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Nonprofit Fundraising in our COVID-19 World with Martin Leifeld Martin Leifeld, author, coach, consultant, and public speaker directed the raising of over $500 million dollars during his 24 years of fundraising leadership in the St. Louis region. Martin authored the book, FIVE MINUTES FOR FUNDRAISING - A Collection of Expert Advice from Gifted Fundraisers. MartinLeifeld.com provides nearly 125 video presentations about leadership and fundraising matters. Martin served as vice chancellor for university advancement at UMSL for 10 years. He led a dramatic increase in fundraising, averaging $26.4 million per year. University Advancement had 140 employees and a $16 million budget focusing upon alumni engagement, community relations, fundraising, marketing and communication, university events, and St. Louis Public Radio. Previously, Martin was associate vice president for university development at Saint Louis University and director of development for the Diocese of Belleville, Ill. Martin was named the 2018 Outstanding Fundraising Executive by the AFP St. Louis Regional Chapter. Martin was selected as the 2020 Millard S. Cohen Lifetime Achievement Award from St. Louis Public Radio (KWMU). Read the Interview Hugh Ballou: Greetings. This is Hugh Ballou. Welcome to The Nonprofit Exchange. Every week, we have a guest who has knowledge and wisdom, and experience in a topic. They have been there and done it, and they have some things to share with you. You’re sitting in the seat as clergy, nonprofit leader, or board chair. Maybe you’re a business person thinking about launching a nonprofit. This series is here to help you think out of the box, think of some new paradigms, and learn from some people who are experienced. Today, my guest is from St. Louis, Missouri. He is the author of this book, Five Minutes for Fundraising: A Collection of Expert Advice from Gifted Fundraisers. Martin Leifeld, welcome. Would you tell people a little bit about yourself, and why is it that you do what you do? Martin Leifeld: First of all, it’s an honor to be on your program today, and I appreciate your audience. I hope I can be helpful. I’ve been in various leadership roles for around 45 years. 25 years of those were in small and larger universities. 25 years, although they didn’t overlap exactly with the universities, I have been involved in fundraising. About two years ago, I retired after 10 years as vice chancellor for advancement at the University of Missouri, St. Louis, which is our local urban land grant university here in St. Louis. I had a wonderful run there. Long story short, here in the St. Louis region, which is where I spent my 25 years of fundraising, over $500 million raised, that’s a lot of money for St. Louis. It’s not about the dollars raised; it’s about the involvement, the lives changed, and the impact because of the dollars raised. Two years ago, I retired. It wasn’t my timing, to be honest with you. I had health issues. My handle in the last couple of years has been author, coach, consultant, and speaker. A little bit of everything. I think you know what I mean. I have a website, MartinLeifeld.com. There are over 120 videos there on fundraising and leadership. You were kind enough to point out the book. I have been doing podcasts, a couple dozen of them, and regular postings, particularly on LinkedIn. I am trying to give back. This is all about trying to give back to a profession that has been such a blessing for me, so good for me in so many respects. Certainly developed professional skills. I have grown as a person by doing this extraordinary work of fundraising. Hugh: We have in the audience two fundraisers who are CFRE. They’re here because they heard about you. We’ll let them ask questions later. Martin: I’m beginning to sweat, Hugh. Hugh: They’re very nice people. Martin: I hope so. Hugh: I had a funding professional last month. He said he reads a fundraising book a week. My area is transformational leadership and the conductor. The best leaders I worked with in corporate or nonprofits are the people who are always working on themselves. The famous speaker Jim Rohn always said, “Work on yourself harder than you work on your business.” I wrote that down and have been working on it ever since. 73, and still working. Martin: I’m impressed by somebody who would read a book weekly. There is a chapter in the book called, “The Three C’s of Fundraising.” The first is competence. If you want to be involved in fundraising, being somebody of impact who makes a difference, you have to develop competency. There are two ways to do that. One is lifelong learning. You are a student of the game, of the practice. That can include certifications and the like. You mentioned CFRE, which makes me nervous. You go to webinars like this, podcasts, so on and so forth, to remain educated and current in the field. But book-learning alone doesn’t make you an impactful person in the work of philanthropy. You have to add to that experience. In any profession, if you’re working diligently and are learning, being humble as you work your way through successes and failures, you should acquire the kind of experience that makes that study you do come to life and be most virtuous. That’s just competence. You have to have confidence. Confidence is not