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

by Lisa Greer

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