I stopped at the curb and met three pairs of beautiful eyes. One pair belonged to the girl next door and the other two belonged to her friends. I saw the list in their hands and I knew what they were doing.

They were raising funds for some program for their school. You make a donation and receive some candy, cookies, or some other gift in return. They were scouring the neighborhood looking for contributions. A good cause, I must say.

But a flawed tactic for professional fundraising…

Now most people will help these girls because this won’t break their bank account, it’s for a good cause, they get something in return and they don’t want to seem stingy. The companies that promote these fundraisers already know this. (It’s another way to get them to move their product.) And besides, how can you say “No” to a kid who has the courage to ask?

But if those three girls were scouring the neighborhood every two weeks looking for contributions, they would lose support. An increasing number of neighbors would avoid answering their doors. And more “No Soliciting” signs would appear next to the doorbells.

Why?

Because this method has the ingredients of a “selling” job. It is something that pushes the unexpected. And people don’t like to be pushed, produced or sold. They want to be in control of decision making.

For example, do you know someone who brags about their closet full of Girl Scout cookies? Nope? I knew some older people who worked and bought Girl Scout cookies because their area manager’s daughter was selling them. Not because they wanted them.

Yes, donors like to get something back, but if it’s not high on their priority list, there’s a disconnect. And this disconnect is the main cause of the stagnation of donations.

So if you’re in charge of fundraising, how do you establish and maintain the connection?

Believe it or not, even though givers give, they still ask, “What’s in it for me?” If you can answer that question, you’ll keep the connection going and build a loyal donor base. And from this connection, let’s see…

Nine foolproof reasons people give:

#1) Benevolence. Some people have the gift of giving. They love to give abundantly. I have a friend who was born with this gift. He is never stingy.

Many others, like your publisher, struggle with it. It’s just not in our nature. But there is a sacred moment of pleasure when what you give makes someone radiate happiness. There is nothing that can match that joyful moment.

#2) Feel powerful and important. With a wave of your wand, a cancer ward is built, a library is established, or the high school can maintain its music program. You do the local news and you’re the talk of the town. People suddenly recognize you and smile at you.

#3) Fear. Fear of a dreaded disease. Fear of high taxes. The fear of losing something/someone precious is a powerful reason to give.

#4) Leave a legacy. Keeping your name circulating in people’s thoughts is a powerful reason to give. Contributors nearing the end of their lives try to become immortal by giving large sums of money to their favorite causes. They manage to keep their name in the public eye by benefiting an institution.

#5) Emotional beliefs. People will donate larger amounts to political causes than to their local homeless shelter. Pro-life, pro-choice, more government and no choice.

#6) Guild. Imagine the homeless man standing on a traffic island with a cardboard sign. He is tired, dirty, smells bad and is a veterinarian. Most drivers compare what they have to that man and many are forced to give.

#7) Recognition. People love to have their name engraved in stone. Some want to become a silver, gold, or platinum sponsor at their favorite charity. And some love the attention of being mentioned in a newsletter, brochure, or website.

#8) A cousin. Many nonprofit organizations offer a CD, DVD, or gift with a high perceived value. This makes the decision to give easier because the donor gets something valuable in return for their donation.

#9) Tax deduction. A strong trigger to give, and as a fiscal strategy. You can cancel your contributions when you file your tax returns.

So you see, it’s not always about the cause. I see representatives of non-profit groups getting excited and trying to sell the cause. But people give because you have touched their deepest desires and answered the question, “What’s in it for me?”

Tommy Yan helps entrepreneurs and entrepreneurs make more money through direct response marketing. He publishes the weekly Tommy’s Tease e-zine to inspire people to succeed in business and personal growth. Get your free subscription today at www.TommyYan.com.

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