The story is that “unrestricted” or “where needed most” or “comprehensive giving” is the most difficult money to raise.
It’s the story we tell ourselves in meetings. It’s the story we tell our colleagues and bosses and Board members. It’s the story we hear at professional development conferences.
But, why is this the story?
The most common response to this question is because, “donors don’t want to give to a black hole.” This, of course, means that donors misunderstand the importance of unrestricted or comprehensive giving to your institution’s health, vibrancy, and future.
The second most common response to this question is because, “donors want to see impact through their giving.” This, of course, means that donors aren’t connecting the fulfillment of your institution’s mission to transforming/changing/saving lives each and every day.
Perhaps, then, the real reason unrestricted or comprehensive giving is the “hardest money to raise,” has more to do with us being more effective in making a compelling case for these important gifts and directly showing donors how these gifts are making real life impacts.
Maybe when our story changes, the unrestricted giving story will.
