Imagine that you are in the desert. You are visiting this hot and dry place to spend some time in nature, let your mind center, and hopefully obtain some clarity about improving your effectiveness as a development officer in your mission-based organization.
On the horizon, an apparition forms in the mid-day heat. As the shimmering merges and flows into itself, it begins to step out, then walks. The form now confidently strides in your direction. You see that this is a rough-looking guy. He stops about ten feet away, lowers his head, and slowly lights the end of a stubby cigar. He regards you from under the hat’s brim, his steely eyes flash. You know him from the movies, he is the Spirit of the West!
He spits on the ground.
It must be the heat or lack of water, for you know this is not a real person but a caricature of an actor. A shiver runs down your spine. A gnawing sensation in your gut wants you to run like a deer, while another part of you wants his autograph.
You put on your development officer’s hat and stand your ground before this phantom. You quickly size up the Spirit of the West, making a mental list of his tangible and intangible qualities:
| Tangibles | Intangibles |
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The Spirit of the West speaks in a dusty voice: “How I connect with donors isn’t about finding tangibles; it’s about the intangibles! That’s my true face. Everyone tries to look tangible-badass out here in the Wild West, but badass is a commodity; the intangibles of what I do, that’s how I connect with donors.”
That gets you thinking. Too often, development officers and fundraisers only focus on the tangibles (the physical aspects) of their mission: the logo, design, layout, images, signage, content, website, the location of where an office will be located, etc.
Once again, the Spirit of the West speaks, “Donors connect with what’s authentic.”
A rattlesnake slides up to his boot. He spits, it lands inches from the snake’s head, and the snake retreats. He inhales, then exhales in a plume of smoke as he says, “So, got anything to say?”
You think about what he said, then reply, “Development often overlooks the intangibles, which is a donor’s need – authentic and meaningful experiences.”
The Spirit of the West chews on the stub of his cigar. He says one dusty word, “…Yeah,” then turns away. The wind swirls around his worn-looking poncho as it waves erratically in the wind. He walks towards the horizon and soon becomes an unrecognizable form, a shimmer, and then he is gone.
Sometimes development staff focuses only on their tangible assets: a logo, colors, typefaces, business cards, website, or flyers; but development is not just physical (the tangible) things. Development must include a passion for the mission, a positive attitude, enthusiasm, products that are authentic, engaging programs, and a belief in the mission. All of these things reinforce development.
It is time to leave the desert. As you return to your good cause, you think about how to weave together the tangible and intangible elements so your messaging will be meaningful. That is how a development officer survives –and thrives– within a harsh world.