At such a young age, she was so right: Attitude is everything! And it starts with the professional or volunteer nonprofit leader who’s leading the fundraising project. If you don’t bring a positive and happy attitude to the table, don’t expect others to be excited or look forward to joining you in the cause.

This is one of my 10 Simple Fundraising Lessons, as emphasized in my most popular course/presentation and first book of the same title.

Unfortunately, it appears counterintuitive to many people. They associate fundraising with dread, something to be endured at best. But the most successful nonprofit leaders I know truly embrace the spirit of joy. Here are 10 practical ways that you can enjoy fundraising.

1. You are driven by a passion deep in your heart: You are not raising money to benefit yourself, but rather a noble mission that touches, improves and saves more lives, especially helping those who are struggling. You are a true believer. Every time you move the cause forward it has special meaning.
2. Fundraising is not a zero-sum game: By asking for a gift, you aren’t taking something of equal value away from the donor. You are empowering them to more fully achieve their human potential, and genuinely feel great about themselves. This is a win-win transaction.
3. There is nothing to fear if the donor declines: Fundraising dates back to at least 1643 when Harvard conducted its first annual appeal. (No wonder its endowment is now greater than $50 billion.) In all the time since then, there’s never been a single casualty suffered by someone who heard “no.” In other words, you are not putting yourself in harm’s way. Leaders in all fields must risk momentary rejection if they want to accomplish significant goals and make things happen.
4. Never go in unprepared: Just like tennis, golf and playing a musical instrument, you need to practice. Role-playing an ask is well worth the effort and allows you to approach the task at hand from a position of strength.
5. You don’t ask for gifts right out of the box: It’s essential that the donor prospect first knows, likes, and trusts you and your organization before there is any mention of money. We call this the cultivation phase. More than building a relationship, you are nurturing a friendship. Too many people miss that they can contribute mightily to resource development success without ever asking for a gift themselves. They can identify likely donors, break the ice by introducing men and women from their professional, personal, and civic networks to the missions of their nonprofits, and express heartfelt gratitude to donors of time and money.
6. Watch others in action: Never solicited a gift before? Accompany a board or staff member who has replaced fear with comfort and confidence. You can learn much from their general approach, conversation style, and verbal and facial expressions. They have learned how to master it, and so can you.
7. Those who volunteer get it: Be sure to emphasize the solicitation of those who are volunteering time to your nonprofit. They are several times more likely to provide financial support than those who don’t volunteer. The older we get, the more we appreciate that the gift of time is more valuable than money because it can never be replaced.
8. Technology is opening the door to new ways of giving: We are seeing more and more innovations such as mobile giving, giving days, and giving circles open the doors to younger generations and those who have not previously participated in philanthropy.
9. Celebrate victories: When a professional or volunteer team member reports back on their first success, recognize them at a meeting or other gathering. Invite them to talk about the experience and what they enjoyed the most about it.
10. Fundraising is the ultimate continuous improvement process: You learn something valuable every time you meet with the donor prospect, whether the result is yes, no, or I need more time. Debrief after each the solicitation and honestly assess what you were pleased with and where there is room for improvement. Welcome opportunities to learn more. There is an abundance of how-to resources including books, articles, conferences, training, webinars, and more — many available at minimal or no cost.

I always say that the main reason most people fear and don’t enjoy fundraising is that they’ve never genuinely experienced a solicitation themselves. So, more than anything else, this is a fear of the unknown. Successful nonprofits go the extra mile to ensure that team members know about the multi-faceted fundraising process. Remember, money is never the end, but rather a means to the end. Fundraising is the fuel that drives good works and in virtually every conceivable way culminates in a better and brighter future.

Do you embrace and enjoy FUNdraising? Let us know in the comments. 

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Dear Charity Clairity,

We provide administrative, educational and financial support to a range of other charities within our statewide member network. In other words, our mission is to underwrite much of the “overhead” for agencies who do the work. Yet they still do their own fundraising, which we help them to do through training. We have a few of our own programs, but don’t have a lot of our own boots-on-the-ground direct services. No one wants to pay for what we do. How do I tell a compelling fundraising story?

