I wrote last Thursday about how donors put themselves on the hook.
Donors have chosen to take some responsibility for what is happening in the world, and to do something about it through their giving.
But that doesn’t mean donors always remember that they care, or even think about your organization.
Personally, I don’t remember very often that there’s a lack of affordable housing in the Seattle area. It’s just not something I think about. But I’m thankful that a couple organizations regularly remind me, because it’s an issue I care about.
I think most donors are in a similar situation: donors aren’t inclined to think about your cause or beneficiaries often, but it’s in their values to do something about it.
At Better Fundraising, we think that one of the functions of fundraising is “to remind people who care that there is work that needs to be done.”
I say all this because Fundraisers and organizations are often uncomfortable sending out fundraising that reminds donors of the work that needs to be done. It can feel awkward.
So I want all Fundraisers to remember that your donors chose to be responsible. They know that work needs to be done. They care. But they probably don’t remember right now.
Your fundraising provides the invaluable function of reminding them and giving them a chance to do something about it.