So fundraising is all about the mission. Well, duh. It's also about proper and timely asks targeted to the right audience and followed promptly with a thank-you note, receipt and another ask. But no matter how well you know the fundamentals of fundraising, if the mission isn't something people can get behind, then they simply won't get behind it. That's not to say every mission has to be happy and giggly and swarming with rainbows and unicorns. There are "unpopular" missions that don't paint pretty pictures or lend themselves to cute art or flashy websites. But they're no less worthy than those that do.