If you read any of the “how to” fundraising books, you know that fundraising is not about money.

It’s not about manipulating folks with your sad story or “selling” anybody anything.

It is about self-interest. Altruism or arm-twisting may be a part of the equation for some, but mostly people share their resources because of how it makes them feel.

If they didn’t want to, they wouldn’t do it.

There’s something in it for them. If we can recognize that truth and change our approach to fundraising accordingly, it would change the game.

Warmth and love are in high demand, particularly during the holiday season. It slows us down. It helps us feel. At times, we become vulnerable.

When everyone around us seem to be happy, others may be bereaved missing a loved one. All kinds of feelings surround us – good and bad. 

It’s not about the money.  When we can be a part of making something that we care about real in the world, it feels darn good.

Can you tap into a feeling that you stand for? Planned Parenthood, for example. For some, they don’t share the values of the organization, or the mission simply doesn’t rock their boat.

For others, they feel a deep yearning to take to the streets, figuratively that it. 

That’s the feeling you want to tap. That’s the feeling that makes your donors feel good. It doesn’t need to be controversial. If you can frame and share the values that you hold dear in a way your donors want to raise their hand and say I care, you’ll raise more money.

Here are a few ideas to think about as you reach out to your donors this holiday season.

3 steps to reaching out with warmth and love

1.   Feel it yourself

When was the last time your eyes welled-up or you got goosebumps when thinking about what your mission is making real in the life of another human being.

Slow down. Spend time with someone you serve without being in a hurry. Journal about it. Do something that re-connects you.

2.    Share it with authenticity

Take it seriously. Come up with a message for your appeal and take the time to get it right. Get the help you need to build a campaign that does your mission justice.

See it as an opportunity for your donors to share the warmth and love that they feel this holiday season. If you dread the process, they’ll pick it up in the quality of your presentation. 

3.    Keep it alive and build momentum

Don’t stop there. Take these good feelings and move into January with new energy. Take measures to increase your infrastructure so you can do more.

Reach out and ask your donors for help – think of them as partners, people that can be a part of the solution – if you let them.

It may take time and energy on your part up front, but it’s well worth the effort. It will keep the momentum going, and remember, your donors want to keep those good feelings alive too. It brings meaning to their lives. To our lives.

I hope you will take these thoughts to heart. We humans don’t stop feeling. Sometimes it’s easier to tap into than others – like during the holidays.

How can you present your work in a way that your donors can feel it?

Join me for my 3-week teleseminar beginning on November 11th.

Your Year-End Fundraising Roadmap: A practical step-by-step training and action plan to accelerate your nonprofit’s growth and impact

Sign ups will begin next week. Stay tuned for more details.