| Have you ever met a donor who liked funding | | | | Q. What is my client's need? |
| infrastructure? I have. Once. | | | | A. To avoid deadly dysentery. |
| When I served as Director of Development for a | | | | Q. What do we presently lack to meet that |
| national non-profit, my organization needed a new | | | | need? |
| heating and ventilation system for the national | | | | A. A well that supplies fresh water. |
| office. The cost was around $75,000, as I recall. | | | | Q. How will my clients benefit if we meet that |
| The executive director approached one of our | | | | need? |
| major donors, a businessman who was also a | | | | A. Live rather than die an excruciating death. |
| faithful supporter, and asked if he would like to | | | | Continue enjoying the benefits of full-time |
| partner with us. The donor promptly wrote a | | | | schooling. Continue to reach their potential |
| cheque for the full amount. Later on, that same | | | | physically, socially and emotionally. Avoid many |
| donor made a commitment to pay for the | | | | medical complications later in life. Be productive |
| parking lot to be re-paved, a renovation that | | | | members of society in a few years. Be able to |
| would cost over $25,000. | | | | help others. You get the idea. |
| That donor was the exception. Most donors do | | | | Your job now is to ask for funds to drill the well |
| not get excited about paying for sheet metal | | | | so that the children will benefit in those ways |
| ducts or fresh asphalt. Donors give to people, not | | | | listed. Don't just ask for money for a well. That's |
| programs. Donors don't send donations by mail to | | | | just a project. Don't show a photo of the well in |
| support a mission statement. They don't respond | | | | its packing crate. Show how the donor's gift will |
| to appeals because of your vision statement. Or | | | | help the children you serve. That's the people. |
| simply because your general fund is depleted. And | | | | What about the "general fund" ask? |
| they are not (with rare exceptions) inspired to | | | | The greatest challenge in this area is when you |
| pay for electrical bills, staples, travel costs and | | | | are requesting funds for your general fund and |
| plumbing repairs. Donors are people. And people | | | | not for a tangible project, when you cannot |
| give to people, usually to help people. | | | | describe any specific benefits that are tied to a |
| This basic fundraising truth means that you must | | | | particular initiative. In these cases, you still need to |
| state your organizational needs in human terms | | | | describe your need in human terms, and you do |
| whenever possible. You must translate your case | | | | this by showing your donors the view from |
| for support from non-profit-speak into flesh and | | | | 10,000 feet instead of 10 feet.. |
| blood. Donors want to know how their gift will | | | | Let's say you need to raise money by mail for |
| help the people that you serve. | | | | your general fund, to pay for salaries, |
| This fundraising truth still applies even if you do | | | | administration, office supplies, postage--all the |
| not serve people. If your non-profit promotes | | | | things that are needed to run a non-profit. The |
| nuclear arms disarmament, for example, your | | | | view from 10 feet says you need to raise |
| donors want to know how their gift will end | | | | $20,000 this quarter to meet general fund |
| nuclear weapons testing. If you are an | | | | expenses or you're in trouble with your board. But |
| animal-rights charity, your donors want to know | | | | the view from 10,000 feet says you need to |
| how their financial gift will rescue animals from | | | | raise $20,000 to continue meeting the needs of |
| laboratory experiments. | | | | the people you serve. |
| How to say "people," not "programs" | | | | So instead of saying this: |
| If you are raising funds for a specific project that | | | | "Please donate to our general fund." |
| aims to help a particular people group (children, | | | | You say this: |
| seniors, single mothers, children with cerebral | | | | "Please send a gift today to our ‘Sequoia |
| palsy), then your job is straightforward. Ask | | | | Sender's Fund.' From this fund we draw the |
| yourself these questions: | | | | monies needed to promote our service to |
| 1. What is my client's need? | | | | environmentalists at large, train teams, send them |
| 2. What do we presently lack to meet that need? | | | | overseas, and handle all the tasks involved in |
| 3. How will my client benefit if we meet that | | | | getting those volunteers onto the field and back |
| need? | | | | again in a way that promotes responsible forestry |
| Here is an example. Imagine that your non-profit | | | | practices, encourages and equips local activists, |
| organization in South Africa runs an orphanage for | | | | and blesses the volunteer who goes." |
| children whose parents have died from AIDS. The | | | | See the difference? The fund is no longer a |
| children are suffering from dysentery because the | | | | general fun but a fund set aside to accomplish the |
| local water supply is contaminated. Your solution is | | | | goals of the organization. It serves the same |
| to drill a well. You need $50,000. | | | | purpose, it just has a more compelling name. This |
| You could send an appeal letter to your | | | | ask is worded in such a way that it covers every |
| supporters, asking for $50,000. Mistake. | | | | office expense from paper to payroll, yet in a |
| You could send an appeal letter to your | | | | way likely to inspire and motivate donors. |
| supporters, asking for $50,000 for a new well. | | | | Your role as a writer of effective fundraising |
| Another mistake. | | | | letters is to always be looking for the human |
| Remember, people give to people to help people. | | | | interest story that lies beneath your immediate |
| Your donors want to help orphans, not drill a well. | | | | financial needs. Capture that, and you'll capture the |
| Drilling the well will help the orphans, but your ask | | | | hearts and minds of your donors. |
| needs to concentrate on the orphans. Here's how | | | | © 2005 Sharpe Copy Inc. |
| you would answer the above three questions. | | | | |