24 Secrets to Instantly Improve Your Annual Fundraising Appeal
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| What’s really at the heart of the matter? |
Donor-centered fundraising is not about money.
Huh? If that first sentence has you scratching your head, it’s time to take a moment.
I know. You’re thinking this is just semantics. You’re thinking that, of course, fundraising is about money. You’re thinking we can pretend it’s about something else but, seriously, we need money to fulfill our missions. I know what you’re thinking. I want you to stop thinking that way.
Because it’s getting in the way of you raising more (ahem) money.
So… close your eyes. Breathe. Clear your mind. Ready? Okay… now…
Visualize something great your nonprofit does.
Are you picturing it? That’s what donor-centered fundraising is about! Impact. Accomplishments. Work made possible because of the donors’ gifts.
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| An aspiring doctor gets a scholarship |
Remember that people don’t give money to nonprofits because we ask for money.
My son asks me for money every other day. Why? He just wants it. I don’t give it to him. But when he has a vision… a passion… a dream… something really important he wants or needs to do… that’s when I pay attention. That’s when I consider an investment in his future.
If you want investments to secure the future of your nonprofit, you’ve got to create a fundraising message that
resonates with what your donor cares about and wants to do.
resonates with what your donor cares about and wants to do.
In How to Create a Fundraising Message That Works Nell Edgington describes how you must stop talking about what your organization needs and start talking about what your organization does – the impact of your work.
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| A child is introduced to the joys of making art |
Stop using the phrase “we need.”
That’s about you; not about your donor. No one really cares what you need. People care about how they can make their community and world a better place. Talk to them about how your organization, with their help, will do this.
Donors don’t give to you; they give through you to create the change they want to see. This is powerful. You want to make your donors feel powerful. This will keep them connected to you as long-term supporters and investors in your work.
Donors don’t give to help you attain a fundraising goal; they give to save lives.
Your job is to help donors see themselves as actors in your story. You want to make them the hero, not you. Shine your spotlight on all your donor accomplishes; stop shining it on yourself (e.g., no more “we’re really great… we’ve won tons of awards… we’re the best, the oldest, the biggest, the strongest… we, we, we”). Celebrate your donors’ successes.
Help your donors be all they can be.
Help your donors be all they can be.
Donor-centered fundraising is about impact.
It’s about spreading the joy of giving. Our job as fundraisers and nonprofit professionals is to help our donors see the way to greatness.
Over and out.
Do you agree or disagree? If you still think this is just semantics, please let me know and let’s discuss this. Because I really want to help you succeed, and you’re going to get yourself stuck if you think this is a bunch of baloney.
12 Comments
Thank you Claire. Great points made!
My pleasure. Thanks for reading/commenting.
You hit it again with this one Claire. Good thinking and good writing!
Aw shucks. Thanks Kirk!
Claire – here is something to think about:
Mercedes Benz makes cars, but is in the business of Luxury and Status
Skoda also makes cars but is (traditionally)in the business of Utility Transportation
John Lewis sells various department store products, but is in the business of Confidence
Now, taking the same concept to fundraising
Fundraisers raise money, but what business are they in? Appeals, particularly for medical charities generally depict the tragic plight of the beneficiaries of the charity and explain how these would all be better off with YOUR money.
So, how would you describe, in one word, the business of fundraisers are in?
(Note I use the word ' business' not in the commercial sense, but rather as a generic description of the activity)
Love.
And I use that term in the sense of philanthropy — meaning love of humankind. Fundraising is servant to philanthropy.
I think fundraisers are generally in the 'warm fuzzy' business i.e. helping people feel good that they have helped another.
Other than that, it depends on what your organisation is. In my charity we have a few aspects that people could be interested in: animals, social justic, health and wellbeing… so part of it is tailoring the right aspect to the right donors.
Cheers,
Lauren
It is true. People are tired to hear about how wonderful are the big organizations and how much they accomplish in this world. I am working like fundraiser and PR and I feel the need to promote the donors not the organization because the donors are the heroes. This is the right way and the future.
Absolutely Isabela. The more we can make our donors feel like the heroes they are, the better off we’ll be. It’s just like any other personal relationship. We must know what our donors care about, and must likewise care about them. Thanks for your comment!