You DON’T Have a Fundraising Problem

”We can’t raise enough,”

is the phrase I often hear when consulting. When the tried, and true fundraising campaigns don’t work, when appeals no longer bring in the revenue, and when donors seem apathetic, I get called. To be fair, it's a hard place to be in. The Executive Director is often the gatekeeper between the board's expectations and the staff's frustration. Yet I often shock people when I say, “You DON’T have a fundraising problem.”

The truth is, 99% of the time, the root cause of a fundraising challenge lies in the realm of marketing, publicity, and effective storytelling. By shifting our perspective, we can unlock the true potential of non-profit fundraising and revolutionize how we engage with potential donors.

The Misconception:

Small nonprofit leaders often focus on the immediacy of a problem. This is, in fact, a strength, because small nonprofits have to weather many storms every day to survive. There is not a team of PR, legal, and HR managers at one’s beck and call. The Director wears all the hats. However, the challenge with this trait is that most crises begin long before they are noticed.

The Paradigm Shift:

In truth, the real challenge of fundraising lies in marketing, publicity, and storytelling. Each non-profit organization has a unique product - a vision, a cause, or a mission - which needs to be effectively communicated to its target audience. Developing strategies that captivate and convince potential supporters is imperative, ensuring that the organization's story resonates deeply within their hearts. You want funders to become champions and advocates for your cause. When this energy around your brand begins to wane, problems start.

Step 1: Understanding Your Audience:

Have you ever wondered why your top 20 donors give to you, or why the last 10 lapsed donors stopped giving? Understanding your donor base is important to survive as a nonprofit organization. I once worked with a human service nonprofit that was struggling to bring in revenue. Our investigation uncovered that a major donor stopped giving after a failing program was cut. During the interview, the donor expressed feeling dismissed due to the sudden cut of a program he was passionate about, with no explanation provided. However, since the organization was unaware of the donor's passion, they could not predict the ramifications of the program shift.

Meet with your current donors over coffee, survey them, or conduct a phone-calling campaign to say ‘thank you’. When you connect, listen to what they are, and aren’t, saying. What are they passionate about? Why did they want to meet with you? This will give you common ground to begin the next step.

Step 2: Craft a Compelling Narrative:

Learn how to tell the organization’s story. A great storyteller has their audience riveted within the first two minutes. A mere recitation of facts and figures will not suffice. Instead, delve deep into your work's emotional core, emphasizing its impact on individuals and communities. By vividly portraying the mission's significance, non-profits can engage potential donors profoundly.

Step 3: Creating Energy and Momentum:

Finally, generating energy and buzz around the non-profit's vision is essential. Organizations can create a ripple effect that amplifies their message by mobilizing supporters, volunteers, and staff. This momentum will attract new donors and inspire existing supporters to become ambassadors for the cause, spreading the word far and wide.

Conduct a small marketing campaign around a new program. Write an op-ed piece for the newspaper. Create yard signs that highlight your donors and why they give. Identify the most effective platforms, channels, and moments to convey your message. Try combining social media, traditional media outlets, and in-person interactions to create a multi-faceted approach that maximizes impact.

In reevaluating the so-called "fundraising problem," we discover the true path to success lies in effective marketing, publicity, and storytelling. Non-profit organizations must shift their focus from solely seeking funds to crafting a compelling narrative that engages and resonates with their target audience. By finding the right people who share their passion, communicating their vision convincingly, and creating momentum around their cause, non-profits can unlock their true potential and revolutionize how they fundraise.