Why is it hard to raise funds? Most often, you’re trying to fundraise to everybody. It’s a killer.
One reason is that large numbers of people don’t believe what you’re saying. No matter how obvious and self-evident you think it is. Large numbers can stay comfortably numb and never really engage with your mission, vision or values. We need to be taught to care. We need to understand what our caring could potentially mean – big picture.
That’s why Seth Godin reminds us, “Facts are not the antidote for doubt”.
…facts won’t change a mind that doesn’t want to be changed. More facts don’t counter more doubt. Someone who is shaking his head, arms folded, eyes squinted and ears closed isn’t going to be swayed by more facts.
The only people who have a chance of responding to your asks are those who already know, understand, and believe; in you, in your organization, in your solution. Everyone else doesn’t know about your cause, doesn’t care about it, or won’t believe you in any case.
Knowing your audience is key. Knowing what they care about is paramount in opening wallets. Take time to get to know your inner circle. They become your ambassadors.
Fundraising from everybody is the same as fundraising from nobody. (Click to tweet)
Instead, tell the story of impact around the problem you and your tribe is solving with anecdotes of real stories about real people. Make it memorable, shareable, impactful. Give them something they can repeat when asked, what did you talk about? Everyone loves a great story. Especially when they are the ones telling it.