Charitable organizations tout their good deeds and benefit to others. And there’s nothing wrong with that. The rub is—these acts of betterment don’t scale.
Far too often, the “good” in good deeds is determined by those doing the good. There’s the rub. Life-changing, community-transforming acts and movements arise when the “good” is clearly understood and appreciated by those who would invest in it—the philanthropic investors.
Two principles of philanthropy are in play here. Principle 1 of The Eight Principles of Sustainable Fundraising® is Donors are the Drivers™. Donors provide the energy that translates into the necessary financial resource. Without this resource, good deeds remain simply good intentions.
Principle 2 of The Eight Principles of Sustainable Fundraising® is Begin at the Beginning™. Principle 2 is the law of effective communication. Communication is only effective when the receiver understands not only what is being said but why. Without effective communication, good news falls on deaf ears.
The life changing potential of philanthropy is staggering. It will remain only potential, however, unless you’re ready to scale. Are you ready?
