When you think of donors, Santa Claus may not be the first person who comes to mind, but he is probably the most prolific and experienced giver on the planet. Every year, he orchestrates a worldwide toy donation campaign, so it’s safe to say he knows the ins and outs of giving. He has all the qualities of the perfect donor, and we want to share what makes St. Nick so great so you can know what to look for in your perfect donor during the rest of the year when reindeer don’t fly.
Makes A List, Shares It
Santa Claus is famous for his naughty-and-nice list. But what most people don’t know is that he actually shares this list with all his elf toy suppliers, who then go out of their way to make sure the “nice” kids enjoy good cheer throughout the year.
He cares how good a job you do and rewards you accordingly. Even more importantly, he shares that information with other people who might care.
Just like Mr. Claus, a good donor cares about whether you do a good job and tells their friends. The details matter. And they will donate accordingly. That’s a good thing. It gives you a chance to stand out from the crowd and to get feedback about where you can improve in your donor’s eyes.
The ideal donor talks to their friends about the nonprofits they like and want to support. Look out for Twitter mentions, Facebook shares, and any other social media attention.
If you get lots of questions from a donor, don’t be afraid to be honest about where your strengths and your weaknesses are. You never know: they might just have the solution you need.
Knows What You Really Need
Santa Claus is best known for giving toys, but then again the majority of his most devout fans are little kids who mainly just want toys for the holidays. Adult gifts are more likely to be subtle things, like holiday cheer, the Christmas spirit, or a sense of connection and meaning brought on by time spent with family.
And of course, anyone who has begged and begged for that one special gift, only to get something much more meaningful, understands that St. Nick knows not just what you want, but what you need.
Likewise, a good donor won’t limit themselves to financial donations. They will offer social support by sharing your story with their networks and maybe even their time and energy if you need volunteers. They are open to creative requests, and they might even make a life-changing connection for you that could make the difference to take your nonprofit to the next level.
Consistent
Santa comes every year, no matter what. You can plan your year knowing you’ll be getting something sweet in December. No matter what, Christmas always finds its way into homes all over the world, right on schedule.
Santa manages to be so consistent because he paces himself. He starts his preparations early, knows what resources he can dedicate, and gives his elves plenty of time to do the work required without burning out. He never misses his cue, and that is definitely a desirable quality in a donor.
Occasional donations are great, but the consistent ones allow nonprofits the most flexibility because you can plan by them. Even smaller donations over a longer period of time allow more flexibility than sporadic or uncertain large donations.
Donors who make giving part of their budgets, who pace themselves and don’t overextend themselves, are the ones who will be supporting you for years to come. They are much more valuable than the one-time big-ticket donor who you never see again.
Anyone who has ever worked freelance knows how an inconsistent income effects their mental state. A regular paycheck helps you feel keep the mental presence to make better decisions.
Generous
Of course, any discussion of Santa’s qualities could never overlook his amazing generosity. He spends his entire year preparing to fly all over the world giving away free gifts to kids and adults with no expectation of anything besides belief in return. (Though he does take a short two-week break in the South Pacific right after the holiday rush to unwind).
Generosity, ultimately, is the most valuable quality in a donor. Someone who wants to help and give what they can for a cause they believe in is a rare and valuable person to have on your team. Generosity like that can overcome any sort of material limitations. It requires a certain kind of spirit and worldview, a sense that we’re all in this together and that we all ought to look out for one another. In a way, generosity is about seeing that someone is in need and deciding that you are going to take responsibility for helping them out instead of waiting for someone else to do it.
When you find a generous donor, treat them well.
Inspires Others To Give
Santa not only gives gifts, but he also inspires generosity in others. The Christmas spirit is the spirit of giving after all, and that is the real work that Santa does. That’s the whole purpose of his yearly exodus. Because let’s face it, Santa doesn’t handle all the deliveries himself. What enables his amazing feat is that he inspires others to chip in.
A donor who can inspire generosity is worth cultivating. They will help others see just how valuable and important giving is by showing their own willingness to contribute to lightening the loads of others.
These donors do more than spread the word. They understand your mission and your passion, which become infectious. They might not be outspoken recruiters, but their dedication lights fires.
You can identify these types of donors by paying attention to those who seem to get your story and who talk about it. You can cultivate them by asking for their input where appropriate and by asking them to create their own fundraising page so they can fundraise on your behalf- this will help them feel involved and multiply your reach.
Organized
Santa’s list isn’t just for identifying naughty and nice kids. It’s also his way of keeping track of who needs what, when, and where. And that’s obviously not the only organization he maintains. His worldwide network allows him to keep tabs on the best toys and all the best methods for arranging that they end up where they need to be.
If your nonprofit relies on crowdfunding, organization in a donor if essential. The more organized your individual donors are, the better they will be at implementing the strategies that you supply them. It also makes it easier for them to keep their own networks motivated if they are willing and able to follow up with members of their network who might be lagging or fallen off the radar.
So go out this holiday season and see if you can find yourself some Santa-level donors. And have a Happy Christmas.
