WHAT DONORS ARE LOOKING FOR

A few years ago, a friend and I attended the Craigslist Foundation's Non-Profit Bootcamp - a one day intensive of training, networking, and idea-exchanging around improving and strengthening our communities. I was already serving as a director on several boards, but since the launching of Joya Scholars this year, I've had a more acute awareness of what's at stake in the connection between fundraising and our organization's mission, values, and philosophy - and articulating that to current and potential donors and volunteers. Recently I revisited my notes to find some helpful principles based on a keynote address author Kay Sprinkel Grace gave on fundraising:

KEY FUNDRAISING PRINCIPLES:

1. People give because you meet needs, not because you have needs.
It's social investment, not begging. People give to what they value. Philanthropy is how love is expressed > with action for public good.

2. A gift to you is a gift through you.
People are not giving to your organization, but to impacting lives in the community.

3. All statistics about your reach must be enriched with stories of impact.
We must ask, "How do we enroll investors in the promise of transformation?" This must be measurable. Funders want to give and identify with work of high moral purpose (impact). We must answer: "How would the community (and world) be different if you received all your resources?"

4. Fundraising is not about money, but relationships.
Have a bigger goal beyond your financial goal. Donors expect: 1.impact, 2. issues, 3.investment, 4. involvement, 5. innovation.

5. It's not about you.
It's about the community. Internal marketing is as important as external marketing in helping the organization think transformation not transaction.