Money makes the world go round. It is the fuel that energizes the machine of our respective moisdos (organizations). We all need more money and we are all looking for ways to raise more funds. Fundraising is hard; it's actually the most difficult thing a Shliach does!
(Parenthetically, the Rebbe writes that fundraising is a means of connecting with individuals who we may otherwise not have a connection with. Every Shliach who has been on one of my coaching calls knows that this is a big mindset shift.)
How do I get myself to fundraise when I'm not in the mood?
For starters it's important to have clear goals and clear targets. When you sit down in front of a computer to make the calls it's easier to have in front of you the list of who you are calling and a clear goal.
Once a week sit down and define your immediate goals and who your targets are for the week. In general there should be a plan for the month that you are keeping up with.
Once you have that set, the next step is to actually do the work. I have been fundraising for 30+ years and I know how hard it is to make the calls. I would personally rather do almost anything than pick up the phone and call someone for money. Like most others, I think about it all the time, but I need to trick myself into actually doing it.
Remember we are dealing with the nefesh habahamis (NH) that doesn't like to do hard work and the nefesh ha'Elokis (NE) who doesn't mind the hard work, who is committed to the purpose. It's the NH who tries not to do the work. The nefesh habahamis is not as smart as we are, and not smarter than us. We, thank G-d, are smarter, and we have the good fortune of having Torah wisdom at our disposal.
You need to trick the mind into getting you to make the calls.
(I'm a big believer that the Keli for success in fundraising is the PHONE CALL. It's the hardest part, but there's no better way to connect with a donor. The phone call is Appointments!!)
Here are some suggestions:
Set yourself a number of calls that you will make in a given day. Then take a walk and commit to not come home until you finish them. If you are too lazy to even walk, go to a coffee shop. Just get off that comfy couch.
I like to get into my car and drive to a side street or downtown and park and tell myself I'm making these calls before I go home. You know the feeling - it's hard to put the car in drive to leave until you make those calls. Some tell me they even take an Uber and pay for it. Whatever it takes!
Sometimes, I reward myself after making the calls. I tell myself if I make 5 calls in the next hour, I will get myself a soda or eat something. (Or it could be a break.) The body is like a horse and rider. The rider steers the horse and needs to give the horse an incentive. Our nefesh habahamis is the horse and we are the rider...
(Texting doesn't count as a phone call. It's a way out for the nefesh habahamis. Leave a message if you don't get a response. It may take a number of phone calls to reach someone.)
I've written before about approaching the fundraising meeting in a relaxed, honest and fluid manner. There are two parts to the meeting (1) establishing rapport and building a relationship, and (2) asking for the support your Shlichus needs. The big mistake many make is they go right to the ask before the person has warmed to you, and we don't assess what happens next.
A Shliach (who is in a city with nice hikes and trails) recently shared with me that he arranges to call donors when he is on a hike, so he can connect in a relaxed way. I also have a folder of potential numbers that just make my calls fun. Whatever helps you to make the call.
Also, remember to not lose focus of why you are meeting. It happens that you get into a nice conversation and the reason we are having the meeting - the ask - is lost. I do that a lot. At the beginning of the meeting set a point in the agenda and try to keep focused. That is also a matter of setting your own goals and keeping them. If someone offers an idea, don't lose your focus.
Finally, don't lose the anchoring that fundraising IS your Shlichus! It becomes a holy endeavor. You are not begging people, and you are not looking for charity. You're serving HaShem, you just happen to be the fundraiser. And so you get to connect to the highest levels - even if the donation is small, you are connecting with the inner essence of the person - their Neshoma. You are connecting them to something holy. There is great integrity in that work. It required courage. It will sometimes be uncomfortable. But when you engage with positivity and thoughtfulness, the person feels it. You can be so confident about what you're doing, (rooted in G-dly giving) that your confidence is contagious. You're connecting them to something bigger than money. You're connecting their Neshoma to what they are meant to be doing. When you connect the donor to a Mitzvah, their Neshoma will give with love. You are going with the kochos of the mishaleach!
Chazak!
With all my love,
Eliyahu Schusterman