Watching the Golden Globes, one of my favorite acceptance speeches was given by Hiroyuki Sanada, an actor from “Shōgun”. He spoke to those who are following in his footsteps, saying, “For the young actors and creators in the world, please be yourself, believe in yourself and never give up. Good luck!”
I love that his words will be impactful to the next generation—such advice is meaningful in any field, including fundraising. Just as Sanada encouraged young actors to stay true to themselves and persevere, I want to take this opportunity to share some (hopefully) “golden” advice based on my years of fundraising experience:
- People Give to People
Fundraising is all about building genuine, lasting relationships with your donors, your volunteers and your community. Focus on creating personal connections by understanding your donors’ passions and demonstrating how your cause aligns with their values.
- It’s More Than Just an Elevator Pitch
Know your cause inside and out so you can communicate its impact effectively. Be ready to explain how their gifts will be used and the specific difference they will make.
- Tell Stories
Show the real-world impact of what donors are helping to create. Authentic, compelling stories can inspire action, whether in emails, on social media or at events.
- Be Persistent While Being Respectful
Fundraising often requires not taking no for an answer. Don’t be discouraged if you face rejection; instead, view it as part of the process. Always be mindful of donors’ time, preferences and boundaries. Building trust can take time.
- Mix It Up
Every donor has preferences and their own capacity to give, often based on what is happening in their lives. It’s important to use a variety of fundraising methods, like events, targeted campaigns, digital fundraising and major donor cultivation. Diversifying your approach by age and wealth helps you reach a more receptive audience.
- Listen Before You Speak
Pay attention to your donors’ concerns and interests. Understanding their motivations can help you personalize your approach while also ensuring they feel heard and valued.
- Keep Up With the Digital Times
Incorporate social media, email and crowdfunding platforms into your campaigns. Cultivate your audience with engaging content and clear calls to action. While older generations prefer print, younger generations are more receptive to receiving information digitally, so use these tools to your advantage.
- Know Your Numbers
Donors want to be assured their money is being used effectively. Be prepared to answer questions about how funds are allocated and the impact they are making. Share regular updates and reports, and always acknowledge donations promptly— the more personal the better.
- Learn How to Fish
Borrowing from the well-known “… Teach a man to fish, feed him for a lifetime” saying, fundraising is an evolving skill, and there’s always more to learn. Seek mentors in the nonprofit space by connecting with experienced fundraisers who can impart guidance and share tips and best practices.
- It’s a Marathon, Not a Sprint
Whether you’ve raised your first $1000 or secured a major donor, celebrate successes big and small. Fundraising is hard work, so take the time to acknowledge and appreciate your progress to stay energized for the road ahead.
As we all know, fundraising can be as challenging as it is rewarding. Stay motivated by remembering the bigger picture and the impact you’re making in your community and in the world!
Julie Schuldner, MBA, CFRE, is a Sharpe Group senior consultant who works with charities of all sizes and missions to develop effective gift planning programs. You can connect with Julie at julie.schuldner@sharpegroup.org or via LinkedIn.
