Fund Raising’s 13 Biggest and Most Costly Mistakes

by Chris Peterson
Contributions, March-April 1994

1. Thinking your organization will attract support simply because it is a good cause.
   Organizations must attract support the old fashioned way – earn it. To succeed, you must explain exactly why you seek funding, why your project is compelling, who will benefit, and why the money is needed now. Your needs must be specific, people oriented, and have a sense of urgency.
2. Thinking that others can raise the money for you.
   Successful fund raising abides by the “rock in the pond’ principle. That is, you can’t expect others to contribute unless those closest to the center of your organization do so. Solicitation has to start with your inner “family”.
3. Believing that because people are wealthy, they will contribute to you.
   People make significant gifts only after ownership in a project. Solicitation is the final step, not the first one, in the fundraising process.
4. Thinking you can whisk wealthy prospects in at the last minute.
   Involvement must come before commitment of dollars.
5. Failing to research and evaluate prospects.
   There must be logical reasons for an individual to give. Research should show these logical reasons: linkage to the institution, ability, and interest.
6. Failing to ask.
   Often a campaign fails, not because people didn’t give, but because they weren’t asked.
7. Thinking that publicity or written materials will raise money.
   Publicity, despite our best wishes, doesn’t raise money. There is no substitute for direct asking. Most serious donors see campaign materials as non-essential. If you have good solicitors and prospects, a strong case, and a campaign plan, you won’t need much else.
8. Believing you can raise money by the multiplication table.
   Dividing your goal by the number of likely donors, then asking everyone to give an equal amount is programmed for failure.
9. Failure to have a strong and compelling case statement.
10. Failing to set realistic goals.
    A goal that inspires, makes your work harder, but also permits the thrill of victory.
11. Failing to focus on your top prospects.
    If the top gift comes in at the level you require, it will set the standard and all other gifts will relate to it. If it is too low, other gifts will drop accordingly. Sequential solicitation forces you to focus on your most promising prospects.
12. Failing to ask for a specific gift.
    “Will you join me in giving $25,000 to the (specific project)?”
13. Failing to see your top prospects in person.
    People give to people is shop worn but true.

Bill Moran, The Moran Company, specializes in nonprofit executive searches
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