Monday, 18 March 2013

Fundraising: the Art of being Invisible

Time to disappear
Want to run really effective fundraising campaigns and be The World's Best Ever Major Gifts Fundraiser?

Make like Sue Storm and turn invisible.

No really.

In his fabulous book, The Fundraiser's Guide to Irresistible Communications (read it!) Jeff Brooks makes the point that smart fundraising isn't bragging.  Smart fundraising puts the donor at the heart of the communication.

So that's no more...



The University of Super Smart Clever People is in the top three in the world for discovering cures to really grim diseases.

or

Rats Recovery Fund rescues more rats every year than any other rat recovering operation. 

And a lot more:

Last year you helped to create three new interventions for a really grim disease which kills 23,000 people every year.  Thanks to you, 23,000 people will live this year. 

or

Last year you saved Johnny, a rare albino rat.  You also saved four thousand rats like Johnny.  

Invisibility means connecting the donor directly with the beneficiary.  There is no middle man.  You are invisible. In fact, your organisation is invisible.  This isn't a branding exercise, it's fundraising.

You show yourself to be the best by talking about the impact of your work.

You connect donors with that work by giving them the credit for making it happen.

Because they have made it happen.   

This is where a fundraising case for support differs from an organisational strategy.  It's where a corporate magazine differs from a stewardship publication.  It's not all about you, it's not even about your charity or University.

It's about the work that goes on and the people it helps. 

And your job, as a fundraiser, is to help people to be able to see exactly what it is they are doing when they give you that vital cheque.


Margaret

@collectivemarg

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