5 Reasons You’re Not Receiving the Charitable Gifts You Dream About

If you’re frustrated because you dream of securing transformational, game-changing gifts for your organization but they don’t seem to be materializing, you’re not alone. This is a frustration and concern I hear from organizations all the time. 

If this resonates with you, chances are you’re missing the mark for one (or more) of the following five reasons:

1.  You’re not prioritizing relationship-based fundraising

Many organizations that struggle to raise transformational gifts fail because they don’t make relationship-based fundraising a priority. What I mean by this is, they invest in tons of events, social media, email campaigns, direct mail, telemarketing, etc., but they don’t invest in high-quality frontline fundraising staff. When this happens, organizations end up living paycheck-to-paycheck rather than building the kind of capacity and revenue that is possible through strategic, relationship-based fundraising. 

2. You’re begging instead of thoughtfully asking

Organizations that engage in what I’m referring to as “begging” are those that continually rely on “sky is falling” type messaging. You know what I mean — it’s the kind of message that suggests that if the donor doesn’t give right now, the doors to the organization will close, and the people they serve will suffer. If this is the reality in your organization, then you can use this type of messaging. But you can really only use it once, or you risk donors walking away because they don’t feel like they can trust you with their money. 

What is more concerning is the organizations that have discovered that this kind of messaging yields results. The reality is, it does work, if what you’re looking for is short-term gains. But the gifts you get when you engage in this kind of “begging” behavior will never be of the transformational nature. 

3. You’re making it all about you and your needs 

It’s been said thousands of times that donors don’t give because you have needs. That’s even more true when it comes to high capacity donors making transformational gift commitments. Major and Mega donors don’t give to fund your needs. They give to accomplish their own philanthropic priorities — through your organization. When you position your ask as something focused on you, your organization, and your needs, you’re communicating to the donor that you don’t value them for anything more than financing. 

If you want to unlock transformational giving from your donors, craft an ask that is designed to deliver on the donor’s priorities and dreams, and that shows her how investing in your organization or project would be a natural extension of who she is as a person, not just as a charitable donor. 

4. You’re not asking

Would it shock you to know that one of the most effective ways to secure significant charitable support is to ask for it? Crazy, right? 

Here’s what is shocking about this. When I dig into major gift programs that are not achieving their potential, one of the biggest and most consistent failures is that fundraisers aren’t asking. It’s not that they’re not asking well. It’s simply that they’re not asking. 

It’s honestly really simple. Very few donors spend their days thinking about your organization and developing their own plans for how to fund your organization. They are busy people who spend their days leading companies, juggling priorities, managing families, etc. You can’t entrust your organization’s financial health to the assumption or hope that donors will think of you often, know what you need, and spontaneously and generously give. If you want to secure your organization’s financial future, you’ve got to ask.   

5. You’re not showcasing the value

One of the reasons donors tell us they stop giving to organizations is because those organizations don’t show them how their dollars are accomplishing mission impact. If all you ever do is ask, and you never take the time to be thoughtful and intentional in communicating the value and impact that donors make, you’ll never move the needle on your fundraising results. If you want to raise more money from your donors in the future, the best thing you can do right now is to step back and take the time to show them how their last gift made a significant impact on those you serve. Prove the value first, then follow up later with your next ask.