To begin attracting new donors to your organization, you first need to step back and determine a strong and compelling case for support.
Without a rationale for giving, you won’t be able to attract any new donors to your organization.
Here are the critical components that you should address in your case for support.
#1. Define the “Unique Selling Proposition” of your organization. Be able to answer why you are wonderful, what you are good at, and what makes you so very different than all of your competition.
#2. Define your urgency. Why do you need action now, today, tomorrow? What will happen if action is not taken? What has changed? Has something in the political world changed? Has something in your organization changed?
#3. Define why should a person care. What is in it for the donor? What difference can they make? How will a donor’s investment in you make a difference? How are donors being transformed in their own life through giving to your organization?
Don’t lead with your history – While history is important to show the strength of an organization, a donor is not investing in something in the past. And, surely don’t lead with everything that makes you magnificent in your eyes! Just remember the clarion call to be “donor-centric” in everything.