Lately, I’ve been hearing the word “inspire” more and more in fundraising advice. "How do you inspire your donors to give?" they ask. I’ll be honest: the word “inspire” is a trigger for me. Every time I hear it, I feel like I’m going to lose my lunch. I've been asked to inspire so many times, it’s like being asked to pull a diamond out of my backside.
Even worse, I’ve had to ask others to do it, too - whether it's asking someone to create an "inspiring" video, write something "inspiring," or make sure a social media post really, really inspires. I’ve watched some of the most talented people I know give me that resigned look, do their best, and still fall short. Why? Because if you're trying to force inspiration at the point of content creation, you're setting yourself up for failure.
I was recently reading about an ideal major donor for a project I’m involved in. This person had the perfect background - aligned with the people we’re trying to help - and a deep understanding of the social issues facing our target group. He even had his own charitable foundation! The guy is already a philanthropist. But as I read on, I discovered his oldest child had leukemia. Almost all his donations and foundation work focused on funding leukemia cures. I started to wonder: What inspires this man to give? The answer, I think, is obvious. It’s the lived experience of knowing his daughter recovered - when so many others did not. His inspiration didn’t come from slick marketing or heart-wrenching campaigns. It came from his own life and the hope that others might have the same outcome.
So when we’re asked to “inspire,” what are we really being asked to do? The answer is simple: we’re being asked to increase the number of donations through a specific channel.
Here are five steps I think will help you achieve that goal:
- If your cause isn’t naturally inspiring, don’t try to force it. Apply for statutory funding or consider a different approach. You can’t polish a turd.
- The moment of campaigning is not the time to tell your story. It’s the time to ask people to part with their cash. Yes, you should demonstrate the impact and explain what you do, but the goal at this stage is to get people to contribute. Make sure you’ve already warmed people up months in advance. Tell your story personally - one-on-one, over the phone, or through others -before you ask for donations. Don’t ask for money until you have their buy-in.
- When running a campaign, focus on the logistics of the transaction. How are you collecting donations? Are you recording gift aid? Are you getting marketing consent? How are you thanking your donors? The mechanics matter as much as the message.
- If you don’t hit your target, look at the numbers. How many people really care about what you do? If 10% of your audience gives, what’s the average donation amount? These are realistic figures to work with. If you didn’t hit your target, it might be because you had unrealistic expectations, unless you had a few major donors already lined up.
- Get back to the marketing maths. When assessing your campaign’s success, remember: it’s not just about how much you raise, but how many people truly believe in your cause, are aligned with your mission, and have the financial means to support it.
Now, I’ll admit it: some content is genuinely inspiring. A great video, a stunning statistic, or a well-crafted message can certainly move people. But in the end, it won’t guarantee a donation if these boxes aren’t checked:
- The person believes in your cause.
- The person sees the work you’re doing as important and wants to see change.
- The person has the means and willingness to give.
And finally, here’s what I find inspiring about you: If you’ve read this far, I can tell you care deeply about your fundraising work. I’m willing to bet you have a rare combination of courage, heart, and a strong desire to see justice done. That’s what truly inspires me. You may have been on the "inspire" treadmill for a while now, but remember: look after yourself, and know that you can only do your best.