I so often hear from nonprofit leaders about how difficult it is to convince a donor to give to their organization. They will complain that it seems almost any other cause has an easier time attracting support. For example, the head of an arts organizations once told me how hard he found fundraising because he isn’t “selling cute puppies and kittens.”
But the fact is not that some causes are inherently easier to sell, but rather that some nonprofits are savvier about articulating why someone should give. A nonprofit leader will be most successful at generating support (money, ambassadors, board members, advocates) when she finds donors who share her organization’s specific values and makes a compelling case to them for investment.
So the first step in creating your nonprofit’s message of impact is a Theory of Change — an argument for why your nonprofit exists. A Theory of Change forces a nonprofit’s board and staff to articulate what work they do and what they hope the result of that work will be. In a Theory of Change you answer questions like:
- Who is your target population of clients?
- What core mission-related activities are you engaged it?
- What outcomes are you hoping to achieve from those activities?
You must articulate what social change you are seeking if you want to attract partners in that work.
The second step in your message of impact is to create a Case for Investment that lays out a logical argument for why you need support for that change work. A case for investment includes an articulation of:
- The community need that you are trying to address
- Your nonprofit’s unique solution to that need
- The impact (or results) you are achieving
- Your financial model
- The strategic direction of your organization, and
- The resources required to bring your plans to fruition
And the third step is making sure that you are talking to the right potential donors. You must find people (individual donors, foundation officers, corporate heads) who recognize and are passionate about solving the same community need which your nonprofit is uniquely positioned, because of your core competencies, to solve. Like this:
In other words, your fundraising target is NOT anyone and everyone, but rather a very specific group of people who share your nonprofit’s view of a community problem.
Once you create a Theory of Change and a Case for Investment and identify the prospects who might be predisposed to support your work, you are sufficiently armed to present your pitch. With a clear argument and a target list of prospects you can more effectively gather partners.
If you want to learn more about creating a message of impact for your nonprofit, download the Design a Theory of Change and the Craft a Case for Investment guides. And if you want to learn how to find the right donors, download the Attract Major Donors guide. Good luck!
Photo Credit: Settergren