Introduction When you’re sitting down with a prospective donor, how much time do you spend explaining your organization’s entire mission? Versus honing in on a specific project or initiative that directly impacts them? Too often, fundraisers complicate their message, trying to sell the whole organization instead of a simple, compelling project. In today’s crowded marketplace, simplicity is not just a preference; it’s a necessity.
The Challenge: An Overcommunicated World
We live in an age of constant communication. Every day, it’s estimated that each of us receives over 10,000 requests for our attention. For prospective donors, this number might be even higher. So how do you make your message stand out? By zeroing in on a special project, you simplify your message, making it easier for potential donors to grasp the impact they can have.
The Power of Special Projects
Special projects have several advantages that make them particularly effective in fundraising:
- Easier to Understand: A specific project with a clear goal is far easier to communicate than a broad organizational mission.
- Simpler Visions: Projects can present a clear, focused vision, making it easier for donors to see their contribution’s impact.
- Defined Objectives: With clear objectives, donors can easily understand what success looks like and how they can contribute.
- Guided by Strategy: A specific project allows you to articulate a straightforward strategy, showing donors a clear path to success.
- Clearer Plans: Special projects come with detailed plans, making it easier for donors to follow and support your efforts.
- Driven by Urgency: The finite nature of special projects creates a sense of urgency that can motivate donors to act quickly.
- Tighter Budgets and Timelines: These constraints make it easier for donors to see how their contributions directly impact the project’s success.
Why Election Campaigns Succeed
One reason election campaigns often raise funds so effectively is because they embody all the characteristics of a special project. There’s a simple, clear objective: to win. The timeline is short, creating urgency. And the outcome is clear—there’s a win or a loss, making it easy for donors to understand the stakes.
Your Homework: Focus on a Special Project
We suggest think about a special project you could bring to your donor prospects. Whether it’s a media campaign, a legislative initiative, a membership drive, or a new internship program, special projects offer a unique opportunity to engage donors.
Consider starting small with a select group of major donors or a segment of your existing supporter base. If the initial response is positive, you might expand your reach through a targeted acquisition effort.
