Don't Support an Organization

It's pretty easy to come across such appeals like 'you are cordially invited to support us on running the service centre for…' or 'please support our initiative in launching a new project that will benefit who and who' from marketing literature or website of nonprofits urging prospects in supporting them to do or continue to do whatever good they are doing to the society. Those and other similar statements are not uncommon among nonprofits in seeking supports. But why we have to support an organization? Who are we indeed supporting? Think again, think deeply. It's not as naive as it might sound.

To answer this question, nonprofit executives have to think about why supporters give from their perspective rather than from the organization's own. It is no doubt that among other likely reasons, supporters are keen to contribute to help to better the society with issues that are close to their hearts, might it be human rights, LGBT, animal rights, poverty, education, youth, elderly, health, homeless, cultural conservative, environmental protection, you name it. Agree? It makes perfect sense that our supporters must be indeed eyeing a particular societal cause that they are keen on supporting, advocating or do something correspondingly. If we all agree with such an assessment, then what is the rationale in asking our supporters to support us, not the ca

uses or the beneficiaries? Some may say because we are an organization that we focus on the same issues and have a proven record in addressing them or serving the beneficiaries with a range of successful programmes. Yes, you are right in pointing out your organization's wonderful track record, but again what do these programmes do after all? It is how much positive change was found on the issue or beneficiary ultimately that matters. So can I reasonable saying that such change or called impact is in fact what our supporters interested in seeing and supporting?

Remember, we as a charity shouldn't be where the spotlight shining at but our supporters, who are the true hero in making all these happen nevertheless. They take the initiative in doing something to help the cause/beneficiary. Therefore, it is obvious the two main characters in this play who grab all the attention are the superhero who overturn the less than favourable situation which happened to be our supporters and societal issue/beneficiary respectively. If this is the case, where should we put ourselves in this play, too? We as a nonprofit is nothing more than a vehicle or a mean that help visualizes and materialize the superhero's kindhearted dream in a better world. Because our beloved supporters may not have the necessary expertise, connection or simply time in carrying out their good deeds themselves, so they rely on us in offering a helping hand in accomplishing their mission. Thus, we should place ourselves in a supporting role whose purpose is to help to make the two main personalities shine even brighter, not the other way round.

So back to the original questions that I posted upfront, do you have an answer for the two questions of why we have to support an organization and who are we indeed supporting by now? How will you structure and phrase your appeal by this time? If you are still struggling in coming up with your organization's appeal message, shoot me a line or give me a shout, I'm here to offer my assistance!