Birds of a Feather: How Targeted Lists Can Skyrocket Your Fundraising Efforts
You’ve likely heard the saying, “Birds of a feather flock together.” It’s an age-old proverb that highlights a simple truth: people with similar interests tend to stick together. In the world of fundraising, this concept is particularly powerful when it comes to selecting the right lists for your outreach efforts. But what does it really mean to target the right audience, and how can this strategy elevate your fundraising campaigns? Let’s dive in. The Power of Targeted Lists Lists are the lifeblood of any successful fundraising campaign. No matter how compelling your message or how creative your appeal, if it’s sent to the wrong audience, it won’t yield the results you’re hoping for. Arthur Cinader, the founder of J. Crew, understood this principle well. When asked how he grew his brand so rapidly, his answer was simple: “We mailed the lists of those people who were buying from similar brands like Lands’ End, Talbots, and L.L. Bean.” By targeting people who already demonstrated an interest in similar products, J. Crew was able to experience explosive growth. This same strategy applies to fundraising. To maximize your results, you need to target people who are likely to be interested in your cause—those who share similar values, interests, and giving habits to your current donors. Why Lists Matter More Than Ever As Mal Warwick, a pioneer in fundraising, emphasizes in his book Raising Money by Mail: “List selection is far and away the most important controllable ingredient of a successful direct mail fundraising program.” Your list is crucial because it determines whether your message will land in the hands of someone who cares. You can’t always control the timing or guarantee that your offer will resonate, but you can ensure that your message reaches the right audience. Who Should You Target? When it comes to selecting your target audience, think about your existing donors. Who are they? What do they care about? Where do they spend their time and money? These insights will help you identify new prospects who share similar interests and behaviors. For instance, if you know that your donors are passionate about environmental causes, you should target lists of people who support similar initiatives. By focusing on “birds of a feather,” you increase your chances of finding new donors who are ready to support your cause. Don’t Forget Your Current Donors While acquiring new donors is important, don’t overlook the value of your existing supporters—especially those who have given recently. It might seem counterintuitive to ask for another donation so soon after they’ve given, but data shows that donors who have given recently are more likely to give again. By targeting recent donors with timely and relevant appeals, you can deepen their commitment to your cause and increase their lifetime value to your organization. Conclusion: Lists are the Key to Going Big At TenX Strategies, we understand that effective fundraising isn’t just about crafting the perfect message—it’s about delivering that message to the right people at the right time. By focusing on targeted lists and understanding the nuances of your audience, you can significantly enhance your fundraising outcomes.
The Power of First Impressions: Why Your Creative Strategy Matters
In the world of fundraising, first impressions are everything. You have mere seconds to capture your donor’s attention and convince them that your cause is worth their time and support. This challenge is at the heart of your creative strategy. Why Creative Matters Your creative isn’t just about making things look nice—it’s about making an impact. As Ben Hart wisely notes in Fund Your Cause with Direct Mail: “The purpose of graphic art is to enhance the central message of a package, not to dazzle people with fancy graphics.” The same applies across all your fundraising efforts. Whether it’s a direct mail package, an email, or a social media post, your creative needs to work hand-in-hand with your message to inspire action. The Three-Legged Stool of Fundraising Think of your fundraising efforts as a three-legged stool: Your Offer – What are you asking your donor to support? Why is it urgent? Why should they care? Your List – Who are you reaching out to? How well do you know your audience? Your Creative – How are you presenting your message? Does your creative strategy engage your audience within those crucial first seconds? The Six-Second Rule Here’s a sobering fact: you have only six seconds to convince your donor to keep reading. If your creative doesn’t instantly resonate, your carefully crafted message might end up in the trash—literally or figuratively. John Griswold, a seasoned expert in direct response fundraising, emphasizes: “Focus groups found that if your recipient keeps going past your envelope, they will decide in six seconds whether the annoyance of reading your letter is worth their time.” This underscores the importance of not only having a strong message but also presenting it in a way that immediately connects with your donor. Practical Examples One example that stands out comes from an environmental group. Their direct mail package featured a wide-eyed bird with the caption, “RELAX BOTH OF YOU!”—one arrow pointed to the bird, and the other to the recipient’s address. This creative approach was both visually striking and emotionally engaging, compelling the recipient to open the envelope and learn more. Another effective example is a localized appeal from the Republican National Committee. The letter creatively tied the recipient’s support to their local community, using personalization and familiar references to drive engagement. Both examples illustrate how powerful creative strategies can enhance your message and drive results. Knowing Your Offer and Audience Before you even begin to think about creative, you need to deeply understand your offer and your audience. Know the ins and outs of your organization—its successes, its challenges, and its unique capabilities. When you know your offer backwards and forwards, the creative ideas that resonate with your audience will naturally come to you. Picturing your audience is just as important. Are you writing to a retired couple? A recent college graduate? A busy parent? The more you can visualize your audience’s circumstances, the better you can tailor your creative approach to connect with them personally. Conclusion: Don’t Waste Those Six Seconds In fundraising, every second counts. Your creative strategy needs to grab attention, convey your message, and inspire action—all within a few seconds. By deeply understanding your offer, knowing your audience, and carefully crafting your creative approach, you can make those crucial seconds count.
