Beware the Bus-Stop Broadside Fundraiser
So I started over. I drafted a heartfelt thank-you to our friends and funders for all they’ve done to make us what we are. The e-mail talked about how much we appreciate their investment of money, time and moral support — and the incredible returns that have resulted. It celebrated the difference the audience had made, and people loved it.
Here’s the bad news. It’s hard to do this. Our tendency as fundraisers who love our cause is to talk about our cause.
Here’s the good news. When we do the work of thinking about how our cause relates to our audience, wonderful things happen. It’s worth the effort. We turn our preachy monologue into a respectful, engaging conversation. People respond because they want to have a relationship with us. We become great fundraisers, and we might even make a new best friend at the bus stop. FS
Katya Andresen is vice president of marketing at Network for Good, a nonprofit that helps other nonprofits raise money online, and author of the book, “Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes.”