Half of you will think this is strange, the other half will have had this exact same thought or idea.
One of the most misguided, but well-intentioned, things we hear from nonprofit leaders is, “We don’t want to ask our donors for money.”
Those leaders know, as a nonprofit organization, they need their donors to give money—that’s how all the good work gets done.
But they’re afraid to ask them.
It surprised me the first time I heard it, but I understand where they’re coming from. Donors are essential to their organization, the stars of the show. Just like sports teams work hard to keep the star quarterback happy, leaders don’t want to annoy or anger donors. So, they’re afraid of asking too often or too much, which actually results in donors leaving their organization.
Now that’s a scary thought.
And that’s why it’s absolutely the wrong way to approach fundraising.
If all a nonprofit organization did was ask for money, it probably would turn away donors. That’s why it’s so important to cultivate relationships with them. Engage them in your mission. Show them how important they are and what a difference they are making.
When you spend time engaging with donors, then they’ll basically beg to be involved financially. They won’t be mad if you ask for money, donors care about what you’re doing in the world and want to give and help make the change possible.
If you’re not sure how to balance asking/not asking, then give us a shout and let’s talk.
You can email us at: firstname.lastname@example.org, or find us on twitter @oneicity.