Organizations often are so caught up in their worries of “getting their message out there” that they begin ignoring some of the fundamental rules for successful fundraising. Take some time to review today:
--- Keep your message simple and concise—The clearer and shorter your message, the more likely people will be interested in what you have to say. People will not be motivated to join your cause and support you if they cannot understand the basics of what you are doing and what you hope to accomplish.
Imagine a scenario where you only have a short amount of time to share about your organization. Can you communicate your mission and vision clearly? I have reviewed grant proposals where ministries were asked to imagine they were on an airplane, and as the flight was pulling in, the person next to them asks about their ministry. The ministries were then asked to write what their responses would be. Many of the answers I read were very lengthy, some over two pages. Either you have to be very fast at talking or you need to shorten your message.
When you can present people with a simple message, it draws them in. The point is not to provide people with all the details they need to know about your history, purpose, staff, etc. The point is to find a connecting point with that person and get them interested. With this established, then comes the time where they can inquire more about the details.
--Listen—This idea goes contrary to common sense, at first glance. It would seem that in order to have fundraising success you need to talk in order to get donors. That is not entirely true. The most fundamental step in fundraising is relationships. I have seen many ministries that are very passionate about their cause and they are very good at communicating their vision. However, they miss engaging donors because they do not first stop and listen to them.
As you learn to listen, look for the connecting points—how your story fits in with the donor’s. Build a relationships based upon those connections. It takes time and a willing heart, but it is important. Remember, it is not about the money or even about your great work. It is about people—show them you care.
--Refine your message—This process of developing a fundraising message should be like the first step suggests: simple. Having many people involved is going to create a more complex message. Instead, when you seek to refine and develop it, invest in a few people:
-- a person good with details—have them look for grammar errors and that the facts are all correct
-- a person familiar with your vision—have them make sure it fits what you hope to accomplish
Additional information taken from Jeff Brook’s article “Three Laws of Fundraising Dynamics”
-- Jessica High is a Research Assistant at Christian Foundation Grants (www.christianfoundationgrants.com) which is a subscription database of foundations that provide grants to faith based organizations. iDonate.com is a website (www.iDonate.com) that allows ministries to receive non cash gifts online