It’s quite the story—how Mahalia Jackson helped change the course of history.
On August 28, 1963, the Reverend Martin Luther King Jr. was delivering closing remarks at the March on Washington. The crowd of over 250,000 people had gathered at the steps of the Lincoln Memorial, ready to hear King’s message.
A few minutes into his prepared speech, Mahalia Jackson, a well-known gospel singer, called out from the crowd, “Tell ‘em about the dream, Martin, tell ‘em about the dream!”
That was the prompt King needed. He set aside his prepared notes and began to speak from the heart. His improvised words became the legendary “I Have a Dream” speech, one of the most consequential orations in American history.
Why does this story matter?
Because it captures the essence of what it means to inspire—whether in a moment of social change or in the world of fundraising.
As Jerry Panas said, “People don’t want to give money away. They want to invest in bold, exciting, and inspiring ventures.” It’s not just about asking for support; it’s about presenting a dream, a vision that stirs the soul.
Applying Bold Vision to Fundraising
When crafting a fundraising campaign, it’s essential to give donors a dream to believe in. It’s not enough to ask them to support a “good cause.” Instead, offer them an opportunity to be part of something bigger, something transformative.
By presenting bold, audacious goals—much like Martin Luther King Jr.’s vision for equality—you capture not just attention, but hearts. When donors feel they are contributing to something extraordinary, their commitment deepens.
A well-crafted vision and dream can be the foundation of a successful campaign, inspiring donors to give beyond what they initially imagined.
What dreams are you inviting your donors to invest in?
