Elton Taylor, Jr
Conversation Date: July 9th, 2024 12pm CST
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Introduction
Welcome back to the Million Dollar Nonprofit Podcast! Today, we’re diving deep into donor engagement—a topic crucial to scaling your nonprofit to the coveted million-dollar mark. It’s more than just sending out an email and hoping for donations. There’s a recipe for success, and today, we have the perfect guest to discuss it.
Joining us is Elton Taylor, the Director of Major and Planned Giving at the New Orleans Museum of Art. With over 15 years of experience building relationships and raising millions for various causes, Elton is here to share his insights on successful donor engagement strategies.
The Journey into Fundraising
Elton’s entry into the nonprofit world is a story many fundraisers can relate to—it wasn’t planned. Like many others in the field, he stumbled into fundraising. In his words, “No one goes into fundraising; you kind of stumble into it.” His first fundraising job came in 2003, right before he was scheduled to ship out for the Navy. That opportunity not only kept him out of the military but also set him on a rewarding career path in nonprofit fundraising. “It’s been up from there,” he says, leveraging his background in communications and a love for storytelling.
The Power of Storytelling in Fundraising
When it comes to raising money, storytelling is one of the most powerful tools at a fundraiser’s disposal. Elton emphasizes that while facts and figures are important, they often don’t stick with people the way stories do. “People always remember stories,” he explains. A well-told story leaves an imprint that resonates far beyond the moment, evoking an emotional response that can drive people to donate. And in the world of nonprofit fundraising, creating that emotional connection is key. “Fundraising facilitates giving, and giving is an emotional decision, not a logical one.”
Crafting and Sharing Stories
Elton advises nonprofits to always have compelling stories ready to share. These stories don’t have to make people cry, but they do need to create a connection, something that makes your organization’s mission stick in the minds of potential donors. “Know your story. Always know your story,” he advises, highlighting the importance of being able to distill complex or dry facts into a memorable narrative that captures attention and generates support.
For fundraisers, especially those new to the field or feeling apprehensive, Elton offers a piece of invaluable advice: “Selling naked.” This technique involves going into a meeting with a prospect with no materials, no collateral—just a pad and a pen. The focus is on having a genuine conversation, listening, and learning, rather than trying to sell something. This approach, he explains, can be particularly effective in initial meetings, allowing fundraisers to engage more deeply with their prospects.
Getting Out and Building Relationships
One of the most effective strategies for attracting new donors, according to Elton, is simply to “get out more.” Fundraisers need to get out from behind their desks and computers and engage with people face-to-face. “Get to where the conversations are happening. Get to where the people are who care about the work that you’re doing,” he advises. Whether it’s attending community events, networking through board members, or simply making connections in everyday interactions, being visible and accessible is crucial for expanding your donor base.
Engaging with Donors: A Two-Way Street
Communication with donors should be a two-way process, not just a one-sided pitch. Elton, who has a background in communications, stresses the importance of understanding the room and the people in it. “You’ll never be able to communicate in a way that resonates with a potential donor if you don’t know what resonates with them,” he says. It’s about listening, observing, and making connections that align with what the donor values and cares about.
He also points out that not every interaction needs to be about asking for money. Sometimes, the goal might simply be to invite someone to follow your organization on social media, become a volunteer, or attend an event. “It’s about forming the call to action in such a way that it’s answering the question of what’s the next logical step for this prospect.”
Reengaging Past Donors
Reengaging past donors doesn’t have to be complicated. “Past donors are people,” Elton reminds us. A simple approach, like sending a handwritten note, can be incredibly effective. In an era where most mail is digital or mass-produced, a handwritten note stands out and can make a lasting impression. “Share how their past support has helped you get to where you are today,” he suggests, adding that the note should include a simple call to action, like inviting the donor for coffee to catch up.
He also points out that not every interaction needs to be about asking for money. Sometimes, the goal might simply be to invite someone to follow your organization on social media, become a volunteer, or attend an event. “It’s about forming the call to action in such a way that it’s answering the question of what’s the next logical step for this prospect.”
Building Your Donor List and Communication Strategy
For new nonprofits, Elton recommends focusing on two key areas: building your donor list and getting comfortable with consistent communication. “Every person who gives, volunteers, or takes an interest in your work should be added to your list,” he advises. And once you have a list, communicate regularly—not just the good news but also the challenges and struggles. “Your donors are not your fans; they’re your family,” Elton says, emphasizing the importance of transparency and regular updates.
Elton Taylor, Jr
Fundraising Leader
As we wrapped up our conversation, Elton left us with some powerful advice for new nonprofits: build your list, and communicate consistently. Donors want to feel like they’re part of your organization’s journey, both the successes and the challenges.
If you’re in the New Orleans area, don’t miss the opportunity to visit the New Orleans Museum of Art, where Elton has been making an impact since 2003. You can learn more about the museum and its programs at NOMA.org.
This conversation with Elton Taylor has been filled with actionable insights and advice that nonprofit leaders at any stage can benefit from. Remember, it’s all about building relationships, telling compelling stories, and engaging with donors in a genuine and meaningful way.
Connect with Elton – https://www.linkedin.com/in/eltontaylorjr/
More Resources
Frequently
Asked Questions
Elton’s entry into the nonprofit world wasn’t planned. He stumbled into fundraising in 2003 while trying to avoid military service. Just weeks before his Navy ship-out date, he landed his first fundraising job, and that experience set him on a successful career path in nonprofit fundraising.
Storytelling is crucial because it creates an emotional connection with donors. While facts and figures are easily forgotten, stories leave a lasting impression, making it easier to engage potential donors and inspire them to support your cause.
Elton suggests a technique called “selling naked,” which involves going into meetings with prospects without any materials or collateral. This approach focuses on having a genuine conversation, listening, and learning, rather than trying to push a sale. It helps fundraisers engage more deeply and authentically with potential donors.
Elton emphasizes the importance of getting out of the office and engaging with people face-to-face. Whether through community events, networking via board members, or everyday interactions, being visible and accessible is key to expanding your donor base.
Reengaging past donors can be as simple as sending a handwritten note. Elton suggests sharing how their past support has helped the organization and inviting them to reconnect, possibly over a casual meeting like coffee. The key is to personalize the outreach and show genuine appreciation for their past contributions.
Communication should be a two-way process, involving both talking and listening. Elton advises understanding the interests and values of potential donors and then aligning your message with what resonates with them. It’s also important to have multiple calls to action, not just requests for donations but also invitations to follow on social media, volunteer, or attend events.
Elton recommends two main strategies: first, build your donor list by capturing contact information from everyone who engages with your organization; second, communicate with them consistently. It’s important to share both successes and challenges, so your supporters feel like they’re part of your nonprofit’s journey.
Fundraisers should always be ready with compelling stories that illustrate their organization’s impact. These stories should be tailored to resonate with the donor’s interests and should evoke an emotional response. Elton also suggests listening carefully during conversations to identify what brings the donor joy, as this can be a key factor in successfully engaging them.