Show Notes:

In this episode of 7-Figure Fundraising, host Trevor Bragdon interviews Kelly Shackelford, the president and CEO of First Liberty Institute. This episode continues the podcast’s series on fundraising during times of uncertainty. Kelly’s organization, which is committed to protecting religious freedom for all, has won more than 90% of their court cases. This is Kelly’s second time on 7-Figure Fundraising, and he shares positive outlooks, inspiring words, and ways to maximize your impact during this time of crisis.

Kelly has years of experience going through different economic ups and downs, including 9/11 and the great recession. He has been in fundraising roles for over 30 years, and has much wisdom to share. He believes that the number one thing nonprofit leaders should be doing right now is showing consistency and sincerity, and being genuine. When the coronavirus struck, Kelly encouraged his staff to innovate and to think outside the box. There may be new opportunities for First Liberty and others during this time, and Kelly inspires nonprofit leaders to find them. Kelly sent out an email to all of First Liberty’s donors, communicating that though many are filled with panic, craziness, and fear, Kelly believes that this is actually a time for unity. In the email, he shared examples of how people around the country have been pulling together and are supporting their communities. He asked supporters how he and the First Liberty teams could be praying for them.

When Kelly met with his staff to evaluate the situation and encourage them to innovate their practices, he shared a powerful podcast with them. The podcast told the story of a famous jazz musician who showed up to a concert only to find that he was to be playing an old, broken-down piano. Though tempted to leave, the musician decided to perform the concert, and was forced to innovate his playing techniques. This recording ended up being the number one jazz piano album in history, because this pianist had been forced to play outside the box and focus intently. Kelly encourages team members that they might find processes in this time that will help them focus more and do things in a better way. He says to take the obstacle not just as an obstacle, but as an opportunity to see things more clearly, do things differently, and try something new. He hopes that through this, his organization will be transformed.

 First Liberty Institute is a Christian organization, so Kelly shares that before anything else, they trust God. First Liberty had three major events scheduled over the next five weeks, but had to postpone all of them until the fall. They are now trying to innovate by doing online summits that will involve their supporters and provide Q&A. Kelly shares that the event cancellations were disappointing because the luncheons are usually packed and filled with “palpable energy.” To lose this positive energy is definitely something to mourn, but Kelly is looking forward to finding creative ways to do these gatherings online. 

Kelly reflects on 9/11 and the 2008 financial crisis, and the similarities and differences of the way he is reacting to the current crisis. He says that in all situations, he strives to be consistent, speak truth, and continue with the mission. He believes firmly that the economy will bounce back, and that this is only temporary. Even more so than past economic crises, Kelly hopes that this will only be a “short-term blip,” and is working to keep his organization consistent for when this recession ends. He warns nonprofit leaders against panicking and trying to get more money out of their donors. Instead, show them support and that you care about their personal situations. Make your donors feel proud to be a part of your organization.

Many companies are struggling as their employees make the transition to working from home, but Kelly says that this transition has been fairly smooth for First Liberty. The institute often implements Zoom meetings, and are continuing operations as though they were in the office. Kelly sees this as a time to dive deeper into previous cases and find new ways to approach standard practices. He is looking forward to the time when the economy will bounce back and the virus will disappear, but also encourages leaders to take this time to find opportunities for growth. What things would your organization normally not have time for, but now can implement? He also implores leaders to communicate with their staff about their job security, and help keep morale high. He believes that if leaders think outside the box, they can use this time as an opportunity to build a stronger organization and form deeper connections with their donors.

Key Takeaways:

• 2:22 - The number one thing that non-profit leaders should be doing right now

• 4:22 - Kelly shares the contents of First Liberty Institute’s email. He was careful about the email’s tone, and brought hope to his donors by showing examples of how the church has been a unifying presence in this crisis.

• 6:59 - Kelly talks about the need to innovate during this time and help staff figure out ways to do things differently.

• 9:17 - Take obstacles not just as obstacles, but as opportunities to see things more clearly, do things differently, and try something new.

• 11:10 - Planning online events after postponing in-person events.

• 16:16 - Comparing fundraising approaches in this crisis to 9/11 and the 2008 economic crisis.

• 19:58 - Act as a partner with your donors; they have been there for you in the past, and now is the time to show that you care about them too. 

• 21:12 - How to keep operations as normal as possible through all of the changes.