Articles & White Papers
8/24/2009
“Best friends” tour builds goodwill
“Extremely encouraging.” That is how Peter Graber of Mennonite Mission Network describes a series of recent donor visits made in connection with Mission Network’s capital campaign, a joint venture with the Executive Leadership of Mennonite Church USA.
In fall of 2008 Graber, Mission Network’s director of development and campaign director, found himself in an unenviable position. “Already in spring [of 2008], people were expressing misgivings about their ability to give in light of impending economic circumstances. It became evident to us as the year went on that there was a distinct group of people whose support would be vital to the success of this campaign.” The group included people with a long history of supporting Mennonite Church USA through financial gifts, advocacy and prayers. They were also among those most invested in the current effort, as many had either already donated or had expressed interest in doing so. Graber and AAI Principal Rich Gerig discussed how best to contact several representatives from this group. In what Graber refers to as “consulting at its best,” Gerig suggested Mission Network consider a “best friends” tour.
Graber brought other campaign leaders into the conversation and the project began taking shape. The tour was set to commence in November, shortly after the bottom fell out of the US economy. Graber and Mission Network CEO Stanley Green would make the visits. Graber recalls that “the most intensive part of the tour took place between November and February [2009], but we continued picking up a few additional visits for the next several months.” By June the two men made 13 separate trips and met with 24 households nationwide.
Participants seemed very open to receiving a visit. “We told them that we were not there to solicit an additional contribution; we were there to lay out our situation and get their counsel. They appreciated the information; I can’t remember anyone who received [a visit] badly.”
Mission Network was curious to learn what adjustments should be made to make its campaign goal more attainable. Green and Graber laid out four scenarios and asked the “best friends” for their feedback. The two received so much favorable input on the options that their decisions were fairly easy. “By the end of the tour, instead of asking ‘Which of these ideas could you support?’ we were saying ‘This is what we’ve decided to do; what do you think?’”
While some friends were uncertain what advice they could offer, others were quick to give counsel. But as Graber recalls, “The concerns expressed were friendly concerns. It was very encouraging to Stanley and me that our friends did not want to place blame or question our competence. They recognized that circumstances had worked against us. The dominant positive response was 1) I’m glad you’re sharing with us, and 2) I’m glad you’re making adjustments.”
Also encouraging was the number of people who offered to review the size of their gifts and see if they could do something more despite the team’s explicit mention that they were not there to solicit contributions.
Graber believes the goodwill built through a “best friends” tour make it a valuable experience even for organizations whose campaigns don’t face the challenges Mission Network’s has. In hindsight, Graber says he would plan a “best friends” tour in much the same way. “Through the cooperative spirit of supporters, persistent scheduling of staff and the excellent input of AAI, this tour accomplished what it was supposed to. The process of visiting people to give them information about an organization they care about and not solicit contributions created a powerful dynamic—that you respect your ‘best friends,’ that you believe they deserve timely information, and that you want to give them a chance to speak into the organization.”
”
.
