Category Archives: Stories from the Trenches

People Give More, and they Give More Often, When They’re Asked to Give by Someone They Know and Trust

p171ref

Grassroots fundraising is the discipline of raising funds through myriad small donations, generated by social networks.  My grassroots fundraising motto is: people give more, and they give more often, when they’re asked to give by someone they know and trust.  That’s why grassroots fundraising works.  And ti definitely works.  Grassroots fundraising has two origins: in online “-a-thon” fundraisers early in the 2000s, in which athletic participants sign up to raise significant amounts of money from their friends and family, and in Democratic Party politics circa 2004, with the founding of ActBlue.com by Matt DeBergalis and Benjamin Rahn (who teaches us about technology management in Chapter 11 of Growth through Governance) and the rise of Howard Dean and his grassroots-centered political methods.

The idea of grassroots fundraising is not new.  It is not different from what happens when board members buy a gala table and ask their friends to buy a seat.  That’s grassroots fundraising right there, because the friends would not have attended the gala had they not been asked to give by someone they know and trust.  Those friends went to the gala not because the organization was otherwise high on their personal list, nor because they travel the metropolitan area looking for every opportunity to sample prime rib, but primarily because they were asked to give by someone they know and trust.  In turn, those peripheral donors might become primary donors as they find out about the organization.  Or they might not.  They might be back next year to sit at their friend’s table, or they might just be one-time supporters.  But the sum total of all the money from all these friends’ donations accrues to the organization, and that’s why organizations do galas that way.  So the idea of grassroots fundraising is not new.  It’s just that in the 21st century, technology has progressed to the point where we can do grassroots fundraising at much greater scale much more efficiently, involving a wider range of dollar amounts (which results in a giving pyramid whose center of mass is in two-digit gifts), and not necessarily even having to bother with the prime rib.  But for those new to Internet grassroots fundraising, it’s important to remember it’s just a new application of the same old underlying principle we all know and use all the time.

I was right there for the birth of grassroots fundraising in politics.  As the Director of Technology at the Washington State Democratic Party, my whole job was to turn data into votes and into funds for our candidates.  I went on to serve as CEO of ActBlue’s software company for the 2008 election, its first year at current scale.  Several months ago, ActBlue surpassed one billion dollars raised, by allowing individuals to create their own fundraising pages and support the candidates of their choice.

Now, never mind the politics and the candidates; we’re learning about a fundraising methodology.  However, one of the most fascinating things about ActBlue is that Republicans never managed to duplicate its success.  They tried every year, and while I haven’t looked recently, for several biennial political cycles there, Republican earnings from grassroots fundraising was consistently paltry.  I recall Slatecard.com, a long-defunct Republican version of ActBlue, raised $300,000 the year we raised $85,000,000.  I say this not to make a political statement but to point out a fascinating question I don’t know the answer to.  Since 2008 I’ve been trying to get the attention of a political-science academic to study this question.  Grassroots fundraising is very new and very successful, and I suspect that academic inquiry to the highly differential results of the two major parties will teach us a lot about how marketing works in this new field, and may help us increase the effectiveness of grassroots fundraising by learning how to appeal to folks who apparently sat out those political seasons.  This is an emerging field, and I’d like to know why we saw such differential results.

In any case, from Dean to Obama to Sanders, politicians have raised unprecedented amounts of money through grassroots fundraising.  All the while, those athletic “-a-thons” were getting bigger and bigger.  I participated in the Seattle to Portland Bicycle Classic with Team in Training in 2005 (my second of three years in the Classic), where I signed up to raise what was to me a huge amount of money for a medical cause which, while a good cause, I had no personal connection to.  I don’t think either I or my friends would have given 1% of the funds I raised that year to leukemia research had it not been for the bike ride.  So I can attest from two different fields of work that grassroots fundraising works.

