You Can't Pitch MacKenzie Scott. Do This Instead.

I was just talking to a colleague about the ways MacKenzie Scott is rewriting and rewiring the philanthropic model – for the better, I think – when I saw this piece in The Wall Street Journal.

It details just how she and her team give away billions of dollars effectively, surgically but without fanfare. For me, it affirms every good thing we generally know to be true about Ms. Scott: her generosity, her instinctive feel for the ripple effects (both deliberate and unintended) of good deeds and selfless acts, and the data-driven nature of her unexpected philanthropy. And she does it in the best way possible: unrestricted funds that signal she respects the agency and expertise of the nonprofit leaders and that she trusts them to get the job done.

What’s not to love, really?

Her approach does beg the question, however: how can a nonprofit get on the radar of someone who eschews the traditional path of making connections and having conversations to bring a donor in?

So glad you’re wondering.

Do great work

This seems like an incredibly obvious no-brainer but if you’re not doing your best work right now as an organization, fix it. Diagnose what’s preventing you from getting there. Invest the time and sweat equity to get your people, processes, and results where they need to be. 

But what if you’re doing great work consistently and have for a long time? Amazing. Now think about what’s next. How can you build on that success and demonstrate your creativity and desire for continuous improvement in service of your mission?

Say it loud

Your outcomes need to be clear and compelling – and all your communications should be aligned around them.  Your social media properties, your website and blog, and a newsletter are all ways to patiently build and sustain a foundation of information about the critical work you do. 

Don’t be shy about that thought leadership. Have a thoughtful point of view and make it strong enough so people listen and want to engage.

Build a network of ambassadors

According to the piece, Scott and her team seek information from a rich well of diverse sources – “hundreds of field experts, funders, and nonprofit leaders and volunteers.” But the work doesn’t stop there: it’s also “phone interviews, analyses of outcomes and a deeper dive” into a select number of organizations.

You should ask yourself if Scott’s crew was ‘mystery shopping’ your not-for-profit, what your donors, volunteers, beneficiaries, and partners might say about you? You can self-assess (be ruthless about this, even if it’s hard to do that internal interrogation!). Then ask them directly in your next meeting – and if you don’t have regular touchpoints with key stakeholders, consider this your message from the universe to Get. On. It.

Arm your champions 

So what do you do once you’ve created a diverse network of mini-spokespeople? Give them what they need to do the work on your behalf.

Equip these core stakeholders with regular updates on your milestones, programs and plans. And remember to continue that consistent, patient, authentic relationship-building so that real trust in you – and deep knowledge about you – exists with those stakeholders. Relationships that endure over time speak volumes to prospective donors.

Be unabashedly yourself

There is no point – absolutely none – in contorting yourself into something you’re not in the hopes of attracting the attention of a MacKenzie Scott or another philanthropist. In fact, that’s true whether the donor is a fan of her model or the more traditional route. 

Be brave enough to be who you are. Be thoughtful – but bold. Unapologetically own your mission and your approach. 

But what happens if you never get that magical experience of a call from MacKenzie Scott and her team?

That’s okay, I promise.

None of the effort you’ve invested if you’ve followed the tips above is wasted. In fact, it will serve you well with other donors, partners, volunteers, and community members. 

So get on it.