Everything I know about fundraising I learned from Beatles songs

When I'm Sixty Four

Face it, your donors are older people. Get used to it. Treasure them. Too many nonprofits waste too much energy trying to activate a new generation of young donors. The rest of Western culture may be fixated on youth, but when it comes to charity, old is where the action is.

Can't Buy Me Love

If you think you can buy donors, think again. Yeah, you gotta pay attention to your budget, and you'd better be tracking the numbers, but fundraising is about passion, relationship, connection -- and love. Never forget that.

Act Naturally

The best fundraising "tactic" is to act (and write) like a normal human being. Act naturally, and you'll stand out in the crowd of others who are writing either like soulless robots or self-conscious poets -- or an unholy combination of both.

Cry Baby Cry

If you really want to motivate people to give, you'd better get emotional.

I Call Your Name

If you know a donor's name, use it. One's own name is the most motivational word there is.

Help

If you need help, ask for it. Cry for it! Don't pretend you can go it alone. Fundraising works best when you humble yourself before your donors and say "help!"

I Need You

See the above song.

With a Little Help from My Friends

See the above two songs. You aren't going to make it without your donors. Don't forget that, and don't let them forget, either.

Please Mr Postman

If you use direct mail, get friendly with the Postal Service. Learn their strange ways. Speak their language. It can save you a lot of trouble and money.

PS I love you

Did you know that the most-read part of a letter is the PS? That's why you should never omit it, and why it should say whatever is the most important thing you have to say.

Thank You Girl

The other often-forgotten step in fundraising: thanking. When you thank a donor, you complete the circle. When you don't, you're like a mail-order company that doesn't send what people pay for.

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Comments

[Nick Fellers]

Awesomeness.

[Jelica Vesic]

How about "the long and winding road"--maybe not about fundraising but at least about non-profit communications?

Great post.

[Andrew Rogers]

Dang. I missed that Steve had already suggested that second song.

Instead, then, "Paperback Writer," as a reminder that long letters often outperform short ones.

[Andrew Rogers]

What about "Taxman" -- a timely reminder of the tax-deductibility of donations?

Or, from "Abbey Road," "You Never Give Me Your Money."

[Joanne Fritz]

Love your post....especially the older people comment..my sentiments exactly. And not just that I am in that group...LOL. Linking to your list.

[Lanell]

Love it! Thanks for a super fun post. Have you seen Julie Taymor's movie "Across the Universe"? If you like the Beatles and creative films check it out.

[Steve Froehlich (@SteveFro)]

I noticed you didn't list "A Hard Day's Night," "Baby You're a Rich Man," "Don't Let me Down," "Fixing a Hole," and of course, "You Never Give me Your Money."

[Bob Ball]

Not bad for a guy who is really too young to have appreciated the Beatles when they first invaded our shores and our consciousness.

[Tamsen McMahon (@tamadear)]

What, no "Mean Mr. Mustard"? ;)

I think effective fundraising is summed up by the lyrics of "The End": And in the end, the love you take is equal to the love you make.

In other words, make sure you're giving to your donors as much as they give to you.