Your mission statement might be weighing your fundraising down

Great insight from Kevin L. Brown at a brilliant post on LinkedIn, calling on fundraisers to showcase their results rather than how they do their work. Your impact, not your intentions. Not the work, but the win.

Here’s one of the examples, from a ocean-focused environmental organization:

Mission (the work they do)
Powering enforcement authorities to protect the world’s fisheries.

Results (the outcome of the work)
Protecting the world’s fisheries.

The first statement explains what they do. It’s important, and the staff need to know it inside and out.

But why would a non-expert would-be donor care about that?

They’ll donate when they see an outcome that thrills them.

Donors give to make great things happen.

They don’t give to fund processes.

That’s the secret to good fundraising.