At THA, we constantly evaluate and identify the strengths and weaknesses of a fundraising program. And something that repeatedly pops up is a misunderstanding of what fundraising really is.

So, what is fundraising? Let’s start with what it’s not.

Now, hold onto your hat because the reasons below seem very sensible — they seem like they should work! But they rarely do, and you’ll find out why below.

Fundraising is not educating.

It’s easy to convince ourselves that if donors only knew how many people are in need, or all the countries we work in, or the intricate delivery system of our specialized programs — basically, if donors knew all the facts and stats — they would be motivated to give!

But facts and stats don’t work.

Fundraising is not arguing.

Look, a compelling argument is good for lots of things. But along with educating people with facts and statistics, it undercuts the heart of fundraising. Which we will get to in just a bit!

Fundraising is not bragging.

If donors only knew how awesome we are, how committed our CEO is, and how our programs are highly effective, they would give. Yes, this makes perfect sense, but it doesn’t work!

WHAT ARE THE REAL REASONS DONORS GIVE?

• Donors give to promote their values and identity. This means there is an action they can take that aligns with who they are and what they’re about.
• Donors give because they’ve felt something in their hearts. You’ve told a remarkable story that’s moved them to tears, and now they want to make a difference.
• Donors give because it makes them feel awesome about supporting something they care deeply about.

You see, it’s not about your organization, your impressive record, or your dedicated CEO.

It’s about your donor!

That’s why your fundraising communications should be donor-centric, highly emotional and not loaded with stats, so they can open a donor’s heart.

And when you open a donor’s heart, their generosity will follow.