How do you fundraise across cultures?

1 Know your audience

Before you approach any donor, you need to do your homework. Research the culture, history, and social issues of the country or region where your donor is based. Find out what causes they care about, what motivates them to give, and what expectations they have from the organizations they support. You can use online sources, local contacts, or cultural consultants to gather this information. The more you know about your audience, the more you can tailor your message and pitch to their interests and values.

2 Build trust and relationships

Fundraising is not just about asking for money, it is also about building trust and relationships. This is especially important when you fundraise across cultures, as different cultures may have different norms and styles of communication, decision-making, and feedback. You need to respect these differences and adapt your communication accordingly. For example, some cultures may prefer a direct and assertive approach, while others may value a more indirect and polite one. Some cultures may expect a formal and structured presentation, while others may prefer a more informal and personal conversation. Some cultures may decide quickly and independently, while others may take longer and consult with others. Some cultures may give you clear and honest feedback, while others may avoid confrontation and ambiguity. You need to be aware of these nuances and adjust your communication style to match your donor's.

3 Show impact and accountability

One of the key factors that influence donors' willingness to give is the impact and accountability of your organization. You need to show your donors how their contributions make a difference, and how you measure and report your results. You also need to be transparent and ethical in your financial management and governance. However, you also need to consider how different cultures may perceive and value impact and accountability differently. For example, some cultures may prefer quantitative and objective data, while others may appreciate qualitative and subjective stories. Some cultures may focus on the short-term and immediate outcomes, while others may look at the long-term and holistic effects. Some cultures may trust your organization's reputation and credentials, while others may require more verification and documentation. You need to understand what kind of impact and accountability your donors expect and prefer, and communicate it accordingly.

4 Respect diversity and inclusion

Fundraising across cultures also requires you to respect diversity and inclusion. You need to avoid stereotypes, biases, and assumptions that may offend or alienate your donors. You need to acknowledge and appreciate the diversity of perspectives, experiences, and identities that your donors bring. You need to be inclusive and respectful of your donors' preferences, needs, and expectations. For example, you need to use appropriate and inclusive language, images, and symbols in your communication. You need to be sensitive to cultural, religious, and political sensitivities and avoid topics that may be controversial or taboo. You need to be flexible and accommodating of your donors' schedules, time zones, and holidays. You need to be respectful of your donors' privacy, confidentiality, and consent. You need to be humble and grateful for your donors' generosity and support.

5 Learn and improve

Finally, fundraising across cultures requires you to learn and improve. You need to be open-minded and curious about different cultures, and willing to learn from your mistakes and feedback. You need to seek and accept constructive criticism, and use it to improve your fundraising skills and strategies. You need to evaluate your fundraising performance and outcomes, and identify what works and what doesn't in different cultural contexts. You need to keep track of the trends and best practices in fundraising across cultures, and update your knowledge and skills accordingly. You need to be adaptable and innovative in your fundraising approaches, and always strive to deliver value and impact to your donors.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?