What Do You Need the Money For?

It’s a straightforward question for any fundraiser, but you’d be surprised at how difficult it can be to answer.

As a donor, I usually phone up charities to give them my money. I like to speak to a human being and have the chance to ask questions if I want to. I always ask the people on the end of the phone what the money I’m giving will go toward. I’m not expecting a precise answer, but you’d be surprised how often people don’t have any answer at all.

This matters, because when you can define things for people, and show them how the money they are giving will help, everything is so much better.