Keeping First Things First
Nonprofit leaders, do donors care more about your expertise or your heart for your mission?
The answer is probably a bit of both; however, I have worked with far too many organizations that get so caught up in sharing their knowledge about their mission that their case for support begins to look like an annual report, heavy on facts and short on compassion.
People want to give to well-run organizations that know what they are doing. More than that, they want to know that they are investing in life-changing work. Yes, it’s important to let donors know how many lives are being impacted by your programs, but instead of telling a story about thousands of lives, think about the thousands of individual stories that might be told. It’s important to make it personal and relatable, not programmatic and sterile.
A wise person once said, “People don’t care how much you know until they know how much you care.” Let your case for support reflect how much you care. There will be plenty of opportunities to share how much you know.