Why are Good Nonprofit Fundraisers Hard to Keep? MONEY
What would our community/world be like if our organization ceased to exist? It’s the time of year for us to channel George Bailey and think about how our organizations – and our donor-investors – can leave a meaningful mark. How do you answer the question?
This question should be at the heart of crafting our mission statements. Yet most mission statements do a poor job of describing why we exist, choosing to focus on what we do. Who really cares what we do if it’s not pointed towards an inspiring goal? To paraphrase Lewis Carroll
in Alice in Wonderland: If you don’t know where you’re going, any road will take you there.
We don’t want our donors to take any road. We want them to choose a particular path that will help us achieve our mission. To point donors in the right direction, we need to inspire them and demonstrate how their investments, through us, will result in a wonderful life – for people, pets, the planet, etc.
Take a look at your communications materials and website. Are they inspiring? Do they talk about the impact of your work? Do they tell inspiring stories? Can people visualize the transformative impact they will make with their gifts?
For a great example, take a look at the Charity: Water website. In an instant you’ll understand the vital importance of their mission. Right on the home page it tells you how many people on the planet don’t have access to clean water, how this makes people sick and kills more people per year than any violence or war, and how your donations to them are used to keep people alive and healthy. It also shows you specific paths to take to make an impact: (1) how to fundraise for clean water; (2) how to sponsor a water project, and (3) how to give one person clean water. It’s pretty powerful. And it’s clear as a bell.
George Bailey needed an angel to show him the way. Be an angel to your donors.
Please share other great examples of inspiring donor communications. ‘Tis the season for sharing and giving. Happy Holidays!
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