Look back to move forward

It’s the beginning of a new year. And just like individuals make resolutions to create a new them, organizations do the same. “This year, we’re going to implement a new fundraising strategy — one that actually works.” Or “This year, we’re going to try a new fundraising event.” Or “This year, we’re going for a brand new look.”

New is exciting. And often, it’s exactly what’s needed. But what deciding what kind of new to implement is just as important.

Before you get caught up in the spirit of new for new’s sake take a moment to look back — all the way back to your mission statement. That’s right — your mission statement. Remember that dusty old thing filed vertically somewhere at the bottom of a stack of strategies, best practices, and failed attempts at jump starting your fundraising program? That’s the one. Now is the time to take it out, dust it off, and look at it. I mean, really look at it. Read it. Think about it. Live with it.

Your mission statement is more than an obligatory paragraph to be tacked on to your web site and printed brochures. Your mission statement is what drives everything you do. Or at least, it should be.

Donors don’t give to your organization because they like you. (Even if you are the most likeable group around. And I’m sure you are.) Donors give because they believe in what you do. And what you do is your mission. (You can see where I’m going with this.) Donors give to your mission.

If you really want to reach your donors, let your mission statement drive. Center every appeal around your mission — tell the story of how your organization is making a difference. And don’t do anything unless it enhances the story of your mission. That includes premiums, graphics, and packaging.

Mission-focused fundraising is the only way to  longterm success in your fundraising program. So if you want your organization to move forward this new year, take a look back at what drives you.

Need help establishing a mission-driven fundraising program? It’s what we do best. Call us today at 919.741.5072 or visit us online at www.tbullgroup.com for more information. We can’t wait to help you help others.