Your fundraising isn't going as well as it should. You and your colleagues are trying to figure out why.
Consensus emerges: Our donors don't realize how effective our programs are. They don't grasp that we're unique in our sector. That we lead in our sector. That our people are teaching the people at other nonprofits how to do it.
So you turn up the volume on how awesome your organization is.
And your results get even worse.
That's because You're having the wrong conversation.
Your donors don't give because you're great. They give to put their values to work and make the world a better place.
When your fundraising is about how great your organization is, you're just being irrelevant.
As the old Ask Thank Report Repeat blog (now the Better Fundraising Blog) said:
Raise more money by telling donors what they want to hear. Your donors don't care how special your organization is, and telling your donors your organization is unique doesn't help you raise money. That's because most donors care more about 1) who needs help, and 2) the improvement in the beneficiary's life if the donor gives a gift.
Talk about the change in the world your donors can make. That's why they give. Bragging about yourself is just a bunch of blah-blah-blah. Showing the donor what she can do? Pure zing.
(This post first appeared on July 29, 2015.)
from Future Fundraising Now https://ift.tt/32MRrAH
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