The Difference Between “Release” and “Recess”
During Advisory Board orientation, I explain the differences between “release” and “recess.” My goal is to help Advisory Organization members understand that the provisions formalized by The Salvation Army offer them release from the concerns (and drudgery) often associated with a Board of Directors. But the release of such formal and legal responsibilities doesn’t mean it is recess, with nothing for the Advisory Board members to do. Instead, I encourage them to allocate time and energy to areas where they can do the greatest good.
When I think about the local role in a Divisional direct-response fundraising program, I see clear parallels. The local Command is released from the day-to-day requirements of effectively managing a robust direct-marketing program. But, that doesn’t mean the local Unit should simply go out on recess, washing their hands of the program. Doing so can quickly develop into an “us and them” situation.
In reality, the local group has the most important role in ensuring the success of direct-response fundraising.
4 Reasons Why Local Command Involvement Is Invaluable for Direct-Response Fundraising Success
- You know your community.
Regardless of the very best efforts, the Divisional staff will never know your community as well as you do. The local Command is far more likely to catch program differences and add local relevance to direct-marketing campaigns.Sitting at headquarters, an appeal may be easily read as one related to “every Corps.” But, sitting in your community, you may quickly see that “every” doesn’t include you. You can then work with the Divisional representatives to make certain that what is portrayed in the fundraising ask accurately reflects your expression of The Salvation Army’s mission. Mass mail is, by definition, for the masses. Simply adding a local reference or statistic can pay huge dividends. However, these local relevance tweaks need to remain minor to keep the integrity of the tried-and-true package.
- You are the face of The Salvation Army.
All fundraising is local, and in reality, so is all communication. Direct marketing is a combination of fundraising and communication. As the local representative, you need to know what is being communicated to your community through direct mail, email marketing, and other digital efforts like social media and Google AdWords. You will be most successful when you’re aware of what is being communicated to your donors and the community at large.
- A local “thank you” makes a huge impact.
The local “thank you” is invaluable to long-term donor satisfaction. I’m not talking about a form letter or a replacement of a vendor partner’s acknowledgment program. I’m talking about a personal phone call (including messages), handwritten notes, social media spotlights and shout-outs, or a handshake at the civic club meeting. Pair a sincere, personal “thank you” with an invitation to see their gift at work, and you’ve got the foundation for great things.
- Accept responsibility.
It is your Command — so take responsibility. Pointing fingers to faceless people in distant locations (be it a vendor or headquarters) is counterproductive. It may be easier, but it diminishes your role and voice with those who support you. Inevitably, something will go wrong, or someone will perceive something as going wrong and call you. When taking responsibility, you make certain you are staying involved with your donors. It isn’t a middleman. It’s ownership. Sometimes, you get to be the one to share the solution, but other times, it means sharing an unwelcome answer.Perhaps you didn’t pick the vendor or the appeal. But, deflecting will not serve your Command or your donors. You likely won’t be able to answer every question instantly, and you don’t have to. An initial response of, “Let me work on that and get back to you” isn’t bad. In fact, you may earn respect by simply calling them back. The local role and the Divisional role — both important, yet different. Remember how the Apostle Paul, in 1 Corinthians 12:12-27, discusses unity and diversity in one body (the church!) when you think about which role is more important.
Christopher L. McGown is the Divisional Director of Communications and Donor Engagement for The Salvation Army’s Kentucky & Tennessee Division of the Southern Territory. A full-time employee for more than 25 years, he has served in every seat of the Community Relations and Development Department. He calls Louisville, Kentucky home, along with his understanding wife, two rambunctious boys, and man’s best friend, Chewy. You can connect with Christopher online @CLMcGown.
Are you a Salvation Army professional who would like to share your fundraising best practices or community engagement tips with your colleagues? Email info@TrueSense.com for more information about writing a guest post for The Ringer.