Problem, not program.
Fundraising is pretty simple: It’s about a problem, a solution, and how the donor can be part of it.
But most fundraising is not that. It’s laborious descriptions of the programs organizations are putting to work.
That would be like finding someone who’s hungry for lunch, and instead of telling them about the delicious sandwiches you make at your deli around the corner — and instead telling them about your excellent suppliers, your quality equipment, and your top-notch training program for your sandwich-makers.
Don’t do that!
Start with the problem you want donors to join you in solving.
That’s what donors are looking for.
(In case you missed it: Foundational fundraising truths, Part 1)
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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