How to prevent a fundraising crime

It’s usually an inside job.

There you are, minding your own business. Getting the job done.

You know the work inside and out. Sure, there are days… and nights, when all you want is a stiff drink and a chance to relax.

But there are needs to be met. People to be fed. Or housed. Furry little animals to be adopted.

You know the score.

So there you are, late into the afternoon, writing. You’ve had your notes. Fought some off. So it looks like you just might get this one done tonight. You sure hope so.

That’s when you hear the knock on the door. And you know your hopes are shot.

“You know, you haven’t captured our work quite right,” she says. “That’s not the important part of what we do. Let me explain…”

You try to hide the sigh. It escapes anyway.

She means well. Has a heart bigger than this city. But what she doesn’t know is fundraising.

And that’s the danger here. You’ve seen it before – good fundraising appeals, killed before they can work.

It’s programsplaining.

And it’s brutal.

She’s left you no choice. So you slowly reach over to your desk drawer and open it. Your weapon isn’t new and shiny. But it’s trustworthy. And you know you’ll need it now.

You have to stop this crime before it goes too far. So you hand her this note, hoping to contain a fundraising catastrophe before it starts.

Dear Esteemed Colleague,

What you are suggesting is dangerous. Worse, it doesn’t work. So before you continue, please read this:

You know too much

All there is to know about what our organization does. You do it every day. I admire you.

But I know what our donors need to know. I’ll keep it simple.

Donors are less concerned about how you do your work

You’re very good at what you do. You work long hours for less than private sector colleagues make. And you innovate! (Small budgets can push you to that.)

But your great new process isn’t nearly as interesting to donors as what you accomplish.

Here’s the thing: Donors don’t ask for much. What’s the problem, and how can I fix it? Sounds simple, right? It is.

Fundraising communication is for donors, not insiders.

Most importantly, fundraising is for donors, not you. Sure, your work should be celebrated. I’ll come to the party.

But this fundraising appeal? The next newsletter? Not the place. Not the audience.

Here’s the bottom line

Your work? It needs money.

And that’s where I come in. You need the gifts our donors will send. So you need fundraisers to talk to our donors in the way they want to listen.

So let fundraisers do their work. We’ll all be better off.

I walked away, hoping my message got through.

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