Overcoming the 'Mission Myth'

FS: What are the key takeaways for fundraisers?
DM: There are a few. First, it's not popular, but nobody will love the organization as much as those who work at and volunteer for it. That means that fundraisers must engage in sales — good sales — to inspire audiences to not just give, but to give to them instead of giving to other organizations. Second, asking for money is hard, so work with staff, boards and leaders to get good at it. Some will never embrace it, and so you must work around that challenge. Third, no matter how great the mission, nobody owes a nonprofit anything. It's up to the organization to convince people to give, to give again and to give instead of giving to the competitor. This is done through excellent strategies that clearly articulate the impact of the organization as well as how the nonprofit ensures dollars are spent ethically, legally and in the ways intended.