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The
11 Pillars of Fundraising Wisdom
plus the five assumptions that underpin effective fundraising
1. Never forget that people give to people, not organisations, plans, strategies, or proposals. Blindingly obvious,
of course, but so frequently forgotten by your competitors that it's worth keeping at the front of your mind. Focus
always on the 'people' aspects, one person helping another in need. Make everything you send specific and person,
true one-to-one communication.
2. Everything derives from your mission. Remember Walt Disney's instruction to his managers, to build Sleeping
Beauty's palace first, so that everyone would constantly and clearly see the dream.
3. There is much more to fundraising than money. If you start by asking for money you won't get it and you won't
deserve it. Focus instead on needs and achievements, on reporting back of results promptly and effectively. Learn
to say 'thank you' and 'welcome' quickly and welll, for these can be the fundraiser's most effective tools.
4. At the heard of fundraising there must be integrity and trust. Cultivate and build these in everything you
write, or say, or do. Remember you don't enhance trust and confidence by irritating people.
5. Fundraising is more about inspiring than about asking. We have the best stories in the world to tell and the
best of reasons for telling them. So our motto should be 'The truth, well told' (currently the strapline of an
advertising agency!). Never send donors anything that isn't inspirational. And cultivate in your organisation the
lost art of storytelling. Fundraisers should be the world's best storytellers.
6. Donors will give more for longer if they feel good about their giving. Always be a pleasure to do business with.
Seek to delight your donors, not just to please them.
7. Be aware that people support nonprofits in spite of as much as because of fundraisers (this is not so much to
remind you to be modest about your role in the scheme of things, but to warn against the dangers of how your
professionalism might be perceived through your donor's eyes). At all costs avoid slick marketing and the hard
sell. Make effective communication the heart of your fundraising strategy.
8. Respect your donors, for they are wise, generous and kind. Never take them for granted - they don't have to do
this.
9. Be a wise and prudent steward. Practice accountability and take it to your donors continually and consistently.
Really believe in donor service. Always go a bit further than they might reasonably expect.
10. Let your sincerity and your commitment show. Donors too often perceive fundraising as a professional art. You
will gain much if you show donors that your enthusiasm for and commitment to the cause are every bit as deep as
theirs.
11. Learn the art of listening and cultivate the ability to really hear. Show your responsiveness by acting upon
what you are told.
The Five Great Assumptions That Underpin Effective Fundraising
1. Donors, usually, are generous and caring people.
2. They are intelligent, so know when they're being taken advantage of.
3. They expect to be treated courteously.
4. They are individuals, therefore are varied in their interests, habits and responses.
5. They are most likely to respond better when they get from us what they want to receive, rather than what we want
them to have.
by Ken Burnett - January 2007
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Ken Burnett is author of Relationship Fundraising and other books including The Tiny Essentials of an Effective
Volunteer Board (The White Lion Press Limited, London) and The Zen of Fundraising, (Jossey-Bass Inc, San
Francisco.). All can be ordered on www.whitelionpress.com, where other articles by Ken can also be obtained, free
of charge.He can be contacted on www.kenburnett.com. This article was first published in January 2007 in the US
journal Contributions, www.contributionsmagazine.com
Source: http://www.contributionsmagazine.com
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