com-mu-ni-ty – n
Old school definition: A social group of any size whose members reside in a specific locality, share government, and often have a common cultural and historical heritage
New school definition: A social group of infinite size whose members live anywhere in the world and who share the commitment to advancing a specific vision
The whole world in our hands
As fundraisers for education, we often struggle with defining “the community” of potential donors to colleges, universities, and public and independent schools. Gone are the days where doing a sweep of the neighboring blocks would find grandparents, parents, and alumni still living and working within a stone’s throw of their alma maters, willing to give. Today, those who may be inclined to support the schools that supported them are across the country and around the world.
And, in many cases, those who wish to support a certain CAUSE that would directly impact many institutions, aren’t directly tied to these institutions at all.
Consider Bill Gates’ commitment to give $12.9 million to community colleges next year to “ advance the role of technology at community colleges beyond online courses” and to increase the number of Americans with post-secondary degrees. He is not, we should mention, giving to community colleges only in the Seattle area, his “community.” Instead, his gifts are being spread out among 16 states.
So, what does this say for us and the “communities” we try and reach? Especially with philanthropy down across the board, how can we expand our definition of what community means to ensure our message appeals to a broader audience?
1. Think about what you want for your organization in terms of VISION and not in terms of PROJECTS.
2. Remember that even if your organization satisfies a local need, it’s purpose may have a global appeal.
3. Keep track of anyone and everyone who has a positive interaction with your institution and never discount them as potential donors–just because they live in Seattle!
The world is changing and with it, so must our approach to cultivation and education of those who have something to give in support of our endeavors. The good news? As community grows, so do our opportunities to create something truly exceptional. The bad? The onset of carpal tunnel from signing ALL those holiday cards…
Definitely an interesting perspective on ‘community’. I think that it may be looser than even sharing a “vision” – from the looks of the social media, a simple interest, common background, or upcoming event is enough to create a community, however temporary or intermittent.
This constantly shifting nature of ‘community’ hands us the classic opportunity/problem……How do we maximize all the “intersections” between our work and those interest points that create groups of potential donors with common interest? How do we take that interest and turn it into the loftier (and hopefully tighter and more giving) community that shares a VISION ?
The opportunity is broader than ever, and the job of figuring out how to make it really pay off and getting our organizations to support those efforts, WHILE keeping our focus on the proven work that we’ve been doing…..well, THERE is the problem.
I think figuring out that issue will be the next few years’ worth of work. The extra work, that is…….
Very thoughtful response, Molly. Social media certainly adds a whole new element to giving. While Bill Gates may not give to Heiffer International just because Warren Buffett does, my mom may give to Susan G. Komen because I’m running the 5k. The people we love want to support things we are passionate about–even if they may not be empassioned by it themselves.
Truly, the potential is infinite.
Thanks for the two cents. Multiply that by your billion person community and we’ve got$20m which is really something!
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