From my perspective, these two fields — athletic “-a-thons” and political grassroots fundraising — merged into one overarching professional discipline around 2005-2006.  As web technology improved, it became possible to present very professional and appealing “thermometers” (which are now almost a cliché but were and are essential to creating buzz), to offer donors small incentives, and to raise money for causes around the world by bringing donors into virtual contact with the people they were helping.  As a result, grassroots fundraising grew beyond its fields of origin as general nonprofit fundraisers began to borrow what had worked best from those first “-a-thon” and political experiences.

Today, grassroots fundraising is a very big business.  In Democratic politics, it is now probably the single most important determining factor in national contests — in concert with which, ActBlue has for almost a decade been the nation’s largest source of political funds.  (Would Bernie Sanders have had any impact at all without these practices and the technology that makes them possible?)  In 501(c)(3) fundraising, at this point, if you’re not into grassroots fundraising you’re clearly missing out.  Grassroots fundraising is inexpensive, although there is a learning curve.  There’s no longer any question that people give more, and they give more often, when they’re asked to give by someone they know and trust.  If your organization isn’t yet tapping into the grassroots, it’s time.

  • My 2008 video (and audio podcast) “Welcome to Internet Community Fundraising” is quite as relevant today as it was back then, when I was just starting a software company to bring ActBlue’s best practices to the nonprofit sector.  (That venture didn’t work out, by the way, I think in retrospect because I wanted to be a rabbi, but I still think to this day there are grassroots fundraising best practices from politics that current nonprofit vendors aren’t using, and I’d welcome a chance to consult for any new startup venture that wants to explore this.)  The video’s purpose is to introduce a specific technology that is not currently available, but its introduction to the general concepts of grassroots fundraising is still as relevant as ever.
  • My former company’s “Idea Book” is going to be helpful.  Again, its goal was to sell a product that isn’t currently available, but it’s 6 pages full of best practices, many of which your organization could start doing tomorrow.
  • I like FirstGiving.com’s Resource Library.  I also prefer FirstGiving’s approach to the governance structure behind grassroots fundraising — that might be too obscure a topic for this blog post, but if people are interested maybe I’ll make another post about that.
  • Speaking of ethics, in 2011 I was twice invited to speak at the National Association of State Charity Officers – National Association of Attorneys General on the topic of regulating grassroots fundraising in the 501(c)(3) sector “beyond the Charleston Principles.”  If you’re an ethics buff, ask me to talk about that when you have me over to speak.  You could hear a pin drop in that room when, during my first presentation, one of the state deputy attorneys general asked me, “Why shouldn’t we just ban this practice?”  Here is the outline of my first presentation, and the slides for my follow-up appearance six months later, where I co-presented with Bob Carlson of the Missouri Attorney General’s Office.
  • Unlike most listicles, which are little more than link farms, these “17 Fundraising Ideas to Raise More Money” from GiveForward.com are solid.

Conflict Resolution on Synagogue Kashrut Policy

p138ref

These articles appeared in the Temple Beth Am (Seattle) newsletter, during the time I chaired the Religious Practices Committee. I successfully mediated a community disagreement over the policy governing food to be served at Temple. Fortunately, there was so much personal goodwill in the community that there was never a threat to the congregation, but people held very strong, heartfelt, and opposite views on the question.

Some kept kosher and wanted to trust that Temple food would be kosher; others associated dietary laws with the joyless, rote Judaism of their childhoods, which they came to a Reform synagogue to escape. Every time meat would be served at Temple, we had what I called a “meat incident,” in which whoever chaired the Religious Practices Committee would be besieged at lunch by complaints from upset congregants from across the ideological spectrum.

These four columns tell the story of how I mediated the discussion by appealing to deeply shared Jewish values and democratic procedure. The June column in particular gives a philosophy of how a religious community can exist in which different practices are followed. I think this is a model for emerging religious communities based on diversity and shared values.

