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Looking for Love

Nonprofit organizations and worthy causes are on a continual search for supporters—especially those who provide financial resources to further their missions. These individuals are some times called “donors.” I like to call them “investors.” These are the kinds of supporters you really want.

The way some nonprofits go about searching for these folks—those that will part with their money for the good of the cause—reminds me of a line from Johnny Lee’s song, Looking for Love. “I was looking for love in all the wrong places,” the song begins.

This search is the “anywhere and anyone” method. Like the situation described in the song, those seeking love continue to look for it where it isn’t likely to be found.

True, every once in a while, you’ll meet the right kind of person. But think of how much time is wasted reaching out to anyone—and everyone?

Principle 4 of The Eight Principles™ is Learn & Plan™. The task here is to first learn who would naturally support you and then plan how to reach them.

Look closely at the fundamental values your organization espouses and then seek to identify some of those in others is the first step.

It’s not unlike dating. Are we so desperate that we’ll go out with anyone? No matter how little we have in common or enjoy their company? Do we seek to get people to like us by attempting a guilt trip?

Not a good way to start any relationship.

Once you’ve got a good grip on the values match, then make your plans on reaching out to them.

Think of it—supporters that support you because they really want to, not just harangued to do so.

Now that’s a sustainable fundraising idea!

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