gratitude – whatever their level of giving. You’ll enjoy Lynne’s candor and personal take on everything from managing anxiety to advocating for more no-strings-attached, non-judgmental practices when it comes to aiding people in need. Listen now to hear us discuss all of this in addition to more about “analysis paralysis,” the merits of data-driven strategy, and ways to make inroads with nonprofits that are fearful of shaking up the status quo!

Episode Highlights:

(02:50) – A brief intro to Lynne and her nonprofit philosophy.

(03:06) – Straight into Lynne’s Top Five Strengths-Finder Strengths:

(05:30) – All about feelings: Lynne’s consulting work often centers around being a change agent to coach people 

(06:10) – About the difference between working hard and working optimally. 

(06:50) – Using data and data-based decision-making to separate from emotionally driven responses and self-limiting beliefs.

(07:40) – Lynne explains the psychological phenomenon of “automatic thoughts,” 

(14:01) – Lynne shares her experience of over 18 years of managing an anxiety disorder, harnessing hidden upsides, and developing deeper self-awareness.

(15:10) – Lynne differentiates discomfort from anxiety.

(18:45) – Being a change agent requires intentionality, grounding, and an honest examination of values, goals, and on-the-ground realities.

(21:15) – The pandemic revealed to Lynne that donors deserve trust and grace. 

(22:18) – Mallory reflects on the conversation surrounding Airbnb.org and how for many it became a preferred vehicle to help those under siege in Ukraine. Why? 

(26:30) – Big nonprofits whose communications are aggressive to the point of harassment can set a tone for the entire nonprofit sector.   

(27:55) – Digging deeper into contributions that empower both the giver and receiver.

(29:24) – Possible factors that might be influencing unconventional giving

(33:05) – How Lynne works with her clients to recognize and encourage “small but mighty” donors. 

(40:01) – Is it distrust that people have for nonprofits? Or something else?

(43:58) – All about www.donorrelationsguru.com

Many thanks to Givebutter, the No.1 free fundraising platform, for supporting this episode of What the Fundraising.