Remember the iconic line from the movie Apollo 13, “Houston, we have a problem”? It’s a simple statement, but it packs a powerful punch, immediately conveying the urgency and seriousness of the situation. In the world of fundraising, identifying and clearly stating the problem you’re addressing is just as crucial.
When it comes to effective fundraising, the #1 First Step is to have a firm grasp of the problem your organization is working to solve. Why is this so important? Because if your potential donors don’t feel a strong dissatisfaction with the current state of affairs, they won’t be motivated to take action.
The Power of a Tangible Problem
Let’s consider a multiple-choice question: Which of these problems grabs your attention more than the others?
- Government over-spending is bankrupting our country.
- Our educational system is broken. Kids aren’t learning basic skills to compete in a modern marketplace.
- Homelessness in our major cities is wreaking havoc on untold lives.
- A young relative has just been diagnosed with a life-threatening disease and may die without immediate intervention and care.
For many, the fourth option stands out because it’s direct, relatable, and creates a sense of urgency. It’s not just an abstract issue—it’s a tangible problem that demands immediate action.
This is what your fundraising campaign needs to do: present a problem that feels real, urgent, and solvable.
Cutting Through the Clutter
In today’s world, we’re constantly bombarded with information about various global problems. It can be overwhelming, and often, people feel powerless in the face of these massive issues. Your job is to cut through the clutter by presenting a problem that feels manageable and directly impactful.
As Mal Warwick, a trailblazer in direct mail fundraising, explains in his book, How to Write Successful Fundraising Appeals: “Charity offers us a way to respond – by helping the sick to heal or offer balm for troubled souls, imprint our values on a new generation, or feed the hungry.”
What problem are you trying to address that both cuts through the noise and seems tangible enough for people to feel they can make a difference?
Your BHAG: Big, Hairy, Audacious Goal
A BHAG – a Big, Hairy, Audacious Goal that can inspire others to join your cause. But before you can rally others around your BHAG, you need to ensure that the problem you’re addressing is clear and compelling.
- Is the problem you’re tackling clear?
- Are the consequences of the problem tangible?
- Does the problem seem credible and relevant to your audience’s lives today?
- Is there a sense of urgency about the problem?
