The Art of Selling Will Improve Your Fundraising

People who work on behalf of nonprofits like to think of themselves as doing something for the common good. When asked to define "What is a nonprofit?”  Many of them seem to feel that selling isn’t compatible with that mission.  

That seems to speak more about people who are trying to sell things with out understanding how selling should work.  

Selling is as much an art as it is a skill. At its best, selling is always the highest form of communications. It should never be about getting others to do something they don’t want to or to buy something they don’t need. It’s about achieving the perfect equivalent between what you have to offer and what someone else wants or needs.  Sometimes, even when they don’t even know it.

The last thing in the world that supporters of nonprofits like to think they are is salespeople; they consider themselves a cut above clerks selling shoes or used cars.  

When asking a group of non-profit staff “What is fundraising?”, no one ever answers “sales.” Instead predictably, the answers have a schmaltzy quality equal to the definition of a nonprofit. Fundraising is the “ability to raise capital for an entity,” “stewardship, relationship-building in order to raise funds for an agency,” “an effort to generate funds for a good cause.”

Fundraising is not about “the sale,” but about “the listen.” Remember the lyric, “fools rush in where angels fear to tread.” Consider your customers before you chew their ears off about your cause. Too many do-gooder fundraisers have an attitude.” They think that all they have to do is blurt out the basics of their case and their audience will just open their wallets. Nothing could be further from the truth. 

Do your homework: Find out about people you approach. Take an interest in them. You’ll be amazed at how interested they’ll become in you. Or is it that selling is fundraising?

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Sunset Coupons, LLC
800-627-6340
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