The Short Answer to the Most-Asked Question – An Excerpt from "The Essential Fundraiser's Handbook"

In this edition of Philanthropy 451, I wanted to share with you an excerpt from my upcoming book, The Essential Fundraiser's Handbook. The book will be released on July 9th and is packed with insights for all fundraisers and people involved in nonprofits. Enjoy this sneak peek and get ready for practical tips and strategies to enhance your fundraising efforts by building authentic relationships with your donors.

A reader asked me an interesting question. She asked what I, personally and as a donor, need to experience from a nonprofit in order to want to support them financially.

Good question. As many of you know, I provide answers to that in Philanthropy Revolution and in the many podcasts and lectures I’ve participated in. However, the fundraiser was asking for a quick-and-dirty shortlist of tips to use immediately.

I can do the shortlist, as long as you, the reader, realize it’s not a comprehensive answer. If “short and simple” got donors to give money to nonprofits, nobody would need the myriad of books and other publications out there that provide professional advice to fundraisers and nonprofit leaders. But I understand that sometimes, to get started on a new path, you need to keep it simple.

Here’s my short answer to the question, and although these tips won’t necessarily get you a donation, they’ll at least get you started on the path to doing so. The first hurdle is realizing that change is necessary and, in this case, a very good thing. Once you accept that, try this:

1. Treat the donor as you would want to be treated. Don’t pander and don’t assume.
2. Convey to the donor why you’re doing the hard work of fundraising and why you (personally) have dedicated your time to what your organization does. Be clear on what your group’s mission is.
3. If the potential donor isn’t “into” what your NPO does, let it go. Better yet, if you know another organization that does fit the interests of that potential donor, make the connection to them!
4. Be clear to the donor about one or more particular needs you have. The more specific, the better (e.g., “We could help five more kids if we had more funds…” or “We recognize a need for this particular project, but we can’t do it without an infusion of resources”).
5. If possible, give the potential donor an opportunity to give something non-monetary to the organization. If they want to “get their hands dirty,” tell them about the volunteer opportunities you have. There is no reason to keep volunteers siloed from donors. (In fact, doing so couldn’t be more counterproductive in the big picture.)
6. Most importantly, see if you can build an authentic relationship with the donor based on your shared passion for the cause. If you have that, asking for funding isn’t so challenging—in fact, they might even ask YOU how they can make the most impact.

Remember that donors are human beings, and all of us—regardless of our means—have donated something to someone at some time. Once you accept that fact, it’s easier to see how a donor might respond to your pitches. If you (personally) would be turned off by your pitch, chances are good that the donor you’re soliciting will feel the same way.

I'm thrilled to share that the insights we've explored are just a glimpse of what you'll find in The Essential Fundraiser's Handbook, available for preorder now and officially releasing on July 9th. Packed with practical tips, this book will help you build authentic donor relationships and boost your fundraising efforts. I hope you'll give it a try!

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The Philanthropy 451 Team