Fundamentals of Fund Raising

By: Alfredo Trabulsi


Successful fund-raisers requiere following several fundamental steps. Here are two things you have to do with every fundraiser:

1) Intensify community alertness of your necessity

2) Intensify community alertness of your offering

Everybody reading this instantly thinks, "Yep, we've got that covered. Everybody in our group knows what we're doing."

Let's take a closer look and see, shall we?

Creating alertness Of Your fundraising need:
1) Can your necessity be expressed in a single sentence?
2) Has everyone in your group memorized that sentence?
3) Is expressing your necessity a part of your methodology to all supporters?

Assess your group from top to bottom.

At random ask folks to tell you why your group is raising money.

I absolutely assure you that you'll be astonished at how weak the various answers are.

In many groups, more than 50% of persons involved with the fundraiser will not be able to tell you in a single sentence the precise reasons why they are raising money.

What about beyond your group?

Can you honestly say that you've exhausted every possible methodology in getting the word out to the neighborhood about your fundraiser?

Does everybody know why you requiere money?

Have you done each of these?

Brochures
Posters
Press release
Roadside signs
Newspaper coverage
Public service radio announcements
Pre-kickoff letter, postcard, or email campaigns

Or, are you assuming that all you have to do is tell someone that you're doing a fundraiser and that they'll be glad to help?

Two problems with that methodology. One is that most of your group can't effectively convey your necessity.

The second is that you are already assuming that your group has more than enough prospective supporters to meet your goal.

Both these problems limit your potential results.

Consider these three points:

One, if your necessity isn't communicated clearly and concisely, it will not be understood and internalized as a deserving cause by your prospective supporters.

Two, if your sellers don't really understand your group's need, then they won't push as hard to meet that necessity.

Three, if your need isn't general knowledge in your community, then your fundraising job will be that much harder.

Think of "getting the word out" as being similar to softening up the beachhead during the Normandy invasion. If you don't do the advance prep work, you're much more likely to meet a hostile response.

Creating alertness Of Your fund-raisers Offering
The second fundraising fundamental goes hand-in-hand with creating an alertness of your necessity.

Creating an alertness of your offering is just as important as telling people why your group needs money.

Your fundraising necessity and your fundraising offering should be closely linked in all your communications.

At the same time you are getting the word out, you necessity to make sure the message gets through on exactly what your group is doing to raise funds.

Just as with expressing your need, everyone in your group should be able to sum up your fund-raisers offering in a single sentence.

That sentence should also reinforce the emotional foundation that is derived from recognition of your need.

So what in the heck does all that mean?

Put simply, if somebody believes your need is real and agrees with the value proposition of your offering, they will help you.

And what's your fund-raisers value proposition?

It's a summation of your offering, combined with a reminder of your necessity, that's expressed in a way that informs each potential supporter of what's in it for them.

In other words, your prospect needs to:

1 - Be aware of your necessity
2 - Be linked to it on an emotional level
3 - Be in agreement that your offer has real value in it for them

Getting your necessity and your offering across to as many potential supporters as possible is the essence of fund-raisers.

Take the time to develop single sentence statements for your fundraiser covering both of these fund-raisers fundamentals.

Teach everybody in your group how to convey these basic value statements when they talk to prospective supporters.

Conclusion

Executing well on these fund-raisers fundamentals -- communicating your need and communicating your offering -- ensures that your fundraiser will be a smashing success.

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Alfredo Trabulsi is a Software Engineer specializing in Web development and Online Marketing. His 25 years of experience in software and technical writing make him a very sough after marketing coach for those interested in migrating from a land mased business to an Online or Home based business. Subscribe to his blog at home-biz-consulting.com Or contact im directly by E-mail at [email protected] Follow him on Twitter at twitter.com/atra_intelexis Our Fund-raising programs bit.ly/wqpWM

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