When we think about fundraising, it’s easy to focus on the ask. After all, as I’ve mentioned before, asking is the fundamental building block of our work. But as we step back and consider what truly drives our efforts, it becomes clear: it’s not just about receiving, it’s about giving.
At the heart of every great cause, and at the center of every successful fundraising campaign, is a deep desire to make a lasting impact. As Peter Drucker so wisely noted, “Giving is not a result. Changed lives are!” This insight reminds us that the purpose of our work is not the transaction, but the transformation.
Why Do Donors Give?
While it’s true that many donors give because they are asked, the motivation behind their generosity runs deeper. They want to invest in bold, exciting, and inspiring ventures. This is why we need to think beyond simply securing donations—we need to focus on forming partnerships with our donors that are rooted in a shared vision of what we can achieve together.
Jerry Huntsinger, a master of direct mail fundraising, once said, “There is absolutely no shortage of money for your organization. There is only a shortage of good ideas to raise that money.” What he understood—and what we need to internalize—is that donors are eager to give when they are inspired by a powerful vision. They want to invest in something meaningful.
Dream Big, Go Big
The legendary architect and urban planner Daniel Burnham captured the spirit of what we should aim for in our work: “Make no little plans. They have no magic to stir men’s blood.” Our goals should be ambitious, our dreams bold. We are not here to make incremental changes; we are here to make a quantum difference in the lives of those we serve.
In the same vein, Jerry Panas, one of the greatest fundraisers of our time, would often remind us that “fundraising is expensive, but not raising money is really expensive.” In other words, the cost of inaction is far greater than the effort it takes to achieve big results.
The Season of Giving
As we enter the holiday season, it’s worth reflecting on what giving truly means. This time of year isn’t about receiving—it’s about coming together to make a difference. And that’s exactly what we do in the fundraising space: we create opportunities for others to give, to invest in something bigger than themselves, and to change lives for the better.
So, as you take a moment to relax and recharge, think about the bold plans you want to make in the coming year. Think about the great things you and your organization can achieve. Because at the end of the day, it’s not about getting—it’s about giving.
Let’s commit to going big in everything we do.
