The Essential Fundraiser’s Handbook: A Guide to Maximizing Donations, Retaining Donors, and Saving the Giving Sector for Good

by Lisa Greer

Instead of thinking of fundraising as transactional, think of it as providing happiness.

For anyone who has been impacted by, or is connected to, your nonprofit or your cause, a non-transactional engagement with you is likely to create or enhance a long-term connection—and help these “fans” of your cause become happier. So, how do you accomplish this? First, you have to let go of the transactional mindset. Yes, we know you need to raise that money, but for many people, you need to help them feel connected, heard, and cared for first. Look further than your prospect list for fans of your cause. Pull together names and contact information of anyone and everyone who has been connected to, or strongly interested in, your organization and/or your cause. Not just donors! Then reach out to them to tell them—honestly—how your nonprofit is dealing with the challenge at hand. Let them know about the hard choices you’ve had to make in order to protect the future of your organization. Let them know about the

successes you’ve had—against all odds, at times—during these difficult months. Tell them about staff and constituents who have overcome challenges while staying committed to your cause. Finally, ask for help! Whether it’s via an online survey or focus groups, or just a special opportunity to engage with your organization’s leaders (e.g., a Zoom webcast with a healthy amount of Q&A offered), engage these people with an eye toward creating a relationship that’s more of a caring partnership than the usual donor/fundraiser paradigm. As I’ve stated before, volunteers are a critical asset to your organization—extremely loyal, but often overlooked. Engage them, help them refocus their anxiety into feeling good about helping you do good, and everyone wins.