10 Basic Ideas About Fundraising
A post by James V. Toscano
1. Fundraising is not about Money. It’s about values, those of the Donor and those of the Organization. Getting alignment between donor values and organization values is the first task in developing a donor base. It’s the beginning of a lifelong relationship.
2. Don’t take the money and run. Fundraising is not one-way but about an exchange of values over time. The organization gets something– resources of the donor– and the donor gets something. Make sure you know what the donor needs if you want the relationship and the exchange to continue.
3. Results prevail. Donors do not give to need but to success or the promise of success. What are your results? What do you achieve? How do you do it? What do you promise? That’s what motivates donors.
4. Not everyone is interested in your mission. Organizations must find their constituency, those who share their values. Figure out how to find them. Do they exist, or do you have to develop them?
5. Don’t always ask for money. Organizations must be in continuous communication with constituency over a whole range of information about the nonprofit and about the donor. Talk about and to your donors. Donors want to be wanted.
6. Sisyphus is your model. Constituency-building is a continuous, unending process of pushing the case statement up the proverbial hill. We gain donors and we lose donors. We need to keep this dynamic ratio in our favor.
7. Fundraising must be organized, with structure and people, not spontaneous actions unrelated to a plan. Whether staff or volunteer, follow a plan.
8. One size doesn’t fit all. Ways to raise funds must be tailored to your constituency, your organization and the times.
9. You’ve got to like people. All fundraising is personal.
10. You need to ask. All planning is for naught if you don’t execute with excitement, energy and ethics. You need to ask, ask for a specific amount or range, and ask again and again.
Copyright 2011, The Good Counsel, division of Toscano Advisors, LLC. May be duplicated with citation.