Fundraising that will make you smile and delight the accounting department is what I’m talking about. Fundraising that donors love requires 3 things:
Something big
Something small
Something remarkable
The Big:
It’s easy to make the mistake of talking about how big the problem is. Don’t focus on the big stats that demonstrate your big problem. The Big is your dream. Donors love big vision. Donors want to be a part of changing the world (or their part of the world or their neighborhood). Go big with your dream.
The Small:
Think small. Talk to donors about about the one. The Small you need is an individual. Focus your donor on helping that one. Tell the story of one person, family, animal. Help the donor think about how that “one” struggles with whatever problem you’re solving. Even if you are changing the world, zoom in on the one both to illustrate the problem and the solution. We’re drawn to individuals not groups.
The Remarkable:
Everyone is insanely busy, distracted and overwhelmed with information. Your donors (and more painfully, your potential donors) are not sitting around waiting to hear from you. What will get their attention? What will help them understand The Big and The Small? You have to make this Remarkable. The Remarkable must inspire. Soar. The Remarkable is bold and brave. Your donors needs to feel something. And yes, feel is the goal. Logic doesn’t play as big a part in all of this as people will tell you.
What I know about you is that you already have the right Big, Small and Remarkable. That’s what your donors are waiting for. All you need to do is share it with them.
Let me know what you think. Here’s how that works: just email me at sthomas AT wizardofads DOT com. That’ll reach me.
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Steve Thomas