Know Your Donor: Connecting with the Heart of Your Mission
In fundraising, understanding your donor isn’t just a courtesy—it’s a necessity. Imagine this: You’re reaching out to someone like Marge Miller, the kind-hearted lady who lives just down the street. She’s been in the neighborhood for years, quietly going about her life, yet deeply connected to her community and your cause. But here’s the catch: While Marge may be the ideal supporter for your mission, the reality is that your appeal might not even make it past her front door. The Missed Connection Marge, like many potential donors, leads a busy life filled with responsibilities, memories, and the occasional curveball—like a delayed flight or an unexpected emotional reminder of her late husband. When she finally gets a moment to sift through her mail, your carefully crafted letter is there, nestled among the clutter of circulars, junk mail, and bills. Your letter may even survive the first round of cuts, piquing Marge’s interest just enough for her to set it aside. But here’s where things can go wrong: If your opening line—your “lead”—doesn’t immediately grab her attention, your letter might end up in the trash before it ever gets read. The Importance of the Lead The truth is, Marge wants to connect with your mission. She believes in what you’re doing, and she’s looking for reasons to support you. But you’ve only got one shot at making that connection. If your lead doesn’t pull her in right away, all the hard work you’ve put into your cause and your fundraising strategies could be for nothing. As Ben Hart explains in Fund Your Cause with Direct Mail: “The first sentence of your letter is the most important. This is your lead. This is the line your reader will look at first. Your reader will decide to continue reading, or not, based on the first line of your letter. Selecting your lead is a crucial strategic decision.” Crafting the Perfect Lead Think about Marge Miller. She’s out there, and she’s the perfect partner to advance your mission. The question is: Are you ready to capture her attention and inspire her to take action? Conclusion: Don’t Miss the Opportunity Understanding your donors and crafting a compelling lead isn’t just good practice—it’s essential to the success of your fundraising efforts. There are countless potential donors like Marge Miller out there, ready to support your cause if you can make that crucial connection. Don’t miss the opportunity.
The Art of the Lead: Capturing Your Donor’s Attention
In the world of fundraising, capturing your donor’s attention is everything. The reality is that your message, no matter how well-crafted, is at risk of being overlooked if you don’t hook your reader within the first few seconds. That’s why your opening line—your “lead”—is so vitally important. In our work at TenX Strategies, we often talk about the importance of getting straight to the point. You’ve got a mission, and your donors need to understand why it matters—immediately. So, how do you craft an opening that grabs attention and holds it? Let’s explore four powerful approaches you can use to ensure your message hits home. 1. Compliment the Reader Who doesn’t appreciate a compliment? It’s human nature to pay closer attention when we feel valued or acknowledged. One of the most effective ways to start a fundraising letter is by complimenting your reader. Example: “I hope what I’ve been told about you is true. I understand you are one person who genuinely cares about making a difference in our community.” By starting with a compliment, you not only catch their attention but also build a personal connection right from the outset. 2. Share a Compelling Fact or News Another way to engage your reader is by sharing a fact or piece of news that’s relevant to them. This not only captures interest but also sets the stage for the rest of your message. Example: “Did you know that last year alone, our small community helped over 1,000 families get back on their feet? But there’s still so much more to do.” Facts like these don’t just inform—they motivate. When your reader realizes the impact they can have, they’re more likely to continue reading and, ultimately, take action. 3. Leverage the Expertise of Your Letter Signer People trust authority figures, and your letter signer’s expertise can be a powerful tool for engagement. When the opening line reflects the knowledge and experience of the signer, it adds credibility and weight to the message. Example: “As someone who has dedicated the last 20 years to fighting hunger, I can tell you that we’re facing one of the toughest challenges yet.” This kind of lead not only draws the reader in but also establishes the authority of your organization, making the subsequent ask more persuasive. 4. Tell a Personal Story There’s nothing more engaging than a good story, especially if it’s personal. When your letter starts with a relatable, human story, it creates an emotional connection that encourages the reader to keep going. Example: “I’ll never forget the day I met Sarah. She was standing in line at our shelter, holding her young daughter’s hand, with a look of despair that broke my heart.” A story like this pulls the reader into the narrative, making them feel a part of the mission and more likely to support it. Conclusion: Choose the Right Lead for Your Audience The key to a successful fundraising letter lies in the lead. Whether you’re complimenting your reader, sharing a compelling fact, leveraging the expertise of your letter signer, or telling a personal story, your opening line sets the tone for the entire message. As you craft your next fundraising letter, think carefully about your audience and what will resonate most with them. The right lead doesn’t just grab attention—it inspires action. And in fundraising, that’s what it’s all about.