bravado. It’s not fake it until you make it. Real confidence grows alongside the development of competence. But to get to your point, the third C is character. What donors want is someone who is competent. They want to recognize a competent professional who is doing their work with excellence and to have that quiet confidence that comes over the course of time. But what they are really looking for is people with outstanding character, people who are virtuous and trustworthy, people who you might say they know they can do business with. They can shake hands and make something happen. If you don’t have all three operating, I don’t think you can be a master in any profession. Hugh: Absolutely. I have earmarked a few things. I want to talk to you about the correlation between leadership and fundraising. Did you just sit down and say, “I want to write a book?” What was the inspiration, and how did you connect with the people in there, who are all experienced fundraising professionals? Martin: You might find this story curious. Since I turned 30, every consecutive decade since, on the 9th, the 29th, the 39th, etc., I would use that year very deliberately to reflect on my life up to that point, trying to look at success and failure, places for improvement. To look at the next 10 years and try to project what I can do to have an impact. I should say every decade, I got more intense about this, too. Six years ago, when I was 59, I was really working through that year. I decided in that spring to take 100 days and really drill down about the future. Every day in my journal, Day 1/100, Day 15/100, I began my journal. Journaling is part of my morning ritual. Seeking ahead, you might say. Believe it or not, around day 72/73/75, I have what I call a small I, inspiration. The inspiration, as I referred, was to give back to the profession. I wanted to start there. I thought, Well, I had done so much mentoring and coaching and fundraising with staff and volunteers. I was very good at doing something briefly. Somebody asked a question, as you can tell, I can go on for five minutes. Five minutes, I can give a good answer that would be appreciated. Maybe I could do some brief videos. Then I thought, Well, not everyone wants to watch a video, let alone look at me for a few minutes. People prefer to read. Let me do both. So the genesis of the book logistically was transcribing my first year and a half of videos on these very subjects. Hugh, you may know this, and your audience may also. Seven minutes of video, especially the speed at which I talk, only translates to a few pages. I got into this and thought, I am not going to have a book. The other part of this was I never tried to give a comprehensive answer about something. It was more stuff I noodled about, experimented with, discovered that I thought was helpful. That is what prompted me to go out and recruit 26 others to join me as collaborators in this. It was a fun experience because maybe 60% of them I knew, some very well, but the others I went out and recruited based on word of mouth and reference. I had to establish a relationship with them, like a donor, and ask them for their assistance. I found overwhelming willingness to be supportive. Hugh: Wow. 26 of them here, all by name. Each chapter says, “Collaboration.” Speak a little bit about how collaboration works for you, and how it manifested itself in the book. It’s interesting how you have each section with dots and italics to stand apart, where there is a dialogue. Martin: What I was trying to do was say something about the particular subjects, insight and angle. I had come to realize through experience and effort and training. Then I wanted to enrich it. I tried to find people. I called them collaborators. In other words, I wanted to start with what I had to say about a particular subject and ask them to add to it. Nobody really directly contradicted me as a collaborator. But they collaborated in the sense that they took the content seriously and enhanced it with their own reflections. Many of them added stories that put the flesh on the bones of the point of the chapter. It was interesting. If I had asked people to write it, they wouldn’t have written it because they were too busy. I had somebody help me interview them. We came to it in different ways based on the needs and availability and interest of my collaborators. I tried to collaborate logistically and practically in order to have them help, but they were generous about their time. The thing about this word “collaboration” is the goal is a joint thing we do together. The goal is to bring the best of more than one person to bear in order to, as you talk about with synergy with your organization, to get that synergistic gain, to get that exponential gain that you can’t get with just yourself necessarily. Even if you have the authority with CFRE. Hugh: People introduce me sometimes as Hugh Ballou, an expert in leadership. I say, “I’m Hugh Ballou, a serious student of leadership.” Martin: Hear, hear. Hugh: The title of this episode is, “Fundraising in COVID-19.” And the post-COVID-19 world. There are some consistent things and some new thoughts. That chapter with leadership, the Three C’s, your collaborator said, “ABC: Authenticity, belief, and confidence.” You and I were talking before about how fundraising is terrifying for