Choice: A Valuable Fundraising Theme

Photo credit: http://www.flickr.com/photos/koalazymonkey/

For many years, various organizations, especially faith-based ones, relied on a sense of obligation in their fundraising efforts. Gifts were and still are asked for using obligation-based wording. 

This kind of approach and messaging is not working anymore. People don't generally like obligations. Sometimes, obligations are resented.  There is far less of a sense of satisfaction in fulfilling our obligations than in the choice we are able to make. In tougher economic times, these feelings are only exacerbated.

A sense of choice makes your donors and potential donors feel empowered. It is donor choice and stunning generosity, not any perceived obligation that moves missions forward to the tune of the $298.42 billion given away in the United States in 2011, totals according to the GivingUSA Foundation. Donors who give to a chosen cause they feel personal passion for often report much higher satisfaction levels from their giving than another person giving out of a sense of obligation.

Does your current fundraising message imply obligation, or does it demonstrate respect for donor choice?

Even with the focus on donor choice, your fundraising case statement still must:

• Be clear and concise
• Offer an easy to follow explanation of how funds will be used 
• Create a sense of urgency to help your donor make the choice to give now