There is no magic wand in fundraising.  I wish there was.  I don't know of any magical solutions to answer the questions that have been posed by non-profit agencies for the 15 years that I have worked in development.  Yet, I remain optimistic about the fundamental process of development.  Why? Because good development is built one step at a time.  Strategic and thoughtful development practices work.

Over the years I've developed thicker skin as it relates to asking for money.  I have easily been told no as many times as I have been told yes.  At the point that I realized that my role was simply to connect people with the opportunity to support work that changes our community - I realized that there need not be sadness when people make other choices.  Assuredly, I wish every request resulted in more resources.  There are many many agencies that do tremendous work each year.  The role of development, however, is to provide opportunities to connect people with a way to express their concern, desire and commitment to the community.  Offering that opportunity is more pleasure than pain.

Occasionally, I will walk into a training or a workshop and someone will comment that they should all hold onto their wallet.  Not true, not true.  That statement is more of an advertisement that the person is ready to give.  When I walk into a room I'm not talking about giving money at all.  Often, I'm asking a few key questions.

1. What do you want your legacy to be?
2. What values do you hold most dear?
3. What evidence do you have that local agencies are working on the issues that matter most to you?
4. Would you be willing to listen to a brief interactive presentation about the challenges in our community that you care the most about?

For people who don't care, the equation is easy.  Those individuals usually head to the exit, or start filling out their grocery list early in our time together.  For those who are truly interested in their legacy, they recognize the tremendous opportunity and responsibility their personal resources in ways that make a difference - ways that have the potential to change lives.  Fundraising, at its best, connects people to the things that matter most to them.  The opportunity to invest - via time, talent, and treasure - matters not only to the potential recipient, but first and foremost, to the donor.  Many people recognize philanthropy as an investment in what matters most in life, especially for those who sacrifice to make the gift.

When an agency thinks about the role of development, it should also think about relationships.  How often are people offered the opportunity to grow in relationship with your agency?  Often, non-profit agencies have not because they ask not.  Fundraising is essentially the practice of asking diverse people for financial support.

If I did have a magic wand, it wouldn't work much differently than the time tested practice of growing individual donor relationships.   Exactly how does that happen?

1. Work intentionally to attract People, Attention and Resources for the agency.
2. Share the successes of the agency - via stories, newspaper articles, testimonials and demonstrated successes.
3. Leverage relationships of existing stakeholders - staff, board members, volunteers and members.
4. Ask for support - specifically, often and with a purpose.
5. Demonstrate gratitude and results.
6. Grow existing support through a tiered approach of reaching first time donors, retaining existing supporters and leveraging the gifts of long-term donors.

Maybe, systemic development, has a little long-term magic afterall.