— Not Saving Lives

Dear Not Saving Lives,

First, a reality check: Very few charities can actually say they’re in the business of life and death. Yet they still solve very real problems and meet pressing needs within their communities and the world. So, stop feeling “less than” because you aren’t doing work you personally consider dramatic.

I promise, there’s lots of drama to be found!

The key to storytelling is to present the problem – why you exist – in a compelling, emotional manner that draws people in and makes them want to be a part of your drama. You make the “why” somewhat sexy (i.e., stimulating) so it provokes an inspired response.

And so many things can be stimulating in this regard. You intimate a fear “overhead” is not very sexy. That’s like saying a person’s mind isn’t sexy, only their body. The truth is the two cannot be divorced from one another.  “Overhead” is a myth nonprofits persist in colluding with donors to believe is somehow sordid because it’s not a “program.” But, without overhead, there are no programs! Overhead and program are inextricably intertwined. Period.

So, let’s consider the types of stories you might tell.

I don’t know the specifics of your cause, but generally there are two types of stories: before and after. They’re both valid; you’ll just use them at different times.

Unsolved problem story

This is a fundraising story. You’ll use it in an appeal, on your website, in your newsletter or on social media to make the case for support. It’s best to pair this problem with a suggested realistic solution so the donor can envision how their support will resolve the problem.

While it’s relatively easy to craft a story about a hungry child who may die without nourishment… or an abandoned puppy who may die without the solution of a loving adoption… or of a frail, isolated senior who may die without supportive and medical services, it’s not always so easy. But, it’s doable!

For example, here are a few problems that are not necessarily life and death. Yet the solutions offered make a demonstrable difference in people’s lives:

• [Chronic disease] Margaret will suffer tremendous pain from this disease. Funds are needed to provide palliative care.
• [Legal services] People in rural areas don’t have access to services to meet basic needs. Funds are needed to provide attorney staff to bridge the urban/rural legal divide.
• [Arts] People without arts access lack empathy and understanding of how to value things they don’t already know how to value. Funds are needed to provide music to move us… paintings to inspire us… books and films to entertain us.
• [Environment] Overfishing, pollution and climate change will lead to the death of the ocean within our lifetimes. Funds are needed to make our ecosystem more resilient.

The story should be about one person, animal, place or thing. It should be simple enough the donor can immediately wrap their head and heart around it, while simultaneously paced with emotional adjectives and compelling imagery. Begin an appeal with a single emotion-packed sentence that enables people to imagine the situation with which the protagonist of the story is confronted.

You shouldn’t try to tell all your stories at once! You may provide skills and tools to help other agencies harness wisdom, share collective power, and share analysis and insights about systemic trends, challenges, and solutions. But that’s not a story. It’s an organizational mission statement. And people aren’t buying your organization.

People will buy a story of change. To tell such a story, pick one need you address and pair it with one thing you make possible, whether directly or indirectly.

Your best fundraising stories are those where many people perceive the problem and want to solve it. So, think about the root reason for your organization’s existence. What problems do you exist to solve, and which of those do your donors also want to solve?

Solved problem story

This is a gratitude (aka donor retention) strategy. You’ll use it on a thank-you landing page, thank-you email, thank-you letter, newsletter, impact report, gratitude (annual) report, or anyplace else you honor donors and showcase the transformational power of their giving.

You don’t use this kind of story to raise funds, because when the happy ending is already achieved there’s nothing for the donor to do. At the same time, you don’t want to leave donors hanging with the feeling their gift may have gone into a black hole. They need to know they made a real difference.

When donors don’t feel their gift is contributing to progress, they’re unlikely to give again. That’s why you have to tell happy stories as well as sad ones.

Again, with these happy stories it’s important to provide specifics. “You made a difference” is too general. “You provided meals for a week” is something the donor can visualize. It’s likely to make them smile. And, hopefully, to want to do this again.

Donor’s story

Inherent in all your fundraising and gratitude strategies is the story the donor wants to be able to tell about themselves. Focus on who donors want to become.

When you offer the opportunity to give one or more of your stories a happy ending, you make it possible for donors to love themselves when they look in the mirror.

By showing donors how much they matter, you bring them meaning.

Final thoughts

You mention the charities in your statewide network have boots-on-the-ground services. Even though you don’t, you definitely enable them. They couldn’t do this work without your support, so talk about the people they help. And how they’re helped.

