People don’t give unless they’re asked.  Why do churches and religious institutions get so much of the philanthropic pie?  Because they ask you to give, they ask often (weekly and sometimes more) and they create a “habit” of giving. Too often I hear of organizations that have long-standing relationships with potential donors on their mailing lists, wondering why they have not supported the organization at all, or in a larger way.  Often the simple answer is that they didn’t give because they weren’t asked.  Speculating why Ms. Plentybucks or Mr. Deeppockets hasn’t chosen to support you’re the program that he or she has always talked about serves no purpose unless you’ve asked them in a way more involved than your annual fund appeal.

Remember these truths as you develop your fund raising plans and strategies.  They will guide you to more donor-centered thinking, improving your success in the future.

1. People only give to people.
2. People give to your future.
3. People give to success.
4. People get something from giving.
5. People don’t give unless they’re asked.

Here’s what #4 means:

People get something from giving.  We don’t need to feel uncomfortable or like we’re imposing on people when asking them for money.  Donors are motivated by what they get from giving – whether a good feeling, a sincere desire to help others, to identify with a group they admire or for a tax benefit (yes, in fact, generally the tax break ranks last).  We’re not offending them or using a relationship inappropriately.  Like marketing, fund raising is an exchange relationship where both the asker and the donor get something in return.

1. People only give to people.
2. People give to your future.
3. People give to success.
4. People get something from giving.
5. People don’t give unless they’re asked.

Here’s what # 3 means:

People give to success.  Donors are more motivated to give to success rather than distress.  Whining about government budget cuts or a weak economy and their effect your resources has little appeal.  Identifying a community problem that you’ve addressed successfully and outlining your future goals – to enhance the outcomes or tackle the next problem – does much more to excite someone to invest in your experience and success.

1. People only give to people.
2. People give to your future.
3. People give to success.
4. People get something from giving.
5. People don’t give unless they’re asked.

Here’s what #2 means:

People give to your future.  Many nonprofit organizations and charities are steeped in a rich history, which bodes well for establishing credibility.  But history is not what excites donors.  They are interested in giving to your future, not to your past – much like an investor is interested in what their money will “buy” or “earn” going forward.  This is why strategic planning is inextricably tied to successful fund raising.

1. People only give to people.
2. People give to your future.
3. People give to success.
4. People get something from giving.
5. People don’t give unless they’re asked.

Yes, they almost seem too simplistic to be profound.  However, your understanding of these fundamentals of fund raising should shape your planning and strategies at every turn.  I use them over and over: in developing strategies for a particular donor or a specific ask; in special event marketing or friend-raising, and; to shape underlying themes for grant proposals, fund raising letters and campaign case statements. 

Here’s what #1 means:

 People only give to people.  Obviously, this doesn’t mean that people don’t give to animal or environmental causes.  It only means that giving is a person to person enterprise.  Fund raising is a relationship-oriented business.  When done successfully, an organization uses its closest constituencies – board, past board, committee members, volunteers – and their relationships to reach out to new constituencies or prospects with which they have a connection.