How not to raise funds

A lot of things work in fundraising. But here's something that doesn't work: Talking about your cool activities.

That's what Tom Ahern says in his About Donor Communications E-Newsletter, at Would you buy a mattress from this charity?

... nonprofits talk way too much about their activities, and way too little about their accomplishments. Sorry: wrong audience. Only insiders care deeply about what you do: the details, the nuts and bolts, the daily grind, or the underlying theory. Outsiders ... care mostly about your results.

It's tempting to sell to yourself when you're trying to sell to others. That's why so many fundraisers think they have good fundraising when they can say I'd give to that.

Actually, when you reach the I'd-give-to-that stage, you've almost certainly created poor fundraising.

Here's how to think about this: You are not your donor. If you describe what you do in the way that sells it to you and your colleagues, you're missing the boat.

Technorati Tag: marketing

Comments

[Gonzalo Ibarra]

Gran articulo Steve (Great article) !!

[KDG]

Yes! Much the same for grant proposals. Many people want money for an activity, but fewer will actually tell you what that activity will accomplish. To shift your purpose statement away from the "whats" and over to the "whys" is huge.

[Dan]

I think this is how we church-goers have been missing the boat for generations. We assume that if we talk about all the things we do, we'll bring in funds for said activities, instead of talking more about what our activities have accomplished.

Very good post. I will be making sure that my upcoming efforts talk about accomplishments. I appreciate this very much!