It’s that time of year again. No, not the holiday fundraising season, though that is also underway. I’m referring to how it’s the time of year when nostalgic millennials and their kids cue up “The Muppet Christmas Carol” and settle in for some cozy storytelling.
But even if you’re more focused on the fundraising season than the holidays, the Muppets still have some lessons to offer you. In the film, explosive scientific duo Bunsen and Beaker are cast as “well-meaning gentlemen” who spend the Christmas season calling on businesses to give back to the community. It’s a Dickensian way of saying they are fundraisers.
They quickly pay a visit to one of the wealthiest men in town, Ebeneezer Scrooge. During this visit, they deploy several fundraising tactics that can be pretty convincing to anyone who is not so uncharitable that they require multiple Christmas Eve hauntings. Here are their tactics in order:
- Personalize Your Outreach: Bunsen opens by addressing Scrooge by name. Like all skilled fundraisers, Bunsen knows that donors are much more likely to give when you personalize your communications with them.
- Identify Your Cause: Next, Bunsen explains that he and Beaker are from the Order of Victoria Charity Foundation. Identifying your cause is crucial so that your prospective donor has a clear sense of where their gift is headed and who will benefit.
- Don’t Bury Your Ask: Bunsen then clearly states that they would like to speak to Scrooge about a donation. Sometimes fundraisers bury their asks in a lengthy preamble. But donors tend to prefer you’re straight with them from the beginning about why you’re reaching out.
- Share Why You Give: Bunsen goes on to mention the “festive season” and how it has inspired the duo to take care of those less fortunate by giving and raising money on their behalf. Donors respond better to fundraisers who have a stake in the cause.
- Be Responsive: Scrooge asks if there are no poorhouses that can take care of those without shelter. Bunsen immediately counters that while there are poorhouses, many without shelter are not comfortable residing in them, and that he and others are instead working to raise a direct fund for those impacted.
- Let the Prospect Set a Floor: Bunsen then makes his ask, but rather than asking for a specific dollar amount, his ask is an open-ended “What might I put you down for?” This leaves the donor to come up with a sum that is within their means but also feels generous enough to satisfy the fundraiser. Most donors will give the minimum if you set a donation floor. They will also give more than what you might expect if you don’t start with a concrete number.
- Be Prepared to Hear ‘No’: Scrooge, being a miser, tells Bunsen he may put him down for “Nothing.” Undeterred, Bunsen sidesteps this no and instead replies, “You wish to remain anonymous?” The best fundraisers prepare for a no so that they can comfortably continue the conversation and try to find a way to pivot back to a yes.
- Don’t Rush an Answer: After Scrooge and his nephew Fred argue about Scrooge’s ability to donate, Fred makes a donation and leaves. Rather than fill the awkward silence his departure causes, Bunsen waits patiently and then repeats his ask.
- Show Appreciation: Even as Scrooge literally shows Bunsen and Beaker the door, Bunsen makes sure to mention that they have taken up enough of Scrooge’s time. It’s an important reminder that, regardless of the outcome of the conversation, a prospect should be thanked for taking the time to hear you out.
The Long-Game
While Scrooge behaves poorly throughout the conversation, it’s clear from the rest of the film that his exchange with the fundraisers sticks with him. When he arrives home that night, he is visited by spirits who, to his horror, directly parrot the cruel responses he gave to the fundraisers earlier that day.
A sleepless night, three spirits, and a lot of introspection later, Scrooge greets Christmas Day with a new perspective on philanthropy. When he runs into the fundraisers in the street, he immediately makes a generous pledge towards the fund.
In response, Beaker provides him with a gift – his red scarf. It’s an important reminder that true donor appreciation continues after a gift is received. After all, thanking donors is the best way to build a long-lasting relationship that leads to repeat donations.
Tackling Your Year-End Campaign
If you’re struggling to craft your year-end fundraising campaign, this article is your excuse to stream an old classic for inspiration. And if that doesn’t do the trick, you can always reach out to us at Lightbulb Narrative to help you craft a year-end campaign that’s effective, meaningful, and inspires generous donations from “thankful hearts.”
Contact us about your fundraising needs by emailing solutions@lightbulbnarrative.com
Theresa Lubowitz is the owner of Lightbulb Narrative. She has over 15 years of experience delivering high-quality strategic advice and communications support to leaders in government, business, and the non-profit sector.
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