To get funding, be fundable. And findable.

Fundraising alone can’t fix your fundraising.

So stop chasing donations. And do this instead:

💰 BE FUNDABLE

• Center on a specific problem.

• Serve a defined group of people.

• Focus the mission and intervention.

• Measure a few outputs and outcomes.

• Make your vision powerful and tangible.

• Get the right team members in the right seats.

• Select a few 3-year, annual, quarterly priorities.

• Back your goals with routines & internal comms.

Being fundable means showing donors why you exist, what you do, where you’re going, who will do it, how to get there, and when it will be done.

That’s your theory of change and strategic plan (your brand).

And that can fix your fundraising.

🔍 BE FINDABLE

• Analyze competition in your landscape.

• Determine what makes you unique.

• Decide which audiences to target.

• Communicate value propositions.

• Show off a daring brand personality.

• Develop bold messaging and storytelling.

• Execute a marketing communications plan.

• Ensure your website & materials are optimized.

• Partner with corporate CSR to amplify the cause.

Being findable means occupying a distinct space in the minds of your ideal funders, plus routinely communicating your promises.

That’s your positioning strategy and marketing communications (your brand).

And that can also fix your fundraising.

So here lies the secret. ⤵

You don’t raise more money by just hiring more development staff, filling out more grant applications, applying for more awards, seeking more foundation meetings, and creating more donor prospect lists.

Instead:

“Stop chasing and be found is smart fundraising,” says philanthropy expert Michelle Benson.

“High-value funders like corporates, high-net-worth individuals, and trust funds are increasingly being proactive in who they wish to fund rather than open a floodgate of applications.”

Plus, it’s unfair to expect your fundraisers to turn water into wine.

“Chasing people who do not want to be chased is what makes fundraisers and donors miserable,” Benson continues.

Remember:

Brand is the engine.
Fundraising is the fuel.

Brand sets the stage.
Fundraising fills the seats.

Both are critical. And interconnected.

But if funding has stalled — if you’re stuck in the nonprofit starvation cycle at a few hundred thousand or a few million in revenue — stop what you’re doing.

Stop the fundraising rat race.

Gather your leadership team. And don’t leave the room until you figure out how to be fundable and be findable — before anything else.

Brand first, fundraising second.

Break the cycle.

💪🏽💛

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The daily bonus

In just 15 minutes a day, learn how to become fundable and findable for donors. Brand Bootcamp is our self-paced, online video course for nonprofit leaders. You’ll learn from me and our Mighty Ally co-founders Eve Wanjiru and Kathleen Souder.

What people say:

“Three days into the Bootcamp, I am already seeing holes in my brand strategy and implementing changes as each day unfolds. As a non-profit leader, this bootcamp is a treasure trove.” — Stephen A. Kube

“I have been working for NGOs for over five years now, and have never had such an ‘ah-ha’ moment as I have had ✨ multiple times ✨ throughout this course.” — Michaela Higgins Sørensen

“A MASSIVE shout out to Mighty Ally’s online course. It has been transformational. Every lesson has been a gem!” — Victoria (Vicki) Beach MBE

“This bootcamp feels like it's just what we need. It's clear to us that our brand position will be a catalyst for greater reach, more impact, and longevity." — Zoheb Shariff

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The double daily bonus

Don’t think brand and marketing are important? Here’s a classic advertisement. About advertising.

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Sneak peek

Coming up in tomorrow’s newsletter:

Of course, donors want to see nonprofit leaders passionate about their ideas and committed to the execution.

But too much optimism can be a problem.