The Power of Mystery and Curiosity in Fundraising Campaigns
In the crowded landscape of fundraising, grabbing your donor’s attention quickly is crucial. In fact, you’ve only got about 3 seconds to convince someone holding your letter that it’s worth their time. That’s where the power of mystery and curiosity comes into play. If you’ve ever considered how to make your fundraising mail more compelling, it’s worth exploring the psychological triggers that can turn a glance into engagement. FOMO, or the Fear of Missing Out, is one such trigger that can dramatically increase the chances of your mail being opened and read. Tapping into the Power of Curiosity Your carrier envelope is more than just packaging—it’s your first and best opportunity to create intrigue. Kathleen Patten, president of American Target Advertising, reminds us that the carrier envelope plays a critical role in whether your carefully crafted message gets read or tossed in the trash. “People make decisions about their mail within 3 seconds,” Kathleen explains. “Your envelope needs to persuade them to rip it open immediately.” But how do you achieve that? By tapping into the power of curiosity and creating an element of mystery. Designing Your Envelope for Maximum Impact When designing your direct mail package, consider the different elements that can make your envelope irresistible: Size and Format: Should you use a regular #10 envelope, a larger format, or something smaller? The size of your envelope can influence how it’s perceived. Larger formats stand out but may be more expensive, while smaller envelopes can feel more personal. Postage: Should you use live postage stamps, a postage meter, or your nonprofit indicia? Live stamps can add a personal touch, while a postage meter might give your mail a more official feel. Your choice here can set the tone before your donor even opens the envelope. Teaser Copy: Should you include a teaser? If so, where? Teaser copy—those short phrases or sentences on the envelope—can spark curiosity. But be careful: if your teaser doesn’t align with the content inside, it could backfire. Return Address: Should you include your organization’s name in the return address? If your brand is strong, showcasing your name can be an advantage. However, leaving it off can add to the mystery and make your envelope more intriguing. Return Envelope: Should you use first-class stamps on your return envelope, no stamps at all, or a business reply envelope (BRE)? Testing different options can reveal what works best for your audience. Higher-dollar donors may appreciate the gesture of a stamped return envelope, while BREs can speed up responses in acquisition campaigns. Creating an Element of Mystery A key strategy to increase open rates is to create an element of mystery. This is where FOMO comes into play—what will the recipient miss out on if they don’t open the envelope? Whether it’s a cryptic teaser, a unique format, or an official-looking envelope with no return address, these elements can pique curiosity and encourage recipients to see what’s inside. Conclusion: Don’t Let Curiosity Kill the Campaign The power of mystery and curiosity in your direct mail campaigns shouldn’t be underestimated. By thoughtfully considering how you design your carrier envelope, you can significantly improve your chances of getting your message in front of your donors. Remember, the goal is to make your recipient feel like they need to know what’s inside. As you plan your next campaign, ask yourself: How can you tap into the natural curiosity of your audience? What small changes can you make to ensure your envelope doesn’t end up in the discard pile? By focusing on these elements, you can create a more engaging, compelling direct mail piece that not only gets opened but also inspires action.
