Good fundraising offers purpose to donors

Or go watch it here.

This talk is by Simon Sinek, author of the book Start with Why: How Great Leaders Inspire Everyone to Take Action (available at Amazon and at Powell’s).

His main point: “People don’t buy what you do. They buy why you do it.”

Are you telling donors just what you do, or do you bring them on board with why you do it?

Are you assuming they give because you have really cool programs? Or because of the passion that brings those programs to life?

Take a close look at your messaging. If it’s all about your what and your how, you are missing the opportunity to ignite deep and lasting support. The world is full of organizations — companies, governments, clubs — that float on their “what.” It’s so boring. So uninspiring. People — everyone, including you and me and all our donors — are looking for purpose, passion, and connection.

You can offer it. If you will.

Religious organizations have a natural advantage, as why is usually built in to faith communities. But even religious organizations have to go to the trouble to talk about why, and to say it well.

Really, that’s one of the most important things you do — give donors more why. Don’t cheat them, or yourself, by staying on the what. Why-motivated donors will give more often, give higher amounts, stay with you longer, and be part of your team in every other way. Because they’ll be your partner in making life not only better, but more meaningful.