Fundraising guru Jeff Brooks says
“Donors don’t give to support organisations or programs: they give to make something happen”
Trouble is, as fundraisers we tend to think in terms of programs and organisations. Often we are facing a financial challenge so can be very difficult to think about, let alone, communicate the RIGHT message.
But there is also a very important and somewhat unique difference that we, as Christian broadcasters, face. We are fundraising from the same people who are the beneficiaries of our ministry.
In most charity fundraising people are donating to feed starving children in Africa, or get Bibles to believers in the Ukraine. But in our case the message is about providing trusted Christian media, hope and encouragement to you, your family and friends.
That said, we still need to ensure our focus is on the message of Making Something Happen and not just supporting our ministry.
So when you are writing your next message or thinking about what you are going to say in your presentation, remember to connect the donor to the outcome that they are passionate about.
