When it comes to fundraising results, the first, easiest, and most misguided focus is on speed:
- “How quickly can the money be raised for the new building?”
- “I needed more unrestricted gifts yesterday!”
- “When will we reach the campaign goal?”
Instead, the healthier, more accommodative focus should always be on direction:
- “In our community, who could be helpful but isn’t already engaged with us?”
- “How can we involve more deeply those who already care about our mission?”
- “How can we become more consistent with our major-donor relationship building?”
The fundamental problem with a focus on speed in fundraising is that tomorrow, next month, next year, or in 5 years, we will be asking similar panicky questions.
However, when we focus on direction, we find that tomorrow gets a little better. Next month, even more so. And, 5 years from now, our charitable giving results are transformed.
No one notices when we start our exercise routine after the first day, the first week, or even the first month.
Noticeable results occur when we consistently move toward our preferred outcomes – regardless of speed.
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