Ever tried to make the world a better place? Ever discover that you need more funds to make that happen? Ever tried to raise those funds?
Great questions. But the “how do we raise more” might not be the right place to start.
Kevin Gentry has helped raise more than $3 billion for important causesover more that four decades in fundraising . When we sat down for You Are What You Give, he shared a critical insight:
Many of the fundraising practices that actually work are counterintuitive.
We tend to make certain assumptions. That donors are responding to a need, that we need to ask for support at a first meeting, or that there’s a direct correlation between how much someone has and how much they will give.
Kevin’s experience suggests something very different.
The donor doesn’t need another need
Nonprofits are very good at explaining their needs, and those needs may be completely legitimate. But Kevin made the point that there is no shortage of needs. When donors are approached by many giving opportunities, why should yours stand out?
He illustrated this with a story about Boston Children’s Hospital.
A philanthropic group asked what could be accomplished with a significant gift. The first answer given was to buy another microscope. Then, another doctor came rushing in. He declared that with a significant gift he would find a cure for cancer.
Ask yourself: are you communicating an organizational need, or a vision for the future?
Sometimes $1 million is easier than $10,000
Kevin then delivered additional food for thought: sometimes it can be easier to raise $1 million than $10,000.
A $10,000 request for help can be well articulated and well documented. A $1 million opportunity to join an ambitious journey might be a more compelling invitation.
Point by point value
Kevin continued to bring deep, experience driven value to the conversation. The paradigm shifts included:
The goal of a first meeting with a funder is not to walk away with a check
Donors have more to give than money
Co-creation can be a long term path of least resistance
Forty years later
One of the key themes of our conversation was that fundraising can be taught.
Four decades into this journey, Kevin readily admits that he didn’t know what he was doing when he began. He was fortunate to work with people who taught him, and he continues to do the same for others.
🎧 Listen to or watch my conversation with Kevin Gentry on You Are What You Give.
Kevin also publishes a free weekly fundraising tip through tenxstrategies.com for those who want to continue learning from him.
Special thanks to Victoria Hearst for her generous support of this season of You Are What You Give.