Conflict Resolution on Synagogue Kashrut Policy: “Minhag Matters,” July 2006 (fourth of four)

We’ve been busy the past few months.  We’ve become better organized, with subcommittees for Shamusim (ushers) and Ritual Objects & Books.  If you’re interested in having the honor of being a shamus, you can now get involved with the shamus program, chaired by _______.  Or, if you’re interested in caring for our Torah scrolls, prayerbooks, tallitot, mezuzot, and other sacred objects, and possibly learning a little about Jewish sacred art in the process, you can get involved with the Ritual Objects & Books subcommittee, chaired by _______.  Everyone is welcome at RPC meetings, which are always open to the community.  The subcommittees meet informally outside RPC meetings and are a way to get involved without committing to attend the regular meetings.

At our June 8 meeting, we voted to endorse the recommendation of _______’s third-grade students, who came to our meeting in May and argued eloquently for mezuzot to be placed on doorways at Temple.  We were thankful to the students for teaching us by their example of community involvement, and we are proud to endorse their leadership in recommending the addition of more mezuzot.  We also thank _______ for his support and encouragement.

We also voted to recommend a change in the Temple’s food policy.  I hope this will settle the current confusion over food by giving everyone clear expectations.  We voted to recommend that if meat is served at a Shabbat morning luncheon, it be placed on a separate table and labeled with the name of the dish.  This will prevent Jews who keep kosher from mistakenly eating a meat dish without realizing what it was, which has happened several times in the past few years.  It also leaves the menu options open for families and potluck contributors.  At Temple Beth Am, we value every person’s choices and understand that our observances are diverse.  I hope this will minimize confusion over food so we can concentrate on enjoying each other’s company.  The matter now goes to the Board for a decision.  And I’ll see you at a Shabbat morning luncheon soon!  (Please consider coming to the service prior to the luncheon as well.)

We’ve now concluded our food discussion, and are starting High Holiday planning for 5767.  To borrow a phrase from our Jewish advocacy organizations, RPC needs your help now, more than ever.  We’re not even asking for money, but for help planning specific parts of the High Holidays experience, and volunteers for the honor of being a shamus (usher) for the community.  Due to the construction, we’ll need more help than usual in managing traffic flow, so now is a great time to try ushering!  We’ll offer training to make sure you’re comfortable, and you might get an extra piece of honey cake on Rosh Hashanah.  If you enjoy it, there are opportunities for shamus service throughout the year.

I’d like to add an appeal for members of a new Safety Committee for the Temple, chaired by _______.  We’re trying to create a group to focus on safety and security, including egress and seating, accommodations for disabled congregants, building security, emergency procedures, and traffic flow.  Safety will be even more important this year, during construction.  In the past, these issues have largely fallen to RPC, but it seems wise to create a group specifically interested in helping develop better policies and procedures around safety.  Please consider joining ____ on the Safety Committee so this important work can begin.

Shabbat services continue throughout the summer, so please join us on Friday nights and at Shabbat morning minyan.  See you at Temple!

Conflict Resolution on Synagogue Kashrut Policy: “Minhag Matters,” June 2006 (third of four)

Q: What’s going on with Temple Beth Am and the Reform movement in general?  Is the pendulum swinging back toward tradition?

A: I think we embrace traditions, update and reframe them, and create entirely new practices, with about the same frequency.  We haven’t made a decision on the food policy, and RPC has been split on that matter in the past.  We’re also working with the Rabbis on issues like our Jewish calendar and the format of services.

Some people speak of a pendulum, but I don’t think that metaphor is accurate, as if we merely moved in circles.  What’s happening is a natural progression in the growth of Reform Judaism: from simpler distinctions to more nuanced ones, from struggle to governance; from clear, definite answers (albeit different from the traditional answers) to deep, probing questions.

For traditional Jews, most of the questions we struggle with are decided by a combination of literal Torah and rabbinic precedent.  Traditional Jews do not endorse individual or democratic community decisions on these matters; they do not ask which calendar we should keep, what our food practices should be, which ritual garments should be worn, whether our services should contain Hebrew, English, or music, or any of the other everyday issues in the ritual life of Temple Beth Am.  Our more traditional chaverim (friends and comrades) sometimes accuse us of “picking and choosing.”  To which we give that wonderful and quintessentially Reform Jewish response: Yes, we pick and choose.

