If our goal is to raise more money for our cause, a common sentiment expressed is something similar to the following: “We will need new donors to step up!”
On it’s face, this sentiment seems to make sense. We absolutely could raise more money if new or lapsed donors respond generously.
But, it becomes a mistake to prioritize the work of engaging new donors based on this sentiment.
Instead, our priority should always be to start, first, with those who are currently giving. Invite our most recently generous donors to increase their giving when trying to raise more money.
Once that pool of current and recent givers has been engaged and invited to give, then we should turn our attention to our universe of new and lapsed donors.
Just because we think we will need “new donors” to raise more money doesn’t mean that we start our work with them.
Instead, when we begin by engaging and inviting those who have given more recently, we may learn that our goal to raise more money is almost always achieved when our most generous current donors give more.
If you want to raise more money, here is a good rule of thumb: Start, first, with your friends, and work out toward strangers.
