The beauty of nonprofits is that they don't have to get their hands dirty in the coorporate world of money, money, money -- at least, that's what we tell ourselves. But let's face it folks, money is what makes the world go round. Without it, you're going to have a hard time executing your mission -- whether you support feeding programs, micro loans, education, community development, fair trade, or a delicious porridge of all of them.
Generally, the public has a soft spot for the change most nonprofits are trying to enact. Yet, as even a short period in the nonprofit world will painfully reveal, soft spots don't translate into hard cash. So how do you make that translation?
Well, I thought you'd never ask. The answer is very simple boys and girls: get back to basics.
There are four hard and fast rules that govern all fundraising efforts. The potential donor must believe:
1. In your cause
2. In you
3. There's a tangible need
4. His/her gift will make a difference
Rules one and two can be developed over time and most likely will have to be. But numbers three and four are both short term and long term rules. Like most good lessons in life, these rules are easier said than done -- especially the last one.
If not properly executed, a fundraising effort will likely bring many sympathetic looks, a few raised eyebrows, and very few gifts. That's where a professional fundraiser can be of great service to you. In the first quarter, we helped one of our newest clients to raise much more money than they had been able to on their own. They raised more than enough to pay for our services, lowered their mailing costs, and have started a strong momentum toward growth. Professional services may seem like an added expense, but the right service will help actually lower your overheard in the long run and dramatically increase your income, providing both short term and long term growth.
In the next four entries, we'll look at the four rules one by one and show you how you can start to maximize the effectiveness of each fundraising effort.
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