Neither do we embrace all traditions simply because they’re traditional, nor do we reject them all for the same simple reason.  We pick and choose.  Reform Judaism is developing a real diversity of practice.  We are held together, today, less by shared practices and more by shared values, which further radicalizes Reform Jewish identity, for it means we are all Jews by choice.  Far from swinging back toward a tradition that proffers definite answers, Reform Judaism asks new questions.  We embrace diversity.  We pick and choose.

We often reject traditions: for example, the old misogyny and homophobia which we abhor, but which religion too often supports.  We reject such traditions completely, not merely because they are irrational, but because they are hurtful and wrong.  Our concern is not that such traditions are outdated: they were wrong in ancient times, and they are wrong now.  We have no qualms about rejecting them.  We pick and choose.

We also embrace certain traditions.  Many of us fast on Yom Kippur, not because it’s rational but because it’s spiritually useful.  We celebrate Hanukkah and Passover, not because they fit well with American society, but because we love them and their strong connections to Jewish roots.  We practice tikkun olam, to mend the world, not just because the Torah says to, but because with a God-given conscience we know we must.  We pick and choose.

In the middle lie the issues we discuss at RPC, neither clearly right nor clearly wrong.  On these issues, we embrace diversity of practice, which is the most radical Jewish approach possible.  Our proposed rules are attempts to provide a diverse community with a safe space to congregate around shared values; to do so, we must make careful agreements that all of us can live with in a shared community space.  We do this work carefully and with much concern for each other; we do it democratically; we do it ourselves, informed by learning but without appeals to absolute textual or hierarchical authority.  We pick and choose.

Our practices are not described by a pendulum swinging in any direction.  We’re becoming comfortable with the notion that not all of us follow the same practices in our community, which is an even more radical Reform Judaism than the more monolithic Classical Reform of decades past.  We celebrate our strong, shared values with an array of activities and worship styles.  We give each other space to pick and choose.

Conflict Resolution on Synagogue Kashrut Policy: “Minhag Matters,” May 2006 (second of four)

The Jewish year rolls into spring, as it’s done since the beginning of history.  This month, RPC considers some fascinating questions that affect how we apply our ancient heritage to religious life at Temple Beth Am.  Every interested member is welcome to join us at our May meeting, which will be on May 11 at 7:30 p.m.

We have a treat in store: the third-grade class, which has researched Jewish practice on mezuzot throughout the year, will send student representatives to discuss adding more mezuzot to Temple.  In response to the students’ inquiry, which was their own initiative, they’ve been invited to present their arguments on condition that they support their views with Jewish sources and are prepared to answer questions from the Committee, as would be asked of any presenter.  The Committee will then consider the matter, and may make a recommendation to Sandy and the Rabbis.

Also at the May meeting, we will again take up the food policy, as I explained in the April bulletin article.  There will be discussion time, during which motions to decide the matter (that is, to make a recommendation to the Board) will not be in order.  Such motions will be in order at the June meeting.  This discussion is highly sensitive, and it must be done with careful deliberation and with sensitivity to the needs of every community member.

I’d like to communicate clearly about what the goal of the food-policy discussion is, and what it isn’t.  Food is important to Judaism both in our ritual and as a symbol of our practice, so this matter takes on significant emotional weight.  Our community currently suffers from confusion on whether meat is to be expected at b’nai mitzvah luncheons, which leads to an understandable if unfortunate (and rather too familiar) debate whenever meat is served.  Our current policy does not prohibit meat, but neither does it clearly permit it.  We need to find an end to the cycle of this discussion.  By proposing that RPC recommend a policy—one way or the other—I’m proposing not to restart or revisit the discussion, which has been perennial, but to end it, in a way that hopefully everyone will find satisfactory.

