"I'll do anything but fundraising."  Sound familiar?

 

Fundraising isn't exactly at the top of most people's lists of chosen things to do in their spare time. 

 

A big part of the reason for this is because "fundraising" has become synonymous with "asking for money."  And, if that's how you're thinking about it, I guarantee you're not raising as much money as you could...

 

Now, before you break out the party hats, let me be clear -- you must have a core group who are skilled "askers." You have to ask for donations if you want supporters to contribute to your organization.  You don't ask, and y ou won't receive.  It's a simple as that.

 

But, asking is just one small piece of this thing called fundraising.  And, it's not the first or the most important part.

 

To be more effective fundraisers and to involve more people in this life-changing work (and, yes, raise more money too), we must broaden the way we think and talk about fundraising.  

 

(And ideally come up with another name for it... but I haven't gotten that far yet.  Let me know if you have any bright ideas!)

 

At its core, fundraising is not about asking for money.   

 

It's not about asking everyone you've ever met to give to your pet project as a favor to you.  And, it's certainly not about making cold calls or telemarketing. 

 

But that's how most people think about it.  And that's why so few people want to do it. 

 

So, in 2011, let's start redefining fundraising.  Let's broaden how we think about it and expand the different ways your board, staff, and volunteers can be involved.

 

Here's how I think about fundraising...

 

Fundraising is about connecting with people who share your vision of a better world.  It's about building relationships and making friends for your organization.  It's about giving people the opportunity to accomplish something they could never achieve on their own as one individual.

 

And for those people who want nothing to do with "fundraising," see if they'd be willing to help with any of these activities.  Activities that will absolutely result in more money raised but have nothing to do with asking...

• Call donors after they give and say "thank you"
• Give "behind the scenes" tours of your work in action
• Meet with supporters and ask them what they think of the job you're doing
• Start a story bank
• Ask supporters and prospects to volunteer
• Go to an organizational event and welcome people
• Send "comped" event tickets to new donors or prospects
• Write personal notes on mail appeals, invitations, newsletters, etc.
• Look at your list of current prospects and supporters and give you the scoop about the people they know

 

And this is just the tip of the iceberg!

 

So, the next time someone says, "I'll do anything but fundraising," find out specifically what that means.  And then ask if they'll help with one of the things on this list.