For-profit common sense can help your organization ‘sell’ its cause.

By Carsten Walter

Lesson 4: Don’t forget why your donors support your work.
Belief in your cause always should be the No. 1 reason — although I can’t tell you how many times I ask that question of our peers and their response is, “Because we ask.”

But there is more to the equation than just belief. How often do you ask your supporters why they are supporting you? How often do you personally talk with a donor? Do you regularly perform market research? It’s very easy to get caught up in our day-to-day responsibilities and lose touch with our donors. A typical donor doesn’t necessarily care about the details of our work; they are busy enough in their own lives. The gift is a sign that they want to be part of something bigger, something that is a success or makes a difference. Take the time to talk to them and tell them your story, and you might be surprised by why they give.