Posts Tagged ‘cause’

Working for an NPO (not-for-profit organization for my for-profit peeps) entails the job aspect of fundraising.

Recently, a colleague shared “fundraising bites” while we were having lunch.  She griped about the economy, the competition for donative dollars and the growing complexities of giving.

darth fundraising

I reached into my bag and put my “membershipjedi” hat on and asked, “what are you doing to differentiate your organization?”  Those fateful words came next: “Mike, what do you mean?”

Fundraising of the past (yesterday): the focus was on the cause.
Fundraising for the future: the focus should be on the donor.

Look at the donors’ perspective:

  • Lack of time
  • Information overload
  • Victims of their own generosity — give once and then they all ask
  • Interruption advertising — info they did not ask for
  • Proficient at ignoring requests, information
  • Proficient at saying “no” (often)

Our society (at least the normal people) are craving simplicity and less noise.  Donors get neither.

Look at the success of the fundraising for Haiti — volume and ease: a text message and $10.

If donors know your organization, they know your cause — or do they?

Mom of triplets, husband killed while serving in Afghanistan.  She promised the boys a basketball program if they got “B’s” or better.  Boys got grades, Mom can’t afford program for all 3.  Help me insure they play – click here. A true story from my org.  Simple enough?  Clear enough?

Too often NPOs go generic — dear donor (or every damn person on our list and every list we can find or buy), donate so we can help lots and lots of people, you know what we do, help us do more, and we also do this and then do this and this and this.  Full of noise.  Like interruption advertising — donors will “Tivo” right by the noise.

If you’re uncomfortable asking it is likely because you would not want to be asked that way.  Why not ask the way you’d like to be asked?!?!

Focus on the donor, not the cause.  If fundraising bites, bite back.

Be remarkable, not replaceable.

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