It’s surprisingly easy:
Don’t instruct; inspire.
People don’t give because you’ve made them understand how you do your work. They give when they can see how your organization helps make them awesome.
They give when your fundraising makes them say, That’s something I want to do!
Not, I now fully understand these processes and I believe they are sufficiently excellent.
If donors were robots, the latter would work.
They aren’t. So it doesn’t.
Make your fundraising all about the amazing things donors can do through your organization.
Then find the people who want to do those things.
That’s the secret.
Jeff 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.
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