SEVEN ESSENTIAL FOUNDATIONS OF FUNDRAISING
Fundraising = fudge
As a child, Ken would count the money from the Barnardo’s collection boxes that his mother was in charge of collecting. Anyone who brought in their coin box would get some of his mother’s fudge, resulting in queues down the street to hand in their boxes. It’s all about reciprocity.
What fundraising isn’t about – it isn’t about money
If you ask for it, you won’t deserve it. Fundraising is about work that needs doing urgently, and people talking about a cause important to them. It’s about inspiring people to believe they can make a difference and helping them to do it, and building long term, sustainable relationships that deliver lifetime value to the donor and the cause.
Building the dream
Walt Disney wanted the castle built before anything else at Disneyland, so that anyone working on the site could see the dream and why they were there, which is what we should do for our supporters. Show it in different ways but always make if the same recognisable dream. So build the dream and then engage people.
Don’t shout at my mum
Have empathy with your supporters, see things from their point of view, and inspire and innovate. Remember to respect the gap between being a donor and being a legacy prospect to avoid alienating them.
You – the most important word for fundraisers
Always make sure that you mention the donor, the most important word is ‘YOU’ in reference to the donor and how they can make things happen.
Finding your emotional heart
Use emotional words that describe the wonders of what you want to achieve.
Emotional storytelling can change the world
People remember stories, more than lectures. Present stories in ways that are digestible.