Maryann Wangari
The majority of people think that fundraising is all about money. From an outsider’s perspective, it’s easy to imagine that one simply sits across the room, pitches a great idea, and secures the funds. What many fail to notice, however, is how much happens behind the scenes. There are numerous questions that must be addressed in the process, such as the brand being represented, why a particular amount is requested, why now and not later, and the impact to be created. Without clear answers to these questions, only rejection awaits.
It’s not only about the money, but also about the people, the courage, and the great responsibility. It is for this reason that, as one goes about fundraising, they should focus on building mutually beneficial friendships. When pitching an idea to someone, trying to get their buy-in, really trying to convince them why the funds are needed, their first question is always going to be about the brand you are working with and the beneficiary of the funds being raised. The first concern isn’t about the money but the impact their money would create. They will be curious to know if the fundraiser is ready and able to deliver impact.
It’s imperative to note that, beyond the money and the impact, one needs a great deal of resilience. Every rejection letter should fuel one to shake off the dust and push even harder. Knock on those doors. Better that pitch. Rewrite that proposal. Publicize that initiative more loudly. Additionally, where money is, people must be involved. Therefore, while writing that proposal or drafting that concept, highlight the human aspect of the proposed solution. For instance, highlight the number of children this solution will keep in school, the number of people who will benefit from the results of the research on microbial resistance, and apart from the environmental impact, the number of people to be impacted by the solar energy project for which funds are being requested. Once this idea is clear, it becomes somewhat easy to defend your project, explain its worth, and request a partnership/funding. Donors don’t give to proposals just because they’re well written; they give to what they believe. Align the proposal with the donor’s interests.
For those who gave up or are thinking of giving up after receiving their first, second, or even tenth rejection, this is a reminder to reflect, write that difficult follow-up email, link your proposed project to the donor’s interest, and build long-lasting friendships.
In case you are having trouble with your fundraising journey, visit the university’s fundraising office or email them at devt@usiu.ac.ke for guidance.
