As you grow in fundraising experience, you understand that consistency is often more important than sincerity.

In any particular moment, sincerity (like authenticity) is a byproduct of feelings at that moment. And feelings change all the time.

This makes “sincerity” not the best foundation for a fundraising program.

What if, on the day you write your year-end appeal, you’re sincerely thinking about another job opportunity?

What if, when the time to deliver your speech at the event finally arrives, you’d sincerely rather be in bed?

Now “consistency,” on the other hand, is reliable. Steadfast on behalf of the beneficiaries and cause – no matter how you’re feeling that day. Willing to be vulnerable enough to ask boldly, no matter the day. Willing to show up in donors’ inboxes even though you feel like you’ve said everything before.

That sounds like a great foundation for a fundraising program.

Sincerity and authenticity are, of course, needed in a fundraising program. But for your mass donors, if you want to grow, fundraising done consistently will outraise sincere fundraising done occasionally.