a lot of us. I don’t want to go. It’s like when I was a teenager calling a girl for a date. I didn’t want to get turned down, so I stood by the phone and sweat. Is that like people wanting to make a money call? What is it about trying to raise money that is so fearful? Martin: I don’t know. It’s all about fear. It’s the fear of the unknown. It’s the fear of being rejected. The fear of fumbling your way through it. The fear of someone being rude to you. If you will be embarrassed in front of them or embarrass them. It’s something new. I haven’t done it before. For those in religious work, it’s unseemly. I shouldn’t have to do that kind of thing as a pastor. Leave that to someone else to do. There is a lot of things. When I first got into major gift fundraising, in the St. Louis area, I would criss-cross southern Illinois, a larger rural area, sometimes driving an hour or an hour and a half to see someone. Talk about sweating bullets. I would rehearse half the trip, “Hugh, would you and Mary consider a gift for the education of poor elementary kids, a gift of $10,000? You could even pay that over three years.” I would say that over and over again because I couldn’t trust myself. When I first began to do it, and I fumbled, it was a long drive back, knowing I hadn’t done what I set out to do. I began to rehearse very seriously. Once I got in the home or the office, who knows what might happen? It might be something I couldn’t predict. All I had to do was say, “Hugh and Mary,” and out would come the rest because I had rehearsed it. For those of you being called upon to raise money, practice makes perfect. You can do it. But let me shift into something more serious. Fundraising is a privilege. Fundraising is the most honorable of work. Fundraising is a spiritual work. Fundraising is actually a vocation. I came to this once I was talking to a very wise woman about fundraising and the struggles. She said, ‘Martin, you’re in a helping profession.” A helping profession? I had never thought of it that way. I thought, Especially now, physicians, nurses, first responders, educators, oh my gosh, the young families. Two of my kids are educating kids at home. They have a manifold of appreciation of what it takes to be an educator now that they are trying to do that in their living rooms and around the kitchen table. But I hadn’t thought of my profession of being something that was actually about helping. That’s what it is. What we do as fundraisers are facilitators in effect. I like to refer to myself as a facilitator of philanthropy. What we do is on behalf of worthy causes. In effect, what we want to do is come alongside, almost put our arm around someone’s shoulder, and say, “Look, there is an opportunity that makes sense to you as I have gotten to know you, and through which you can demonstrate great impact on this world. Here is the idea. Would you consider it?” That kind of work is very powerful and honorable work. I have had the privilege, as many of your audience have had, of interacting with some people of extraordinary success, Fortune 25 executives. I have had some of those people say to me, “Martin, I could never do that job. That is too hard a job.” Some of them knew it first-hand because they were chairmen of nonprofits or board members. They were called upon to go out and do it. They knew first-hand what I was doing full-time. They respected it. We underestimate the value, the contribution we are making in this work. Hugh: Wow. That’s a paradigm shift. Somewhere, and it may be in this chapter, “Five Generous Fundraisers,” before we talk more about donors, let’s consider you as the fundraiser. Somewhere, you talk about the impact it has on donors to actually donate. There is a point of philanthropy that releases something in you to make that donation, to see something happen. Talk about that. That is an inspiration that we don’t think about, the impact that it has on the donor. Martin: First of all, it’s all about the donor. What we tend to do is focus on ourselves. In one sense, we should because we want to be professional and effective and do the job with excellence. We also want to represent our organizations with integrity, as effectively as we can. It’s all about the donor. What we’re into is a business of building lifelong relationships, not just after a transaction. We want to build and support the relationship that the donor has with the organization for their lifetime hopefully. In that relationship-building process, there are opportunities for financial exchange. What this is about is not a transaction although writing a check or giving away stock or a document with a commitment is part of it. But what it’s really about is helping people to influence the world for the better, and to demonstrate their values and what matters most to them. In that process of a donor taking their eyes off of themselves and looking outward, looking at, “Okay, I have been fortunate enough to have accrued these assets,” rather than being preoccupied with how I could take care of myself, I am going to give it to others or to the world to improve it. As they do that, they become greater people. Biochemically, by the way, we change. Enzymes are released. One person called it the family bonding enzyme. I used to notice that somebody w…
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