You’ve Only Got 3 Seconds: How to Make Your Fundraising Mail Stand Out
In the world of direct mail fundraising, first impressions matter—a lot. Imagine this: your carefully crafted letter, filled with compelling stories and an urgent call to action, is ready to be sent out. But here’s the catch: before anyone even reads your words, they have to decide whether to open your envelope or toss it in the trash. And you’ve only got about 3 seconds to convince them. That’s why your carrier envelope is one of the most critical elements in your fundraising strategy. It’s the gatekeeper, the first thing your potential donor sees, and it plays a huge role in whether or not your message gets through. The Carrier Envelope: Your First and Best Chance Your carrier envelope is far more than just a vessel for your letter—it’s an integral part of your entire fundraising package. It sets the tone, sparks curiosity, and, if done right, compels the recipient to rip it open and see what’s inside. Kathleen Patten, president of American Target Advertising, emphasizes the importance of thinking holistically when designing your mail package. “You’re not just writing a letter,” she says, “you’re designing a package. And the envelope is a crucial part of that package.” So, how do you ensure your envelope does its job? Here are five key questions to consider, along with insights from Kathleen: 1. What Size Envelope Should You Use? The size of your envelope can say a lot about the contents. A larger format envelope grabs attention but comes with higher costs, making it better suited for high-dollar donors. Smaller envelopes can feel more personal and are great for messages meant to look like they’re coming from a friend or family member. The standard #10 or 6×9 envelopes are versatile and often used for more official or mysterious mailings. 2. What About Postage? The type of postage you use can also influence how your mail is perceived. Live stamps can make your package feel more personal, while a postage meter creates a more business-like appearance. Nonprofit indicia, while economical, might not convey the same urgency or personal touch. 3. To Tease or Not to Tease? Teaser copy—a short phrase or sentence on the envelope—can be a powerful tool if used correctly. It can create curiosity, urgency, or a sense of mystery, prompting the recipient to open the envelope. However, it’s important to ensure your teaser is relevant and not misleading. For highly personalized mailings, you might skip the teaser altogether to maintain a more intimate feel. 4. Should You Include Your Organization’s Name? The return address on your envelope is another strategic decision. If your organization has strong brand recognition, showcasing your name can be a plus. However, for acquisition mailings or when trying to create an element of surprise, you might leave it off, allowing the focus to be on the message inside rather than the sender. 5. How Should You Handle Return Envelopes? The return envelope inside your package is just as important. Should it have a first-class stamp, no stamp, or a business reply envelope (BRE)? Testing different approaches can help you determine what works best for your audience. Generally, higher-dollar donors appreciate the gesture of a stamped return envelope, while BREs might be more effective in acquisition campaigns. Creating an Element of Mystery One of the most intriguing strategies is to create an element of mystery with your envelope. This taps into the Fear of Missing Out (FOMO) and can be incredibly effective at getting your envelope opened. Whether it’s a cryptic teaser, an official-looking envelope with no return address, or simply the weight and feel of the package, these small details can make a big difference. Conclusion: Don’t Let Your Envelope Be an Afterthought Your carrier envelope is the first step in a conversation with your donor—make sure it’s a conversation they want to continue. By thoughtfully considering the design, size, postage, and use of teaser copy, you can significantly increase the chances that your letter will be opened, read, and acted upon. Remember, you’ve only got 3 seconds to make an impression—make them count.
The Power of Teaser Copy in Fundraising: How to Get Your Envelopes Opened
When it comes to direct mail fundraising, one of the most important elements of your campaign might be the one you spend the least time thinking about: the teaser copy on your envelope. It’s easy to focus on the contents of your letter—the message, the ask, the call to action—but if your envelope doesn’t get opened, none of that hard work will ever be seen. In his book Raising Money by Mail, fundraising expert Mal Warwick emphasizes the critical role of the outer envelope in a direct mail package, noting that a clever or provocative teaser can be one of the hardest things to write, but also the most essential. The outer envelope is more than just a wrapper; it’s the first impression, the gatekeeper that decides whether your potential donor will engage with your message or toss it aside. What Exactly is a Teaser? Teaser copy is a short phrase or sentence that’s designed to grab attention. It’s usually placed on the side of the envelope with the recipient’s name and address, but it can also appear on the back. The goal is to create enough curiosity, urgency, or interest to compel the recipient to open the envelope and read what’s inside. As Kathleen Patten, a seasoned direct mail expert, explains, “Teaser copy is a critical part of getting your envelope opened. It’s what motivates your prospective donor to rip open your envelope because they’re eager to see what’s inside.” When to Use Teaser Copy Teaser copy isn’t always necessary, but when used effectively, it can significantly boost the chances of your envelope being opened. Whether you’re sending out acquisition mail to new prospects or communicating with your existing donors, the decision to use teaser copy should depend on your audience and the message you’re conveying. For instance, if you’re