Does asking for money cheapen your cause? The moral case for fundraising

I recently spoke with the founder of a nonprofit organization in California about the state of her organization. We were looking over her website, and I told her that I really liked how much it focused on the participants – their stories, their struggles, and the work being done on their behalf. A lot of organizations are too donor-centric on their websites, emphasizing their need for funds and resources so much that they drown out the things that make donors want to get involved in the first place. I was impressed with how well her organization was presenting itself.

In her response, she told me that this approach was very intentional. She cared about her cause deeply and didn’t want to cheapen it by asking for money.

This reminded me of a conversation I’d had a few years prior with another client. When I encouraged him to increase his fundraising activity, he told me, “I’m not a pig. I don’t need any more money.”

While I disagree with this sentiment, I think that it’s interesting to consider and important to reflect on, especially if you’re in the business of fundraising. Think about it: These organizations require funds to keep the lights on, but at the same time, they’re clearly wary of going too far. They’re in the nonprofit space for a reason – to do good – and they want nothing to do with anything that smacks of greed or materialism. They quickly become suspicious of any approach that feels like it’s heading off-course, away from the core mission of helping others.

This isn’t a bad thing. Like I said at the beginning, some organizations do lose focus. Sometimes, it’s just a marketing mistake, like forgetting to put the cause front and center on the website. Sometimes, it’s more serious than that. It’s understandable and commendable for a charitable organization to be extra vigilant and make sure that their priorities are always in the correct order.

But I would also argue that it’s possible to overcorrect and end up doing your cause a disservice. I read a great line the other day in an article by Blair Nicole, a veteran PR pro:

“If you’ve got the best cause in the world, but no one knows about it and no one’s donating to it, you’re extremely limited in your capacity to make a difference in the world.”

And I think that says it all. 

If you believe in the work you’re doing, if you believe that it will make the world a better place, don’t you have an obligation to take the steps required to see your vision come to life?

I’m not arguing that the ends always justify the means. This isn’t about the idea that you should do anything and everything to get that money.

But I feel very strongly that fundraising in and of itself is not something to be afraid of or remotely ashamed about. It isn’t inherently dirty or sleazy. In fact, I think there’s actually something beautiful about seeing so many people come together, contribute what they can, and create change with their combined efforts.

I see fundraising as catching the world’s attention and telling it what you’re up to. Explain why this particular challenge is important and needs to be addressed, and give people the chance to respond and be a part of the work you’re doing.

I wrote an article not too long ago about a similar response I’d seen to the idea of marketing. In that case, I had found that while some organizations were happy to spread awareness of their work, they were deeply uncomfortable with the idea of researching what specific angle or message would get the most traction. The reasoning here was similar – they viewed this practice as cheap, seedy, manipulative, and contrary to their values.

I argued there, just as I’m arguing here, that neither fundraising nor marketing should be about trying to trick or take advantage of anyone for your own benefit. Those negative stereotypes exist, but they’re bottom of the barrel examples of what this kind of outreach can be. They’re not representative of some underlying truth of fundraising, and certainly not representative of what it can be at its best. 

Instead, the kind of fundraising that I believe in is based on honesty, good intentions, and common interest. Finding the right words to connect with people doesn’t mean you’ll be lying to them — it means you’ll be communicating the truth more effectively. Similarly, including a donate button doesn’t mean you’re trying to scam anyone — it just means you’re giving them the chance to get involved.

Let people know that your cause exists, give them the tools to learn about it, and then let them make the informed, adult decision about whether or not to support you. That’s not only okay, it’s an important part of making the world a better place.

Convinced yet, or still skeptical? Let me know what you think!