One definition of success is achieving a pre-established objective. In that case, before you can be successful, you must know what you want. In the business of advancement, that means having a clear vision. It is critically important to have a clear vision because without it, you cannot have a case for support. Without a case for support, you cannot conduct effective solicitations at any level – annual fund, major gifts or planned gifts. Unless you can execute effective asks, you won’t raise any money. So, clarity of vision establishes the objective; it defines the ‘what’ in the equation. Clear, specific strategic objectives enable you to move to the next step – action.
Action is the tactical element; it is focusing on the proper tasks and behaviors required to achieve the desired outcome – the vision. Action means a well thought out plan with specific steps, responsibilities and timelines.
We’ve all heard the phrase, “life rewards action” and I’m sure we would all agree with that. Once the objective has been determined, the appropriate action must be taken in order to achieve the desired results.
Results are what the business of advancement is all about. It is mandatory that we, as advancement professionals, be dedicated to producing results for our institutions. Achieving the annual fund goal, having a successful capital campaign, increasing the auction – whatever the advancement line item, it is our job to achieve results. It is impossible to achieve results without a clear vision and the proper action steps.
We wanted to simplify the entire advancement process, to break it down into just a few words that would connect with our prospective clients and their contemplated projects. That’s why we created the ‘vision, action, results’ tag line. It’s what you see first when you read our marketing materials and visit our website and it is the concept that we have built our very successful advancement process around. Try it; I know it will work for you as well.
