What you don’t know about fundraising.

Fundraising is one of the most secretive industries.

But it’s actually simple to understand: fundraising is all about money. Behind all the smiles and images they show of themselves do-gooding, charities are driven by sales quotas and financial needs.

Most people think it’s easy to be a donor: just send a few checks to the charities you like. 

They have no idea there is a giant machine powering the fundraising industry. 

A few of things you almost certainly didn’t know about fundraising:

The existence or extent of the shadow industry. You are being hunted and outgunned. There are tons of data companies that rent and sell lists of potential donors. (That’s where all the letters and emails come from). Donor names are bought and traded. 

Everything is about money. Like shopping for cars or clothes, fundraisers are also selling you something. It may present differently, but fundraisers are selling you charity. 

Fundraising never begins or stops. If you are reading a note or interacting with a charity, they are selling you. Even when you’re getting a birthday card or Christmas card. You’re always being sold even if they don’t ask for money. 

Fundraisers use special techniques. Never underestimate fundraisers. They study psychology and the science and art of talking to others. They have crafty systems and use sales tactics like creating intimacy with donors. 

Fundraisers charm donors to feel a certain way. They laugh at your jokes, amuse you, and guide your emotions to feel what they want you to feel (like a movie director). Donor feelings are choreographed. It’s meant to feel natural, but you’re being preyed on. 

They don’t let you be perceptive. The charity salesman wants to bypass your instincts and get your guard down. They’re good at selling you stuff and make you believe you actually wanted it. 

Here’s three things to do with every donation to avoid or defeat these tricks: 

1. Recognize that everything a nonprofit does is designed to raise money. Especially when it doesn’t seem to be. 
2. Don’t get overwhelmed. It’s easy to become passionate about causes, but don’t let strong emotions guide your decisions. Too much logic is also a problem. Have passion but focus on impact. 
3. Guard yourself and make yourself hard to reach. It’s best to contact charities (not for them to contact you). And when you talk with them, don’t share much with them. Don’t answer their questions. 

If you do those three things, your philanthropy will drastically improve. But that’s hardly the beginning. 

I have met over 10,000 donors and have over 10 years of experience. I put it all in a book and training courses that cover everything you need to know about effective philanthropy. 

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