The concept of momentum in fundraising is real. 
In advancement, we talk about “campaign momentum,” or “engagement momentum,” or even “brand momentum.”
While specific definitions are not easy to nail down, momentum is felt more than it is defined. As the old saying goes, “we know it when we feel it.” Nonetheless, momentum in its various forms is an authentic characteristic of our advancement work.
But, when we think about advancement momentum, we often overlook the initial action that set it in motion.
We don’t talk about our role in creating the momentum. Usually, we simply appreciate the fact that we have momentum.
I think one reason we overlook our role in creating advancement momentum is because advancement folks abhor the idea of “pushing donors.”
We tell ourselves we want donors to give to their passions. We tell ourselves we are donor-centered. It’s not about us, it’s about them and their interests.
In short, we never want to think of ourselves as “pushing donors” to make a particular gift, even if it helps create “momentum.”
But what about “pulling donors?” Perhaps the best precipitating actions to creating momentum have far more to do with pulling a donor than pushing one.
We pull donors, by inviting them. We pull donors by proposing they make a bigger impact through their giving. We pull donors by creating opportunities for them to help.
And, when we implement consistently, donors will follow our invitations, our proposals, and our created opportunities.
Newton’s cradle (pictured above) was a desktop office accessory made popular in the 1970s and 80s. It shows how momentum is transferred between objects in a fun way.
But notice, what starts the momentum is a pull on one of the outer spheres.
Not a push.
