If a nonprofit isn’t sharing the good news caused by their work, the nonprofit is hiding something and isn’t doing all of its job.
And equally true, if a nonprofit isn’t sharing the bad news that causes their work to be needed, the nonprofit is hiding something and isn’t doing all of its job.
You can see both types of nonprofits today. Look around and you’ll see organizations that only use the doom-and-gloom sky-is-always-falling approach that diminishes the progress being made. And you can see organizations that focus completely on success and diminish the situation that causes their work to be needed.
It’s our belief that nonprofits are called to share the whole situation. If only one kind of news is shared, a nonprofit is not giving donors a true picture. Their fundraising becomes just as polarized as a news media outlet that only shares one side of the story.
This is why our fundraising system is built on Ask, Thank, Report. When you Ask donors for support, you share the bad news that causes the work of the nonprofit to be needed. When you Thank, you share the good news that will happen because of their gift and your work. And when you Report back to donors, you share the triumphs and amazing changes that happened.
It’s yin and yang. It’s the good and the bad. It’s the full picture. It has to be a mix of good news and bad news in order to be true.