Raise More Money: Four Elements that Every Non Profit Should Have Right

I was recently speaking at a conference where I met a young man who had a lot of passion for ministry to the extreme poor.  He also had insight on the social media and web strategies for today’s ministry environment.

We were talking about what helps an agency shine bright among the plethora of good Christian based missions doing relief and development ministry, and rocket above the sea of agencies doing good in the world .  He had two very good points and I added my own two to this short list.

If you can laser point your efforts to conquer these four messaging principles, you are well on your way to succeeding in your ministry calling.

  1. Develop a crystal clear mission and vision statements.  It is harder than you think, takes longer than you want and may even cost you money in the short run.  Donors want to know what you are doing and how you do it.  There is no room to be fuzzy or fearful here.  As you clarify, some donors may react and stop giving because they thought you were going one way and now understand you are not.  But there is also good news, other donors will find you and be wildly excited about your ministry.
  2. Develop powerful impact statements about what the donations you receive will do.  Nothing speaks louder than being specific, i.e. “your gift of $35 dollars will provide a warm blanket, a Bible and school fees for every member of a family in the Mathare Valley by the end of May”.  Specific, direct, and time bound.
  3. Speak often to the donor’s self interest.  “Self-interest” gets a bad rap in the Christian world, after all we are to “die to ourselves”, aren’t we?  But that very fact (dying to ourselves) is the “self-interest” of a Christ follower.  At Bright Hope we know our allies derive their passion for supporting our ministry from the Biblical guidance of helping the poor and needy.   They want to be like Christ in caring for the poor, so we speak of it often in our appeal letters and promotional materials.
  4. Finally, in your appeals write about the individuals you help and not about groups, masses or statistics.  Keep focused on telling the stories of individuals who need help or are blessed by your organization.  People don’t give to grand causes or the “25%” of the population that is hungry for what you deliver.  Some experts would label this as having an identifiable victim.   I prefer to believe it is having an identifiable recipient receiving a blessing.

About C.H. Dyer

I am the CEO of Bright Hope. I am dedicated to helping those who earn less than $1.00 a day. There are one billion people in my target market (the extreme poor) and I could use some help. I am a Christian, father of three (two are internationally adopted), entrepreneur, speaker, improving writer and amateur photographer.

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