We sometimes make the mistake in thinking our organization has universal appeal. After all, it’s our passion, isn’t it?
No, you say?
Just look at the fundraising appeals out there. Some are so general, so broad, so globally encompassing, the goal has to be to garner the largest possible group of potential supporters.
So what’s wrong with this?
Nothing—if your goal is to get a lot of one-time entry-level gifts.
If you’re looking to build a sustainable fundraising program, one that gives your organization the life-blood to succeed over time, you’re not looking for just any donor.
You’re looking for those who feel the passion as you do. You’re looking for those investors whose dreams and visions are yours.
So you don’t have to worry about appealing to everyone. Ever.
You can say “no” to the small one-time gifts. You can then say, “yes” to the investments, which grow over time. You can say “no” to the responders who show up at your gala for a good time. You can then say “yes” to the donors who will be with you through thick and thin.
Don’t be concerned with everyone. Be focused on those who matter—to you.
