We've been working on a series of the four rules that should guide any fundraising project. Last time, we focused on rule number two: the donor must believe in you. And we discussed some ways you can help the potential donor to believe in your organization. So what's rule number one? The donor must believe in your cause. If your cause means nothing to him, then neither will your organization.
After you've gotten your potential donor excited about your cause and convinced her that your organization is worthy of her dollar, what's the next logical step? You must convince her that you need her dollar. Rule number three: The donor must believe there's a need.
Every organization wants money from donors, but the gifts only start coming in when the donor believes you have a real need. That means that you have to be specific. Don't just tell your donors that you need their help to further your mission or serve your target group. Tell them exactly what you need. Make your request specific.
Tell a story. We used the example of Josefina in Selling Your Cause. Stories about the people, places, animals you serve make the need come alive. Suddenly, we're not just talking about microfinancing. We're talking about Josefina and her brothers and sisters. We're talking about her need.
When you've told your story, make sure your potential donors understand the consequences of not being able to meet the needs you've mentioned. The need doesn't just go away -- real people will be affected. Help the donor see his responsibility now that he knows about Josefina's tragedy.
But don't go overboard. There's a fine line between a need that can be met realistically (Josefina's dream of becoming a seamstress) and one so far out of reach that it seems pointless to try (world peace). Your donors need to feel that they can make a difference. And that, my friends, leads us to our final entry in the series. But you'll have to wait for it.
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