The Dirtiest Word in Fundraising

Every once in a while, the FCC levels a huge fine against a TV network or radio station for the use of vulgar language. I wish I could fine* broadcasters, pastors, and direct mail letter writers every time they use a particular dirty word. I heard it again the other day. A communicator asking for financial support for a NGO used the word at least 16 times in one hour. I know. I counted. I wanted to scrub her tongue with day-old coffee grounds.

The dirtiest word for fundraisers is tiny. Like a mosquito. Infected with West Nile Virus.

The word is IF.

The word IF is poison to your efforts.

Let’s build a hypothetical situation. You are raising money for your local hospital through live, on-air television asks interspersed throughout primetime commercial breaks for one week. You know that unemployment has hit 9% in your metro DMA (Designated Marketing Area). You assume that another 8% are underemployed and struggling—including your best friend. Her husband was laid off 15 months ago and they’ve burned through their savings. You may be tempted to talk about the effects of the economy on giving. You want to empathize with your viewers. You want them to know that you’re not immune to their struggles.

Communication Rule Number Three is “Speak as if You’re Speaking to One Person and One Person Only.” In your zeal to empathize with the 17% struggling, you’re NOT empathizing with the 83% who are not. As you raise money for the hospital, why do you feel the need to keep talking to the struggling? Speak to the person who has disposable income and feels blessed. Speak to her as if you ran into each other in the security line at the airport and decided to share a cup of coffee before your flight. Speak to her in such a way that she feels your passion.

When you FOCUS on one person in your financial appeal, IF disappears. As a communicator, you won’t even be tempted to use the word.

There are eavesdroppers to your private conversation at the coffee stand at the airport. They are the cynics. They are the loud viewers who have programmed the comment line as a favorite on their iPhones. Every week, they email the station management and copy their attorneys. IF is their favorite word. When you say IF, they pounce. You’ve said all you need to say to give them an exit. Not only do they have their excuse, they have ammunition to pound on you AND the hospital. And you know they will.

The cynics are the true squeaky wheel. Starve them of grease. Don’t be afraid of them. Press on. Speak with passion and confidence to your friend and let them eavesdrop. You’ll be surprised. A couple of them will donate. They will be moved and be cynics no longer.

Asking for financial support is scary. I know that. I feel that everyday when I’m on the radio or on site at a church.

For most of the men, women, and children in your DMA, giving is counterintuitive. It doesn’t make logical sense. Without instruction and experience, why would someone give? Some give because they feel peer-pressure from those around them. You know from your past fundraising that many give because of the emotional stories you’ll tell. But people will NOT give IF you give them an “out.”

I’ve found that most communicators use IF because ASKING is counterintuitive as well. Do you believe in the organization for whom you’re raising money? If not, why are you doing it?

Do you believe the money given is being used well and with integrity? If not ,why are you doing it?†

For me, my faith informs my work. I add another question to my list: do I believe God wants me involved with this organization? If not, why am I doing it?

Get IF out of your fundraising vocabulary. Speak with confidence to the people who can give, are ready to give, and will give.