03/06/2024
I think one of the biggest failings in nonprofit work is believing that our "calling" imposes a duty on others to support what you want to do. This is particularly pervasive in small start ups, but you see it in larger groups, too.
Your single most important asset in a nonprofit is -- YOUR PEOPLE. Pay them what they're worth. Pay your grant writers and accountants and lawyers and bookkeepers.
The REAL problem is that those with a calling don't realize that they will have to raise money. They'll have to LEARN to raise money. And many go about it in the wrong way, either begging or trying to guilt people into giving. I know I did -- I had few clues when I started out.
The way to actually raise money is to quit concentrating on the next dollar and build a community. Share the story, share the need.
It's like this -- if you've got a sick neighbor, you probably cook up a batch of chicken noodle soup for them. There's an expectation that if you're sick someday, they'll probably return the favor. Reciprocity is a key survival practice.
But what if the community needs a BIG "pot of chicken noodle soup"?? Like -- a heart hospital. Or a homeless shelter.
Do we really want each person picking up one brick or one length of copper pipe and bringing it over?
No. Wouldn't work.
So we have organized charities that take on that duty of reciprocity for us all, and share that need with the community in such a way that the community understands the reciprocity and the need and steps up with assets to support the very large heart hospital bowl of chicken soup.
Ask yourself -- what does the donor get out of supporting this cause? Concentrate on building THAT community, on being donor centric -- realizing that it's the community who is granting the group tax-exempt status.
Raise money by raising the NEXT dollar every time.
