Are you asking your donors to solve a problem?

When you raise funds, what are you asking your donor to do?

If your message is a description of how you do your work and the call to action is “fund this wonderful process” — you are not doing your best fundraising.

This helpful post at the Veritus Group Blog points out one of the main things you need to know about motivating donors to action: In Fundraising, It’s About the Problem, NOT the Process.

Your donors aren’t interested in funding your processes. They want to solve a problem:

There is a direct link between generous giving and the donor’s clear understanding they are solving a problem and making a difference through their giving.

Every time you plan a fundraising ask, spend a few moments making it clear to yourself:

  • What is the problem that needs to be solved? (Sometimes it’s more like an opportunity that needs to be seized.)
  • Is it clear and understandable by non-experts?
  • How does the donors’ money solve the problem?

When you are clear about these things, you’ll raise a lot more money. And solve a lot more problems.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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