Above all, our goal is not to make a bold statement on the future of Reform Jewish practice.  Our goal is to eat lunch together, in peace, as a single community of people whose kashrut practices differ.  We don’t just coexist at Temple Beth Am; we create a warm, welcoming Jewish community together, for all our members, families, and children.  The most important practice we can adopt, and the most important example we can set for our children, is not to either eat meat or not eat meat.  It is to join together as a diverse community around shared food, in a way that everyone can live with, to create a single Jewish extended family of worship and friendship.  When our children see us achieve that goal over lunch—far more than whether or not that lunch includes meat—they will learn what our beliefs as Reform Jews are all about.

Jewish history will go on, whichever policy RPC recommends on meat.  It’s an important question, but we must recognize that the future of Judaism doesn’t depend on the adoption at Temple of our own family’s practices, because our practices differ.  The future of Judaism does depend, however, on our creation of a community of friendship around Reform Judaism, in which our diverse community feels comfortable gathering together.  With or without meat, that community-strengthening work will help determine the future of Judaism.

Conflict Resolution on Synagogue Kashrut Policy: “Minhag Matters,” April 2006 (first of four)

I hope everyone had a joyous Purim.  Now we get ready to gather in each other’s homes for the Passover seder, the only Jewish ritual still practiced continually since Biblical times.  If you’d like to observe a seder but don’t have anywhere to go, call the Temple office and ask about the seder-match program.  If you’re running a seder this year, please consider letting Cecily know you’d love to have a guest from TBA.

Temple Beth Am will observe Passover officially for seven days, but we recognize that many members keep eight days personally.  From April 12 to April 19, there will be no chametz (leavened bread) in the Temple.  The Shabbat morning minyan on April 15 falls during Passover, so please don’t bring chametz to the potluck.

Our question this month also deals with food policy.  Several people have mentioned it, and RPC [ed.: the Religious Practices Committee] will once again consider it:

Q:  Recently, there have been B’nai Mitzvah luncheons at which meat dishes were served.  Don’t these luncheons have to be dairy?

A:  No, there is no policy mandating dairy luncheons.  The Temple’s food policy, adopted in 1976, appears in the B’nai Mitzvah handbook and states that pork and shellfish may not be served, but does not mention the separation of milk and meat.  However, because most of our luncheons are dairy, many in our community have come to expect dairy food.

This confusion arises every time a meat dish is served.  Most recently, in October, RPC considered the matter and did not pass a new policy.  We will consider the food policy once again at our May and June meetings.

One idea is to make the Shabbat luncheons dairy.  Proponents of a dairy policy say it would greatly simplify life, and point out the variety of vegetarian and dairy dishes that would each make a wonderful luncheon centerpiece.  They acknowledge, however, that many members would not prefer such a policy.

Another idea is labeling.  In the past, people have mistaken chicken salad for potato salad, and chopped liver for lentils.  Proponents of labeling see it as a less restrictive way to give people informed choices, while acknowledging that many members would prefer that community meals be dairy.

What’s clear is that people feel very strongly.  Some of us long for a kosher Temple where we can eat freely.  Others of us here seek a Judaism free from the joyless strictures we remember.  We are Reform Jews, but our practices differ.  We need to live, celebrate, pray, and eat together under one roof.  My challenging job as Chair is to run the upcoming discussion fairly, encouraging us to think not just of our own practices, but of what we can live with alongside our friends whose practices differ.

We make decisions democratically.  Our meetings are open to all members.  To vote, you must join the Committee.  I encourage everyone who feels strongly to attend our May 11 and June 8 meetings (7:30 pm at Temple).  On May 11 we’ll generate ideas and rank-order them.  On June 8 we’ll attempt to pass one policy from that list; members who also attended the May meeting will be permitted to vote.  If you wish to attend May 11, please let me know before April 20 so I can request a larger room if necessary.

Finally, our usual April meeting date falls on the second Passover seder night.  We will meet instead on Tuesday, April 4, at 7:30 pm.