Your Donors LOVE Helping Your Beneficiaries

Your Donors LOVE Helping Your Beneficiaries

Here’s a Super Simple Principle that most small nonprofits should embrace to start raising more money right away:

  1. Your donors love to help your beneficiaries
  2. So when fundraising, ask your donor to help your beneficiaries, instead of asking your donor to help your organization.

It really is that simple.

Most organizations say things like “Will you help us continue this good work…” or “Please support our mission to fund the Arts…” or “Please partner with us as we…”

In each of those examples (all real, by the way), the organization is primary, and the beneficiary or cause is secondary.

But the vast majority of your donors care more about your beneficiaries than they care about your organization.

And your organization only adds value to your donor by helping them help the beneficiaries or cause that they care about so much!

So when Asking (appeals, e-appeals, events), ask your donor to help your beneficiary or cause. You’ll start raising more money right away!

PS — For more on how to write Asks that move your donors to Action, download our free e-book!


Steven Screen is Co-Founder of The Better Fundraising Company and lead author of its blog. With over 25 years' fundraising experience, he gets energized by helping organizations understand how they can raise more money. He’s a second-generation fundraiser, a past winner of the Direct Mail Package of the Year, and data-driven.

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