Patrick Henry played an indispensable role in the fight for America’s independence. And that’s because he was a highly effective communicator.
Knowing Your Audience
First, Henry understood that knowing your audience is crucial. He used words, terms, and phrases that were familiar to them, ensuring his message resonated deeply. He concentrated his efforts on the specific audience segment that required persuasion and recognized that an emotional argument could often be more powerful than an appeal to reason.
The Historic Oration
On March 23, 1775—250 years ago next spring—Patrick Henry delivered the most powerful oration of his life. This speech ranks as one of the most important and influential in our history.
The setting was the Second Virginia Convention, convened on March 20 at Henrico Parish Church, now known as St. John’s Church in Richmond, Virginia. Approximately 125 delegates arrived to consider what should be done about deteriorating relations with Great Britain.
Patrick Henry proposed three resolutions, the third of which was considered quite radical. It called for the raising of a state militia, which seemed less about defense and more about the provocation of war. To support the passage of these resolutions, Henry rose to speak.
Crafting a Persuasive Message
Henry directed the bulk of his message at those critical of the overreach by British authorities. However, these same individuals were comfortable and prosperous in their lives in the Virginia Colony and didn’t necessarily want to disrupt the status quo.
Understanding this, Henry knew he needed to convince this specific group. Drawing from Biblical references, classical scholars, and even a popular play of the time, Henry concluded his argument with:
“Gentlemen may cry, Peace, Peace! But there is no Peace! The war is actually begun.
The next Gale that sweeps from the North will bring to our ears the clash of resounding arms. Our brethren are already in the field. Why stand we here idle?
What is it that Gentlemen wish? What would they have?
Is life so dear, or peace so sweet, as to be purchased at the price of chains and slavery?
Forbid it, Almighty God!”
Then, thrusting an ivory-handled dagger toward his chest in reference to the Roman patriot Cato the Younger, he declared:
“I know not what course others may take; but as for me, give me liberty or give me death!”
The resolution passed on a close vote, 65-60. And as they say, the rest is history.
Relevance to Fundraising Today
Why share this story now? There’s the obvious reference to our celebration of America’s Independence this July 4, and the upcoming celebration of America’s semiquincentennial in 2026. More importantly, Patrick Henry’s famous address is perfectly relevant to our current Fundraising Tips series.
A Declaration of Independence exemplifies the concept of Going Big! by:
- Casting a bold vision
- Establishing clear objectives
- Offering a compelling strategy for solving a relevant problem
- Laying out a credible path to achieve the desired success
- Targeting your audience and meeting them where they are
- Providing a clear role in which they can become engaged
Designing Your Fundraising Appeal
With a special project or initiative, you can design a fundraising appeal around it. Here’s how:
- Create a Thoughtful Letter: Develop a narrative that outlines your vision, objectives, strategy, and plans.
- Target Your Audience: Start by sending your appeal to 5,000 worthy prospects. If you receive a positive response, scale up to 25,000 names, and then to 125,000.
- Experiment with Low-Risk Bets: Begin small to test your approach before going big.
This process isn’t easy, but it doesn’t have to be complicated or daunting either. Follow the step-by-step guide from our Fundraising Tips series launched back in January here. That’s your roadmap to success.
Ready to Elevate Your Organization?
Have you been trying to figure out how to take your organization to a higher level? Here’s my advice:
- Turn an Existing Effort into a Special Project: Focus your initiatives to create a compelling narrative.
- Frame Your Project’s Vision, Objectives, Strategy, and Plans: Clearly outline what you aim to achieve and how.
- Ensure a Credible Solution to a Relevant Problem: Your project should address a real issue that resonates with your audience.
- Craft a Persuasive Fundraising Letter: Include a strong offer, the right signer, and a clear, compelling narrative.
Need Feedback?
If you’d like, send me your letter for review. I’d be glad to offer feedback to help you make it even stronger and more persuasive. Even if you can only get as far as outlining your vision, objectives, strategy, and plan, I’d be happy to take a look at that too.
You can do this. Think Big! Experiment with a relatively low-risk, small bet, and then be prepared to Go Big! If you’re serious about your work, you owe it to yourself, your organization, and the people you’re trying to help to give this a go.
