Keep the Main Thing the Main Thing


You’ve heard the phrase, “Keep the Main Thing the Main Thing.”  We find it to be incredibly helpful.

So, what’s the Main Thing in raising money?

==> Asking.

Asking your donors to give you money?

===> Nope.  The Main Thing is to show them how they can make the world a better place (via your organization) and then asking the donor to make the world a better place right now.

The best nonprofits and fundraisers don’t ask their donors to send them money.  They ask their donors to make a change in the world.

Look at your asks.  Are you asking your donors to make the world a better place?

If your asks are just about “donations” or “support” then you’ve got some work to do.  But the good news is that you can raise a bunch more money than you’re currently raising.


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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