Two of the most important words when it comes to fundraising.

Here’s an easy formula for making your fundraising more relevant to donors.

It’s just two words: So That, from the Linked in newsletter, Fundraising Friday.

Here’s an example from the article:

We serve orphaned children in Zimbabwe by providing education, residential care, family reunification, and vocational training. It’s a listing of program activities.

If you’re an organization insider, the value and importance of these things is likely self evident.

But if you’re not an insider or expert — like the large majority of your donors — it’s just a list. No sense of the value or importance of the activities. No reason to donate now.

So you add reasons with the magic words.

With “so that”
We serve orphaned children in Zimbabwe by providing education, residential care, family reunification, and vocational training so that they can experience healing, restoration, and the hope of a bright future.

And you might find you can say a lot less about what you do and how you do it … and say more about why. That’s the part donors care about. They want to make the world better. They’re not in it for funding programs.

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We assist nonprofits and community organizations with their marketing, advertising, interactive, and public relations needs. The types of projects we work on can range from developing a new brand identity to programming a website or promoting a fundraising event. Our services are based on the identified needs of our clients.

Our focus is on working on a specific assignment, with the expectation that once the project is completed it can be sustained with the nonprofit’s existing resources. Our goal is to teach nonprofits “how to fish, rather than feed them fish for a day”, Hence we also provide various free resources that help non profits make an impact.

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