| by Terry Axelrod, Founder and CEO, Benevon
From Scarcity to Abundance
Part One
The fundraising most of us know is based on a myth –
the myth that there is not enough money to go around. Believing
that myth creates a culture of scarcity in which nonprofit
organizations feel they must compete with each other not just
for funds and resources, but for their very survival.
I believe that this mindset is not necessary; in fact, it
can even be an obstacle to achieving financial sustainability.
The key to getting off the year-to-year fundraising treadmill
and moving towards long-term sustainable funding is to shift
your thinking and exchange the myth of scarcity for a context
of abundance.
Once you do that, you will see that resources can be abundant.
Charitable giving in America has surpassed $250 billion per
year in recent years, of which more than 80% comes from individuals,
according to the annual report Giving USA. And, according
to Claude Rosenberg of the NewTithing Group, Americans could
substantially increase what they are currently giving to charity
without changing their lifestyles.
Still, the myth of scarcity persists in shaping our thinking,
our focus, and our actions. The Benevon Model (formerly Raising
More Money Model) is based on a new reality, the reality of
abundance. By following the simple ideas and actions outlined
in this book, you will find yourself operating from abundance
and raising more money more easily than ever.
The Old Reality of Fundraising |
The Joy of
Fundraising |
| The myth of scarcity: There is never enough money
to go around. |
The reality of abundance: The resources
you need are in abundant supply. |
| You need to attract new donors each year to stay
afloat, and you need to find even more new donors to grow. |
Take better care of the donors you already
have. They will attract others and become lifelong partners
in your work. |
| In order to get people to give, you must entertain
them and give them something first. |
Donors give to causes they truly believe
in. |
| Effective fundraisers convey the essence of their
organization’s work through well-documented and
clearly-presented facts and statistics. |
While myth-busting facts are important,
effective fundraisers know donors respond best when they
are moved by powerful stories of how your work affects
the lives of those you serve. |
| All donors can be cultivated in the same way. |
Each donor is a special individual who flourishes
when treated with a personal touch. |
| Volunteers give time, not money. Don’t bother
trying to turn them into donors. |
Volunteers and donors are motivated by the
same reasons. Cultivate your volunteers with love and
care and many will become lifelong donors. |
| Everyone knows the traits and demographics of the
ideal big donors. |
Today, anyone can become a major donor.
Treat everyone who comes in contact with your organization
as if they have that potential. |
| Asking for money is a difficult and tricky business.
And sometimes it is downright scary. |
Asking for money can be as easy and natural
as picking ripened fruit – for both you and your
donors. |
| Spend your time seeking out big, one-time gifts.
|
Your most committed donors want to be part
of your long-term growth and financial stability. |
| Endowments are only for big organizations, not for
smaller, lesser-known nonprofits. |
Every nonprofit, regardless of size, can
have a fund that covers its annual operating costs. |
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