To fundraise successfully, your organization needs to look worthy. How many times have you heard people say they bought something they didn’t really want simply because it was for a worthy cause? If your organization looks worthy, then people will support it; if it doesn’t they won’t. It’s that simple.
To get your organization to look worthy in people’s eyes, you need firstly to appeal to their emotions. This is done by the correct marketing campaign and by the right communication. You can see this by taking note of campaigns for breast cancer awareness and others that are similar.
Firstly, you need to believe in it yourself. If you are only half convinced in the worthiness of your organization, then that will most certainly show in your manner and your communication. Most people can spot lack of sincerity a mile away and if you are not sincere or convinced of worthiness, you won’t be able to convince anyone else.
If you can get the support of someone who has the trust of your community and who also has a high profile, then that will help in the quest for a worthy ‘look’. It may be a doctor, a businessman, the town mayor or a politician. It could be the dean of the local college or a well-respected figure with a wider, national profile such as a politician.
It need not be just an individual who will lend worthiness to your cause, but an organization. If you can claim that the local tennis club or Rotary or Lions Club supports you, then that will give you needed ‘worthy’ status as well.
If your organization does not look worthy, then prospective donors will not be likely to donate. You must be professional at all times by making sure the paperwork is up-to-date and available should any ask to see it. You need to have a person available to talk to anyone who should want information. If all they can get is an answering machine -though these have their place - then they will be put off.
If your fundraising is ongoing, then you need to publish an annual report and have it readily available. Donors need to know that their money is being used wisely, so communications with them is of prime importance. This doesn’t mean that they want to be pestered on a daily basis, but they do need to know what their money was used for, and that you are really appreciative of their support. If they can be made to look good through their support, then you will have a happy donor who is willing to lend their status to your organization.
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