“How do you ask people for money for a living?”
This question is raised all the time—not just about fundraising, but about how I can do this work for a living. And the truth is: I love it. Because fundraising isn’t really about money. That’s the biggest misconception holding so many nonprofit leaders back from launching major gift programs in the first place.
Fundraising is about purpose and people.
In his book Start With Why, Simon Sinek reminds us that people don’t buy what you do; they buy why you do it. The same is true for philanthropy. Donors don’t give just because they’re asked—they give because they believe in the impact of their contribution. They give because your mission aligns with their values, their experiences, and their vision for change. They give because you believe. People give to people.
So, how do you approach fundraising, specifically individual or major gift fundraising, with this mindset?
Start with gratitude
Thank the person for their previous engagement, whether it is their prior donation, attending an event or a program, or simply making the time to meet with you. Stewarding previous or current engagement is a good way to begin a deeper conversation about what more can happen when you join forces.
Explore their why
Connect with the person around their philanthropic goals. Find out what inspires them about your organization and give an update on those areas. How do they want to help move the mission forward? Do they want to volunteer in a program or sit on a committee or a board? Do they want to provide funding to jumpstart a new initiative? Connect their why to your organization’s mission.
Share your why
Share why you – as a board member or a staff member – commit your time to the organization through your employment or volunteer efforts. You are activating your talent for the benefit of the nonprofit, no matter if you are on staff or on the board. Fundraising is about shared passion for the same cause.
Extend an invitation
Ask them to join you – it may be with their time, talent, or treasure– to make amazing things happen. Determine the next step, follow through on the plans, and continue to discuss the impact their support can have!
These conversations don’t always happen quickly – although they can and they have been known to! – and it usually takes several meetings to get to a major gift solicitation. But when you lead with why, the right supporters will want to join you—and the “ask” becomes a natural next step.
Submitted By: Megan Granson | Inbloom CEO & Founder | Connect w/ Megan