If people are helped in a variety of different ways, perhaps even through different organizations within your network, then you have a variety of different stories. Write them down on a white board, and begin to consider which are most compelling. You might even survey your donors to find out which areas are of greatest interest to them; then, use that information to inform future fundraising

You’ve no doubt got many beautiful stories, and ones well worth telling.

— Charity Clairity (Please use a pseudonym if you prefer to be anonymous when you submit your own question, like “Not Saving Lives” did.)

How do you tell a compelling fundraising story when your cause doesn’t have a happy ending? Let us know in the comments. 

The post [ASK AN EXPERT] How To Tell A Compelling Fundraising Story appeared first on Bloomerang.

“Given the latest Fundraising Effectiveness Project (FEP) data, it’s crucial for nonprofits to understand and engage with their donor base to overcome declines in giving,” said Dennis Fois, CEO of Bloomerang. “By tailoring their approaches to align with generational preferences, organizations can optimize the giving experience and build stronger relationships with their supporters. This not only helps save time and resources, but also maximizes the outcomes of their efforts, ensuring they connect with donors in ways that resonate and encourage increased support.”

Key findings from the 2024 Generational Giving Report include:

• Donors of all ages rely on online platforms to learn more about an organization before donating. Prior to making a gift, 85% of donors will research a nonprofit by visiting their website and 70% will visit their social media profiles.
• Digital wallet preference has surpassed more traditional giving methods. Digital wallets are the third most popular way for donors to give to nonprofits after giving via debit or credit card and cash, surpassing checks.
• When asked why they stopped donating, 44% of donors said they no longer trusted their donations were being used wisely, followed by 39% who said they no longer felt connected to the nonprofit they’d previously supported.
• Generation Z is the most enthusiastic about attending fundraising events. Despite favoring online methods of communication and giving, Gen Z prefers attending in-person fundraising events more than any other generation.
• Donors have low stewardship expectations. 74% of donors do not expect to be thanked for making a donation, indicating a significant opportunity for fundraising professionals to steward their donors.
• Gen X and Gen Z are the generations most willing to participate in peer-to-peer fundraising for organizations they support. 62% of Gen X and 56% of Gen Z will fundraise for causes they care about, while members of the Baby Boomer generation are the least likely to fundraise on behalf of an organization.

“In addition to discovering unique preferences among different generations of donors, we’ve also discovered what different generations have in common,” said Bloomerang’s nonprofit content and education specialist, Wendy Mercurio. “For example, trust and connection are crucial to all donors. For those who noted intentionally stopping their support, not feeling connected to a nonprofit and losing trust in how their donation was spent are major factors that led to a halt in donations.”

The second edition of the Generational Giving Report shows donation trends across age demographics, what drives donors to stop giving, and how nonprofits can build stronger relationships with each generation.

To learn more and download the full report, click here.

About the Generational Giving Report: The first edition of this report was published by Qgiv, a fundraising platform Bloomerang acquired in January of 2024. The second edition of this report was developed in collaboration with Qgiv and Bloomerang. The report is based on a survey conducted in May 2024 to gain deeper insights on donor behaviors. More than 1,000 participants made charitable donations in the past 12 months were surveyed, and 90% of respondents donated during this period, and 92% had supported nonprofits in non-financial ways such as volunteering and promoting the organization’s work.

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Dear Charity Clairity,

We are a small nonprofit. We usually have a few events annually bringing in added revenue. This year is our 60th year in our community. A 60th Anniversary Celebration is scheduled, and the sponsorship giving levels are higher than we normally ask for. Many choices of levels and an option to place an ad.  My question is, I have heard from a few agencies I connected with and they say they are going to sponsor. I would like to ask what level they are considering – but I don’t want to seem too pushy. My CEO will want information, that I do not have. Any suggestions?

— Fear to Tread

Dear Fear to Tread,

As Franklin D. Roosevelt famously said in his inaugural address, “the only thing we have to fear is fear itself.”

Don’t be afraid about seeming ‘pushy”

By even using this word, you’re putting a negative spin on what should be seen as an opportunity for these sponsors. It’s something you would love for them to be able to take advantage of – not something you’re trying to browbeat them into. It’s not just good for you; it’s good for them too.