reaching out to high-dollar donors, you might opt for a more personal, understated approach, where the envelope looks like it’s meant just for them, without any teaser at all. On the other hand, if you’re sending a newsletter to longtime supporters, a simple, straightforward teaser like “Inside: Your Quarterly Update” can be very effective. What Makes a Good Teaser? Good teaser copy is relevant, compelling, and aligned with the content of your letter. It should create curiosity without being misleading. Here are some tips for writing effective teaser copy: Focus on the Reader: Think about what your reader cares about. What would make them want to know more? A well-crafted teaser speaks directly to the interests or concerns of your audience. Keep it Simple: A teaser doesn’t need to be complex. Sometimes, the simplest messages are the most effective. For example, “2024 Survey of Catholic Voters” worked well for a Catholic voter organization because it was direct and relevant to the recipient. Avoid Tricks: Teasers that are deceptive or overly sensational can backfire. Your goal is to build trust with your donors, not to trick them into opening the envelope. Test and Learn: Not every teaser will work for every audience. It’s important to test different approaches and learn what resonates with your donors. When Teasers Go Wrong While good teaser copy can make your campaign, bad teaser copy can break it. Some common pitfalls include using humor that doesn’t land, incorrect personalization, or a teaser that promises something the letter doesn’t deliver. These mistakes can not only reduce the effectiveness of your campaign but can also damage the trust you’ve built with your donors. Creating an Element of Mystery One powerful strategy in writing teaser copy is to create an element of mystery. This taps into the Fear of Missing Out (FOMO) and compels the reader to open the envelope to satisfy their curiosity. Whether it’s an intriguing question, a cryptic message, or an official-looking envelope with no return address, mystery can be a great motivator—if it’s done right. Conclusion In the world of fundraising, every detail matters, and that includes the envelope. By carefully crafting your teaser copy, you can ensure that your carefully written letters get the attention they deserve. Remember, the teaser is the first step in a conversation with your donor—make sure it’s one they want to continue.
“Tell Me About Mr. McTigue”
Introduction: The story of my meeting with Mrs. Martha Randolph is one that left a lasting impression on me, not just for its unique circumstances but for the lessons it offers in the art of donor communication. In last week’s Fundraising Tip, we discussed the importance of engaging writing styles that connect personally with your audience, much like how Queen Victoria preferred the conversational style of Benjamin Disraeli over the formal speeches of William Gladstone. Many readers expressed a desire for more examples of this approach in action, which led me to share the story of Mrs. Randolph. The Meeting: When I met Mrs. Randolph, all I knew about her was that she lived in a well-heeled retirement community and had been a regular, modest donor to the Mercatus Center. I had no idea what to expect when I arrived at her residence. Upon arrival, the staff at the reception desk exchanged glances when I mentioned her name, which only heightened my anxiety. But when I met her, I found Mrs. Randolph to be a charming and gracious Southern lady who immediately asked, “Tell me about Mr. McTigue. The sheep farmer from New Zealand.” This question caught me off guard. Not only did Mrs. Randolph know about Maurice McTigue, a key figure in our fundraising communications, but she also remembered him well enough to ask about him specifically. This set the tone for one of the most memorable and inspiring donor meetings I’ve ever had. The Letters: The letters that Mrs. Randolph was referring to were crafted in a conversational style, designed to resonate personally with the reader. Here are some excerpts from one of the letters signed by Maurice McTigue: “Imagine a country where government programs were eliminated if they failed to achieve their goals… Imagine an over-regulated country that privatized billions of dollars of government assets, and moved two-thirds of its bureaucrats into the private sector… Is this hard to believe? Well, it’s true. It happened in New Zealand over the past several years…” The letter continues in a personal tone, introducing Maurice McTigue as a former sheep farmer from New Zealand who now works at the Mercatus Center. The informal, engaging style invites the reader to join in the vision of making the government more accountable and effective. Similarly, another letter signed by Dr. Wendy Lee Gramm also adopted a conversational tone: “But before getting down to business, let me tell you about myself. You may be familiar with me from my days in the administrations of Presidents Reagan and Bush, when I served in the Office of Management and Budget…” The Impact: What was particularly fascinating about Mrs. Randolph’s engagement with these letters was that she was blind. She couldn’t read the letters herself, but had a friend read them aloud to her. This fact underscored the power of conversational, personal writing—it connected with her even when delivered through someone else’s voice. This meeting reinforced for me the importance of writing to one person, imagining how your words would sound if read aloud to someone like Mrs. Randolph. Would your letter feel like a personal conversation or a formal speech? Conclusion: The story of Mrs. Randolph highlights the power of engaging, conversational communication in fundraising. It’s a reminder that our words must resonate personally, even when we can’t anticipate how they will be received. As you craft your next donor communication, consider the Martha Randolph test—how would your letter sound if read aloud to someone who can’t see the words but can feel the sincerity behind them?
