If I could only convince more leaders of purpose-driven organizations that they will raise more money and retain more donors by acting like a cause, not a nonprofit.
Nonprofits, alas, root their fundraising in their financial goals. That’s weak and wan philanthropic soil. Causes anchor their fundraising in what could be. They establish their credibility by demonstrating the impact they already have, then project possibilities of what they could do with more resources. They don’t ask donors for unrestricted or budget-relieving support; they ask them to “imagine what we could achieve together” based on what has already been done. They don’t put out buckets or ask for funds; they lay out scenarios showing where and how greater impact can be achieved with targeted investments.
Yet so many promised-filled, purpose-driven organizations default to the mundane. They believe the only way to get their budgetary needs met is by putting them in front of donors. They look incredulous when I say, “The worst way to go about achieving greater fiscal stability is by focusing your fundraising on your financial goals. You get your financial goals met by showing donors how effectively you can convert dollars contributed to differences made.”
You build a stronger community of shared purpose by aligning your mission promise and delivery capabilities with donors’ values, not by putting an ever-escalating set of financial goals.
The chart below contrasts the wan financial approach with the vibrant impact system. Whether a single donor, a whole community of current donors, or a potential supporter, fundraising works best when it begins with impact.
I’ll keep trying. Please join me.
Effective Fundraising Begins with an Impact Analysis, Not Funding Priorities
Jim Langley is the president of Langley Innovations. Langley Innovations provides a range of services to its clients to help them understand the cultural underpinnings of philanthropy and the psychology of donors and, with that knowledge, to develop the most effective strategies and tactics to build broader and more lasting communities of support. Jim has authored numerous books, including his most recent book, The Future of Fundraising: Adapting to New Philanthropic Realities, published by Academic Impressions in 2020.