When you come from a place of fear in fundraising, you’re going to be dead on arrival.

Which is why I so often talk about my philosophy of philanthropy, not fundraising. The former connotes “love (philos) of humanity (anthropy)” while the latter focuses on money – something most people don’t like to talk about in polite company. It’s also why I so often work with organizations and boards to help them overcome fundraising fear.

Shifting your approach will go a long way towards shifting your results in a positive direction

As one of my mentors, and founder of The Fundraising School, Hank Rosso, taught me: “Fundraising is the gentle art of teaching the joy of giving.” When you approach your work from the perspective of giving, not taking, you’ll bring both yourself and your supporters greater comfort and joy.

How might you approach a conversation with potential sponsors in a manner that focuses on joy?

Begin by retiring the “tin cup” approach that feels like begging. Stop with the “let’s twist their arm” or “let’s hit them up” or “get them to give ‘til it hurts’” approaches that feel not just coercive, but even violent. Replace them with an uplifting, joyful approach that actually makes people feel good about the opportunity with which you’re presenting them. After all, we know from MRI research that even simply considering making a gift brings people a jolt of feel-good dopamine – what’s been called the “warm glow” effect.

If someone tells me they’re considering a sponsorship gift, I would immediately respond with something like this:

“That’s so wonderful!!!!  Do you have an idea what level makes the most sense to you? I’d love to chat about the benefits available with the different opportunities we have so we can save a spot that will give you the biggest bang for your buck!”  

Play up the scarcity factor a bit

One of the principles of influence we’ve learned from research in psychology, neuroscience and behavioral economics is people have a fear of missing out (FOMO). So, let them know you only have X spots available for some of the top tiers. Think about what you can offer at various levels that will entice them. Here are some ideas:

• Swag in favor bags
• Name and logo included in advertising
• Name included in program
• In-person signage or digital banners for particular area of underwriting (e.g., reception, bar, entertainment, special stages, dinner, dessert, video program, livestreams, auction, raffle, etc.)
• Speaking opportunity at event
• Speaking opportunity at public relations or media event preceding the celebration.
• Extra tickets
• VIP reception

You can also create custom packages

Ask your prospects what would make sponsorship more valuable to them, and if certain perks aren’t quite cutting it, replace them with something that makes sponsors excited. Maybe it’s a one-time volunteer opportunity for their staff. Or maybe it’s an in-kind educational program you can deliver for them.

Once you have a few sponsors in place, use them as “social proof” leverage to attract other sponsors

Another principle of influence is that people want to be included among their peers. If you can say “XYZ Bank is giving at this level” or “Generally, people with budgets your size select the X Tier” that will help sponsors to select an appropriate amount. No one wants to feel cheap. At they same time, no one wants to be a chump.  Help them find a giving range they’ll feel good about!

Quantify your value in a donor-centered way

The fact this is your anniversary does not matter to sponsors – or to most any donors. What matters to supporters is impact – what they can accomplish, through you. So, the fact this is your 60th does not justify raising your prices. What does? It’s the fact you have a plan in place to reach more people. Plus, the fact that the people you reach are likely to match the demographic the sponsor wants to reach.

The more people you’ll reach within the sponsor’s target market, the more valuable sponsorship is to them. How will you reach more at this event than at past events? Will you have:

• More attendees?
• More outreach to particular demographics (that may match sponsor demographics)?
• More social media outreach?
• More advertising?
• More partnerships with other organizations who will also carry your marketing messages?
• More visibility via media (e.g., television; radio; print publications; digital publications) and public relations events?

It’s always a good idea to take a look at sponsor packages from similar organizations

Overcharging will scare away sponsors, and undercharging will lose you opportunities and undersell your value. Check out the sponsors who choose to support other nonprofits in your area – paying attention to their levels of support – and reach out to them first. You know they’re philanthropic. And you know they see the value of being perceived as good corporate citizens.

Nothing to fear here!

— Charity Clairity (Please use a pseudonym if you prefer to be anonymous when you submit your own question, like “Fear to Tread” did.)

How do you approach sponsorship giving levels? Let us know in the comments. 

The post [ASK AN EXPERT] How To Best Approach Sponsors Around Different Giving Levels appeared first on Bloomerang.