Inspiration > Information … but good fundraising still needs both!
There’s a time for everything in fundraising.
There’s a time to gather information. And a time to share information.
A time to inform. And a time to inspire.
But the ask?
The ask is not the time for information.
The ask is the time for inspiration.
I see this all the time.
A nonprofit sits down to write an appeal or prepare for an ask meeting, and the first instinct is to load up with facts, stats, program details, and evidence.
I get it. I really do.
We all know so much about our work. And we want people to understand the complexity of what we do.
We think if they just knew enough, they’d give.
But it’s simply not true. More knowledge by itself rarely leads to more giving.
People don’t give because they finally have enough information.
They don’t give because we convinced them with stats and facts and figures and technical terms.
They give because something moved them and they were inspired to act.
Please don’t get me wrong either.
Information absolutely has a place in fundraising.
If I were to map how and when to use information vs inspiration across the 5 phases of the Fundraising Flywheel…
…here’s what it would look like:
Listen is about gathering information.
You ask questions and learn what matters to the people who support you. This phase is all about understanding.
Engage is a blend.
You’re sharing information about who you are and what you do, but you’re also weaving in inspiration to help people connect emotionally with the mission.
Ask is 99% inspiration with a sprinkle of information added in.
It’s okay to include a tiny touch of information, but always lead with inspiration.
This is where so many organizations get it backwards. So many of us treat the ask like a lecture when really it’s an invitation.
The goal is to paint a picture in someone’s mind about the problem you’re inviting them to solve by giving.
The ask is a place to tell a story and show what’s possible. Then, give just enough information for credibility, but let inspiration do the heavy lifting.
Celebrate is pure inspiration.
When someone gives, don’t respond with a data dump.
Respond with joy.
With gratitude for what they’re making possible AND who they are.
Report is the opposite of ask.
When you report back, lead with information and add a touch of inspiration.
This is where you show your work. Where you share the results and progress and impact.
But don’t let it become a dry report.
Even here, you can use stories to remind people why it matters after you’ve used a little data to close the story loop and establish even more credibility.
The best fundraisers match the message to where they are in the process.
Not every communication needs to inspire, and not every communication needs to inform.
But every communication needs to do the right one at the right time.
There’s a time and place for both.
When it’s time to ask? Inspire.
Happy Friday Friends!
-Michael