Seven Fundraising Principles

The No, Seriously Seven

Preparing for two workshops on fundraising for staff, volunteers, and founders new to it, I began making a list that didn’t end up in either presentation. My inspiration was that there are some fundamental truths that novices just can’t believe. These are the things I find myself emphasizing, as in, “No, seriously. It’s true.”

Here’s the list, not quite edited. And warning: it’s a little preachy.

1. People give when asked (and rarely when they are not). Even when people are asked, they don’t always give.

So what? (a) Ask for more gifts than the number you need. (b) Embrace the word "No."

2. “Donors are not ATMs” (Kim Klein).

So what? Kim Klein says, “If you want them to give more than once, you need to thank them and keep them posted on what your organization is doing with their money.” If you don’t know who Kim Klein is, find out and get at least one of her books.

3. Do not attempt this alone.

One person does not a fundraising committee make. More askers means more asks, which means more no’s and also more yeses. One asker just isn’t enough. But most people (read “your board members”) are afraid of asking for money.

Now what? Spend some time building a team of people to help you. Board, other staff, major donors, active volunteers, friendly celebs and community leaders. But SOMEONE (probably you) still needs to coordinate, help them face their fear, and accountability.

4. You have to ask specific people to do or give specific things, specifically. “Y’all come” solicitations are not too effective and or meaningful. The underlying message needs to be, “I mean you. Your gift will make a big difference.”

So what? The more personal the contact, the better response you’ll get (and, as fundraising trainers from the Denver-based Gill Foundation say, “and, bonus, the less expensive and more efficient”).

5. Most of your gifts (and grants) will come from a small number of people (and funders).

So what? Spend most of your time working with these donors. Not because they are more important (is it a line in The Fantastics? No small actors, just small parts). Because securing 80% of your organizations funding will enable you do to ensure you can do at least 80% of your work.

6. Most of your donors will give small gifts. And you need those gifts, because (a) they add up, and (b) they represent Regular People Who Care and Are Inspired to Invest Their Own Cash in What You Do, and that’s powerful, and (c) you’re building a movement, right?

So what? Take care of these donors respectfully, while doing it efficiently.

7. Different sources of revenue offer different pluses and minuses. No one source is sufficient. For some of them, see a paper by the brilliant Jon Pratt.

So what? Diversify, diversify, diversify.