20% of fundraisers don’t feel valued. Does this matter?

Last month we released a report into fundraising planning, finding clear links between fundraising performance and philanthropic orientation.

Philanthropic orientation is, in effect, culture for nonprofits. It can encompass many things – we consider that it reflects a high degree of donor centricity; a philanthropic core to a charity’s value base; significant Board support for fundraising; respect for fundraising as a profession; an emotional and compelling case for support; and an innovation orientation.

Our research with organisations across the globe and of varying sizes and issue sectors revealed that in some areas, many charities score highly – generally speaking, most have a high degree of donor centricity, for example. But an area where more effort is needed is with regards respect for fundraising as a profession. Among those we surveyed, 20% said they do not feel their organisation views them as professionals. One way to interpret this result would be to turn it on its head, and focus on the upside – that the majority of fundraisers do believe their organisation views them as professionals. This is, on the face of it, positive.

But can we afford to abandon the other 20%? Can we leave one in five fundraisers feeling undervalued, believing that they are not really considered professionals? This is not something that the sector nor individual charities should tolerate.

Fundraising is an art, it’s a science, it’s a practice that is evolving and whose theoretical underpinning is growing more comprehensive by the day. Those who practice fundraising of course range in competence, in confidence, in experience – as in any line of work. But those who fundraise are, without a doubt, professionals.

Recognising the contribution of all workers to an organisation is a 101 of good management practice. But beyond the basic humanity and sound business acumen in recognising that all staff contribute, whether they sit in ops, finance, comms, delivery or fundraising, our research proves that recognising fundraisers as professionals is also key to enhanced fundraising performance. The more fundraisers are recognised as a profession, the greater the philanthropic orientation. The higher the degree of philanthropic orientation, the greater the fundraising performance.

So, affording fundraisers the respect they deserve acquires both a moral and economic relevance. It’s the right thing to do. And it’s good for revenues.

Knowing then that it is important, how should you go about it? Viewing fundraisers as professionals and valuing their contributions is not something many organisations will realise is necessary. Can you say with total certainty that your fundraisers feel valued? One in five fundraisers don’t, so if any doubts persist, then a long hard look at internal practices is needed.

The measures that each organisation will need to review and undertake will vary – but key things to consider are a dedicated training and development budget for fundraising staff, the integration of fundraising with other aspects of the organisation and the extent of board support for fundraising. There also needs to be a strong and clear recognition of their professional expertise. I’ve worked with many organizations whose Boards, senior management and even communications teams, all appear to hold qualifications in fundraising and where that illusory “expertise” drifts the organization into failure or at best, sustained mediocrity. I’m not suggesting that fundraisers should not be subject to oversight or compelled to argue their corner. But I am suggesting that when they offer a view, they are understood to do so as qualified professionals. 

Whatever steps are taken, feeling valued and recognised does not happen overnight – it’s a gradual process and one which requires continued efforts, and in some cases, value shifts. But it’s a process which yields innumerable benefits to job satisfaction and confidence, while providing a measurably positive difference to fundraising performance.

For more information on philanthropic cultures, the performance of different sized nonprofits and the features of successful recognition of fundraising as a profession, read our full report here.