It’s not what you need from your donors. It’s what you give your donors.
- Thu, March 11 2010
- Filed under: Fundraising essentials
Fundraising is not about what you need. Really. It is about what the donor – through you – can achieve. It’s about giving donors the gift of knowing they changed the world for the better. It’s not about our goals – it’s about our donor’s aims.
Everyone knows you need money. So do the other 1.8 million nonprofits in the United States – as well as the millions more around the world. If that’s all you’ve got to say, you are just another organization with yet another appeal.
What is special about you? The answer can’t simply be that your programs need support. It must be that with your donor, you can together achieve a difference that no one else can.
Comments
I have heard this many times, but this was so well put - I am saving it to share with colleagues. Thanks!
Great post! Fundraising is indeed like selling in that you have to offer your donor something in return (reassurance in their choice to donate to your organization, personal involvement with your cause, recognition, etc.) so that they feel it is a fair transaction. When you are not able to offer them that something extra (I am not saying it has to be a “free” gift like a t-shirt or anything like that) you run the risk of losing a potential long-term donor to an organization who does provide a more meaningful relationship. Donors are looking for a deeper connection nowadays to nonprofits and every organization should take a good look at themselves and figure out how they can offer that.