Big Problems Generate Small Gifts
You may have heard of the fundraising technique called “fundcrushing.” It was presented to me recently as a novel way to raise money.
It’s based on the mistaken assumption that your prospective donors will respond if they know truly how huge the challenge is you want to solve.
Let your supporters know just how cosmic, just how tremendous your project is, and they’ll rush to be a part of it.
A problem that is overwhelmingly huge—solving “world poverty”, for example—is actually an incentive not to give.
“Huge” is relative. Telling folks that you need $10,000 per day to keep the doors open for a small community organization is huge. Telling them that people generally contribute $10 is doable.
Fundraising results going down as the problem gets larger is what is called the “drop-in-the-bucket” effect. “My modest gift (the donor defines modest) couldn’t possibly make a dent in that,” they say.
People give to people. They don’t give to ideas or cosmic visions of the future.
People give gifts to see results—the results in the lives of individuals. They don’t give to an abstract concept. For example, “world poverty,” whatever that is.
Principle 2 of The Eight Principles™ is Begin at the Beginning. They way you present what you want to achieve makes all the difference. Present from the donor’s point of view.
So, if you’re out to change the world, do it in manageable steps for your investors. Let them see the light at the end of the tunnel. Funny thing, the more doable the step, the more you raise.
To your fundraising success!
Larry believes in the power of relationships and the power of philanthropy to create a better place and transform lives.
Larry is the founder of The Eight Principles. His mission is to give nonprofits and philanthropists alike the opportunity to achieve their shared visions. With more than 25 years of experience in charitable fundraising and philanthropy, Larry knows that financial sustainability and scalability is possible for any nonprofit organization or charitable cause and is dependent on neither size nor resources but instead with the commitment to create a shared vision.
Larry is the author of the award-wining book, "The Eight Principles of Sustainable Fundraising." He is the Association of Fundraising Professionals' 2010 Outstanding Development Executive and has ranked in the Top 15 Fundraising Consultants in the United States by the Wall Street Business Network.
Larry is the creator of the revolutionary online fundraising training platform, The Oracle League.
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