There Is No Secret Handshake

I am proud to be a Life Loyal Sigma Chi.  Like any good fraternity, we have a secret handshake.  My wife does not know it, and you will never get it out of me.

I have consulted more than a few organizations that were disappointed to learn that – although having been duly retained – I would not be teaching them the secret fundraising handshake.

There are development directors sitting at computers trying to wordsmith the perfect solicitation letter, and many others simply cutting and pasting from several notable published collections.  There are countless other youngsters surfing the net for prospect research.  Consultants prepare audits and feasibility studies.  Many millions of dollars have been spent on brochures, web sites, and direct mail.  Millions more on directories, web-based search tools, and prospect research staff.  Legions of well-intentioned and enthusiastic volunteers have logged countless hours producing elaborate events.  Software vendors and marketing firms will cheerfully gobble up every scrap of your budget, and ask for more.  Others preach the promise of “e-philanthropy” and social networking.  Academicians teach of tools and technique.

While all have their place, none of them are going to show you the secret handshake either.

Here’s the secret.  Ready?

Ask people for money.  Directly, specifically, and – most important – personally.  Face to face.

The darnedest thing happens when we ask.  People give.

Shake their hand.

That's an excerpt from Tell It Like It Is:  TRUISMS of Fundraising, available now from xlibris.