Nonprofit fundraisers know the frustration of repeatedly explaining their mission to new donors. The Lincoln Foundation’s experience reveals that past reliance on a loyal, aging donor base doesn’t guarantee future support. As new donors emerge, fundraisers find themselves starting from scratch, focusing on education and identity before even making a financial ask.
Relying on “hope” for fundraising proved unsustainable for Lincoln Foundation. Instead, a clear strategy—and better storytelling—was needed. Today, donors want transparency and impact, not just a legacy connection or long-term loyalty. Annual fundraising is now a reset, not a continuation.
Key takeaways:
- Connect Emotionally: Evoke curiosity before giving information.
- Relate to the Donor’s World: Bridge assumptions by making your mission relatable.
- Apply the Ripple Effect: Tackle knowledge gaps with human, social, economic, and generational impact.
- Create Investors: Turn donors into long-term investors.
The Lincoln Foundation shows that shifting from hope to strategy, and explaining less while connecting more, leads to lasting support.
