Getting What You Pay For

What’s the saying, “Someone who tries to get something for nothing usually gets nothing for something?”

Well, it’s true. And it applies in fundraising for sure.

Fundraising is a value-for-value proposition. But it’s not the value you’re probably thinking of. It’s not trinkets bought at auctions, dusty trophies or cheesy "thank you" notes. For the cause-related marketing folks, it’s definitely not the momentary feel-good after agreeing to “give a dollar to..." in the check-out lane.

So what is it?

The value donors are looking for is what money cannot buy. The realization of their dreams. Nothing less than self-actualization. This is where it gets tricky.

For nonprofits to deliver, they must know what donors dream about. They must be in relationship with their investors. Gaining this knowledge and acting on it is within the ability of every nonprofit. Modern communication tools make this possible for a fractional cost.

The big question is whether the nonprofit will invest the time and money (yes, money) to gain the knowledge and execute on it. This is where many, many organizations punt. They become the one that want’s something for nothing.

Time and money equals effort. Nonprofits can raise four, five, even six times more by truly knowing their donors over the “sell them something” approach. And yet, there’s always the thought that perhaps, this time, you can get around the laws of nature.

The natural laws of philanthropy never change. You work with them or break yourself against them. It’s that simple.