Here's a problem more of us could do with: Last year the Bill & Melinda Gates Foundation raised $10.4 million dollars without asking for anything. They didn't even really want it. (See the Chronicle of Philanthropy report: Gates Foundation Raises $10-Million in Unsolicited Gifts.)
Why would so many people give to an organization that doesn't want them to give, offers no easy way to give, and will, in fact, just turn around and give their money to organizations they could have given to themselves in the first place?
They've heard of the Gates Foundation. Or at least they've heard of Gates. A lot of visibility comes with being the world's wealthiest person.
They think Bill Gates is smart. (Anyone who would use live mosquitoes as a visual aid, in a speech is smart in my book.) Donors must figure he's going to make better use of their giving than they can themselves. That may or may not be true -- but it's clearly a perception.
Other smart people have given to the Gates Foundation. Well, one other: Warren Buffett, who's given billions and says he plans to give more. (Buffett dollars are not among the $10.4 million given last year.) That's one heck of an endorsement.
Most of us have a long way to do to get that Gates Foundation magic. But here are some things that can point you in the right direction:
- Do something nobody else does. If your distinctive can only be grasped by professionals, it's not a real distinctive. You have to make regular people say Wow!
- Be really good at it. So good that anyone can see what a difference you're making.
- Help your donors tell your story. They can be your "celebrities" if you give them the tools and something great to talk about.
(Another take at Tactical Philanthropy: Would You Donate to the Gates Foundation?)
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