It Was an Unusual Sight
Introduction: Last Friday morning, in San Francisco’s Financial District, I experienced something I didn’t expect, even for a city known for its surprises. As I walked down the steep incline of Clay Street, heading toward the Transamerica Pyramid, I suddenly heard a loud rushing sound behind me. Turning around, I saw something barreling down the hill at an alarming speed. What was it? A trash can. But not just any trash can—someone was riding it like a makeshift sled. This bizarre encounter got me thinking about how we, as fundraisers, communicate our mission and vision to our donors. Are we clear about where we’re going, or do we leave our supporters asking, “What was that all about?” The Importance of Vision: Your prospective donors need to know where you’re heading. They want to understand your vision, objectives, strategy, and plan. These elements are essential to your fundraising success. Just as the Allies in World War II had a clear vision and strategy for victory, your organization needs a compelling vision that guides your efforts. Do your donors know what success looks like for your organization? Do they understand the problems you’re trying to solve? Vision, Objectives, Strategy, and Plan: Let’s dicusse the importance of having a clear framework: Vision, Objectives, Strategy, and Plan. This framework is straightforward and easy to understand, yet many nonprofits fail to utilize it effectively. As a result, their fundraising efforts can stall, leaving them “stuck in low gear.” Consider how you communicate with your donors. Do you clearly articulate your organization’s vision? Do you outline the objectives you need to achieve that vision? Do you have a strategy that donors can get behind? And, most importantly, do you have a plan that details the steps you’ll take to reach your goals? Case Study: The National D-Day Memorial: A recent mailing I received from the National D-Day Memorial highlights both the strengths and weaknesses of nonprofit communication. The package arrived just before the 80th Anniversary of D-Day, brilliantly timed to capture attention. However, after reading through the materials, I was left wondering what my donation would actually achieve. While the letter shared moving stories and historical significance, it lacked a clear vision and objective. What major problem would my contribution help solve? What is the Memorial’s vision for the future? Your Homework: As we continue this discussion next week, I encourage you to think about a special project or initiative within your organization. Apply the Vision framework to this effort. Ask yourself: What is your vision—what is your North Star? What is your precise objective? Is it quantifiable and measurable? What strategy will you undertake to achieve your objective? What’s your plan? What are the detailed steps, spending plan, timeline, and key players involved? By answering these questions, you’ll lay the groundwork for a fundraising strategy that can unlock transformational growth. Conclusion: In the Book of Proverbs, it says, “Where there is no vision, the people perish.” Shared values, a shared vision, and complementary capabilities are the keys to success. Do your supporters share your vision? Do they know where you’re going? Let’s continue this conversation next week as we explore how to apply these lessons to your fundraising efforts.
There’s No Shortage of Money, Only a Shortage of Ideas
Introduction: As a fundraiser, does the idea that there’s no shortage of money, only a shortage of ideas, strike a chord with you? This insight, credited to the legendary nonprofit marketer Jerry Huntsinger, challenges us to rethink how we approach fundraising. In last week’s discussion, we explored why donors give, and the overwhelming response pointed to one key motivator: belief. The Power of Belief: According to Bob Russell, an experienced fundraiser who has conducted nearly 300 in-depth surveys of donors, belief remains the top reason why donors choose to give their largest gifts. When donors believe in an organization’s vision, mission, and effectiveness, they are more likely to contribute significantly. This belief is bolstered by other factors such as the organization’s effectiveness, outstanding people, and the strength of the relationship between the donor and the institution. Sharpening Your Case for Support: Understanding these motivators can help sharpen your case for support. By clearly communicating your organization’s vision, demonstrating effectiveness, and fostering strong relationships, you can inspire belief and, in turn, greater generosity. It’s not just about asking for money; it’s about showing donors that their investment will make a meaningful impact. No Shortage of Ideas: If belief is the key to unlocking donor generosity, then creativity and bold ideas are the tools that can help you stand out. As Jerry Huntsinger suggests, the real challenge in fundraising isn’t a lack of funds but a lack of innovative ideas. By dreaming audacious dreams and setting big goals, you can capture the imagination and support of your donors.
